More and more, workers want to connect with their employer’s mission and values.
As Rick Kupchella recently wrote for Forbes, there’s value in looking inward – talking to the employees who know the business and its impact.
To rely on them for compelling insight however, those employees need to be engaged. People who show up, strive to do their best, and embrace what the company does.
We’ve previously discussed the power of telling consumers about the good your brand is doing in the world. That message resonates; consumers value an authentic mission.
Employees want to experience that same assurance.
Have a mission
More and more now, potential employees seek a company that committed to values.
It’s only natural someone would prefer to work for those types of companies too.
How big of a deal is this for employees?
AON does a global survey each year on employee engagement. They use data from 8 million workers at more than 1,000 companies, covering more than 60 industries.
In its 2018 overview, AON found that among North American employees, the engagement opportunity with the biggest increase from the previous survey was “Mission/Values.” That dimension jumped 5 percentage points.
What that indicates is an increasing desire among the workforce to see their employer support an authentic, impactful purpose.
Gallup uncovered related findings in its 2017 State of the American Workplace report.
Workers want their jobs to have “meaning,” Gallup found. And it specifically pointed out that, for millennials (who now make up the majority of the workforce), this is one of the strongest drivers of retention.
“The modern workforce knows what’s important to them and isn’t going to settle,” Gallup wrote. “Employees are willing to look and keep looking for a company that’s mission and culture reflect and reinforce their values.”
Seeing the value
Yet many workers feel that’s lacking.
Only 41 percent of respondents told Gallup the mission or purpose of their company makes them feel their job is important.
This suggests workers are thinking about their role – and their employer’s role – in the world, and want to be more connected with that purpose. But that message isn’t reaching them.
On top of that, those thoughtful, aspirational employees become a rich (often untapped) resource for communicating your brand’s mission.
What to do next
As a brand, you should actively listen to employees and pursue solutions that bridge that gap.
You need to effectively communicate not only the business’ mission and values, and how employees’ day-to-day jobs help advance those.
Prioritizing this internal communication is one path to having a more engaged office.
The i.e. network has helped clients achieve this by implementing processes and workflows that ensure two-way communication – and using core journalistic skills to hone in on the best story that will resonate with people, delivered in the optimal package.
Want to better connect employees to your mission? We can help: