How Your Vision Statement Can Motivate and Inspire Your Employees

If you want to have your employees excited to come to work each day and reaching their full potential, the challenge is to make sure they’re connected at head and heart, as management consultant and author Peter Stark put it.

And the inspirational source for that level of engagement?

Your vision statement.

A vision statement captures the future aspirations of your company. It’s the articulation of your hopes and dreams, and what you’re trying to build. It’s both the framework for your future planning and the touchstone for how you’ll get there.

Vision statements can be simple, or they can be complex. They distinguish many well-known brands. Think Disney with its purpose “To make people happy.” Or Sony’s vow “To be a company that inspires and fulfills your curiosity.” But, it’s not just big global brands that recognize the power of a strong vision statement. Toronto-based luxury real estate developer, Mizrahi Developments, for example, emphasizes creating streetscapes that have “a positive impact on quality of life, helping to create a sense of avenue that is both intimate and beautiful.”  This is also a company purpose that works hand-in-hand with their brand image.

People get motivated and engaged when they feel they’re part of something bigger – an organization that is purpose-driven and committed to the idea that actions speak louder than words. A company’s vision statement is the best focal point employees and members of public can have. But, at the same time, you have to ensure employees believe in what a company promises and in their role in making that vision a reality.

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Here are some ways to make it happen:

·      Make sure you’re hiring the right people to begin with. Morale over the long term will be better and commitment to your big picture greater if you hire people with a common starting point – a shared sense of purpose. That means weighing your vision for the company’s future against the kinds of values and purposes that characterize your culture. Your hiring process should be structured accordingly

·      Communications is essential. Simple enough, right? Not really. It’s not just a matter of consistently telling employees how their work fits in the big picture and moves the organization toward the future your vision statement articulates. That is a good way to get people excited, over time. But pick your messages carefully and your methods of getting them out even more so. Understand your audiences, who are the skeptics and who will more easily buy in. Use multiple channels – whether emails or phone, hard copy flyers or one-on-one discussions at the company picnic.

·      Let your employees communicate to you – and others. If you don’t listen to how your people are personally inspired by your vision and the future it represents, you’re missing out on a powerful force. They are important ambassadors, both to the outside world (customers, vendors and the wider community) and to their peers internally. You will tap into a tremendous force when you encourage your employees to share their stories and experiences about how they have helped deliver on the company’s vision.

When your employees have a good idea of where your organization is going, and they are convinced their support and enthusiasm are key to getting there, it will do more than set the tone for positive morale. It will establish the basis for a strong culture based on a shared vision and values where everyone wins.