A well-crafted employee engagement vision statement is like a really good bra – if it works well, you won’t even notice it, but when it’s malfunctioning – it’s gonna be pretty obvious that something very basic is not working the way it should.
In short – you need to get your vision statement in place before you add the other layers of your engagement strategy. A clear, concise vision statement serves as the cornerstone of your engagement programme by summing up your organisational values and behaviours, as well as inspiring and empowering your employees.
Check out our YouTube channel for more great content on everything from supporting employee recognition with meaningful rewards, to creating a communications strategy and overcoming common barriers to employee engagement.
In this one statement, you should be able to tell jobseekers what your beliefs are as a company, and allow them to see whether it aligns with their own.
Here are a few examples of employee engagement vision statements that really hit the mark:
“We connect the world’s professionals to make them more productive and successful.”
“We prevent and alleviate human suffering in the face of emergencies by mobilising the power of volunteers and the generosity of donors.”
– American Red Cross
“We are a customer service company that just happens to sell shoes.”
– Zappos
Even at first glance, you can tell that these aren’t simply strings of written words – they are very effective engagement tools that share a company’s core reason for existing and they provide current and prospective employees with a common goal to work toward. Essentially, it’s like the Southern Cross that provides a single point of reference to guide and focus everyone’s efforts on a daily basis.
READ MORE: Why a vision, mission and values are important to engage employees
Top tips for crafting a compelling employee engagement vision statement
Don’t be generic – zone in on your USP
You need to dig deep when you start this process. Get to the why of it all. What is your USP (unique selling point)? Why does your company exist and why should someone choose to join your team to promote your cause with their skills and talent? This requires thinking beyond the actual thing you make, or service you provide.
Sure, you may manage a handyman service painting crew, but what do you do and how does it affect the people for whom you do it? You help people to make their homes and work spaces safe and attractive so they can live healthy, productive lives. When you step back from the hammers and paint brushes long enough to see that, it becomes much simpler to encourage your team to do the same.
Get input from the front line
Just like an employee engagement strategy should not be created in a vacuum, the vision that underpins it should also not be a top-down statement that fails to take the experiences of the workforce into account. Always remember that the experience a person has in the corner office is completely different to that of someone who plies their trade in the first line of customer service.
This is why it is very important to get feedback from all levels of your team before you craft an employee engagement vision statement. What do they need to feel inspired? How do they see your business? Your company may manufacture something as basic as lawn chairs, but you may find that your team offers a unique perspective on how these homeware essentials create welcoming spaces where families make happy memories, for instance.
An engagement programme should serve to create purpose for the entire enterprise – managers and employees can learn from one another and, in this way, determine the behaviours and values that need to be promoted.
Keep it short and emotionally evocative
Consider the Walt Disney Company ’s, “We entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”
Try to say that five times in rapid succession!
Even though this vision statement is an example of one that really defines the company’s purpose, it could probably do with a little trim. When you sit down to write yours with your team, always remember to strive for quality over quantity. You want the statement to be short, strong and emotive.
For instance, take the TED mission statement: “Spread ideas.”
That short, snappy statement tells you, in one glance, that the group spreads ideas by connecting people with one another and thus building a mutual understanding. Much is implied without being said.
Be ready to adapt it over time
Make peace with the fact that you will likely have to adapt your employee engagement vision statement in years to come as your team grows and your company develops. It’s not going to be set in stone, but should instead be seen as a growing thing that serves as a summation of the company’s purpose at any given point in time.
Tie your vision statement to team and individual goals
To ensure that your employee engagement vision runs like a golden thread throughout the day-to-day activities, employees who reach goals that feed into it should be recognised and rewarded accordingly. For instance, if an integral part of your vision is to inspire your consumers, it’s a great idea to reward employees who inspire each other with their work ethic, etc.
READ MORE: Employee rewards have never been easier than with bountiXP.
Please go check out our YouTube channel for more great content (that you won’t even have to read!) on everything from supporting employee recognition with meaningful rewards, to creating a communications strategy and overcoming common barriers to employee engagement.