How Familiar Are Your Employees With Your Brand Values?

If you occupy a position in your company’s C-suite, chances are that you’re intimately familiar with your mission statement and the values you consider the hallmark of your organization. You live and breathe these ideals every day, constantly working to meet your goals and objectives.

But for other members of your business, your value system may not be quite as well understood. Some of your employees might not even be familiar with your mission statement. That is a challenge for at least two significant reasons:

  1. If your workers don’t know or fully understand your mission, they are unlikely to be able to carry it to customers in any meaningful way.
  2. A recent Gallup survey of thousands of businesses worldwide found that employee understanding of a company’s mission is directly tied to profit margins.       

Let’s take quality of customer service as an example. Most employees probably understand intuitively that providing customers with a top-notch experience is a priority for your organization. But there is a difference between having managers simply tell workers that “We emphasize customer service” and creating a mission statement that includes language like, “We treat our customers like they are members of our families.” The latter statement makes an impact and stays with employees each day as they interact with customers.

So how do you ensure that your employees have a full understanding of your company values? Here are a few suggestions:

  • Hold regular town meetings and seminars that discuss your mission statement and goals
  • Display signage in the workplace that illustrates your message
  • Pair new hires with seasoned employees for mentoring and training

If you are unsure about how familiar your employees are with your mission, it’s time to bring them up to speed. I guarantee you will notice a difference.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the American Teleservices Association (ATA). He also donates his time to serve on several University boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s higher honor, the prestigious Fulcrum Award.