The mission of an organization is a crucial part of ensuring that employees are aligned with a company's goals. Without a sound mission, there is no way to inspire employees, prospective employees, and customers to align with your company.

While it's convenient to plan goals around a company's core mission strategy, there are larger questions attached. Who knows about these goals? Are they being effectively communicated? By whom?

The answers come down to leadership. And gender...may be a factor.

A new survey sheds light on women-led companies 

In a recent study titled "The XX Factor: The Strategic Benefits of Women in Leadership", Peakon took on the question of how employees perceive strategy at their company. The study identified several key factors that influence employee perception of strategy -- one of them being mission -- which, by its textbook definition, defines what a company is, why it exists, and its reason for being.

To conduct the study, Peakon asked a group of almost 60,000 employees under 3,000 managers across 43 countries to answer questions directly related to "women-led" and "male-led" management.

The study found that "women-led" companies -- those with more than 50% female representation in management -- are considered to be better in all aspects of strategy, including mission. 

The relationship between strategy and mission is an important one. Women-led organizations rate higher (0.3 points) higher than male-led organizations in terms of strategy, with an even greater margin (+0.8) in response to the question of "I'm inspired by the purpose and mission of our organization."

Strategy and mission are the driving forces of a successful company or organization. Without a clear company mission, employees are not aligned to work together towards the same goal.

These misaligned goals are likely to cause confusion in the workplace and make it harder to reach the desired outcome intended by the company. A clear mission makes for more engaged employees, which leads to better work and increased loyalty to the company. 

The importance of mission in the workplace

In 2016, Millennials became the largest generational demographic in the US workforce, as per the Pew Research Center. They are known for their need for meaning in their work, inspired mostly by the mission of the company and the work they do for their customers and clients.

Unfortunately, as seen in an earlier Peakon study, Millennials report finding significantly less meaning in their work today than both Baby Boomers and Generation X, echoing the concerning finding that they lack inspiration from their company's mission and purpose.

Peakon's study provides us with a good place to start -- hire effective female leaders to take your company's mission to the top. Effective leadership starts with internal communication, which makes for more engaged employees who are devoted to the organization's goals. 

Published on: Sep 24, 2019
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