One of the biggest keys to hav­ing a suc­cess­ful busi­ness is hav­ing an effec­tive team. An effec­tive team is effi­cient, pas­sion­ate and engaged. One of the biggest chal­lenges for a busi­ness is keep­ing your team engaged on a day-to-day basis. I have seen com­pa­nies that hire peo­ple through a revolv­ing door. I have also seen com­pa­nies keep top employ­ees for many years. The biggest dif­fer­ence in these two instances is that the employ­ees that stayed longer were engaged and empow­ered. Sim­ple enough, right? There are many ways to keep employ­ees engaged and empow­ered, but one of the first steps is to revis­it your mis­sion state­ment.

A mis­sion is a brief state­ment that out­lines the business’s pur­pose that will be achieved through its dai­ly oper­a­tions. There is inher­ent­ly a lev­el of pas­sion that is includ­ed in this state­ment as it revolves around the biggest achieve­ment of the busi­ness, ful­fill­ing its pur­pose. When build­ing the right team, you need to sur­round your­self with like-mind­ed peo­ple that are pas­sion­ate about achiev­ing the same mis­sion as the busi­ness itself. Keep in mind that peo­ple are nat­u­ral­ly com­pli­cat­ed. They have lives out­side of work includ­ing, spous­es, chil­dren and friends. It’s usu­al­ly easy to see that they are pas­sion­ate about their lives out­side of work. The dif­fi­cult part is con­nect­ing that pas­sion to the busi­ness. The idea is very sim­ple, but exe­cu­tion can be a long-wind­ed process.

Let’s look Proc­ter and Gamble’s (P&G’s) mis­sion state­ment for exam­ple: “We will pro­vide brand­ed prod­ucts and ser­vices of supe­ri­or qual­i­ty and val­ue that improve the lives of the world’s con­sumers. As a result, con­sumers will reward us with lead­er­ship sales, prof­it, and val­ue cre­ation, allow­ing our peo­ple, our share­hold­ers, and the com­mu­ni­ties in which we live and work to pros­per.”

There are two key phras­es in this mis­sion state­ment. The first sen­tence states that P&G is try­ing to “improve the lives of the world’s con­sumers.” P&G under­stands that it has a glob­al reach and its prod­ucts effect near­ly every house­hold and that it has a respon­si­bil­i­ty to pro­vide a high val­ue to each of those house­holds. P&G is also help­ing the “com­mu­ni­ties in which we live and work to pros­per.” P&G is very active in the Greater Cincin­nati area through dona­tions, host­ing and spon­sor­ing events, and by being a pos­i­tive face in the com­mu­ni­ty.

This mis­sion state­ment encom­pass­es the pas­sion of the employ­ees at P&G. The com­pa­ny attracts employ­ees who are active in their com­mu­ni­ty and who give back to char­i­ty. P&G employ­ees take pride in the var­i­ous brands that they work with and own that brand as a lifestyle. P&G is very trans­par­ent when it comes to its mis­sion and the val­ues asso­ci­at­ed with that mis­sion. This trans­paren­cy helps them attract the right type of employ­ees.

If you find that your employ­ees are not engaged, the first step may be to look at your mis­sion state­ment. Be sure that it is some­thing that you and your employ­ees can ral­ly behind. It should be inspir­ing. Then, com­mu­ni­cate that mes­sage. Some of your employ­ees might not even know what your mis­sion is at all. Oth­ers may have seen it, but might not under­stand how their dai­ly work helps achieve that mis­sion. Hope­ful­ly you will start to see a cul­tur­al shift and that more of your employ­ees are active­ly engaged on a dai­ly basis. It can be a slow process, but it can make a great impact on your busi­ness.