Your business is no longer solely defined by the products or services you sell. In today's climate, organizations have an obligation to uphold ethical standards and demonstrate social responsibility. Consumers are increasingly selective about where they spend their money, and employees are equally discerning about where they work.
People want to see how your business responds to social movements, global challenges, and industry changes. Your brand messaging, voice, and day-to-day actions significantly impact whether someone chooses to work with or for you. Unfortunately, negative experiences often receive more attention than positive ones, and social media can amplify a single poor experience to thousands of eyes.
Why mission, vision & values matter more than ever
The people you hire, the words you use, and the goals you set all carry weight and meaning. Employees can become your best brand advocates when they feel proud of their workplace. During times of social change and economic uncertainty, you have the opportunity to position your business as intentional and inclusive.
This makes it an important time to ensure your company's mission, vision, and values align with your efforts to be a responsible business leader. A strong mission statement, effective vision statement, and clear values statements work together as guiding principles that inform your strategic planning and decision-making processes.
Reviewing your company mission statement
A company mission statement defines your organization's purpose—its reason for existence. While new businesses might focus their mission on delivering excellent products or services, as they grow, so do their relationships with stakeholders, communities, and employees.
Here are key reasons why it might be time to revisit your mission:
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Nobody knows what it is - If employees can't recite or relate to your mission, it's not serving its purpose
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Your business has evolved beyond what you sell - The purpose of the organization may now encompass broader social or environmental goals
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You've taken a new strategic direction - Changes in business strategy should be reflected in your mission
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Your current statement lacks impact - Weak or overly long mission statements fail to inspire
Crafting an effective vision statement
A company vision statement describes what your organization aspires to achieve—your roadmap for the future and how society will benefit from your existence. Leadership should use this statement to direct teams forward with clarity and inspiration.
During times of change, employees look to their organization's vision for reassurance and direction. Consider these questions:
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Does your vision acknowledge that change is necessary, or does it lack relevance and impact?
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Does your organization strive to drive positive change beyond business transactions?
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Does your vision contribute to community improvement and reflect those who make your success possible?
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Is it aspirational enough to be inspiring and, most importantly, inclusive? Can every employee see themselves in your future?
Recommended reading: Achieving Your Organizational Goals with Strategic HR
Defining your company values
The values of the organization are core principles that drive your business forward. These guiding principles form the foundation for employee performance expectations and ethical business decisions. They should reflect the type of workforce and culture you want to cultivate.
Consider whether your values are truly alive within your organization:
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Are they just words on a wall or do they permeate your organizational culture?
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Do they guide recognition, performance reviews, and disciplinary actions?
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Have recent events highlighted misalignment between stated values and actual behavior?
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Do they represent how you expect your business to be represented in all interactions?
Values should be woven throughout the employee lifecycle, from recruitment through leadership development. They're not just aspirational concepts—they should influence high-quality decision-making at every level.
Best practices for the planning process
When revisiting your mission, vision, and values, keep these considerations in mind:
1. Keep it simple and authentic
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Craft messages that are direct and memorable
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Avoid reactive statements that lack cultural support
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Ensure alignment between words and actions
2. Involve your stakeholders
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Seek diverse employee perspectives during the process
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Include feedback from customers and community members
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If you don't like what you hear, consider it validation that change is needed
3. Communicate transparently
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Share when changes are in progress to build cohesion
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Explain why now is the right time for updates
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Set clear expectations for future organizational changes
4. Integrate sustainability and inclusion
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Consider how diversity, equity, and inclusion fit into your messaging
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Address current social and environmental challenges
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Ensure your statements reflect modern workplace values
Putting it all in action
Your mission, vision, and values shouldn't exist in isolation—they should inform your business strategy and shape your organizational culture. Here's how to put them to work:
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Use them as a filter for strategic planning - Every major decision should align with these foundational elements
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Integrate them into hiring practices - Ensure new team members share your values and can contribute to your mission
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Reference them in performance discussions - Help employees understand how their work connects to the bigger picture
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Share case studies internally - Highlight examples of how teams have lived these values in their day-to-day work
Becoming a vision-led organization
If your organization isn't ready to make comprehensive changes because foundational work remains, consider what steps you can take now to support your employees and stakeholders. Small steps forward still move you in the right direction.
Whether you're incorporating social justice into your messaging, supporting sustainability initiatives, or simply acknowledging the human side of business, there are ways to demonstrate your values even during periods of transition.
When you are ready to undertake a full review, approach it systematically. Consider updating policies, processes, hiring practices, and development programs in a logical sequence that supports your newly defined mission, vision, and values.
Remember, this isn't just about creating better statements—it's about building a stronger, more purposeful organization that attracts great talent and creates lasting impact. Your leadership team's commitment to this process will determine whether these become empty words or powerful drivers of organizational success.
Need help putting your values to work? Book a call with a Helios HR consultant today.
