I recently received an email from a colleague in Atlanta who was sitting in on a presentation by a well respected leader within the Goodwill movement. My colleague told me that the speaker, who is unrecognizable to most Goodwill employees (see "Undercover Boss), commented that he had recently stopped in at a Goodwill of Greater Washington Donation Center and asked one of the donation attendants if they knew what Goodwill's mission was. The "undercover boss" said the attendant "nailed it"! He then went into the retail store to shop and asked the same question of one of the cashiers. He said the cashier also "nailed it"!Given that communicating the nature of Goodwill's mission internally had been a problem for many years, reading this email made me feel like our team had just hit a home run!
I'm quite confidant that anyone who posed a similar question to a Goodwill of Greater Washington employee would have the same experience because our organization has made internal mission awareness a priority. All of our employees are brand ambassadors, so it is important that they understand how the work that they do impacts our community, since they are "on the front lines". It gives them a pride of ownership, and helps them realize that they play a big part in Goodwill's success. This simple email from a colleague made my day because it reinforced that our collective efforts are working!
Goodwill's employees understand our mission because we communicate it in everything that we do. We have an excellent orientation and training process where prospective employees are taught our mission and its importance. We developed new core values that are constantly communicated and reinforced through all levels of the organization (Respect, Integrity, Service, Excellence). This includes understanding and respecting the Goodwill mission. We regularly congratulate employee efforts that are a positive reflection of the Goodwill mission and values; and we gather (ALL 500 OF US) once a year to celebrate the Goodwill mission, while also recognizing employees who most positively represent what Goodwill stands for.
What is the return on this investment you ask? Improved retail sales, improved customer experience, improved mission services, improved employee morale, improved organizational reputation, improved brand awareness, improved brand equity, improved funding and donations, improved bottom line. We've witnessed the impact, which was immediate and culture changing.
Can your employees restate your corporate mission? If so, do they take pride in your mission?
Don't overlook the importance of communicating with your employees and making them feel a part of your organization. Businesses are constantly looking for ways to impact customers and prospects. But how much effort are you making to engage your internal customers (your employees), who should be your company's best advocates? Do they know what your company stands for? If not, what do you think they are telling people when asked about your business?
Have you read the Disney mission statement? "To make people happy". Pretty easy to remember and just as easy for employees at all levels to deliver on if they know it and believe it.
