A company\u2019s mission statement defines the very purpose of the existence of a business, the values for which it stands, what it intends to accomplish and the benefits it seeks to provide to its various stakeholders, says Richard Weinberger, CEO of the Association of Accredited Small Business Consultants, Austin, Texas.<\/p>\n
\u201cTo a certain extent, a mission statement personifies the business,\u201d says Weinberger. \u201cSometimes a mission statement is confused with a vision statement that describes where the business wants to be in the future. Occasionally, these statements are combined.\u201d<\/p>\n
\u201cIf an organization wants to be relevant to new customers and attract its future leaders and workforce, whether you are refining your current mission statement or crafting one from scratch, it is imperative to incorporate language that sets the tone on where your company stands and where it wants to go with diversity, equity and inclusion policies,\u201d notes Patricia Gaitan, a certified diversity and inclusion consultant based in the Washington, D.C.- Baltimore area.<\/p>\n
For companies in the irrigation and green industry, a mission statement that reflects diversity and inclusiveness can reap positive benefits, points out Richard Lehr of Lehr Middlebrooks Vreeland & Thompson, Birmingham, Alabama.<\/p>\n
Lehr works on diversity issues with several companies and industries to help them develop policies and conduct diversity training. He also serves on the National Association of Landscape Professionals\u2019 Diversity and Inclusion Council.<\/p>\n
Properly implemented, diversity and inclusion are defined broadly beyond just protected class status such as race, gender, national origin and sexual orientation, notes Lehr. It covers life experiences and backgrounds such as economic, educational, geographical, political, family, historical and philosophical.<\/p>\n
\u201cThere are two essential employer outcomes through such a diversity and inclusion culture. Note I don\u2019t say policy, but culture \u2014 a way of doing business,\u201d says Lehr.<\/p>\n
\u201cFirst, if there is workforce engagement, then diversity as I describe it leads to varying perspectives on issues, concerns and strategies at work,\u201d he adds. \u201cThat has great value not only to recruitment and retention, but also to the direction of the business. This, in turn, translates to customer service.\u201d<\/p>\n
\u201cThe term \u2018diversity\u2019 in diversity, equity and inclusion means a lot of things to a lot of people, especially to native and non-native English speakers in the irrigation and green industry,\u201d Gaitan points out. \u201c\u2018Diversity\u2019 to those who might resist it altogether should be positioned as more than just an issue about race and gender. The true impact of an effective DE&I program through education is growing or enhancing one\u2019s emotional intelligence, cultural sensitivities and empathy to welcome diversity of thought, experiences and perspectives.\u201d<\/p>\n
Successful DE&I policies ensure that all employees, regardless of what positions they hold, feel heard, accepted and through professional development and mentoring have a shot at moving to leadership positions if they show the potential, Gaitan says.<\/p>\n
That requires buy-in from upper management because if an organization does not have the resources to hire consultants or staff to implement DE&I policies and programs, \u201cmoving your organization in a progressive and inclusive direction is futile,\u201d she adds.<\/p>\n
A policy or mission statement can be crafted in such a way that reflects current company objectives while showing potential employees the company is moving in a progressive and inclusive direction.<\/p>\n
\u201cWhat should be avoided is language that appears to favor one protected group over others,\u201d Lehr points out. \u201cThat\u2019s a risk of illegal discrimination as the focus is equality of opportunity, not equality of outcome.\u201d<\/p>\n
The hiring process should include a notice to applicants with the company\u2019s expanded EEO policy, says Lehr, adding the company\u2019s broad inclusion and nondiscrimination statement welcomes applicants and indicates the company makes employment decisions regardless of economic, educational, geographical, political, family, historical and philosophical factors that augment protected class status factors such as race, gender, national origin and sexual orientation.<\/p>\n
In writing an inclusive mission statement, use specific wording to describe the area of DE&I work on which the company is focusing or implementing, says Gaitan.<\/p>\n
With the word \u201cdiversity\u201d having different meaning to different people, examples may include gender pay equity studies; unbiased training for talent acquisition personnel; race relations, intersectionality and allyship; inclusive succession planning; multiethnic interview panels; people with apparent and nonapparent disabilities job fair; and veterans, military and their families community engagement.<\/p>\n
A mission statement does not have to be lengthy and complex. What is most important is getting the point across to the intended targets, Weinberger says.<\/p>\n
\u201cCan employees and customers remember it? Do they understand it? Is the company achieving its mission?\u201d he adds.<\/p>\n
A mission statement can help a small business achieve its goals when expectations are established and met, Weinberger says.<\/p>\n
A DE&I mission statement should not be a political message to clients or the workforce, Lehr points out.<\/p>\n
\u201cRather, it\u2019s cultural,\u201d he says. \u201cIt says \u2018Here is who we are as a company and our uniqueness and culture translates to exceptional customer service.\u2019\u201d Assessments, research, analytics and infrastructure of a DE&I program, its policies and strategic planning are critical before getting into any mission statement language, notes Gaitan.<\/p>\n
\u201cIt may take years for a company to feel it is ready to incorporate DE&I language into its mission statement or organization\u2019s website, but that should not keep you from letting your employees and recruits know that DE&I is important to the future of the company\u2019s culture and that you have a plan,\u201d she adds.<\/p>\n
In putting a new mission statement effectively into action, Lehr suggests starting with training leadership team members in awareness of \u201cnot just mentoring those who are \u2018like\u2019 leadership team members, but the training should also discuss implicit\/unconscious bias, including how to define, identify and self-regulate it.\u201d<\/p>\n
\u201cThis cannot be a blame discussion, but rather a growth opportunity. Then roll this out to the workforce,\u201d Lehr says.<\/p>\n
To achieve its goals, the mission statement must transcend mere distribution among company employees and become ingrained in the company\u2019s culture, Weinberger notes.<\/p>\n
\u201cMission statements have to be \u2018lived\u2019 by everyone in the company \u2014 small business or large enterprise,\u201d he adds. \u201cAll employees, top down and bottom up, should practically have the mission statement memorized so anyone can recite it or paraphrase it without having to give much thought to what it contains.\u201d<\/p>\n
Each employee should know how their individual jobs contribute to achieving the company\u2019s mission, Weinberger says.<\/p>\n
\u201cOwners and managers must exhibit their commitment by continuously demonstrating that they, along with all employees, use the mission statement as a guide that helps achieve goals and objectives,\u201d he adds.<\/p>\n
In creating a meaningful mission statement that will encourage current employees, Lehr suggests periodically recognizing, celebrating and reflecting \u201con the remarkable variety of who we are, such as through foods, sports, and national and state holidays.\u201d<\/p>\n
\u201cFor example, I suspect most employers in the industry will not take Juneteenth as a holiday,\u201d Lehr says. \u201cHowever, on that day, discuss with the workforce its significance and connect that to the environment in which we all can work and live today.\u201d<\/p>\n
It is always important to offer employees an opportunity to grow, voice their opinions and raise their concerns, notes Gaitan.<\/p>\n
\u201cThat is what inclusivity and belonging is all about,\u201d she adds. \u201cConduct surveys and listening sessions, and consider doing them in your employees\u2019 native language as well, on a variety of topics under the DE&I umbrella, and allow for them to remain anonymous if they choose. Also, consider tuition reimbursement programs, group discounts or incentives on language courses and GED certifications.\u201d<\/p>\n
Once a DE&I program bears fruit, highlighting employees\u2019 success stories using testimonials and posting special recognitions through signs inside break rooms, insertion notes in paycheck envelopes, e-newsletters or text group messages on a platform such as WhatsApp pays off with positive employee attitudes, productivity, loyalty and word-of-mouth to support the recruitment and employee referral pipeline, Gaitan points out.<\/p>\n
In promoting the policy in a way that benefits from such efforts, Lehr suggests including the statement on the company\u2019s website, on job proposals and when taking bids from subcontractors.<\/p>\n
A company\u2019s mission statement should be prominently displayed for employees and customers alike, says Weinberger.<\/p>\n
\u201cThe display keeps employees on track thinking every day about the vital role they play in achieving the company\u2019s ultimate mission,\u201d he adds. \u201cDisplaying a mission statement in a reception area or owner\u2019s office is not nearly as effective as displaying it in areas where employees normally gather \u2014 work areas, break rooms, conference rooms, among other areas. If employees are expected to live by the mission statement, then displaying the statement is a constant reminder of their mission.\u201d<\/p>\n
When customers, some of the most important stakeholders, see a mission statement prominently displayed, it lets them know what the business is trying to achieve, Weinberger points out.<\/p>\n
If a commitment exists and DE&I plans and programs are in place and working, integrating a DE&I narrative across all internal and external communication channels from management to branding, recruitment and onboarding materials will be key, notes Gaitan.<\/p>\n
Incorporating language on your commitment to DE&I initiatives and best practices within your organization is as important as any other value or guideline, says Gaitan. Stating the standards you follow on your marketing materials or equipment can help you stand out among your competitors.<\/p>\n
\u201cShowcasing your organizations\u2019 DE&I efforts through traditional PR, social media and recruitment engagement is ideal too, but you first have to make the list,\u201d she adds. \u201cSubmitting your company\u2019s profile, DE&I policies and programs with stats on its success to annual indexes and surveys such as Bloomberg\u2019s Gender-Equality Index, the Human Rights Campaign\u2019s Corporate Equity Index and DiversityInc\u2019s The 2021 Top 50 Companies for Diversity provides a great opportunity to formally announce your accomplishments to broad audiences and serves as a great recruitment tool.\u201d<\/p>\n
Show an intention to build a diverse workplace with a meaningful mission statement.<\/p>\n","protected":false},"author":15,"featured_media":3678,"parent":0,"template":"","main-categories":[25],"class_list":["post-3478","features","type-features","status-publish","has-post-thumbnail","hentry","main-categories-business"],"yoast_head":"\n