How a Leader Can Communicate Their Company's Vision and Goals With Employees

Without focus on providing employees with clear communication, leaders risk company goals being not achieved.

Newsweek Expert Forum members share industry insights.
Photos courtesy of the individual members.

As a company grows, it's critical that everyone from the top down has a thorough understanding of what objectives the entire organization is working toward. A leader who prioritizes communicating the vision and goals is essential to ensuring that employees truly feel connected to the work they are doing.

However, determining the most effective way to communicate company objectives can be difficult. Below, nine Newsweek Expert Forum members share their perspectives on the best way for a leader to clearly communicate the vision and goals of the company with current and potential employees.

1. Use Simple Storytelling

Communicating vision improves motivation and loyalty while also providing a sense of belonging. That is why I do it with storytelling and by keeping it simple. Storytelling and simplicity are the key components of effectiveness. It's critical that leaders communicate about company goals because employees have to know so they can align their efforts and meet them. I make sure that goals are clear and realistic. - Manuchehr Kurbonali, Zentist

2. Recognize Employees' Sense of Purpose

With turnover impacting workplaces, leaders must communicate the vision and goals of the company with employees, especially those who are considering quitting. Leaders should recognize the employee's sense of purpose and help them to make meaning in the shared goals. Show gratitude in a shared vision, as it generates a sense of connection between leaders, supervisors and employees. - Barbara Rubel, Griefwork Center, Inc.

3. Do It Personally

I believe that the best way for a leader to communicate the vision is to do so personally. Vision cannot be delegated as the leader is the visionary. Goals are a means of achieving the vision, and the overarching goals must be communicated by the visionary. Vision-level goals can then be delegated and broken down to tactical-level goals by subordinates. - Ron Ray, Turning 65 Solutions Tax and Insurance LLC

4. Consider Staff Perspectives Beforehand

I am 100 percent sure that you're excited about the vision. Yet, when it comes to translating it to a team, you sometimes might be unpleasantly surprised to find that people don't share the enthusiasm. To be safe, evaluate how people may challenge it and what would make them resistant before communicating the vision and goals. Focus on the one thing that you want everyone to walk away being as thrilled about as you. - Inga Arianna Bielinska, Inga Arianna Bielinska

5. Use Inspiring Language

Leaders should use inspiring language that makes team members feel excited about being part of the future state. It's important for leaders to publicly recognize employees for their contributions to the vision and goals. When leaders focus on celebrating successes rather than calling out failures, employees feel a psychological safety that keeps them engaged in the vision and goals. - Sonja Wasden, The Gap Press

6. Ensure Your Team is Supported

Without a doubt, employees must come first. Employees depend on leaders for support, structure, recognition and appreciation. Without leaders who are focused and committed to providing this, the company will not be successful. It takes a team to succeed, and when that team is strong, the company is strong. Entrepreneurs must work extra hard to ensure their teams are strong, stable and happy. - Jacob Kupietzky, HCT Executive Interim Management & Consulting

7. Set an Example for the Team

The best way to communicate vision and goals is by actions and setting an example. Showing people the right way versus telling them is the best way to instill vision and goals within the workplace. This facilitates buy-in across the team where everyone not only feels listened to, but is actually heard and listened to. In this way, we move toward shared goals as a team. - Ben Armstrong, BitBoy Crypto

8. Help Them See Their Part in the Bigger Picture

This is one of the primary functions of an effective leader. Share the vision and goals in a way where the team can see themselves as part of something greater than just doing their job—the constant communication and reinforcement of the vision, how it relates to the initiatives and how each and every task forward the mission is an ongoing piece of leadership's narrative. - Chris Heller, OJO Labs

9. Make Goals Relevant For Employees

First of all, the employees need to know why the goals and vision are also important for them. Why should anyone do anything if they don't benefit from it? Whatever this benefit might be, it is most important to point this out. Also, if a leader is not 100 percent convinced about this, how will the employees ever be? It is on the leader to be the role model for the employees. - Wieland Arlt, Torero Traders School

The Newsweek Expert Forum is an invitation-only network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience.
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Content labeled as the Expert Forum is produced and managed by Newsweek Expert Forum, a fee based, invitation only membership community. The opinions expressed in this content do not necessarily reflect the opinion of Newsweek or the Newsweek Expert Forum.

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