Read this if: You’re a CEO, founder, or team leader and want your employees to understand how they can contribute daily to the company’s strategic goals.
Introduction
Many companies have big dreams and ambitious goals — and that’s a good thing. Yet a common challenge arises: it’s not always easy to get everyone on board. Despite the best intentions, employees often don’t feel fully engaged with the company’s vision and objectives. The problem: it’s hard to set clear goals and translate them into terms everyone understands and can get excited about.
“The Harvard Business Review found that only 28% of executives and managers could list three strategic priorities – and that number is likely to be even less for employees in non-management roles.” Author: Harvard Business Review, Publication Date: November 29, 2022, How to Communicate Your Company’s Strategy Effectively
This shows why it’s crucial to communicate business goals clearly and help employees understand how they can contribute in practice. This article provides 7 concrete actions to boost engagement and enthusiasm.
Imagine this scenario
On the last working day of the quarter, the CEO gathers all employees in the (virtual) meeting room for a big announcement. He talks about the goals for the next quarter using heavy jargon and complex graphs. Instead of generating excitement, employees often feel confused and unsure of what is expected of them.
As a result, many simply do their work, try to hit key numbers, but don’t fully understand how their work contributes to broader company objectives. Some even start feeling disconnected from the company mission.
The key approach
Good intentions aren’t enough. Companies can change this by adjusting how they set and communicate goals:
- Communicate “Here’s what we want” – The CEO/founder shares the company’s vision and ambition in clear, understandable language.
- Translate to “Here’s what you can do” – Employees gain concrete insight into how they can contribute daily.
- Ask “What else can we do?” – Actively invite employees to contribute ideas and suggestions. They know the workfloor best and can provide valuable input.
Practical tip: Consider employees who may not feel comfortable speaking in a group. Offer alternative platforms such as team meetings, idea boards, or informal conversations (“corridor talk”) when the CEO visits. Use what already works in your organization so everyone has a chance to contribute.
7 Concrete Actions to Put the Core Solution into Practice
Make goals simple and measurable
- Translate strategic goals into clear, concrete terms.
- Example: “Increase customer satisfaction by 20%” instead of “Improve market position.”
- Share interim results so everyone can track progress.
- Track key metrics like customer satisfaction, sales, or lead times so employees see how their work impacts outcomes.
Focus on what really matters
- Choose a few key metrics directly linked to results and activities.
- Examples: customer satisfaction, sales numbers, lead time.
- Avoid overwhelming teams with too many metrics; keep it simple and relevant.
Tell stories about the goals
- Use short, relatable examples to bring goals to life.
- Example: how a new product solves a client problem or how a process improvement makes work easier.
Visualize the impact of daily work
- Use dashboards, charts, or simple tables to show how everyone’s work contributes to the bigger picture.
- Employees immediately see how their tasks influence company success.
Encourage collaboration and engagement
- Organize short team activities or challenges that contribute to goals.
- Invite teams to actively propose ideas and implement valuable suggestions.
- This creates ownership and accountability.
Improve and simplify feedback
- Encourage employees to share suggestions through team meetings, idea boards, or informal conversations with leadership.
- Implement valuable ideas and show that their input matters.
Celebrate successes and learn from mistakes
- Share achievements and recognize contributions, including less visible ones.
- Use failures as opportunities to learn together and improve processes.
In Summary
By following these steps, the core solution becomes tangible:
- Employees understand the company’s direction.
- They know how they can contribute.
- They have the opportunity to provide input and improvements.
The result: a team that is engaged, motivated, and effective, actively supporting business goals.