How your mission can help attract more applicants


Mission, ethics, core values ​​- however you choose to label it, the why of starting a business is just as important as the what, especially for potential employees.

A mission statement informs the public of the purpose of your organization. But those few sentences should also be powerful enough to grab the attention of potential job applicants.

To attract the right talent, your mission must transcend the mundane 9 to 5 “professional talk” and instead tap into the emotional cores of candidates, explaining how they will contribute to the common good.

Read on to find out how the importance of your assignment translates into more applicants coming in, and how to hire people whose values ​​match yours.

A new generation of workers

Before diving in, it’s important to note the realities of the changing workforce. Workers no longer see jobs as a means to an end. Instead of just moving the needle, they want to feel like they’re making a difference, and one way to do that is by working for a company that aligns with a social cause.

These altruistic ambitions also benefit the company. Workers who believe in an organization’s purpose are more likely to be engaged and collaborative, which can directly affect the productivity, profitability, and growth of the organization. Big brands like General Electric and Johnson & Johnson have worked social causes in their missions, while companies like TOMS were born out of a desire to help global local campaigns like the COVID-19 Giving Fund and Black Lives Matter.

Take these societal changes into account when considering not only your mission, but also the culture you want to create.

When thinking about the company’s mission for future hires, ask yourself the following questions:

· What kinds of candidates are we trying to attract?

· What values ​​do we want our workers to share with us?

· Where do we see the organization going in the future?

· How can our mission attract a large audience while targeting a pool of like-minded applicants?

· How does our mission relate to our product and our overall values ​​and goals?

The answers to these questions will help you make connections between your assignment and the desired candidate profile.

Niche mission, broad appeal

Your mission may end up being slightly narrower, but it should still be broad in scope in order to attract more applicants. The key is to find the right niche-universality ratio.

Of course, you’ll want to attract candidates who support the vision of the organization and who will bring passionate enthusiasm to their day-to-day tasks, but you also want your mission to be broad enough to appeal to those with different perspectives. These candidates are equally valuable and can help you build a well-rounded and profitable business.

According to a to study, companies with diverse staff are 70% more likely to reach new markets and generate 19% higher revenues than companies with more monolithic staff.

Look beyond technical skills

Even if a candidate’s experience does not match the job description, enthusiastic and enthusiastic employees who are excited about your assignment bring a unique energy and sometimes a different perspective to their new teams. Make it clear in your job description that even those with different work experience and skills should apply.

Candidates who align with your organization’s mission and vision are more likely to feel passionate about what they do and, as a result, become more productive and engaged workers than those who are only there for salary. A to study from the University of Oxford’s Said School of Business found that workers who reported feeling happy in their jobs were 13% more productive.

Passionate employees also feel more satisfied at work, which can lead to lower absenteeism rates. A paper by Michael F. Steger, professor of psychology at Colorado State University, found that employees who thought their jobs made sense were less likely to take time off work.

Your job description may be a candidate’s first exposure to your company, so it’s up to you to impress and inspire them to want to learn more and eventually join your team.

Chop up and reuse chunks from your mission statement and add them to your job descriptions. Find out how each position can fulfill the larger mission of the company and explain it clearly on the job posting. From there, applicants can get a feel for how they will contribute to the overall cause.

An entrepreneur’s to-do list is an endless stream of tasks like the ones above, but managing these up front will help you build a team for the long haul.


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