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This article has been accepted for publication in the February 2004 issue of Executive Branch, the online newsletter for the Maryland Society of Association Executives Staff
Retention? Make Your Mission Their Mission How do you retain staff without giving promotions, raising salaries, or increasing benefits? You inspire staff to feel good about where they work, who they work with, and what they do. That’s what Career Systems International found when they surveyed over 12,000 workers. When workers were asked to identify the primary factors that determined how long they would stay with a company, 17 of the top 20 factors were work-related while only 3 were reward-related. And pay was number four on the list! Interpretation: while cash may get workers in the door, culture will keep them. So how do you create this kind of “feel good about work” culture? Start by inspiring a personal passion about your association’s mission. Invite your staff to not just know your mission, but to own it. Let staff know that you are pursuing a common purpose which is mutually beneficial. Generate enthusiasm about your reason for existing and create excitement about your operating plan and practices. These actions cause a sense of ownership and dedication. They help staff members feel positive about what they do and why they do it. When that happens, staff is more committed to you and your association. Make your mission visible: It does no good to have a mission statement if your staff doesn't know what it says. Visibility creates this awareness. And the more visible your mission, the more staff members sense its importance. Put your mission on a large poster in your office; in public areas such as lobbies; in your email signature; and on written documents. Make your mission important: Your mission statement describes what you are trying to accomplish and what you value. It tells who you are, what you do, and where you’re headed. Let your staff know the most important aspect of your mission. Explain the significance of each sentence and phrase. Clarify how it relates to customer service and product delivery. Use it to introduce initiatives, resolve problems, and assign tasks. This means you always explain how doing or not doing something is directly linked to your association’s mission. Richard Bagin, Executive Director of the National School Public Relations Association in Rockville, Maryland, says his Board uses their association’s mission to develop programs and determine budget needs. While they do this during the annual strategic planning process, Bagin uses regular staff meetings to monitor the progress of mission-related goals and priorities. Make your mission personal: Have all staff members create their own individual mission statement. Their mission should include two components. One component explains how the staff member helps your association fulfill its mission. The other explains how fulfilling your association’s mission helps your staff member achieve individual goals. This approach clarifies the mutual benefits of your mission. It emphasizes the pursuit of a common purpose. These are some sample introductions that describe how staff members’ might help your association: · Deliver the highest quality of service
that will enable (your association) to… These are some sample introductions that describe connections between association mission and individual mission: · When I provide this level of service
to (your association), I am able to…
Make your mission human: Create a “this is why we exist” wall. Put your mission at the top and begin creating a photo-display of people your association has helped or letters you receive. Include all personal mission statements, with staff photos. Consider other items like news articles, pictures from annual events, or letters from your association president. Make it your personal goal to highlight everything that puts a face on your mission. Make your mission exciting: Think of all the ways you could create excitement and have fun in your office. Then incorporate your mission into those activities. Consider a monthly mission-achievement ice cream party; have staff draw a joint picture of your association’s mission; or bring in some balloons for everyone to have a mission-accomplished toss. Make your mission active: Challenge your staff to identify ways to make your mission “live and grow.” Do a semi-annual check with staff to ensure a continued relationship between personal mission statements and association mission statements. Each year have everyone dissect your mission and identify new ways to satisfy customers or deliver products. Bagin’s Board goes a step further. They actually weed out things that are no longer relevant to their association’s mission. Keeping your staff The staff members who stay with you the longest do so because they want to, not because they have to. But they will only stay if you create a positive work culture. Use your association’s mission to keep your staff working for you. ~~<<>>~~ PERMISSION TO REPRINT: Articles, Tips, and Tools can be reprinted in company newsletters or magazines. If placed electronically, a Live Link to Dr. Brown's website must be included. Please use the following credit for every item: Dr. Barbara Brown shows organizations how to use High-Performance Leadership to create the kind of links among people, goals & performance that produce positive results. For more tips, visit: www.DrBarbaraBrown.com or email: Barbara@DrBarbaraBrown.com.
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