Corporate missions are fundamental to providing a focus, direction and purpose for employees. When workers are driven by a mission, they’re more likely to be more productive and dedicated to your company, as they feel that their jobs are important. In turn, your organization’s bottom line goes up. But how do you align an entire team to the same mission when that team consists of employees from different operational areas?

For companies that have both frontline and corporate workers, misalignment is not uncommon. Fortunately, there are some steps you can take to align everyone with your mission, no matter what their position is.

Get to Know Your Employee Audiences

Take time to survey or interview individuals from each employee audience. Learn about their work-life and identify the most effective way(s) to communicate with them. For example, factory workers and nurses spend very little time in front of a computer. As a result, email is not always the best way to reach them. In situations like this, some organizations are turning to phone apps as a preferred method of communication.

Create a Dialogue

Ask each audience how the mission relates to their values and the work they do. This helps uncover the “why” behind the mission and encourages them to feel involved in the company. And since these different audiences operate in different settings, dialogue can reveal what drives them on both individual and group levels. Take this Gallup research for instance, which indicates that factory workers tend to be very community focused. By understanding how your corporate mission relates to the community, you’ll be able to more effectively communicate with this audience.

Global Theme, Targeted Communications

Once you fully understand your employee audiences and their respective takes on your organization’s mission, you can create specific messaging. When doing so, be sure that your content has an overarching (global) theme that can be applied to both audiences. Then, using this theme, adapt your messaging for each audience to make your mission relatable. By doing so, you’ll help both frontline and corporate workers find the purpose and fulfillment that incentivizes alignment with your mission.

What do you look for in a corporate mission? Let us know at

Christina Murphy currently works as an Account Manager out of JWT INSIDE Los Angeles. She offers 4 years of experience in corporate communication, employee activation, and internal communication strategy. Christina provides support to multiple accounts including retail, healthcare and finance. In her free time she works on her co-authored food blog,