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Connecting employees to the mission of an organization is a challenge faced by both nonprofit and for-profit attractions alike. While many companies have a mission statement written on the wall or tucked into a handbook, the real impact comes when team members truly live and breathe it in their daily work. Recently, the AttractionPros community was asked how to connect employees to the mission beyond training and orientation. In this episode, Matt and Josh talk about creative, authentic ways organizations are engaging employees with their mission and the practical strategies leaders are using to foster genuine buy-in.

"I think it's important for employees to know exactly where their role fits in in achieving the mission." – Kelly

One key approach is showing team members how their work directly contributes to the larger purpose. Kelly shared her experience at a history museum, where orientation tied every role—no matter how behind-the-scenes—to the mission of storytelling. By making the mission specific and personal, employees feel valued and connected.

Mission Beyond Nonprofits

"Our mission is at the forefront of most everything we do at Hershey Entertainment and Resorts Company." – Jeff

While mission-driven cultures are often associated with nonprofits, Jeff from Hershey Entertainment demonstrated how deeply mission can be embedded in a for-profit business. Through internships, education, and community outreach, Hershey connects its legacy to both guest experiences and long-term societal impact. This shows that mission alignment is just as critical in commercial organizations.

"By consistently embodying our organization's mission, we built greater trust and belief among our team members." – Chris

Chris emphasized that the mission must be demonstrated from the top down. When management actively participates in frontline activities, it reinforces credibility and trust. For employees to embrace the mission, they must see leaders living it every day, not just in one-time gestures.

"What you are reinforcing are behaviors that align with your mission." – Michael

Recognition programs should move beyond generic rewards to focus on behaviors that support the mission. Whether through incentives or acknowledgment, employees should feel that their alignment with organizational values is seen and celebrated. This transforms recognition into a meaningful reinforcement tool.

Listening and Feedback

"Be open to hear the good and bad. Be respectful and kind." – Gil

An open culture ensures the mission is continuously evaluated and strengthened. By encouraging feedback—even when it’s critical—organizations show that the mission is bigger than hierarchy. This openness fosters inclusivity and collective ownership of purpose.

"One-on-one conversations… may feel like not the best use of hours… but could spread like wildfire through the rest of the team." – Brandon

Individual conversations with employees create authentic pride and connection to the mission. While not scalable like company-wide messaging, these personal moments can have an outsized cultural impact. As Matt added, the biggest difference can sometimes be made with the smallest audience.

"Another consideration is reviewing the mission annually or biannually." – Eric

Eric highlighted that real mission connection requires regular reflection and inclusion of all stakeholders. From frontline employees to executives, everyone should feel ownership. By revisiting the mission consistently and transparently, organizations nurture buy-in and prevent the mission from becoming just words on paper.

From leadership modeling to one-on-one conversations, each approach reinforces the idea that authentic engagement goes far beyond a plaque on the wall. Now, we’d love to hear from you: How does your organization connect employees to the mission? Share your thoughts with us on social media or email us at [email protected].

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