Due date to Goering: Due 3/11 (must go through L&C too)

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Headshot/title of SME: Carey Sanders, senior vice president and senior commercial banker for Fifth Third Bank (Cincinnati)

Align Employee Goals with Company Mission to Drive Performance

Values-driven, purpose-aligned goals help organizations boost engagement, reduce turnover and strengthen long-term performance.

Many companies set annual employee goals that focus on individual development rather than aligning with the broader mission of the business. When goals are tied to company values and purpose, organizations see increased engagement, better retention and stronger performance.

The most successful companies create shared, values-driven goals that connect employees’ day-to-day work to the organization’s long-term purpose and direction. This alignment boosts engagement, contributing to greater satisfaction and increased productivity.

Financial-only goals can backfire

When goals are purely financial or incentive-based, they may yield short-term gains but often backfire. Consulting firm Kaezn reports that such goals can lead to “diminished intrinsic motivation, counterproductive behaviors and ethical concerns.”

Without a sense of purpose, employees are less inclined to demonstrate long-term motivation. Disengagement has a high cost: According to Gallup, business units with highly engaged teams are 23% more profitable than those with low engagement.

The high cost of turnover

Additionally, replacing employees is expensive, involving direct recruiting costs and indirect impacts such as lower morale and lost institutional knowledge. In a tight labor market, retaining skilled talent is critical.

Values-based goal setting strengthens engagement by giving employees a sense of purpose and belonging. According to mentoring firm Chronus, purpose-driven employees are significantly more engaged in their roles, driving 125% higher employee productivity.

Start with the values and the “why”

To build meaningful value-aligned goals, leaders must clearly articulate the company’s mission and why it matters. Employees should understand how their work contributes to something larger than profit.

Explaining the “why” fosters emotional investment. Effective values-based goal setting pairs top-down direction with bottom-up input, ensuring employees can translate organizational values into daily work.

Create a shared vision

Organizations of all sizes can benefit from using values-based goals to engage employees and create a unified sense of purpose. When employees understand how their contributions matter, organizations become more focused, energized and resilient.

To learn more, contact Carey Sanders, senior vice president and senior commercial banker for Fifth Third Bank (Cincinnati) .

Disclosure: This content is for informational purposes only and may have been derived, with permission, from a third party. While we believe it to be accurate as of the date of publication, it does not constitute the rendering of legal, accounting, tax, or investment advice or other professional services by Fifth Third Bank, National Association or any of its subsidiaries or affiliates, and it is being provided without any warranty whatsoever. Please consult with appropriate professionals related to your individual circumstances. Deposit and credit products provided by Fifth Third Bank, National Association. Member FDIC.