How to Effectively Communicate New Goals To Employees After the Holidays
After the Christmas holidays, employees often return relaxed, struggling to get back into the work rhythm. Managers need to quickly communicate the company's new year goals so that the team knows what to aim for.
According to Reworked, employees who clearly understand what is expected of them are three times more engaged at work and are half as likely to plan on leaving. This guide will show managers and HR specialists on how to properly formulate the company's goals, clarify them to employees, and avoid common pitfalls in team communication.
Why Communicating Goals to the Team is Essential
Goals set the direction of work, eliminate unnecessary questions, and help employees focus on key tasks.
| Benefits for Employers | Benefits for Employees |
|---|---|
| Clear goals increase team productivity. | Goals help prioritize and understand what needs to be done first. |
| Reduced turnover: employees leave less often when they see meaning in their work. | Having clear goals is motivating; work ceases to be “just routine.” |
| Everyone moves in the same direction, leading to fewer conflicts and chaotic work. | You can effectively plan your time and efforts, as priorities and workload are clear. |
| Employees clearly see what the company does and aspires to, perceiving their tasks as part of the overall goal. | There is a tangible result to strive for, not just abstract tasks. |
How to Formulate Goals
A well-formulated goal is clear, achievable, and aligned with company tasks. Vague formulations lead to misunderstanding and demotivate the team.
Make Goals Clear
Avoid complex terms and long sentences. For example, instead of saying "Optimize client conversion," say "Increase online purchases by 30%."
Use numbers wherever possible. The phrase "Significantly increase profits" does not provide any understanding of the scale of the task. However, "Increase profits by 10% this quarter" sets a clear target.
Connect the Goal to Mission
Explain how the goals help the company achieve its mission. Employees need to see the connection between their work and how the organization benefits people.
For example, if the company's mission is to provide the best service to customers, explain how implementing a chat bot brings this goal closer. Say, "Reducing chat response time to 1 minute will help resolve customer issues faster."
Set Goals at Each Level
Create a hierarchy of goals: overall company goals, departmental goals, and employee goals.
Department leaders then break this down into tasks for their teams: managers aim for 10 deals a month, and marketers create five marketing campaigns.
In large companies, it might not be necessary to set individual goals. Tasks can be delegated to mid-level managers, who adapt plans to their division's specifics.
How to Communicate Goals: Step-by-Step Plan
To ensure that everyone understands goals, it's important to use different communication formats. Employees retain information better when it's repeated in various ways.
Step 1. Hold a General Meeting Online or In-Person
Format: presentation with visualized goals.
Action: emphasize how goals benefit the company and employees.
Gather the whole team for a meeting. Use slides with graphs, diagrams, and images. Visualization aids in better retention of information.
Leave time for questions and record the meeting for those who couldn’t attend. Send the recording link through corporate email the same day.
Announcing company goals just once at the start of the year isn’t enough. People forget the details, new employees join, and circumstances change.
Regularly remind everyone of the goals: during briefings and in corporate newsletters. Create a calendar marking key milestones and achievements.
Step 2. Organize Department Meetings
Format: department heads discuss how company goals translate into their team's tasks.
Action: provide department heads with slides and checklists for discussion.
During these meetings, heads showcase how their department contributes to the overall goals. For instance, HR specialists might talk about hiring new staff, while marketers discuss attracting clients.
Provide department leaders with clear instructions for conducting meetings. Set priorities on what to discuss first and what can wait.
Step 3. Leverage Internal Channels
Tools: internal newsletters.
Action: create infographics or brief videos.
Publish key information on the corporate website and in work chats. If you use trackers or other tools, place the information there as well, so it’s always accessible.
Step 4. Gather Feedback
Format: surveys, individual and group meetings.
Action: prepare a list of questions to ask employees.
A week after announcing the goals, launch an anonymous survey using Google Forms or a similar service.
Sample questions:
- Do you understand the goals for the year?
- Do you understand how your work is connected to the company's goals?
- Which goals need further explanation?
After the survey, analyze the responses. If it turns out some employees do not see the connection between their tasks and company goals, conduct additional meetings: individual or group sessions.
Conclusion
Clear goals help employees perform better and feel like part of the company. It's important for managers to formulate, explain, and regularly remind about them. Meetings, infographics, and surveys will make goals understandable and achievable for every employee.
