how to include company values in mission statement

3 min read

Most leaders know that supporting people through change is never easy. Traveling from point A to point B is hard enough in a small group, but leading an entire organization with several hundred or even thousand individuals — with their own competing needs and stress — is a true test in resilience.

Here at Reward Gateway, we love sharing valuable lessons from others' success – like the People Team at Suncorp. When its CEO introduced a new business model in 2016 and reframed the way the business expressed its purpose, strategic priorities and desired behaviors, change wasn’t achieved with a simple flick of a switch.

Suncorp’s change journey had two distinct elements:

  1. Identify the people who you need to get on the bus, and
  2. Find a bus that has the features and fuel you need to get your people to where they need to go

Identifying change agents

When Suncorp introduced its new business model, they had 11 different business units working disparately. While each department was achieving good things, the leadership team knew they could be even greater if they worked together as one.

Torsten Becht, Suncorp’s Executive Manager - Benefits, explains that the first step to achieving unity was identifying who would play a role in the change journey.

Success meant looking for representatives in each business unit who supported the changes and could be ambassadors for it, but also finding the people who needed convincing.

They met with those stakeholders regularly throughout the project to get a better understanding of what and why they were resisting, and to help paint a picture of where they wanted to go as a company.

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Choosing the right vehicle for a change journey

A big part of the any change journey is keeping people informed, and making sure everyone has easy access to the information they need.

Suncorp knew they needed a platform that gave its purpose and core values visibility and relevance across the entire business. Employees needed to be able to access it everyday from any device, and it needed to properly reflect its employer brand.

Suncorp partnered with Reward Gateway to design a reward and recognition program to reflect these new priorities. The result was a program, Shine, which they launched across all business units. Instead of having 11 different, competing sources of information, every one of Suncorp’s 13,400 employees now log onto the same platform, where they find streamlined icons and descriptions of Suncorp’s purpose, strategic priorities and core values.

how to include company values in mission statement

Reinforcing progress every step of the way

What made this approach so successful is that instead of just pushing out the new information on a one-way communication platform, Suncorp used reward and recognition to invite its people to tell stories of what the new purpose and core values looked like in action every day.

By giving every employee the power to send an eCard every time they witness someone in the business demonstrating the values and illustrating what “great” looked like in Suncorp, change came from the bottom-up and they fostered unity from a grassroots level.

Instead of forcing change from the top-down, thousands of Suncorp’s employees access Shine on a daily basis and, on average, send 76,000 eCards every year. That’s 76,000 stories written by its people, published for its people of people living out the new values, which reinforces its importance, and provides real examples of what the values mean in day-to-day-work life.

how to include company values in mission statement

It pays to be a rebel

What stands out for me the most is that Torsten and his team showcase a key attribute of HR rebels — a bias for action. By partnering with key influencers they have been able to achieve impressive alignment and results strengthening the One Suncorp philosophy.

Now, its mission and values are an everyday part of the Suncorp employee experience. People who help demonstrate the “One Suncorp” mentality are recognized and rewarded across different teams, which helps point its employees’ effort back to the bigger picture, and shows them they have contributed to something bigger than themselves. By empowering its people to recognize and reward great behavior, Suncorp has embedded the purpose and has thousands of examples of what great looks like flowing through its organization every single day.

Alexandra Powell

Alexandra Powell, Director of Client Cultural Insights, not only knows American Sign Language, but uses it to secretly communicate with her husband and kids at parties. Alex is a highly experienced employee engagement consultant, trainer and speaker. For over 20 years she has helped HR and business leaders implement strategies that drive true culture change.

Director of Client Cultural Insights

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