Do you believe in your company — its mission, purpose, and what it stands for? Belief in a company is one of the main factors behind why employees work and what they do.
The belief that the company is moving in the right direction, has room for personal and professional growth, and that the employee plays an active part in the strategy are all crucial to keeping employees engaged.
For leaders guiding the way, belief in a company is something that is earned and must come naturally for employees. And according to a new study, attracting and promoting more females into leadership roles is the way forward.
Employees respond better to women-led companies
A recent Peakon study found that employees of women-led companies, meaning those with more than 50% female leaders, feel a stronger connection to the company and their products.
When over 60,000 employees were asked the question of “how likely is it that you would recommend [Company Name] products or services to friends and family,” those at women-led companies answered 0.6 points higher than employees at male-led companies.
Women-led companies also answered higher in terms of satisfaction in the company, an important part of being an active, efficient employee.
Why belief in a company and its products is so important
Belief in the company is also strongly tied to the company strategy. When employees believe in the company — the origin, mission, and value the company offers to consumers and clients — they will subsequently have stronger belief in the strategy as well.
According to Roger Dooley, an experience marketer and author, believing in your company and its product makes you more persuasive. Employees with a strong belief in their product will be more able to effectively sell products or services the company offers, and will have a stronger connection to the company itself.
Belief in a company and its values is also critical to employees’ commitment and persistence. Employees with stronger belief in their company tend to be more willing to continue in their hard work when they trust the path the company is moving on.
According to the Harvard Business Review, belief in a company and its goals will enforce motivation throughout all of the employees — both to get work done when needed, and to keep up the same work ethic when it gets harder.
Belief in a company also helps leaders. When your company supports the same goals, it becomes easier to manage and communicate.
In Authentic Happiness, psychologist Marty Seligman writes that employees become their “happiest” selves when they are doing work they find worthwhile. Leaders who are able to motivate others to work towards a communicated, shared goal — and a shared belief in the goal — are able to maintain morale and engagement throughout the employee lifecycle.
Moreover, belief in a company and its goals also creates a feeling of solidarity among employees and their leaders. If at any point there is a disconnect between employees and leaders, it can be mended quickly and easily when there is a strong belief that the company is going in the right direction.
Ari Weinzweig, a founding partner of Zingerman’s Community of Businesses, points out that belief in a business is one of the most productive foundations that employees and leaders can both share. It creates a shared purpose that may otherwise not be found, as most beliefs are formed before a person is even old enough to be in the job force.
Forming a community where there is a belief in a business allows for clearer actions towards the shared belief, and helps everyone’s job within a larger company make sense.
Clearly the research proves that you must care about the belief in your company strategy and its product. But we must not ignore the key component. As Peakon’s study revealed, investing in female leaders will help you bring deeper conviction about the company and its services, and therefore empower your business to grow in a sustainable way.