When policy, practice don’t match (Guest Commentary)

Mission statements, marketing can't just be collection of words
By Evert Akkerman
|Canadian HR Reporter|Last Updated: 05/20/2014

Organizations need to be more aware of the expectations they raise when advertising their mission, vision and values on their websites.

By building an online presence, companies seek to position, brand and market themselves to attract customers to their products, clients to their services and employees to their workforce.

The problem is many companies don’t put enough thought into the design of this online footprint. They seem to think the actual content doesn’t matter. As long as there is a website and a mission statement — any website or mission statement will do — then values are optional: “There, we have a website like everyone else, now let’s get back to business.”