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Vision Casting: 3 Steps to Implement a Company Vision

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    A company vision makes your organization’s goals and priorities clear. And through vision casting, you help employees and job candidates alike understand it. This process sets individuals on a path toward a common goal and purpose. Without vision casting, your workforce could question the value of what your business does and why it matters. Luckily, casting your vision — and adapting it as needed — may be easier than you think.

    What if movie actors just read their lines rather than embraced their role? Just as casting a film requires performers passionate about the script, a company needs employees eager to implement its vision.

    Without a clear vision, organizations move aimlessly. At a minimum, employees need to know what a business does and why it matters. This doesn’t mean every employer has to have a consistent mission, as that can change with the needs of their customers. Plus, their purpose already may be clear enough by the nature of the business.

    But for sales and service-driven organizations — especially those with several competitors — a vision helps separate them from the pack. By creating buy-in among employees, it also helps get ahead of:

    • burnout
    • stagnation
    • turnover
    • disinterest
    • an indistinguishable brand

    Just having a vision doesn’t cut it. Employers also need to convey it. Enter “vision casting,” the go-to method to align workforces of any size. Here’s how it works.

    Vision casting meaning

    “Vision casting” is the act of communicating a clear and compelling vision of the future to a group of people, to inspire and motivate them to work toward a shared goal. It involves painting a vivid picture of what tomorrow could look like, outlining specific objectives and describing how to achieve them.

    Vision casting is often associated with leaders, as it’s key for them to effectively communicate strategy to their organization. When done correctly, it aligns the efforts of individuals toward a common goal and creates a sense of purpose. This helps drive progress and achieve success.

    What is vision casting in business?

    A vision is a framework that defines what a company hopes to be in the future. Vision casting allows employees to invest in the organization’s future by:

    • achieving long-term goals
    • advancing the health of a company
    • associating their development with the business’s growth

    Vision casting also provides employees with the opportunity to succeed in their own roles within an organization.

    Examples of vision casting

    How a company casts a vision depends on what it seeks to accomplish. A large tech firm may aim to make life easier or create tools that extend human capability. On the other hand, a manufacturer of compression clothing for athletes may aim to reduce the number of ACL tears.

    Consider some of these additional examples:

    • A furniture designer wants to make every couch or recliner a conversation piece.
    • A social media company seeks to connect people through music and audio design.
    • An app for trail hiking aims to get more people to safely experience nature.
    • A tech business designs tools for identifying animals in the wild to encourage education and conservation.
    • A restaurant chain commits to being the top spot to bring family members from out of town.
    • A video game developer creates accessible experiences to teach children about empathy and strategy.
    • An amusement park wants to give families a reason to keep traveling down Route 66.
    • A fashion company dedicates itself to producing affordable, sustainable clothing that doesn’t compromise on design.
    • A food distributor prioritizes bringing the New England seafood quality and experience to the rest of the U.S.
    • A world leader is dedicated to reducing waste and carbon emissions.

    A vision doesn’t have to be complicated or groundbreaking, but it does have to be clear and honest.

    Why does a company vision matter?

    What is your company’s vision? Could leadership give a broad overview? If not, the vision as a whole may need some work. If the organization’s vision is meaningful, employees should be eager and excited to help implement it.

    A vision statement guides organizational goals and helps shape its culture. Aligning your workforce is necessary for any organization looking for higher employee engagement and advancement within its field.

    How does HR implement a company vision?

    As with shooting a movie, vision casting isn’t always the easiest process. In order to help employees flourish personally and create company growth, organizations should focus on the following three aspects of vision casting.

    1. Know the vision

    Company vision should not be shared with just the CEO and leadership. Instilling the vision within your employees can be a powerful motivator. Employees are pivotal to any organization, and working toward a common goal is key to achieving a vision statement.

    2. See the vision

    Before you attempt to share the company vision with staff, consider these questions:

    • What drives your employees?
    • What motivates them?
    • What part do they play in achieving the company’s vision?

    For example, Allie’s passion is leadership. Relating the vision statement to her current and future leadership opportunities can influence the vision itself. Using employee strengths motivates team members to achieve more for themselves and the company.

    Considering how each member of your company contributes to the vision is vital for communicating it. A sales associate has a different role than a marketing intern, but both play an important part in advancing the company. If a leader doesn’t understand what motivates their team or what part they play, it can be difficult to get employees to invest in the company vision.

    Don’t be afraid to ask your people about how their work supports the vision, either. The right survey tool helps gauge employees’ grasp of the vision and address possible blind spots.

    3. Share the vision

    Your employees drive your company’s success. How can they reach their destination without direction? Sharing the vision through vision casting is crucial to high employee engagement.

    Leaders should share the company vision often and in meaningful ways. There are plenty of approaches for this:

    Daily conversations

    Make the vision statement a conversation piece. This requires an intentional effort on your part to relate discussions back to the vision. If a team member hears this regularly, they’ll know it’s important.

    Monthly meetings

    Have you recently received an email from a happy client, great results from a recent survey or praise from the CEO? Sharing victories with your team during a monthly meeting is another way to remind everybody about the importance of their role and how it connects to the company’s vision.

    Weekly overviews

    Find at least five minutes each week to celebrate small wins. This could be through a shoutout to team members who just completed a marathon project or stretch goal or stopping by an employee’s desk to congratulate them on their latest accomplishment. Recognition can be a powerful way to motivate and align employees with the overall vision for the company.


    Create handouts of the vision statement for team members to keep in their workstations or shared spaces. Remember, visibility is key for employees in remembering and applying the vision. Self-service HR tech makes companywide communication like sharing the vision even easier.

    Just like a movie, ensuring your employees are passionate about the script, or in this case, the vision statement for your company, is a catalyst for success. High employee engagement and understanding of the organization’s goals and vision lead to growth and achievement for a company and its workforce.

    Explore Paycom to learn how its single, easy-to-use software helps you vision cast through surveys, a powerful learning management experience and more.

    DISCLAIMER: The information provided herein does not constitute the provision of legal advice, tax advice, accounting services or professional consulting of any kind. The information provided herein should not be used as a substitute for consultation with professional legal, tax, accounting or other professional advisers. Before making any decision or taking any action, you should consult a professional adviser who has been provided with all pertinent facts relevant to your particular situation and for your particular state(s) of operation.