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The Importance Of Bringing Goodwill To Your Company’s Mission


Lisa Caprelli is an author of 18 books for kids and adults and of the entertainment brand Unicorn Jazz, a social emotional book series. 

We are wired for human connection when it comes to all relationships, including work relationships. As a business leader, in my opinion, it is essential that you show goodwill to help bring happiness to everyone around you, including your employees and your customers.

Who Doesn’t Want More Happiness?

The Beatles got it right with the words “money can’t buy love.” As adults enter the workforce, they get to choose what company they want to give their 40 hours a week to. And as is shown through various surveys, employees would rather work for a company that shares goodwill, good values and a well-defined mission over pay alone. In fact, according to a survey (registration required) released by Wrike called “From Positivity to Productivity: Exposing the Truth Behind Workplace Happiness,” more than 50% of workers in the U.S. prefer a happy environment over pay.

Bringing goodwill can evoke joy, meaning and purpose to your organization’s environment and enhance employees’ well-being. In a competitive entrepreneurial world, and with new businesses being created daily, this can be vital. It is how and why employees and customers stay loyal.

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Well-being encompasses all the things that are important to each of us and how we experience our lives. When employee well-being thrives, the organization is in a position of thriving. According to a Gallup poll, when successful, employees are said to “take fewer sick days, deliver higher performance and have lower rates of burnout and turnover. But when your employees’ well-being suffers, so does your organization’s bottom line.”

Putting It Into Practice

Bringing kindness and joy to the workplace can make your organization a notable company that not only your employees will be proud of but your customers will also associate the happiness factors that build bridges and life-long relationships. So, leaders should consider encouraging:

• Innovation through heartfelt stories: You can expand this with actionable steps through giving in your mission statement. Perhaps one of your acts of kindness makes an impactful difference in the lives of others. Share this story within your company and to the world via a blog story on your website and social media.

• Empathy, compassion and care for others: This can be done by finding a nonprofit whose values align with your company to encourage goodwill. In the aftermath of giving gestures, you may find that the people around you are proud of what the company has accomplished and grateful. 

• Respect and acceptance: Show your care for others in a selfless way. Make your Instagram or LinkedIn story about the people you are helping. Take the focus off of “your name.” This will help you gain respect from peers and colleagues. 

Examples Of Companies Spreading Goodwill

An important step for companies looking to improve their goodwill and bring more satisfaction to their employees and customers is giving back to their communities. So look to engage in acts of service that match your company’s core values. Or, perhaps your CEO already has a knack or history with nonprofits such as children’s hospitals, orphanages, women’s shelters or animal shelters that the company can get involved with. Then, promote the goodwill of your company on social media and share your collaboration by creating an engaging blog or story.

Toms is a great example of an outside-the-box company that is known for doing good through its mission and sharing it on its platform. For every pair of shoes sold at the company, a new pair is given to a child in need.

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Budsies has developed a program called Budsies Pals in which it partners with children’s health care providers to bring kids in need a little hope and comfort. They have partnered with organizations like Joe DiMaggio’s Children’s Hospital, the Mayo Clinic, Ronald McDonald House in New York, Children’s Healthcare of Atlanta and many more.

I’ve observed that some food banks partner with local companies that share in the joy of feeding kids and families in need throughout the year. Or there are supermarkets that donate perishable and non-perishable foods that are distributed weekly. 

Consider the vice president of Panem Project and children’s author, Natalia Sepulveda, who supports missionaries around the world and promotes bilingual literacy with her storytimes and educational resources for teachers, parents and kids.

It’s time to think about the love and heart you can bring into your company and to those outside of your company by doing goodwill for others. The opposite of selfish is to help others. It not only will make you and those who you influence feel good, but the help you give to others will also be immeasurable.


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