This month if you walk into any store you will see hearts everywhere reminding us that February is the month of love, hearts and Valentine’s Day. Have you ever taken the time to consider what is at the heart of your company; what is your company’s mission? Do you have a written mission? According to the 2013 research by Gallup, a mission does a lot more than many business owners realize. “As employees move beyond the basics of employee engagement and view their contribution to the organization more broadly, they are more likely to stay, take proactive steps to create a safe environment, have higher productivity, and connect with customers to the benefit of the organization.”

Here are five great reasons to focus on your mission:

Mission drives loyalty across generations. A major part of employee engagement for all generations of employees is feeling like they belong, like they are part of something. Mission and purpose are two strong factors in retaining good employees.

Mission fosters customer engagement. This can help you direct your marketing to a place of not only what you do, but why you do it. And why your customer should care. A strong brand also aids in employee recruiting and retention. Employees like to be proud of where they work.

Mission improves strategic alignment. Developing a strong mission can help you align your company’s strategic goals. It can also help employees set their own goals that drive toward the company’s ultimate purpose.

Mission brings clarity. A mission gives you a place to go back to in any decision making process. It provides clarity for managers when making everyday decisions and executives when making company changing decisions.

Mission can be measured. The value of a mission can be measured through employee engagement questions/surveys. This information can help leaders coach employees on finding ways to tie their individual goals back to the company’s mission.

So consider what is at the heart of your organization. Once you come up with your mission and purpose, share that with employees. Make it a part of your everyday discussions and actions. Let it guide your decision making and future strategy and goal-setting discussions.