The call-to-action
“Just do it.” “Think different.”
Let’s face it: we’re all inundated with slogans. Some stick with us, shaping how we think and behave. Others? They fade as fast as last season’s TikTok trend. So, what separates the legendary taglines from the forgettable ones?
Emotion. A successful tagline evokes a feeling—a connection. It moves us, inspires us, and yes, sometimes even transforms us.
While consumer brands have mastered the art of influencing behavior through powerful taglines, employer brands can (and should) wield this same magic. A well-crafted rallying cry does more than just attract talent; it inspires employees to dig deeper, stay longer, and rally together. It becomes the glue that binds people to your company, making them proud to be a part of something bigger than themselves.
And it’s not just about making people feel good. A rallying cry taps into what Daniel Pink, in his book Drive, calls “mastery” and “purpose.” Mastery is about getting better and better at something that matters, while purpose is about contributing to something larger than yourself. Combine those, and you’ve got a recipe for unstoppable employee engagement.
Identifying the emotional core
Let’s get to the heart of it: What does your company really stand for? To create a rallying cry that resonates, you need to dig deep into your purpose. Not the polished corporate speak framed on your office wall, but the real “why” that gets people out of bed in the morning.
Simon Sinek sums it up perfectly in Start with Why: “People don’t buy what you do; they buy why you do it.” That “why” is the emotional core of your rallying cry. When your employees feel it—when they believe in it—they’ll embody it.
Your rallying cry should capture this purpose in a way that’s short, actionable, and emotionally charged. It’s not just a slogan; it’s your north star, the mantra that unites and inspires.
Examples of rallying cries that work
Some companies just get it. They’ve found their “aha!” moment, crafting rallying cries that don’t just sound good—they feel good. Here are a few that stand out:
- “Eight Values. One Team.” — Avery Dennison
Avery Dennison needed to refresh its values and bring its global workforce together. Enter “Eight Values. One Team.” This rallying cry bridged cultural differences, emphasized collaboration, and reminded employees that they’re stronger together. It’s simple, unifying, and packed with meaning. - “Driven by Better.” — Fisher Investments
Fisher Investments nailed it with “Driven by Better.” It’s bold, aspirational, and perfectly aligned with their mission of continuous improvement. This rallying cry motivates employees to aim higher, innovate more, and deliver better results—for clients and for themselves. - “Find Your People.” — Booz Allen Hamilton
Let’s be real: in a company as vast as Booz Allen, it’s easy to feel lost. That’s why “Find Your People” resonates so deeply. It’s a reminder that connection and collaboration are key. This rallying cry inspires employees to build meaningful relationships while working toward a shared vision. - “Driven by Impossible.” — Momenta Pharmaceuticals
If there’s one thing Momenta Pharmaceuticals knows, it’s that breaking barriers is hard work. Their rallying cry, “Driven by Impossible,” celebrates the audacity to take on the toughest challenges, inspiring employees to push boundaries and embrace innovation. - “Opportunity Meet Potential.” — Allergan Recruitment
Allergan Recruitment’s “Opportunity Meet Potential” is all about making the match. It speaks to employees who want a workplace where they can grow and thrive. It’s personal, empowering, and a perfect blend of corporate ambition and individual aspiration. - “Create What’s Next.” — Disney ABC Television Group
In a fast-paced, ever-evolving industry, Disney ABC motivates its employees with the rallying cry “Create What’s Next.” It’s forward-thinking, inspiring, and a call to action for anyone who wants to shape the future of media.
Creating your call to action
So, how do you create a rallying cry that hits home? Here’s your cheat sheet:
- Keep it short and memorable
Think about it: you’re more likely to remember “Just do it” than a 12-word sentence. Aim for no more than four words. - Evoke emotion
Forget the dry corporate jargon. Use language that sparks feelings—whether it’s pride, excitement, or inspiration. - Reflect your purpose
A rallying cry isn’t a marketing gimmick. It should align with your brand’s mission and values. - Make it actionable
Use active verbs to inspire your employees. A rallying cry is meant to drive action, not sit passively on a PowerPoint slide. - Leave room for interpretation
The best rallying cries invite employees to personalize them. Think of it as a blank canvas they can make their own. - Stand out
Be unique. Your rallying cry should sound like you, not your competitors.
Why it matters
Here’s the thing: a rallying cry is more than words. It’s a declaration of who you are as a company and what you stand for. When done right, it connects employees to your mission on a deep, emotional level. It motivates them, unites them, and turns them into ambassadors for your company and brand.
The companies we highlighted didn’t just create catchy phrases—they crafted movements. Whether it’s Avery Dennison’s global alignment, Fisher Investments’ pursuit of excellence, or Booz Allen’s culture of connection, these rallying cries show us what’s possible when purpose meets passion.
So, what’s your rallying cry? If you’re ready to inspire your workforce and transform your culture, we’re here to help you find it.
For further reading
Start with Why by Simon Sinek
Peak by Chip Conley
Drive by Daniel Pink
The 8th Habit: From Effectiveness to Greatness by Stephen Covey