Workplace objectives are specific goals a company sets out to achieve in a specified time frame. Objectives may be limited or ongoing in nature and generally guide the way a business operates.

Well-Defined Goals

Workplace objectives should be specific and well-defined to ensure employees are aware of what the company intends to accomplish. Objectives may be set by management or a board of directors and are often developed in line with the company’s overall direction. Examples of well-defined objectives include opening a new location in another city, implementing a new communications strategy or introducing a new product or service.

Measurable Outcomes

For an objective to be met, employees must understand what the goal is and how to know if they’ve reached it. It also helps if goals are attainable -- setting goals that are lofty or beyond the scope or ability of staffers can decrease morale. An example of a measurable goal is meeting a specific earnings figure in a predetermined amount of time, gaining a percentage in market share over a year or reducing customer complaints by a specific amount by a certain deadline.

Relevant to Strategy

Workplace objectives are often created in line with the company’s overall strategic vision. This ensures that all work product is carried out with the company’s “big picture” in mind. For example, a law firm might strive to have the largest litigation department in the city, or a construction company might set its sites on winning the greatest number of government contracts in its region. Keeping all workplace goals in line with overall vision helps a business maintain its collective focus.

Well-Planned and Well-Managed

Successful objectives are mapped out in detail through project planning and project management. This ensures human and financial resources are effectively utilized in every way. For example, a workplace objective of launching a new product line might include projects related to research and development, market research, branding and creation of advertising and marketing strategies. Project managers use project plans and workflow charts to map progress and identify potential slowdowns.


Objectives should have specific, time-relevant components to ensure on-time delivery or completion. For example, a sales team may have monthly earning objectives, a marketing department may have weekly publishing deadlines, while an accounting department may have annual projects based on a fiscal year calendar. Setting time limits on objectives can help improve productivity and keep staffers focused and on-task.