Purposeful Growth: From Paycheck to Purpose - How Purpose is Supercharging Talent Management

Photo by Husna Miskandar on Unsplash

“WINNING ORGANIZATIONS ARE RECOGNIZING THAT A CLEAR SENSE OF PURPOSE IS THEIR SECRET RECIPE FOR SUCCESS, SINCE PURPOSE IS WHAT ATTRACTS, ENGAGES, AND RETAINS THE VERY BEST.”

In an ever more competitive global economy, growing healthy, happy, and performance-driven organizational cultures is more crucial than ever. Smart companies know that to boost their employer brands and stand out in the talent market, they need to do more than just talk a good game. Increasingly, winning organizations are recognizing that a clear sense of Purpose is their secret recipe for success since Purpose is what attracts, engages, and retains the very best. By effectively integrating Purpose into the entire employee experience, they not only enhance their appeal as top places to work but also foster environments where employees are genuinely motivated to excel.

Attracting the Best: Turning Meaning into a Magnet for Talent

Welcome to the age where potential hires are more interested in your carbon footprint than a corner office, with the initial appeal of an organization increasingly hinging on its Purpose, Vision, and Mission. Modern job seekers, particularly among the millennial and Gen Z demographics, prioritize meaningful work over traditional incentives such as salary and job security. Recent research suggests that 70% of millennials are motivated by a company's societal commitments.

Take Airbnb: with a purpose centered on “creating a world where anyone can belong anywhere”, the company has been a magnet for talent that values human connection and community, with 83% of Airbnb’s employees saying they would recommend working at Airbnb to a friend, according to data from Glassdoor.

Or IKEA, whose purpose of "creating a better everyday life for the many people" is deeply integrated into its company culture and operations, making it an attractive workplace for top talent driven by sustainability and accessible design, regularly putting the company high on several ‘best places to work’ lists.

To make sure Purpose delivers in helping to recruit the best, companies need to communicate it clearly as part of their employer branding efforts and back it up with substantial programs that deliver on the promise.

Mission: Possible! Purpose Powering the Everyday

Keeping employees engaged involves more than the initial excitement of a new job. It requires continually connecting their day-to-day efforts with a company’s meaningful Mission.

“KEEPING EMPLOYEES ENGAGED INVOLVES MORE THAN THE INITIAL EXCITEMENT OF A NEW JOB. IT REQUIRES CONTINUALLY CONNECTING THEIR DAY-TO-DAY EFFORTS WITH A COMPANY’S MEANINGFUL MISSION.”

Microsoft is engaging employees around its Purpose of ‘empowering every person and every organization on the planet to achieve more’ through internal ‘hackathons’. These events inspire and empower employees to innovate and collaborate, develop new skills, and work on passion projects. This boosts job satisfaction and drives purposeful innovation that aligns with both personal passions and big organizational goals, such as its ‘Seeing-AI’ technology.

Mattel, driven by its Purpose of ‘‘empowering the next generation to explore the wonder of childhood and reach their full potential”, is bringing the very people it positively impacts every day, into the center of the employee experience - kids. Through its Global Day of Play events, the company has been inspiring employees across all functions, levels, and regions to engage with kids in a direct way and experience firsthand the impact their work has on bringing joy and learning to children from all backgrounds.

Holding on to the Heroes: Retaining Talent Through Purpose and Impact

Retention is perhaps where Purpose plays its most crucial role since top talent will stay where they can not only grow their careers but also have a tangible positive impact on the world through their work. For employers, this means constantly creating and emphasizing connections between the company's Mission and the contributions of its high-performing workforce.

Google retains top talent by merging their work with its Purpose of “organizing the world's information to make it universally accessible and useful”. They support this with initiatives like their AI for Social Good program, which allows employees to apply their technical skills to solve significant global challenges, enhancing job satisfaction and loyalty.

Patagonia, known for its environmental focus, goes beyond the norm by involving employees directly in sustainability efforts. This includes granting leave for environmental internships and matching employees’ charitable contributions in generous ways. Initiatives like these make employees feel like their work has a meaningful impact, and in turn, increases engagement and retention.

From Start to Finish: Enhancing the Employee Experience Through End-to-End Design

“BY DESIGNING PURPOSEFUL EMPLOYEE EXPERIENCES FROM RECRUITMENT TO RETIREMENT, ORGANIZATIONS CAN ENSURE THAT EACH TOUCHPOINT BECOMES A MOMENT TO INSPIRE AND EMPOWER EMPLOYEES TO APPLY THEIR BEST SELVES TO WHAT MATTERS MOST TO THE ORGANIZATION.”

To maximize the human potential of Purpose across the entire employee lifecycle, end-to-end employee experience design is critical in bringing Purpose to life in meaningful and tangible ways. By designing purposeful employee experiences from recruitment to retirement, organizations can ensure that each touchpoint becomes a moment to inspire and empower employees to apply their best selves to what matters most to the organization.

At Conspiracy of Love, we do this through a systematic strategy and design process that:

• creates an inspirational Purpose narrative that articulates the overall Vision and strategic direction for the business in ways that drive clarity, meaning, and focus;

• identifies the most important employee touchpoints;

• audits these touch points for alignment with the company's Purpose;

• defines the new intended outcomes for each touchpoint across three dimensions - What do we want employees to think, feel, and do as a result of the experience we are designing?

• reimagines the most impactful touchpoints for a maximum positive effect on employee engagement, well-being, and performance.

The bottom line: Purpose can be the Powerplant of Talent Management

“PURPOSE ENABLES COMPANIES TO IMBUE ORDINARY ROLES AND EVERYDAY TASKS WITH A SENSE OF MISSION, MEANING AND SIGNIFICANCE.”

As we have shown, Purpose is not just an ethical option but a strategic imperative essential for attracting, engaging, and retaining top talent. As work dynamics evolve and more professionals seek meaning in their work, companies that clearly articulate and embody their purpose stand out. Through Purpose, leaders keep top talent aligned with their company Mission and foster a more engaged and committed workforce.

Leveraging Purpose and integrating it thoughtfully and creatively into end-to-end employee experience design, is where the rubber hits the road. It enables companies to imbue ordinary roles and everyday tasks with a sense of Mission, meaning, and significance. This not only enhances the notion of meaningful work but also solidifies the organization's competitive advantage, setting it up for sustained growth and commercial success.