Quick-What’s your company’s purpose? If you can’t roll this off your tongue then you are in trouble. A new report by global brand consultancy Calling Brands has revealed that working for an organization with a clearly defined Purpose — an underlying ethos that goes beyond commercial and operational goals — is second most important to people after pay, ranking ahead of other factors such as level of responsibility and even career progression.
Additionally, an average of 65 percent of respondents (70 percent Germany, 65 percent US, 59 percent UK) said that working for an organization with Purpose would motivate them to go the ‘extra mile’ in their jobs and an average of 64 percent (71 percent Germany, 63 percent US, 58 percent UK) claimed it would engender a greater sense of loyalty towards the organization they work for.
Employees now seek greater and deeper fulfillment from the working day, but many organizations have yet to respond to this recent shift in attitude. That may very well explain why so many employees are seeking greener pastures. Many of you may indeed have a purpose. However, if you don’t know what it is, or more importantly your people don’t know what it is, then you have a communication problem that can easily be fixed.
State your purpose and share it with your people. Put it front and center on your website, discuss it in your meetings and weave it into every piece of fabric in your organization. Purpose brings about passion and that’s something that you can never have enough of in any organization.