There’s a lot of discussion in corporate circles about creating a purpose-driven workplace because researchers have shown that they outperform organizations that strive for profit above all else.
What research by the Harvard Business Review Analytics Service Unit revealed about purpose-driven workplaces is that their:
- employees are more productive, motivated and engaged.
- customers are more loyal.
- retention rates are better.
- revenue growth is stronger.
- teams are more agile and innovative.
- ability to execute transformational change is better.
That’s an amazing list!
Being able to define purpose is an important part of what it takes to be a company of the future.
But how do leaders create a purpose-driven workplace? What does a well-defined purpose look like in practice?
One way to approach defining the purpose of your organization’s work is to consider what gives the work you do meaning.
Purpose-driven work transcends mere profitability into a social mission of sorts. It’s something that benefits society, motivates employees to work and makes clients feel like engaging.For this to happen, the purpose has to be:
- authentic
- relevant (to employees, stakeholders and clients)
- aligned with company vision and values
Here are some examples of purpose statements:
AT&T: Inspire human progress through the power of communication and entertainment.
Best Buy: Enriching lives through technology.
Canadian Pacific Railway: Deliver transportation solutions that connect North America and the world.
Royal Bank of Canada: Helping clients thrive and communities prosper.
You can see how these purpose statements are relevant to the work we associate with each of those businesses, but connect what they do to a broader purpose for people.
Tips for Writing a Purpose Statement
Articulating the purpose of your company’s work requires time and reflection.
- Think about your mission. The mission statement defines what you do and for whom. What is the main goal or objective of your work?
- Consider corporate values. Has your company defined its values? Values are the ideals that you aspire to put into action. For example, here are the values that we aspire to at Padraig. As long as your organization lives up to its values, they can inform and help to articulate the purpose.
- Build the purpose statement. The purpose is the meaning behind the work in a broader, more timeless sense. Questions for reflection include:
- How does the work contribute to a greater good?
- What do employees and clients feel passionate about in relation to this work?
- What makes what the company does unique?
- Solicit input from team members. It’s helpful to consult with a range of stakeholders to do a little fact finding. In addition to considering the mission and corporate values, explore what employees feel passionate about and business strategy. The analysis that is used to determine long-term strategy for the market and products or services should help with clarifying the purpose.
- Draft the purpose statement and test it out. How do employees feel about it? What about stakeholders and partners? Do clients believe you are striving for this purpose? Listen to what they say about whether the purpose statement sounds authentic, relevant and aligned with company values.
Bringing the Purpose to Life for Your Team Members
As leaders, we have to put plans into action and move from theory into practice. To become a purpose-driven workplace, your purpose statement has to be more than just a slogan. It’s essential to bridge the gap between defining the company’s purpose and helping employees really understand their part in making the purpose reality.
A well-defined purpose will matter to your team members personally, but they should also see how it matters to clients, the company and to society.
- Ensure employees understand how what they do as individuals and a team or department connects to the organizational purpose. Being able to see that what they do each day matters is very motivating.
- Point out the ripple effect of what team members do and how it helps to achieve the purpose. Some folks will see how what they do helps to achieve the organizational purpose while others might need to understand how what they do is foundational and necessary for what happens next. Finding meaning in our work boosts motivation and productivity.
- Foster a sense of connection to the purpose. Talk about the purpose statement regularly, at staff meetings or when setting goals with your team. Highlighting how what they do helps people or communities builds a sense of a meaningful, shared purpose. When we feel emotionally connected to tasks, it’s human nature to feel motivated to work harder.
- Walk the talk. Leaders who can model the behaviour they want to see from their team members inspire the culture at all levels. If the organizational purpose infuses your day-to-day tasks, planning and goal setting, it’s clear to everyone that it really matters–it’s not just wording on the website.
- Remember the purpose when you’re measuring success. Frame the number metrics in terms of the effect on people or society. For example, a bank manager might want to measure success by taking stock of how many new accounts, loans and credit cards there are. Beyond that, they could reframe this as: How many clients have they helped obtain a first home? How many clients have they helped to open a business in the community? Etcetera. The focus on the human element fosters a stronger emotional connection for stakeholders, which is why purpose-driven workplaces outperform other companies.
Coach’s Questions
Does your company contribute to a higher level purpose? How well do folks understand your company’s organizational purpose? What steps would help your company become a purpose-driven workplace? How can you help your team see how their work aligns?
