MOBILIZING EMPLOYEES
MOBILIZING EMPLOYEES
employees
through purpose
T here are several reports that show engage your people). But there’s an uncomfortable truth. Our findings show purpose is a motivator for senior leaders—and that’s not surprising given the central role they play in defining it—but it is not trickling down to the rest of the organization. CEOs believe only 43% of middle managers and 24% of front-line teams have fully embraced their company’s purpose. purpose drives business performance, and motivates and inspires employees (although we would always caveat that by saying it’s one of many factors that Engaging front-line employees is critical—they’re closest to your clients and the driving force behind your business. Purpose is a strategic tool that can be used to motivate, inspire, and drive action. So why isn’t it being properly utilized in businesses? Often, organizations don’t know what to do with a purpose once it’s defined. It’s not a brand line that appears on marketing content, nor an employer value proposition (EVP) that shapes content on your careers site. Purpose is a strategic tool that motivates, inspires, and drives action—yet, businesses are still failing to embrace it organization-wide, missing an opportunity to power performance from within.
Chris Holmes Managing Partner, Culture Innovation Brandpie
There’s also often not a clear owner and without that, it can fall between the cracks. Which raises an interesting point in itself—who owns purpose? Our view is that it should be everyone in the business, including employees. If employees feel like they have ownership over the company’s purpose, it will be more meaningful to them and be used as a lens through which they shape their decisions. Though this takes time and effort to achieve, it’s worth it. We’ve seen first-hand the impact purpose can have on mobilizing your people, raising engagement and, ultimately, powering performance. DEFINING PURPOSE: THE FOUNDATION FOR ENGAGEMENT It sounds obvious but a good purpose starts with a statement that is rooted in what your business does, while answering what role you play in solving a bigger challenge. A well-articulated purpose inspires employees by helping them see how their business is contributing to a greater cause. However, finding the balance is critical. A purpose that is too broad means employees may struggle to see how it relates to their specific responsibilities. >
32 Brandpie CEO Report 2024 A pivotal moment for purpose
Brandpie CEO Report 2024 A pivotal moment for purpose 33
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