Unlocking Employee Engagement: Cultivating a Purpose-Driven Culture

73% of millennials are more likely to stay with a company if they feel their work has a positive social impact.

Understanding the power of a purpose-driven culture plays a huge part in the employees you attract, how inspired they feel when they’re working, and (added bonus) how long they stay. Put simply, people just don’t get up in the morning to work 9-5 making loads of money for someone else anymore, they want more. There are far too many influencers out there telling them to stick it to the man…so what can you do and why should you do it?

Connect to your Higher Purpose: Research shows that 92% of millennials believe that business success should be measured by more than just financial performance. Look at the entry requirements for any popular awards or certification and you’ll see more about social and environmental impact than anything else. Some ideas for you:

Put some work into clearly articulating your mission, values, and the positive impact you aim to create in society. This takes time so don’t rush it.

Communicate this purpose consistently to inspire and engage your employees (and customers). We want to see it plastered all over your social media, in your job adverts, your email footers - everywhere!

Make some bold statements and follow up on them! Want to be the first company in your industry to offer your services to local charities for free? Working in a male heavy industry? Announce your aim to have women represent 50% of your senior management team. What about re-wilding the area around your office?

Whatever it is, make sure it’s something you’re really passionate about. Trust us, if you’re not, everyone will see straight through it. Not a good look.

There’s bound to be something about the industry you work in that needs some attention and improvement. Proudly do something to change it.

Make Meaningful Work: Most employees want to contribute to something greater than themselves. There’s something icky about Adam in the pub going on about how many sales he made last week, but we’re all drawn to Ben talking about the focus group he’s joined to change the demographic of young people getting into his line of work.

Be more Ben! Provide opportunities for employees to understand how their roles directly impact your purpose, or make time for them to contribute to something bigger than their own job. That can be volunteering projects, taking on a brief for a local charity or mentoring people who need a helping hand getting into your industry. Highlight the success stories, it’s a great way of praising your team and brilliant PR.

Encourage Employee Input: Create a culture that values employee voices and actively involve them in your decision-making processes. We know how much your team will appreciate having a say in shaping your purpose and initiatives. You could start by looking at your values, if you haven’t got any, build some together, or review the values you already have. Could purpose be a new value?

Recognise and Celebrate Impact: Acknowledge and celebrate the contributions employees make towards your purpose. Regularly highlight stories of individuals or teams who have made a positive impact, building a sense of pride and motivation among your workforce.

We’d love to hear how we can work together to enhance your business culture to reflect your values. It can feel daunting, but rest assured you’d be in very safe hands with the BTC team. Pop us a message to get the conversation started!

#EmployeeEngagement #PurposeDrivenCulture

Sources:

- Deloitte Millennial Survey 2021

- Cone Communications CSR Study