Purpose is more than a marketing tactic; it’s much more than a term thrown around at conferences. It is something that is so deeply embedded into our experience with a brand that it can drive individual and collective actions to create a better world. The feelings we get from being part of these interactions or even seeing them happen – feelings produced by our own brain chemicals – fulfill the deepest of human needs: connection, belonging, wellbeing, and meaning, to name a few.
So let’s explore what this can look like from both sides of the market.
Recruiting Talent
Research shows that monetary rewards only go so far. From the perspective of “where do I want to work?” Purpose – or meaningful work, is a more essential driver of employee engagement and therefore one of the key predictors for organizational success.
The best human resources you can imagine are asking themselves questions like: Will this job give me the autonomy I seek, plus tools and support to get the job done right? Will my suggestions for improvement be taken seriously? Will I be able to look back and see tangible results for my efforts? You want to be sure that your organization appeals from that perspective.
Brands that can clearly articulate their purpose will attract employees who become deeply committed to one another and the company’s goals. They will, in turn, attract your greatest fans and lend discretionary time and energy to be brand ambassadors – on social media and in their daily lives.
So your company brand purpose should:
- Describe the kinds of problems that you solve in terms that are immediately engaging and lead naturally to “calls to action”
- Define your value proposition as a set of high stakes: what good things will happen in the world if your business achieves its purpose? What bad things will happen if you don’t?
- Include all stakeholders.
- Make the old “vision, mission and values” more visceral
- Unite the head, hands and heart of your organization by connecting what you do and how you do it with WHY you do it and who benefits.
Feel free to schedule a consultation now to discuss how these ideas can apply to your organization!
