It has long been known that organizations that identify a “higher purpose” for their existence engender more loyalty with their constituents than do other. Obviously religions, revolutions and political parties know this and try to define their “higher purpose” in order to drive engagement.
According to a recent survey done by Calling Brands, and reported in the Herman Trend Alert, “Corporate ‘Purpose’ is emerging as a powerful new driver of attraction, retention, and productivity.” The HTA says:
According to “Crunch Time: The Power of Purpose”, working for an organization with an underlying spirit that goes beyond commercial and operational goals—ranks ahead of many other factors such as level of responsibility in a job and even career progression. This research reveals a fundamental shift in employee attitudes. Being defined as a key driver of effort and loyalty in existing staff members means that people are willing to work harder and stick with a business longer—-if they see Purpose in action.
I think we have seen this trend developing for a while though the recent economic troubles undoubtedly way-laid some of the attention on the importance of “purpose.” After all when you are happy to have a job, any job, that is your “higher purpose.” But now that the job market is showing some signs of growth some people can be more selective in their employment and for some of them the “higher purpose” the company is exhibiting becomes more important. Herman Trend Alerts concludes with “Purpose will be increasingly recognized by corporations as an important driver of engagement.”
- How many of you feel you work for a company “…with an underlying spirit that goes beyond commercial and operational goals”?
- What is that spirit and how is it inculcated into the culture?
- Does it help retain or attract people?
- Or is this just a bunch of hooey?
If you want to read the Herman Trend Alert, you can visit here.