Creating Purpose-Driven Engagement

The key to retaining employees is to get them to connect with the mission, vision, and purpose of the organization. When their values are aligned with those of the company, they are more likely to stay engaged and give discretionary effort. If you cannot get their buy-in, turnover is inevitable. They might stick around for a while, but they lack the long-term commitment to the purpose and direction of the organization, which makes it an easier choice for them to eventually leave.

When an organization’s purpose, or the “why” of what they do, resonates with its employees, it gives meaning to their work and becomes a part of their professional identity. This drives their engagement, performance, and commitment. That is why getting buy-in from employees is so important. When posting a job ad, onboarding new-hires, and even developing existing employees, there needs to be a heavy emphasis on what they can accomplish through their position.

Purpose differentiates someone’s job from someone’s work. A job is a professional position that a person fills at an organization, whereas someone’s work is something meaningful that they do regardless of where they are employed. By having a strong purpose for people to pursue, it creates an internal tie to the organization. That purpose needs to be visible in everything the company represents, like the problems they solve, the customers they serve, and the leaders that guide them.

When thinking of your own organization, can you definitively say what the purpose you fulfill is? Can each of your employees, or even your customers, identify that purpose? If not, start considering how you can bring that purpose to the forefront of people’s minds. Don’t let it fade with time. Keep the purpose at the center of everything you do within the organization and at all levels of employment. As your organization transforms, your purpose might shift as well. Take some time each year to reflect on what you hope to accomplish, and revisit your overall mission and vision to ensure it aligns with the year’s demands.

-Meghan Slaughter