Having a purpose: the key to organizational success

Una ilustración que muestra a dos personas, un hombre y una mujer, llevando juntos una gran flecha blanca y apuntándola hacia un objetivo azul y blanco, similar a un blanco de tiro con arco. La escena tiene lugar en una oficina, con estanterías llenas de libros y cuadros colgados en la pared. También hay una planta en una maceta a la derecha.

Recent studies are showing that today’s consumers prefer products from brands that are sustainable, have a purpose and contribute positively to society.

The same thing is happening in the labor market. Employees are no longer satisfied with just a salary, they want something more. They want meaningful, interesting work, in line with their values and that has an impact on creating a better environment.

They want a job with a purpose.

What does it mean to be a company with purpose?

Having a purpose means having a clear and defined intention that guides your actions and decisions towards an objetive.

It is that spark that motivates you and drives you to move forward, knowing that every step you take, every action and decision you make, reflects your values and your deepest goals.

For a company, having a purpose implies not only pursuing economic benefits, but also committing to a just cause that helps align efforts and resources towards significant and lasting change.

A company with a purpose is not satisfied with being the best company in the world, it also wants to be the best company for the world.

Linking purpose and employees

A Gartner survey, with more than 3,500 employees around the world, revealed that 65% were rethinking where their work should fit in their lives. And 56% declared that they wanted a job that contributed more to society.

While it is important for companies to have a purpose, it is useless if it is not shared with their employees. Furthermore, this purpose must be reflected in each and every one of the actions, decisions and measures of the organizational ecosystem.

Here, culture plays a fundamental role. It is the vehicle that transmits this purpose to all employees, ensuring that each team member understands and shares the mission, vision and values through daily practices, communication and leadership.

Purpose = Success

A study of McKinsey found that 70% of employees define their sense of purpose through their work. In this sense, when team members feel that their personal purpose is aligned with the organization one, the results are notable: greater productivity, health, resilience, and a greater probability of staying within the company.

Additionally, these same employees show stronger commitment, loyalty, and are more willing to recommend the company to friends and family.

The consultant BCG also highlights that companies with a well-integrated purpose not only motivate their workforce and strengthen goal alignment, they also enjoy greater customer loyalty and better results.

In particular, organizations that effectively share their reason for being with their teams achieve significantly higher total performance over a ten-year period than those that do not. Yes, it is a long-distance race.

In addition, Gartner notes that ignoring employees’ need for fulfillment leads to an increase in intention to leave work and a decrease in commitment. On the contrary, when companies meet their expectations, they create deeper relationships and a more positive, productive work culture.

How to share the organizational purpose with employees?

As we see, sharing our purpose as an organization is very important to align employees’ efforts with corporate objectives and foster their sense of belonging and motivation.

Luckily, there are some effective strategies you can apply to make sure everyone in the company understands and lives it. Here we leave you some of them:

Clear and constant communication

All starts with good communication.

Leaders must integrate purpose into all daily messages, whether in calls, video conferences, meetings or emails.

Additionally, using a wide variety of channels ensures that the message reaches everyone, regardless of their role or location. This is especially interesting for those companies that have a large number of remote teams.

Inspirational leadership

Leadership is another key piece. Managers set the tone by incorporating this purpose into their daily decisions and actions, which motivates employees to follow their example.

Furthermore, it is essential to train managers and supervisors with the necessary tools and knowledge that make them capable of communicating and reinforcing the message in their teams.

In day to day

Of course, and as we have already mentioned at the beginning, culture is fundamental. From day one, during the onboarding process, new employees must become familiar with the company’s vision and mission, thus establishing a firm foundation from the beginning of their career.

Additionally, it is essential to design recognition programs that reward behaviors and achievements that reflect the company’s DNA. These programs not only serve to motivate employees, but also highlight positive examples that others can follow.

Thus, the organizational culture is continually reinforced, ensuring that the purpose is not just a declaration, but a living and daily practice within the company.

Active employee participation

Surveys and feedback sessions are useful tools for this. Also, involve employees in initiatives and projects that reflect the organization’s purpose, such as corporate social responsibility activities or innovation projects, not only aligns employees with the company’s values, but also strengthens their commitment and satisfaction.

Here, sharing success stories is a good way to inspire and motivate others. These narratives show actual examples of how purpose is translated into daily actions, reinforcing organizational culture and promoting an environment of teamwork.

Measurement and evaluation

If you want to know if you are on the right track, you will need to conduct regular assessments to measure how purpose is perceived and lived among employees . Why is this important? Because using this information, you will be able to identify areas for improvement, increase staff commitment and improve your communication strategies to ensure that everyone is aligned with the company’s goals.

Team Insights allows you to quickly and easily measure what your employees think. Request a demo now and discover everything our software can do for you.

Table of Contents

Make decisions with
information, not intuition

Ensure you drive your decisions to the right direction. Align your budget and actions to the real needs of your team. Talk to people with true and honest feedback in your hands.