How Does Purpose Fit Into The New World Of Work?
Marut Bhardwaj
Leadership Architect and Facilitator for Transformational Programs meant for Bold Thinkers and Change Makers
Purpose matters for every size, level and type of organization. ‘I want to change the world for the better’, ‘I want to help people tell their stories’, ‘I don’t want anyone to lack the resources that I lacked’ are all driven purposes that motivate organizations – small, medium and large alike – to take the next step. It is what helps them strive to reach the finish line, even on the rough terrain that is running a business.
Purpose is not simply the tagline or the ‘what we do’ section on a company's website; it's what consumers, employees, and other stakeholders know to carry the torch because it constantly shows up in times that count.?In the middle of growth strategies and standardising the experience for all employees, purpose is the tether that keeps everyone connected and engaged. In times of crisis, it is purpose that keeps organizations afloat, because purpose is more than just a policy – it is the reason an organisation exists in the first place.
Purpose in the new world of work
The new world of work is characterised by the following factors:
What does this mean for purpose?
Millennials want jobs with purpose
To start with, millennials desire for jobs that have a purpose. In research conducted by McKinsey, about two-thirds of employees responded that their work is what helps them establish their sense of meaning and purpose. Despite this, there are just 15 percent of employees who feel that they are living their purpose in the workplace. Organisations can, therefore, no longer afford not to prioritise organisational purpose, especially when millennials make up half of the workforce.
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Employees and Customers have equal stake in the business
Purpose is the link that connects new age employees and customers to the work they do and the work – goods and services – they seek every day.
The barriers between customers and employees are also becoming increasingly blurred. It's important to remember that your employees are some of the most important customers you have, in fact, employee ambassadors are becoming more and more common. Clients can also be seen as working for you because of the data they contribute simply by visiting your website, feeding the analytics that drive your branding ideas and strategy. To share a common purpose between such connected agents is incredibly essential.
Dispersed workforce needs a common tie
Moreover, because the workforce is becoming increasingly diverse and distributed, the need of having a clear sense of purpose has never been greater. An organization's ability to retain its best consumers and employees is imperilled if the two parties' goals aren't matched through a common purpose.
A shared purpose does not have to be something extravagant. For example, employees and customers will not be interested in turning your business into a conglomerate 5 years down the line. That is not something that they will be able to immediately connect with. What they want is to get clear, tangible value from the work they do every day. Helping people find safe and comfortable houses that enable them to realize joyous, peaceful living is something that can motivate employees of a real estate business, for instance.
Can you make a purpose strategy for your business?
For the most part, there’s no master key to a purpose-driven strategy. A single approach will not work for everyone. But employees of all stripes will feel connected to the mission of the firm if it has a clear vision. They need to be able to see the greater picture in the midst of their daily tasks. When that happens, people tend to stick around longer for the simple reason that they are more invested in it.
However, there’s a catch. Only employees who are in touch with their own inner purpose will be able to connect with the purpose of your organization. Inner purpose is the meeting point of what employees’ interests lie in, what skills they are adept at and the impact they wish to make with the skills they have and the work they are interested in.
Purpose is the common thread that drives organizations and individuals to making the greatest difference – not only for their own growth and success, but for the organization as well as for the community and society at large.
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3 年Marut Good article. I think beyond purpose, at individual level, the question is - Does the job fulfill one's Core Values? I remember I left a company because I was feeling stifled. I realised, for me, Autonomy & a sense of Achievement is important. With the change in work environment, my core values were not being met. ... We all have different core values, and this is possibly the reason, in the same company, in the same department, under the same manager, some will stick around for years, and some will leave sooner.
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3 年Great Article Marut!
Executive Business Coach / Change Leadership / Growth, Exit and Succession / Conversational Intelligence Coach (C-IQ)
3 年Thanks Marut, I read your article because I really resonate with the central theme of purpose. I wondered if I could suggest that both individuals and organisations should actively attempt to find that place where purpose, aspirations and values connect. That is when aligned purpose really connects people and organisations emotionally and almost magically. Because of that perspective, I liked this article (link attached) https://www.dailymotivation.site/5-simple-ways-to-find-your-passion-purpose-in-life/?utm_source=Newsletter&utm_medium=email&utm_content=FIRSTNAME+%2C+Today+s+Motivation+Has+Arrived%21&utm_campaign=March+7%2C+2022+-+Daily+Motivational+Email G.
Visionary C-Level Executive | Dynamic CEO & Board Member | Architect of Sustainable Business Growth | Global Expansion & Market Development Strategist | Inspirational Leader of Multicultural & High-Performing Teams
3 年Nice article. Thanks for sharing
Best Selling Author | 2x TEDx | Corporate Trainer | Speaker | Consultant | Program Evaluator | Organizational Researcher
3 年Great insights