Instill a Sense of Purpose - Increasing Employee Loyalty (2/5)

This article continues a 5-part series on increasing employee loyalty. The second recommendation to increase loyalty is to instill a sense of purpose.

There is an allegory of two stonemasons constructing the same building. You ask the first, “do you like your job?” He responds that it merely pays the bills, he complains of the heat, the difficulty, and he doubts the building will be finished during his lifetime. When you ask the second stonemason the same question he responds, “I love my job.” He acknowledges that the job isn't always ideal, sometimes it gets hot working in the sun all day, the work can be strenuous, and he’s unsure if the job will be completed in his lifetime, but he finishes by saying, “but I’m building a cathedral for my God.” The two men do the same work, but one has a defining sense of purpose. He comes to work every day to be part of something greater than himself. This purpose makes him a more productive employee and undeniably more loyal. The first stonemason would likely take any job that offers more money, while the second stonemason, who works longer hours, would turn down nearly any other job to help fulfill the greater cause. An essential way to increase employee loyalty is to help your employees “see the cathedral”.

As Simon Sinek, author and inspirational speaker, famously teaches, “people don’t buy what you do they buy why you do it.” This concept also applies to employee loyalty. Employers who focus primarily on the “what,” profits, quotas or other numbers, obscure the “why” making it difficult for employees to see anything beyond quantitative goals. Employee vision is generally only as broad as the values that employers champion and act on. As a result, employee vision narrows when a company doesn't effectively communicate a broader vision. In consequence, employees become self-absorbed as they start focusing on their own what, earning a salary, and are likely to seek greener pastures elsewhere. Help your employees understand why your company exists, what you’re trying to achieve, and how their role helps fulfill that mission. When employees understand the company’s “why” it creates a powerful sense of calling and purpose. Employees who “see the cathedral” will be more engaged and naturally develop a camaraderie with their colleagues as they work towards a unified goal. For this reason, a great employer learns how to utilize the “why” to continually reminds its employees that they are involved in something greater than themselves.

One company that helps its employees “see the cathedral” is Medtronic, one of the world’s largest medical technology companies. Medtronic does this by creating emotional connections between its employees and the patients who are benefited by Medtronic products. For example, during a company-wide meeting, the CEO showed a video that a patient’s daughter sent in. The video is of her wedding, thanking all the Medtronic employees for the products that they research and manufacture because “Medtronic’s work enabled my father to walk me down the aisle this year.” Through these experiences, Medtronic employees are reconnected with the importance of their work. The company is not all about making money but helping improve the lives of others. By seeing the impact of their efforts on people, the employees understand at a deeper level the company’s “why”. Each and every employee must be aware of a purpose that is greater than producing revenue. Of course, profitability matters, but the bottom line should never be the biggest “why.”

My current employer, Tanner LLC, is another company that does this well. At every meeting, our managing partner, Jeff Bickel, emphasizes the firm’s vision which states: “our purpose is to serve. Each day we will make a positive impact in the lives of all those with whom we interact.” I have seen that this isn’t just lip service. During my time with the firm, I have witnessed from working on various engagements that this philosophy is pervasive throughout the firm. This philosophy is not limited to our daily interactions with clients and colleagues. For example, the firm designates a working day each year to be spent serving the community by visiting elementary schools and teaching children. We, the employees, understand that our mission is to have a positive impact on all aspects of life and not just through professional services. This way of thinking, among other reasons, is why Tanner consistently has lower turnover compared to other professional service firms.

As you communicate and instill a sense of purpose in your employees they will find greater meaning and fulfillment. They will be enabled to see how their contribution is part of the company’s purpose as a whole. As they are continually reminded of the meaningful “why” of the company, their loyalty will increase as they continue to contribute their part.