The Role of Purpose in Employee Engagement

1. Purpose is critical in today’s workplace

In today’s fast-paced and ever-changing workplace, employee engagement has emerged as vital for organisational success. Engaged employees are more productive, creative, and committed to their roles, resulting in personal and organisational well-being. However, engagement is not solely about providing perks, benefits, or a positive work environment. A deeper, often overlooked driver of engagement is the sense of purpose employees derive from their work.

When employees feel an alignment between them and their employers on values and purpose, they develop a stronger attachment and a sense of belonging. People want a sense of mattering, often derived from the perception that we make a real difference in other people’s lives. This is particularly important today, in the era of the great resignation and quiet quitting.?

After the global pandemic, many began to reflect on the meaning of work, life and what they want to achieve. Facing global sickness, death, lockdowns, and the sense that everything can be taken away from us in the blink of an eye left many of us wanting to do something meaningful in our lives. The results of these included two phenomena. The first was the ‘Great Resignation’, where millions of employees quit their jobs or wished to do so. Second, ‘Quiet Quitting’, where workers stopped engaging in extra-role behaviour, only performing according to their job description. It was as if the whole world fathomed that life was too short to do meaningless work.??

2. The Meaning of Purpose in the Workplace?

Purpose in the workplace goes beyond mere job satisfaction. It’s about employees feeling that their work has meaning and significance. When people understand how their efforts contribute to a larger mission or goal, they are more likely to be engaged, proactive, and take ownership of their work.?

As explained in my other newsletter, one of the most effective ways of providing employees with a sense of purpose is to connect it to the impact that they can create. Impact purpose refers to how I can gain a sense of matter by making a difference. Now, I can do this on my own or together with my employer, peers, and leaders to feel that we are all walking on the same purpose path. Purpose does not only create higher levels of engagement, satisfaction, and retention. It is also the social glue that brings employees together. When everyone sees the same exciting horizon, they all get on the same boat.?

3. How Purpose Drives Employee Engagement?

Employees who see purpose in their work are more likely to go the extra mile. They are driven by an intrinsic motivation that goes beyond financial rewards or job titles. Knowing their work makes a difference inspires them to bring their best selves to the job. That makes them happier at work and more likely to stay and even engage others.?

Such employees also develop greater resilience on the individual and organisational levels. Challenges and setbacks are inevitable in any workplace, but those with a strong why can endure almost any what or how. Employees with a strong sense of purpose are more likely to remain strong in the face of difficulties and bounce back faster. They can see the bigger picture, which helps them stay focused and maintain their commitment even during difficult times.?

Interestingly, purpose can also enhance workplace creativity and innovation. Purpose-driven employees are often more creative and open to innovation. They are not just focused on ticking boxes but are driven by a desire to make a meaningful impact. This mindset encourages them to think outside the box and devise solutions that may not have been considered in a task-oriented environment. This is especially true when employers enable and empower employees to solve society’s problems, such as through social intrapreneurship and innovation.?

As the corporate world is still struggling with the ‘war for talent’ and ‘the great resignation’, companies that want to do well do so with a genuine, shared purpose. Providing employees with a strong ‘why’ and the space to find their own ‘why’ can be the best corporate investment in today’s world. It is suitable for the company, the employees, and society at large.

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