How to use purpose to drive engagement


Purpose is hot right now – a google search of ‘purposeful companies’ reveals more than 96 million results! Of course it’s not a new concept, Dan Pink was talking about the rise of the purpose motive to help engage employees nearly 10 years ago when Drive was first published. But more recently it seems to have really taken hold as a ‘must-do’ for many companies, which is no bad thing.

There’s no doubt that as a society we are seeking more meaning and purpose from our work, and expecting the companies we work for to become more purposeful. So what can companies do to provide their people with a sense of purpose and meaning?

  1. Communicate the purpose– make sure employees know and understand the organisation’s purpose goals not just its profit goals. Employees, who understand the purpose and vision of their organisation and how their individual roles contribute to this purpose, are more likely to be satisfied in their work.
  2. Place equal emphasis on purpose maximisation as you do on profit maximisation– research shows that the attainment of profit goals has no impact on a person’s well-being and actually contributes to their ‘ill-being’. Organisational and individual goals should focus on purpose as well as profit. Many successful companies are now using profit as the catalyst to pursuing purpose, rather than the objective.
  3. Use purpose-oriented words– talk about the organisation as a united team by using words such as “us” and “we”, this will inspire employees to talk about the organisation in the same way and feel a part of the greater cause.

If you would like to know more about creating purpose at work, get yourself along to our Evening of Engagement event on Weds 3rd October (5.30pm -8.00pm), at wallacespace Covent Garden, where Chris Crofts, Global Employee Engagement Director at Diageo, will be talking about why we need a “purpose uprising”.She’ll talk about why purpose is so powerful, and how internal communications can play a critical role in creating purpose-driven organisations

An Evening of Engagement is an event to celebrate the launch of the second edition of Emma’s  bestselling book Employee Engagement: A Practical Introduction (Kogan Page). The event will feature six experts talking about contemporary employee engagement topics, and you’ll have the chance to ask questions on all things engagement. We’ll also be enjoying an informal drinks reception – giving you a great opportunity to network with others. You’ll also get a signed copy of my book included in the ticket price. Book your place today.

We really hope you can join us.





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