Igniting Purpose for Retention and Engagement
- Leslie Speas
- Mar 7
- 2 min read
Connecting with purpose is a powerful driver of employee engagement and retention. But what exactly is purpose? At its core, purpose is the reason an organization exists—its “why.” It is typically the same thing as the organization's mission if the mission addresses how the organization positively contributes to the world.
When employees feel a sense of purpose in their work, they experience a deeper level of fulfillment. Purpose gives meaning to their efforts, helping them understand why their work matters, how it contributes to their career growth, and the impact it has on the organization.
In today’s workplace, employees are more motivated than ever by work that aligns with their values and gives them a sense of significance. This shift has become even more pronounced in the post-pandemic era, as many individuals have reevaluated what truly matters to them.
7 Ways to Foster Purpose on Your Team
1️⃣ Reinforce the Organization’s Purpose
Ensure that your team understands and connects with the organization’s purpose.
What is the company’s mission?
Does your team fully understand it?
Develop a plan to consistently reinforce it. Example - Google's Purpose:
"To organize the world’s information and make it universally accessible and useful."
2️⃣ Define the Team’s Purpose
Clarify what your team is trying to accomplish in alignment with the company’s broader mission. Facilitate discussions to explore:
Why do we do what we do?
Who do we serve?
What impact do we want to create?
Example - Google HR Team Purpose:
"To attract, develop, and retain top talent by fostering an inclusive, innovative, and growth-oriented workplace where every Googler can thrive and make an impact."
3️⃣ Help Employees Discover Their Strengths
When employees use their strengths at work, they feel more engaged and effective.
Integrate strengths discussions into performance reviews.
Leverage tools like the Working Genius Model and CliftonStrengths assessments.
Assign tasks that align with employees’ unique abilities to help them contribute meaningfully.
4️⃣ Connect the Dots
Show employees how their individual roles contribute to the team’s success and the organization’s greater purpose.
5️⃣ Share Impactful Stories
Stories are powerful. Regularly highlight real examples of how your organization and team makes a difference.
6️⃣ Lead by Example
If leaders don’t embody purpose themselves, employees will see efforts as inauthentic. Align your actions with your messaging to inspire genuine purpose.
7️⃣ Keep Purpose Front and Center
Regularly remind employees of the organization’s mission, the impact of their work, and the value they bring. Let purpose be your team’s North Star!
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