A move towards a purpose-based business

As technology now facilitates global connectivity and real-time data sharing, people are increasingly relying on digital platforms to communicate and connect. As we have discussed previously with entrepreneur Belinda Parmar, this is fuelling an empathy deficit in the workplace, and professionals are starting to lose the connections with the people around them, and are consequently feeling disengaged at work.

From the conversations we have with professionals seeking new opportunities, it is clear that they want more meaningful relationships with the companies they are employed by and the work that they are doing. When searching for new opportunities, candidates are increasingly interested in understanding the purpose behind a role. Job satisfaction and workplace happiness are not just nice to have; they are crucial for employee wellbeing and productivity.

Through the use of a clear and well-defined purpose, you can better engage with an external audience, which will support you in attracting and hiring the best available talent. Employers that do this well consistently attract the talent they need to help realise their business goals and objectives. This is because people want to understand the purpose of the work that they do. To stay engaged in their roles, professionals need to find meaning in the tasks that they perform on a day-to-day basis.

The commercial structure of a purpose-based business is completely focused on a simple and direct purpose. This then feeds into the structure of the organisation in terms of the people, the types of products offered, the types of promotions that are run, the processes to deliver tasks, and the investment of profits made. When the purpose is clear and the structure of the business supports it, the people who are inspired by the business purpose will also be determined to achieve it.  

Boosting engagement in a dynamic business world 

Business information is now more accessible than ever, and it is available to all. This poses both a risk and an opportunity for businesses. Instant messaging, social media, internal company networks, and review sites expose businesses to the potential for negative word of mouth and bad publicity. However, if employer branding is aligned with business purpose and a strong external communication plan is in place, then there is a unique opportunity to build positive relationships with both customers and potential employees.

It is important to recognise that the ‘job for life’ mentality is now rare, and, for many professionals, it may seem quite unappealing. The gig economy, interim contracts and temporary contracts have all grown in importance in recent years to support employers during peak periods, to bring in specialist skills for unique projects, and even cover absences. For employees, this way of working supports a more flexible career and allows them to access a wealth of experience. Regardless of the working arrangement – full time, interim, on-site, or off-site – ensuring that all employees are engaged with and believe in the business purpose ensures committed employees and overall job satisfaction.

If an employee has felt disconnected or as though they have been treated poorly by a company then it is highly likely that they will voice their grievances publicly. A bad reputation will be difficult to turn around and can make it challenging to attract talent in the future.

Recruiting with purpose

Although the drive for a sense of purpose and alignment with a company’s core values has increased as millennials have moved into the workforce, there is a cross-generational appeal and job satisfaction is a priority for all candidates today. Considering this, purpose should be a core focus for companies when hiring.

Through a deeper understanding of the types of questions that candidates are looking for answers to, businesses can ensure that they effectively pitch their purpose. Our specialist consultants interview thousands of candidates every week and understand exactly what candidates are looking for. Before commencing a hiring process, be sure that you understand the benefits of working for your company and know how to sell your purpose. Consider the following questions: