There are companies where you feel that everything is right. These companies have a common denominator. Purpose. Purpose is embraced and adopted at both the individual and organisational level. The benefits of purpose-driven organisations are obvious. They perform better, are more innovative and enjoy greater customer and staff loyalty. In this blog we created with Stichting MVO-register you will learn how you can become more purpose-driven.

1. Utilise the great potential of ‘purpose’ opportunities

We miss out on too many opportunities. Research shows that only 28% of the employees find their own job meaningful and feel connected to the purpose of the organisation. And only 36% find the content of their own job meaningful.

That deserves explicit attention. Also in your organisation! Investigate the change appetite in your organisation and utilise the potential. You can do this, for example, with the HeartWork scan. This will give you a better grip on the purpose opportunities in your organisation.

2. Create a climate in which ‘purpose’ can be experienced

Experiences are super powerful. They remain more vivid and prominent in our memories. Do you want to work from an inspiring higher goal or purpose? Then create a climate in which ‘purpose’ can be experienced at work (by as many team members as possible).
The opportunities for experiencing purpose can be found at two levels. (1) You can experience meaning because your work is interesting and meaningful, or (2) through the organisation you work for. You feel inspired by the higher organisational goal.

3. Narrow the purpose gap

There is a large purpose gap between management and employees. C-level executives and managers are almost twice as likely to feel ‘connected’ to their organisation’s purpose than employees. They are inspired by their organisation’s purpose and experience their own role as meaningful, while employees lag behind.

Organisations that are truly purpose-driven have a much smaller purpose gap. So tackle the gap. Give employees the chance to experience and live the organisation’s purpose.

4. Involve employees in purpose creation

Communication about purpose alone is not enough. Communication ‘by itself’ does not create a purposeful climate. Purpose creation requires time and attention in order to connect with employees in the organisation. Involve employees in the dialogue about purpose in the organisation. Don’t go too fast and take the time to create the right context.

5. Embedding purpose in the organisation

It is important to anchor purpose in the organisation. Without anchoring, there are no results. But how do you do that without being counterproductive?
Let the organisational systems grow with you and make sure they don’t get in the way! Think about embedding the purpose in the HR processes and in the annual plans. Create a clear and concrete action perspective for employees. Invite them to experiment in a protected environment to learn what gets in the way before you roll it out broadly into the organisation.

6. Create informal leadership

Employees need leaders who propagate the purpose of their organisation and actively act on it. Leaders who are not primarily focused on profit. Give informal leaders the space to get to know their own purpose and help them with knowledge and skills to communicate this and involve others.

Conclusion

There are clear (business) arguments for becoming a purpose-driven organisation. By properly identifying opportunities and acting sensitively on the needs of employees and the organisation, purpose and performance are immediately within reach.