unlocking purpose-driven work: 4 tips you can’t ignore.

The past few years have been a wake-up call for many professionals, making them rethink what really matters at work. It turns out it's not just about the paycheck. A sense of belonging and being engaged in purpose-driven work is a big deal — so big that 54 percent of people surveyed for the Randstad Workmonitor 2023 report said they'd quit their jobs if they didn't feel like they fit in at their company. And 42 percent wouldn't even take a job if the company's values didn't align with theirs.

Trouble is, many businesses don't get serious about purpose until they're backed into a corner by a world-changing event like COVID. But here's the good news: you don't need a pandemic or an inflation crisis to emphasize purpose-driven work in your organization. Here are four tips to get you started.

1. bring your employees into the conversation

Don't just set your company's purpose from the top down. Discover what truly motivates your team by engaging in open dialogues. Alongside regular coffee chats and roundtable discussions, implement pulse surveys that ask pointed questions about how meaningful team members find their daily work. These short, frequent surveys can offer valuable insights into how closely your company's current activities align with its stated purpose — and where you might need to make adjustments. By looping in your team this way, you're not just crafting a corporate slogan. You're cultivating a shared sense of why the work matters.

2. lead by example and embrace authenticity

Actions speak louder than words, especially when infusing a sense of purpose into your organization. If your company puts a premium on customer experience, why not have regular “Customer Experience Days?” On these days, team members could shadow customer service reps or even make courtesy calls to long-standing clients to get their feedback. If another core value is sustainability, make it real by switching to more eco-friendly vendors or setting transparent and measurable sustainability goals. This kind of authentic leadership doesn’t just make your mission statement look good — it makes your team feel part of something worthwhile, building a shared sense of purpose.

3. empower your team leaders

Team leads are often the go-to people for white-collar professionals, which makes them critical players in making your mission more than just a slogan on the website. Invest in their growth with specialized training in communication and leadership. How about a hands-on workshop that covers practical ways to discuss company values in daily huddles? Regular check-ins with upper and middle management can offer support and keep the spirit of your mission alive in day-to-day tasks.

4. cultivate mentorship and collaboration

Nurturing a mentorship culture goes beyond onboarding and on-the-job training. It can also instill a sense of purpose. Invite experienced team members to guide newer employees, not only in the nuts and bolts of their roles but also in grasping the company's mission. Set up cross-team collaborations to help everyone see how their work contributes to broader goals. This way, you're creating a workplace where people feel like they're not only climbing the corporate ladder but also making a meaningful difference.