“Purpose is not just a feel-good concept; it’s a powerful driver of organisational success.” – Pro-Noctis

Are you part of a purpose-driven organisation?

We constantly read articles and see online posts stating that employees want a sense of purpose. Purpose connects individuals to a greater meaning in their work, driving motivation, engagement, and satisfaction. Yet, research shows that over half of UK employees feel disengaged and lack passion for their jobs.

For many workplaces, this disconnect presents both a challenge and an opportunity. From our work with many leaders, teams, and businesses over the years, we have developed and honed a methodology for discovering, articulating, and embedding true organisational purpose.

In our experience, that purpose is often unearthed by asking its employees directly: “Why you are doing the work you are doing?”

This question goes beyond job descriptions and daily tasks, and answers often reflect the deeper meaning behind a business’s existence. It delves into the emotional and personal connection employees have with their work; something that is intrinsically linked to employee performance, engagement, and wellbeing.

So, what is purpose and why does it matter in business?

Purpose answers all the critical questions that define your business:

• Why do we exist?
• Who are we here to serve?
• What value do we offer, and why are we uniquely positioned to provide it?

For example, online marketplace eBay describes its purpose as “To empower people and create economic opportunity for all”.  This simple statement clearly underpins their business model and highlights their mission and values.

“Make your work to be in keeping with your purpose.” – Leonardo Da Vinci

When it is well defined, purpose provides clarity for your organisation, aligning people with the company’s mission and values. For employees, understanding this larger picture creates a sense of belonging and pride, and encourages a culture of engagement. It transforms day-to-day tasks into meaningful contributions to a shared goal.

But crafting a compelling ‘purpose’ is only the beginning. To truly harness the power of purpose, organisations must align their actions with their words.

The Purpose-Performance Connection

The link between purpose and performance is backed by endless data and research. Companies with a powerful sense of purpose not only experience higher employee engagement but also outperform competitors in growth, profitability, and customer satisfaction. A Gallup study shows that employees who feel connected to their organisation’s purpose are 4.6 times more likely to perform at their best.

When working with our business clients, we support them to embed purpose into every aspect of their operation. Your resources should be allocated to initiatives that align with your purpose. This may be training programmes, technology upgrades, or recruitment. Investing in the right areas ensures that your organisation delivers on its promises and commitments.

Lead by example

Your leaders are integral to instilling your purpose: Purpose starts at the top. Leaders must embody the organisation’s values and demonstrate commitment to its goals. Consistency between leadership actions and the company’s purpose creates credibility, authenticity, and inspiration for your ‘why.’

“You need top leadership to be shouting from the rooftops, ‘We are purpose-driven…’ without that, you have no credibility” – Amar Kumar, Senior Vice President, Pearson

Senior leaders play a crucial role in bridging that gap by articulating the values an organisation embodies and highlighting how current efforts align with those values.

Leaders can bring purpose to life by regularly communicating these stories, both formally and informally. Speaking passionately and consistently about the company’s purpose, sharing personal experiences, and reflecting on lessons learned make the message relatable and authentic.

Middle management is widely recognised as the link between senior leadership and the rest of the organisation. These managers are often responsible for conveying the company’s purpose to their teams daily. Given their critical role, obtaining buy-in from middle management for the organisation’s purpose is essential for successfully integrating that purpose throughout the company.

By involving middle managers in the process of defining the company’s purpose and developing actionable plans to realise it, you foster a sense of ownership and shared commitment. This collaborative approach ensures that the organisation’s purpose resonates deeply and is reflected in everyday operations.

Purpose is a strategic advantage.

Purpose is something we focus on because its value to you and your organisation can not be underestimated. For companies looking to inspire their workforce and thrive in a competitive landscape, clearly defining and delivering on purpose is non-negotiable. It connects employees to a larger mission, drives growth, and builds a culture of engagement and collaboration.

By aligning purpose with actions and empowering employees to contribute meaningfully, organisations can unlock their full potential, ensuring success for both their people and their businesses.

At Pro-Noctis, our purpose is simple:”We want to help you minimise your number of bad days in work”. To do that, we work with organisations and businesses to support positive company cultures and effective leadership. We can help you improve your people management, embed your purpose and values, and drive your workplace functionality.

Get in touch today to discuss the opportunities for your organisation.