Why Purpose Matters When You’re Attracting Talent

As we settle into 2023, it seems all the fuss surrounding the ‘Great Resignation’ has also started to settle. Our nation’s unemployment rate remains incredibly low, but unfortunately, it seems so too does employee engagement.

A study by Microsoft in late 2022 found a whopping 62% of Australians (and 66% of managers) reported feeling burned out, which is the highest in the world and well above the global average of 48%.

While it’s easy to blame the pandemic, a quick scroll through the history books shows we may have been on this trajectory for some time. Back in 2017, a study by Gallup found only 14% of respondents in Australia and New Zealand felt engaged at work. 86% were either not engaged or actively disengaged, and did not care enough about their job to want to help their organisation move forward.

With HR departments working overtime on strategies to improve engagement and retention, we have to ask: could there be a simpler solution?

The purpose of a purpose

A study of 28 high growth companies across a range of industries unearthed one surprising link between them all: Purpose.

According to the study, having a clearly defined and well-articulated purpose is a vital enabler of innovation and a successful value proposition. While money and progression will always play a role in people’s career decisions, purpose is no longer a factor any organisation can afford to ignore – especially when it comes to Generation Z.

We may find some clarity on this shift in values when viewed through the lens of Maslow’s hierarchy of needs. Previous generations simply didn’t have the luxury of linking purpose with work. Jobs provided money and security, and finding something you enjoyed was definitely a bonus!

Nowadays, money and security are all but guaranteed. As we look to what’s next on the pyramid, we find today’s generations grappling to reach higher levels of belonging, esteem and ultimately, purpose.

For organisations wishing to attract younger generations, or high performers with in-demand skillsets for whom money and security is certainly a given, the ability to connect with a strong sense of purpose is essential.

There is much more to being a purpose-driven organisation than simply saying you are one. Purpose must be alive in people’s every day, and they must be celebrated for their commitment to it.

This doesn’t only apply to the private sector. A 2022 Survey of Trust in Australian public services found purpose is a key desire for APS employees among flexibility and inclusive workplaces. A strong value proposition, underpinned by a clear purpose statement, is a top priority for the APS as it works to improve on its already increasing number of staff who say they find their work inspiring.

Developing a purpose strategy

In a recent webinar, high performance recruitment coach Ross Clennett spoke with author and adviser on purpose, Phil Preston, about the value of purpose in recruitment.

I chatted briefly with Ross after the webinar, who explained “Ultimately, it’s the human impact of what we do that’s most important. In recruitment that means – how are we making candidates’ lives better when we place them into work? How are we strengthening the culture of clients when we fill jobs?

“The ‘why’ is what drives us. If it’s really present in an organisation and embedded in the culture, people know exactly why they turn up for work each day and want to do their best.”

Ross and Phil both believe it requires more than a purpose statement to make a true and lasting difference. Here are their top tips for embedding purpose in an organisation:

1. Clarify your business purpose beyond the basic statement. What benefit are you bringing to the world in a profitable way?
2. Involve your staff. Find out how they derive meaning and purpose from the work they already do.
3. Get support. A coach or adviser can accelerate your journey with a clear roadmap to achieve your goals.
4. Make it real. As you build momentum, reflect on how actions taken today and tomorrow have meaning. Share stories internally, not just as an external marketing piece, and commit to showing indicators of success.

Lastly, remember purpose is a long game. While you won’t see results overnight, the steps you take now could deliver a huge return on investment in the future.

How is HorizonOne connecting with purpose?

We’re fortunate at HorizonOne to have made purpose a focal point in our business from day one.

Yes, our recruiters enjoy making money and rising higher in their careers. However, it’s the impact of the work they do that keeps them motivated and engaged. They know they are changing lives – a fact they are reminded of everyday with our ‘Why’ wall which includes real stories such as these.

Kate had worked in the NFP sector for a number of years and was happy to receive below-market wages for her skills and experience, due to her strong personal commitment to the organisation’s purpose. After deciding it was time to move on, HorizonOne supported her to secure a position in another non-profit with a purpose she also connected with – yet this time with a significant pay rise. The salary increase had a profound impact on her family life because her spouse no longer had to work overtime or weekend shifts and they could spend more time together as a family. 

Brendan worked in professional services in Sydney and was in need of a change. Unsure of what to do next, HorizonOne urged him to consider a role with government in Canberra. Four years later, Brendan loves living in Canberra and has a significantly better work/life balance. The security of his job allowed him to enter the property market, and he now has a family with his wife who he met in Canberra.

In addition to our ‘Why’ wall, our quarterly team catch ups also revolve around the real impact of the work we do on our clients’ businesses and candidates’ personal and professional lives.