It’s no secret that a great purpose helps businesses to recruit and retain the best people. Purpose energises employees and empowers them to achieve amazing things. It gives their careers genuine meaning and weight. Purpose helps people understand the greater value of the business, and how important their individual roles are.

“Purpose should have a key role within organisations to galvanise everybody to perform better and feel more invested in their work. It helps us to understand why we're here, and how the business plays a role in broader society.”

Alice Tendler, Group Head of Brand Marketing and Communications, BT Group

Attracting and keeping the finest talent is always tough. More and more, people of all ages want to join businesses they believe in. They’re also generally sceptical about industry claims. If they suspect that purpose is only a recruitment ploy, they won’t stick around. 

“For anyone, if you want to feel good about working for a company, it’s very much about aligning your personal beliefs and deep convictions with the purpose of the company you are working for.”

Stephan Feldhaus, Head of Group Communications, Roche

With the right purpose, recruitment becomes much easier. Purpose lets organisations create a strong and compelling narrative around who they are and what they do. It makes them sound like enjoyable and inspiring places to work.

After all, nobody is being forced to join your business, and they’re free to leave whenever they like. Your people could just as easily choose to go somewhere else. But by giving them a purpose they truly believe in, you’ll inspire them to fulfil their full potential with you. Which is good news for your talent, your clients – and your results.

“Purpose is central in our recruitment, and is also central for retention. I think it’s actually explicitly said that if you come to work without purpose, you're probably not the right fit for AstraZeneca.”

Roeland van der Heiden, Digital Director of Corporate Affairs, AstraZeneca


How we can help 

So, if you think you need some help convincing people in your company purpose is more than just a strapline, give us a ring. RY’s developed some tools that could be useful for you.

  • Fit for Purpose assessment and benchmarking: RY will conduct an in-depth yet quick assessment to learn where you and your peers are on your purpose journey and what you need to work on next.
  • Purpose stress-test: A simple exercise to ensure you have the right purpose and that it resonates with your key stakeholders.
  • ‘Line of sight’ clinics: A series of tolls and clinics you can run to ensure your people are connected to your purpose and gather the best purposeful stories at the same time.