“It's important that we’re taking steps to keep purpose alive, so people understand that it wasn’t just a short-term campaign, it’s something at the core of who we are, core to where we’re going as a business and something that we’re going to continue to foster and invest in.”

Michele Parmelee, Global Managing Principal - Talent, Brand & Communications, Deloitte

People increasingly want to work in organisations with an ambition beyond maximising returns for shareholders. They want to contribute to something bigger. This is influencing the employers they choose, how long they stay and their performance.

“People are encouraged to come up with ideas and that’s just become part of the culture of the business. It’s easy to see how, in an environment like that, purpose can spread and be embedded quickly.”

Peter Edwards, Director of External Communications, RB

 Launching an inspiring purpose is just the beginning. Making it part of your people’s everyday job goes beyond a one-off campaign. Initiatives and processes that promote involvement and recognition are key for long-term involvement – from attraction and recruitment, to retention. 

“We’ve been working with HR to develop a behaviour programme. We're exploring the behaviours that you need in the organisation to live up to the purpose. Doing so had a big impact that made it clear for people to reflect purpose in their own behaviour.  From there we have introduced a gamified app where people can give each other ‘compliments’. Currently we are somewhere above 200,000 compliments on these behaviours globally.  We do all of this to keep the awareness high and to keep people engaged.”

Nanne Bos, Head of Global Brand Management, ING

Purpose is fundamental to a company’s employee experience, from its EVP through communications, behaviours, processes, policies and systems. Allowing everyone, from HQ to front-line, to have a clear line of sight to how they’re part of your purpose is essential to get your purpose off the ground and embed it into the fabric of your organisation. After all, NASA’s anecdote of ‘I’m helping put a man on the moon’ didn’t happen overnight.


How we can help

If you think you need some help convincing your employees that purpose is more than a one-off internal campaign, give us a ring. RY’s developed some tools that could be useful for you.

  • Leadership engagement sessions: RY will run a session planned to help leadership teams understand the value of purpose through tangible benefits, best practice and a bit of inspiration.
  • Roadmap to Purpose workshop: Making your purpose work takes time and demands action from every part of the business. RY can help you plan what to do, how and when.
  • 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.