BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Edit Story

Why Purpose Should Be A Pivotal Part Of Your Business Strategy

Following
This article is more than 7 years old.

The secret to better and bigger work may not be better and bigger numbers. A recent study from Korn Ferry showed that companies with teams focused on their organization’s purpose had annual growth rates nearly three times the annual rate for their entire industry.

According to the survey, 90% of people who worked in a purpose-driven organization reported feeling engaged in their work. In companies that aren’t as focused on purpose, only 32 percent of employees reported feelings of engagement and connectedness with the work they were doing.

But practically, how do you accomplish this? In a sales-driven world, it can be hard to shift focus without feeling like you might suffer in your business. Here’s some ways we’ve focused on driving purpose and increasing work engagement at Vanderbloemen

  1. Make the purpose crystal clear.

One major but simple way to focus your business’ purpose is to make sure your purpose is as clear as possible. At Vanderbloemen, that means we’re constantly talking about it - whether that’s through blogging, content creation, social media, branding or in small ways like everyone having a plaque on their desks with our company’s nine core values on it. We even have those core values in big words on a wall in the conference room. You can’t miss them. The purpose of your business should be as clear as the name on your building, not another page in your HR handbook.

photo courtesy of Vanderbloemen Search Group

2. A clear purpose is more engaging to a customer.

Think about the success of companies like Burt’s Bees, or Warby Parker. They are upfront and honest about why they make their products a certain way. They want you to know: “We’re doing things differently.” They are transparent about the heart of their business and how they're trying to make a difference in the world. It’s attractive in a way that makes people want to be a part of it.

The rise and success of socially and ethically responsible companies has been a trend in recent years. But one important distinction about companies that are purpose driven is that they are purpose driven not just for their cause but also for their people. Authenticity is important here. As a leader, encourage - and insist if you need to - that your purpose drives your business strategy, the way your company is organized, how decisions are made, who is hired or not hired, and how the company and your employees develop. Without a holistic “inside and out” approach to a purpose-driven focus, you’ll end up with all the good intentions to be good without being able to actually do good.

3. Strive for constant improvement.

Being purpose-focused is no easy task. It takes work and constant improvement (which is one of our nine company values.). That’s why it’s also important to remember that it’s a process. Remind your employees often about how the purpose of the business is playing out. During weekly staff meetings, we have a spotlight moment on how we’ve seen one of our values being lived out by a team member or customer that week. We are also open about sharing the struggles and victories of everyday business - it is a helpful reminder that you can always serve your customers better.

Here’s my takeaway: start internally with your own team in your business and remember the why of what you are doing. It’s easy to get caught up in the what - crunching the numbers, seeing your customer base grow and your number of projects lengthen.

I believe you will do better work if you keep the purpose of your business in focus. You will retain employees longer. They’ll work together better because they are all working towards the same purpose and goals. Your customers will feel more known and engaged with you because they’ll see that how you do things makes a huge difference in how you serve them. It’s a win for everyone.