Making ‘purpose’ the heart of your employer branding
Contrary to popular belief, landing a job is not solely driven by financial considerations. While compensation certainly plays a role, it is not the sole determining factor. The primary reason individuals accept a job is when they discover a harmonious blend of financial stability and a sense of purpose. They seek more than just a paycheck; they yearn for meaningful work, a clear sense of direction, and an ethical culture within the workplace.
By incorporating purpose in employer branding, companies can create a more engaged, motivated, and committed workforce that contributes to the company’s success. The better you are at employer branding, the more likely you are to retain and attract the top talent. According to Talent Adore’s survey, 78% of job candidates think that employer branding and employee engagement are extremely important and the overall candidate experience they get is an indicator of how they will be valued after getting on-board.
The Meaning of Purpose…
According to Daniel Pink, an expert in the field of behavioural science, three key factors drive personal satisfaction and superior performance at work: autonomy, mastery, and purpose.
Autonomy empowers individuals to take control of their decisions, igniting intrinsic motivation. Mastery fuels the joy of learning and growth, serving as a measure of progress. And, purpose provides a powerful sense of belonging and meaning, connecting employees to something greater. It is one of the key factors identified by Pink as essential for personal satisfaction and superior performance at work. These three factors are intertwined, and companies that incorporate these elements into their employer branding can create a workplace environment that fosters fulfillment and attracts top talent.
…and Its Connection With Employer Branding
According to a study conducted by BetterUp, employees who feel a strong sense of belonging, experience a 50% reduction in turnover risk. Therefore, it becomes important for companies to strategise employer branding integrated with mission. By doing so, companies align with the intrinsic motivations of individuals seeking more than just a job. When a company effectively communicates its mission, it not only attracts like-minded individuals but also empowers employees with autonomy and opportunities for mastery, as they are driven by the shared mission and values.
Moreover, mission and motive can differentiate a company from its competitors in the eyes of potential candidates. By weaving it into their employer branding, companies can differentiate themselves as employers who offer not just a job, but a meaningful career. This can significantly enhance the company’s attractiveness to top talent, as individuals are increasingly seeking opportunities where they can contribute to a purpose-driven organization and make a positive impact on the world. A well-defined employer brand also cultivates a sense of pride and loyalty among employees, fostering a strong company culture.
To explore one of the best employer branding campaigns, let’s take the example of Salesforce.
It is a technology company that has made social impact a core part of its employer branding strategy. Through their 1-1-1 model, they donate 1% of their equity, 1% of their products, and 1% of employee time to support nonprofit organizations. The company showcases its dedication to corporate social responsibility and encourages employee engagement and team building in volunteer work and philanthropy.
While many factors influencing career decisions are beyond your control, cultivating employer branding is within your reach. It is the only tangible advantage you can leverage in today’s fiercely competitive environment. Therefore, it must be a central focus of your efforts. Simply offering perks like Fun Fridays and office happy hours is insufficient to attract top talent. Instead, it is crucial to invest in something more substantial and meaningful that sets you apart from the competition.
What if we told you that you could genuinely create anticipation and enthusiasm within your organization for every program you launch? We have the secret sauce to make this happen every single time. We help design a communication strategy for you that is coherent and in congruence with your overall HR strategy.
Feeling motivated by the power of purpose? At Prolite, we create employer branding strategies that are purpose-driven. Connect with us- https://www.prolitee.com/
