Appealing to Employees’ ‘Purpose’ Sweet Spot

Our WE team of ambitious, passionate colleagues (before our 24-hour pro-bono marathon)
Our WE team of ambitious, passionate colleagues (before our 24-hour pro-bono marathon)

In December, two of the 2014 trends about corporate societal engagement by CECP resonated as we reflected on Waggener Edstrom’s second annual CreateAthon event. The post highlighted that companies are paying closer attention to their culture and how it aligns company values with employee values because employees are looking to work for companies that share their values. Alignment between the values accelerates business performance. Second, employee engagement continues to evolve. There is a link between how companies support employee engagement and invest in communities. Both factors contribute to creating a meaningful culture that attracts and retains talent.

It has been three months since WE’s event, and the shared joy, camaraderie and connections that employees experienced are still palpable because CreateAthon speaks to employees’ aspirations and expectations in three ways.

  • Something Greater than Oneself: Employees are not driven solely by their own achievements or the company’s goals as an end in itself but by the world around them and how they better society. A 2014 article in Inc. magazine highlighted the results of a Deloitte study that stated 73 percent of employees who say they work at a “purpose-driven” company are engaged, compared with just 23 percent of those who don’t. CreateAthon builds new communities within companies that work toward clear outcomes that have a far-reaching impact. This is inspiring to employees.
  • Focus on the Experience: In the words of Abraham Lincoln, “In the end, it’s not the years in your life that count. It’s the life in your years.” People seek fulfillment in their everyday lives. Employees have a desire to create and participate in experiences in pursuit of greater happiness. Experiences like CreateAthon stay with people, they have emotional longevity and can be relived. Research indicates that experiences define a person’s sense of self more than possessions.
  • Opportunity to Thrive: CreateAthon is a social learning experience. During CreateAthon we build an equal playing field regardless of job title, experience or skill-set. WE employees valued having the opportunity to try out a new skill. Studies have shown that younger generations tend to feel uncomfortable in rigid corporate structures where information is often siloed. The CreateAthon experience is a microcosm of the types of workplaces that companies are being challenged to deliver at scale. Being in an agile, flexible and fun environment gives employees the perfect opportunity to thrive.
Advertisements

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s