The Challenge: Raise awareness for JWT INSIDE’s internal brand offering.
The Result: A compelling blog offering insight for executives striving to reach their business goals.
A content strategy collaboration with the marketing team at J. Walter Thompson Inside.
Think Less About Your Goals, and More About Your Purpose
Ever find yourself trying to talk an employee out of leaving after he gave two-weeks notice? Or heard rumors that your best sales rep is browsing jobs on LinkedIn during her lunch hours? Or puzzled over employee satisfaction survey results that are good, but they just aren’t great?
Here’s an idea. Instead of banking most of your time on setting company goals – and then having directors track their progress and review the results in department meetings – shave some time off your schedule, and give a think to your company’s purpose. That’s right. Why do you exist? What’s your identity? How strong of a culture do you have?
Organizational purpose can be the engine behind an organization’s engagement. It can be used to attract top new talent. It can help shape cultures that are widely admired and perform exceptionally relative to competitors. If carefully conceived and expertly supported, purpose can transform mediocre, bland cultures into vibrant hotbeds of creative innovation.
To get there, you need to stimulate emotional engagement by giving employees a desire to join something larger than themselves. When people feel real purpose, they show their colors, they voice their organizational pride and they share stories with their friends bragging of their work environment.
Remember - just as with outside clients – internal messaging needs be authentic and personal. That means tailoring it to different audiences. Paying attention to details. Making sure you think through who they receive information from, where it is placed and how behaviors are reinforced. Your company’s purpose should breathe life into the thread of daily communications.
And purpose creates a buzz in the office that not only keeps your people satisfied, but brings joy into their lives. It attracts and keeps the right prospects; it delivers a better customer experience. And it ultimately yields a rise in profits. So think about purpose, and you will better hit your goals.