CREATING a purpose-driven organisation is no easy task, but when done the right way can be hugely rewarding for everyone involved. Purpose is an organisation’s aspirational reason for being not solely profit-driven.
It’s why an organisation matters to people. Creating a purpose-driven organisation is not just about having a mission statement and values.
It requires a deeper commitment to aligning every aspect of the company with its core purpose. In this article, we answer the question "what is a purpose-driven company and how it can be created?"
What is a " purpose-driven organisation "?
A purpose-driven organisation has a clear sense of why it exists and what it is trying to accomplish. This goes beyond just making money or serving customers, it should be something that inspires and drives everyone in the organisation.
Creating a purpose-driven organisation requires clarity around three key elements such as core values or guiding principles of the organisation, its mission as well as the vision of the particular organisation.
In a purpose-driven organisation, employees are passionate about their work and feel deeply connected to the company's goals.
They are proud to be part of something bigger than themselves and feel they are making a difference in the world.
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Why create a purpose-driven organisation?
Creating a purpose-driven organisation is important in any context, but it may be especially important in Africa, where the economic and social landscape is rapidly changing.
Having a clear purpose can help organisations to attract and retain talent, while also inspiring employees to be more engaged and productive.
A purpose-driven company is one that has a shared vision surrounding relevant social issue and promotes and advances it through various customer, product and employee policies.
Employees are more productive in companies with a corporate purpose. Creating a purpose-driven organisation means aligning your corporate purpose with the interests of those who play a part in your organisation, whether they be customers or employees.
How to create a purpose-driven organisation?
Most employers think work is as simple as getting paid to do a job. In reality, the more effort you put into your organisation, the more you get back.
But the first step in creating a purpose-driven organisation is recognising that you want more from your business than profit and that can only be done by setting a clear vision for the organisation and this is defining a purpose to come up with a vision.
Define the purpose and make your vision relatable
The first step in creating a purpose-driven organisation is to define the company’s purpose. The purpose should go beyond just making a profit. It should be something that motivates and inspires employees to come to work everyday.
The purpose should be clear, concise and easy to understand. People need to be able to see how the company's vision connects to their own personal values and goals and one way to do this is to create opportunities for them to work on projects that align with the company's values.
Purpose should express the positive impact and legacy a company aims to leave in this world. It should be ambitious and strive for the seemingly impossible. It should be a meaningful and authentic source of inspiration.
Align your vision with values
Once the purpose is defined, it’s important to align the company’s vision and values with it. The vision should be the ultimate goal the company wants to achieve.
The values should be the guiding principles that help the company achieve its purpose and vision. Start with defining the key capabilities and functions that are essential to deliver on your purpose.
Translate the key functions into meaningful activities and assign responsibilities for these activities to your organisational units. Once the purpose, vision and values are defined, it’s important to communicate them clearly and consistently to all employees.
This can be done through regular communication channels such as company meetings and trainings.
Lead by example and hire for purpose
To create a purpose-driven organisation, it’s essential that the leaders of the company lead by example. They should embody the purpose and values of the company and demonstrate them in their actions and decisions.
In addition it is very crucial and essential to hire employees who are aligned with the company’s purpose and values meaning even your recruitment strategy has to be well aligned with the purpose. During the hiring process, it’s important to ask questions that will help determine if a candidate is a good fit for the company’s purpose and values.
Empower employees and foster a high-performance culture
To create a purpose-driven organisation, employees need to feel empowered to make decisions that align with the company’s purpose and values.
This can be done by giving employees the autonomy to make decisions within their roles and by recognising and rewarding those who embody the company’s purpose and values.
On the same note to achieve exceptional results, you need a culture that encourages innovation, collaboration and continuous improvement.
This requires a focus on employee engagement, development and empowerment. You may also need to continuously measure and communicate your impact to see if there are any changes towards the organisation overall purpose and vision.
Benefits of having a corporate purpose
There are many advantages to having a purpose-driven culture, and they can be especially relevant in the African context. Some of the advantages include greater employee engagement and satisfaction, leading to higher productivity and lower turnover.
Normally organisation with a corporate purpose has the potential and ability to attract and retain top talent. As if it’s not enough, it creates stronger brand and reputation, which can lead to more business opportunities, greater customer loyalty and engagement and increased innovation and creativity, as employees feel more motivated and inspired to contribute to the organization's purpose.
Employees are more productive in companies with a corporate purpose. Creating a purpose-driven organization means aligning your corporate purpose with the interests of those who play a part in your organization, whether they be customers or employees. Once, employees share the same goals as the organization they work with, they will be more motivated to make sales and build the brand since they are also part of the company. Employees who find purpose within your organization are more likely to stay long-term and invest in your business for the long haul.
To create a truly purpose-driven organization, you need to understand what motivates your team. Ask yourself what do they value, what drives them to do their best work and what makes them feel good about their jobs. When you know what motivates people, you can better lead and support them. A clear purpose will help your organization cut through the chaos, decide where to focus its energy, and strengthen it in times of need .Companies that have a strong purpose tend to be more profitable and successful because they are able to attract and retain top talent.
This article was written by Emmanuel Zvada and Wellington Nhliziana who are Renowned Human Resources Practitioners in Zimbabwe. For comments call +26377146744 or +263772185940.
