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THE PURPOSE-DRIVEN WORKPLACEA HUMAN RESOURCES GUIDE TOSUSTAINING ENGAGEMENTIDEASCALE WHITE PAPER

The Purpose-Driven Workplace: A HumanResources Guide To Sustaining Engagement34578111213The Purpose-Driven WorkplaceWhat is a Purpose-Driven WorkplaceWhy Purpose-Driven Work is Gaining MomentumPurpose is Essen al to Employee Performance and Reten onHuman Resources Can Create and Sustain a Purpose-Driven WorkplaceHow to Set Up Systems That Support Workforce Purpose andEngagementBayada Home Health Care Case StudyConclusion14Related Reading

THE PURPOSE-DRIVEN WORKPLACEThe Purpose-Driven WorkplaceHaving a purpose-driven workplace is no longer something unique to non-profits. You don't needto sacrifice profits for the sake of conscience and philanthropy. In fact, year after year, the topcompanies like Google, Facebook, Whole Foods, Zappos, and Toms, continue to be a force forgood while continuing on the profitability path.Beyond feeling and doing good, the importance of purpose for any organization goes beyond the"right thing" and expands into every facet of the organization, including culture. A 2014 culturesurvey by Deloitte discovered that focusing on purpose rather than profits builds businessconfidence and drives investment1. Similar studies demonstrate the importance of purpose foremployees: 73% of employees who say they work for a purpose-driven company are engaged,whereas only 23% of employees are engaged at companies that are not purpose driven. Clearly,having a purpose-driven workplace is a vital part of business.This whitepaper covers: The purpose-driven workplace Why it’s critical to retention The value of sustainingworkforce engagement long-term What HR can do to support the purpose-driven workplace How to set up systems that support workforce engagement3

THE PURPOSE-DRIVEN WORKPLACEWhat is a Purpose-Driven Workplace?A purpose-driven workplace infuse purpose into all that it does. It pursues purpose as well asprofitability. It doesn't mean that your company’s mission focuses 100% on saving the world.Many times, it's just about creating a connection between the work that's done in yourorganization and a larger purpose and helping employees see that connection.When you create a purpose-driven workplace, you provide your employees with a way to: Make a positive impact on others and on the community around them Connect with others and build meaningful relationships at work Achieve continued personal and professional growthWhen you provide employees with these elements in their daily jobs, they'll feel like their workmatters, and they'll know that they are making a difference. Even more, they will grow and learnwithin your organization, helping you create a deep well of talent for promotions over time.A purpose-driven workplace also means that your company's mission matters beyond profits. Isthere a clear, compelling vision for the company, or are you just "making widgets"? Is thecompany's mission statement words in a new employee orientation guide, or is it actually livedout in the organization?Another important question to ask is, “Are your leaders engaged in their work?” Gallup found thatonly 36% of management, executives, and officials are engaged2. If your top leaders aren'tengaged, then you can expect the rest of your employees won't be either. If you believe that youhave disengagement, it's possible that it stems from the lack of purpose.73% of employees who say they work for apurpose-driven company are engaged,whereas only 23% of employees are engagedat companies that are not purpose driven.4

THE PURPOSE-DRIVEN WORKPLACE5Why Purpose-Driven Work is Gaining MomentumThe focus on purpose in the workplace is partly generational. Millennials are now 36% of the workforce3,and they view the world differently than preceding generations.Millennials View the World Differently Success. Millennials have a different perspective on what success means, both personallyand professionally. They are much less interested in climbing the ladder and getting thecorner office than previous generations. Collaboration. Millennials prefer to collaborate and be part of a team. They don't enjoythe top-down management approach that previous generations have become accustomedto. They tend to think of themselves as equal to or on the same footing as coworkers andsenior executives alike. Technology. While the speed of technological development may seem overwhelming toBaby Boomers and Generation X, Millennials tend to embrace it. In addition, millennialshave an optimistic view of their ability to impact the world, in part due to the waytechnology has expanded the social impact of individuals. Management. Millennials tend to view management as coaches and mentors, not expertsor authority figures. They want to learn and grow from the example of others, but theydon’t feel like they need to be told what to do or how things should happen.To Millennials, work is not just about income. It's an avenue of personal enrichment, fulfillment,and continual growth. Adapting to this mindset and providing an environment that's receptiveto it will help your organization attract and keep top talent.Another reason purpose-driven work is gaining momentum is that the importance of purpose inkeeping employees engaged and highly productive has become clearer. Aside from the hugecost of turnover or the profitability argument, having employees with purpose creates anenvironment that spreads accomplishment and positivity that spreads beyond the walls of yourorganization. If you want to maximize the success of your organization, connecting with youremployees' needs to contribute and add value to society and their own lives is essential.

THE PURPOSE-DRIVEN WORKPLACEFinally, there have been changes in how work is conducted as technology expands andgenerational shifts occur in the workplace4. Flexibility. Employees now expect more flexibility than they ever have before, and job sharingprograms are on the rise. Analytics. Real-time analytics is changing how performance is managed, allowing more selfmanagement and personal control over how work gets done. On-the-Job Entrepreneurship. More employees are thinking like entrepreneurs and seethemselves as the "business owner" of their working lives. Consequentially, sharing a mutualpurpose helps you not only capture their attention, but it keeps them focused on yourorganization helping achieve both your purpose and theirs.These changes in generational perspective, focus on employee engagement, and changes in how workhappens are all contributing to an increased emphasis on purpose-driven work.6

THE PURPOSE-DRIVEN WORKPLACEPurpose is Essential to Employee Performanceand RetentionWhen people feel a strong sense of purpose, theirperformance improves in many areas of life.Purposeful people have better health and morelongevity. They also have less burnout and strongerproductivity5.Better health and longevity make a big difference inthe performance of an organization. When employeestake less sick days, have fewer visits to the doctor, andhave a higher level of energy and focus, they are simplybetter workers. They cost the company less money inboth benefits and missed time.People who feel purposeful also work harder. Theyhave greater productivity because they feel a sense ofmeaning in what they’re doing. They are far less likelyto burn out, in large part because they understand theimpact that their work is making. This allows them tofeel satisfaction and meaning instead of feeling likethey are grinding away for no reason.The City of Atlanta is a great example of purposedriven workplace making a major difference inperformance and retention. It created a program thatbrought its employees together with a specificpurpose: to reduce waste, save money, and eliminatered tape.Did You Know?Companies need to spend theequivalent of six to nine monthsof an employee’s salary in orderto find and train a replacement.For highly trained employeesand executives, the cost can beup to 213% of the employee’ssalary6.Turnover rates in companies withhigh engagement are 40% lowerthan for companies with lowengagement.Creating engagement through apurpose-driven workplace is a lowcost, high-reward focus that canhave the added benefit of helpingyour company solve long-standingproblems.As a result, morale among the City of Atlantaemployees improved in every area of city employment. Those who weren't directly impacted by thechanges also saw a boost in morale. Higher engagement created increased productivity, highercustomer satisfaction, and improved efficiency. It's contagious.The City of Atlanta created these changes without increasing wages or benefits. They simply askedtheir employees to work together to make the organization's processes better. Not only did they getgreat ideas and make money-saving improvements, but they also saw enormous benefits in terms ofperformance and retention.7

THE PURPOSE-DRIVEN WORKPLACEThe Value of Employee Engagement Over theLong TermIncreased engagement has a huge range of benefits. Engaged employees are absent less often,in part because they are healthier and in part because they don’t feel the need to skip work forno reason.Engagement also improves the quality of work that takes place and keeps employees safer.High-engagement business units report 48% fewer safety incidents, 41% fewer patient safetyincidents, and 41% fewer product quality defects.Highly engaged workers are 87% less likely to leave a company than their disengagedcounterparts. As a result, sharing the purpose of the organization and helping employees makea difference with their work can save the company a significant amount of time and money.Lower turnover rates mean that your organization can save the money and headaches involvedwith replacing personnel frequently. You will also gain the benefits of employees achieving truemastery at their position, rather than having someone become adequate, leave, and have tostart over with a new hire. Employees who have mastered their jobs are not only more efficient,but they can often suggest improvements to the work process that will impact the companylong after they've moved to another position.People don’t hate working. They hate working in a meaningless job. People want to come towork, understand what they do, and see how it positively impacts their lives, the organization,and society as a whole. Seeing a connection between their role, the overall mission of thecompany, and a benefit to society is essential.8