“I want to make a difference.” Chances are, if you ask many of your employees why they decided to pursue a career in healthcare, this is the answer that you’ll hear. Having a sense of purpose is critically important to employees across all industries but, in healthcare, it’s likely it’s even more important because it is a human-centered business.
There’s plenty of data to support the power of purpose. The International Coaching Federation (ICF), for instance, says that 70% of employees tie their sense of purpose to their work. Those who find themselves able to live their purpose at work are more productive, healthier, and more likely to stay with their companies.
Companies benefit too. Purpose-driven companies have 40% higher retention levels than other organizations. And, of course, your patients and your bottom line will benefit as well.
Salary vs. Purpose
But here’s something even more surprising. While salary certainly matters to employees, purpose matters more! When employees are paid fairly, no amount of additional pay will prompt them to perform at higher levels. But purpose will. Here’s why:
- Purpose gives employees a sense of meaning and a connection to something larger than themselves.
- A sense of purpose supports overall well-being, resilience, and energy levels.
- Purpose fosters strong engagement with the organization’s mission, vision, and values.
- Purpose leads to higher productivity and motivation.
So how can you capitalize on and support your employees’ sense of purpose to ensure that they’re tethered to your company’s mission and values?
Capitalizing on Purpose
The first step is ensuring that you’re communicating clearly and regularly about your organization’s purpose—and employees’ roles in helping to achieve that purpose. Don’t just do this one time, or once a year.
Communication should be ongoing and through a wide range of channels from face-to-face to traditional (e.g., posters and newsletters), to digital (e.g., emails, website, videos, online training). We call this drumbeat messaging because it is consistent and rhythmic. But it must happen by design. Carefully plan communications to ensure consistency.
Then, make sure leaders and managers are aligned around that purpose and are demonstrating through their own communication and action that they support the company’s mission and values. Train them on how to communicate effectively with employees and build a team culture that is supportive and empowering.
Recognize and reinforce employees who demonstrate their commitment to purpose through their actions. Tie performance evaluations and career discussions to alignment with the mission and values. Make it clear in meaningful and visible ways that purpose-driven employees are valued.
Need help clarifying, communicating and finding ways to help employees find purpose? We can help.
Tags: aligning values, employee communication, employee values, organizational values, sense of purpose, value alignment
