There’s a story told of bricklayers carefully applying mortar to brick, constructing a wall. Most of them, when asked “What are you doing,” replied, “Building a wall” (“duh” implied). But one bricklayer, when asked what he was doing, replied, “I’m building a cathedral.” As indeed, in the bigger picture, he was.
Today’s workers want to be building cathedrals. Not in the literal sense, of course, but in the sense of greater purpose.
Increasingly, workers are asking that their jobs have meaning, have a purpose. That the companies they work for, the workplace where they spend the majority of their waking hours, have a social mission, or at the very least, a purpose greater than simply selling widgets.
For example, Kickstarter, the crowdfunding platform, redefined its corporate structure so as to prioritize its social mission (funding creative projects) over profits: it became a public benefit corporation. With that, Kickstarter’s jobs page received a stunning increase in visits of 33%.
Now, where “purpose-driven employees” and “profits” align, is that workers who are purpose-driven, will work harder for companies with a greater purpose. So it is in your best interest, not only to look for potential hires who are purpose-driven, but to define your company’s purpose in a way that will attract those very hires, support their best performance, and retain them.
Your statement of greater purpose must be genuine, however. Purpose-driven workers are quick to sniff out any attempt at manipulation-via-greater-purpose-statement, and with the help of social media, the backlash would be swift and merciless.