Leadership Strategies to Connect Employees to Purpose & Mission

There's a rare joy in knowing that your day-to-day work contributes to something bigger, and makes the world better: more sustainable, diverse, or inclusive. This is termed purpose-driven work, and research shows it is a top priority for workers considering jobs today. Inspirational leadership boils down to providing a sense of fulfillment, which stems from successfully connecting an employee's purpose to the workplace mission. 

But how do inspiring leaders pull this off? They clearly communicate the company’s purpose and consistently reinforce it across teams, ensuring it stays front and center in employees’ daily work and decision-making. At the same time, they provide employees with the autonomy and space to reflect on their purpose, challenge the status quo, and create meaningful impact on their own terms. This article examines the need to connect employees' purpose to the organizational mission and explores leadership strategies for achieving this connection.

Why Connecting Employees to Purpose Matters

Purpose defines what a company stands for and values beyond profits (inclusivity, diversity, sustainability, social impact, etc). Connecting employees to the workplace mission means enabling them to share in the positive impact that a company strives to have on the world. 

Here's why it pays to be a purpose-driven organization where employees genuinely buy into the organization's mission:

• When employees understand the purpose behind their work, they care more deeply about their performance and the impact they achieve.

• It makes them better equipped to face and tackle challenges, persevere, and overcome even the most tumultuous times.

• Though crucial for all employees, alignment with the workplace mission is especially essential for younger generations (Gen Z and millennials) in the workforce. Purpose is a key predictor of whether young professionals aspire to leadership roles.

• In organizations where employees feel connected to the workplace mission, relationships between leaders and their direct reports are stronger. Leaders take the time to build emotional connections and are more aware of their team members’ strengths and passions. Conversely, employees who feel supported are more likely to voice concerns and seek help. They're engaged, invested, and contribute to the company's mission with their whole authentic selves.

3 Leadership Strategies to Connect Employees to Workplace Mission

Companies must build their business and talent strategies around their stated purpose to create a truly purpose-driven organization. Their core values and mission should cascade throughout their entire organization, from employees to front-line managers, middle managers, executives, clients, and partners.

Discussed below are three leadership strategies that bring employees closer to the company's purpose:

    1. Giving employees the autonomy to find their own purpose

As a leader, let every person on your team discover for themselves why and how their day-to-day work ties to purpose, rather than being told explicitly. If they have this autonomy, cultivating a culture of purpose becomes easier.

For example, suppose a leader explains to their team exactly why they should care about a new AI-driven system or tool. In that case, there’s a greater likelihood that buy-in and adoption will suffer, especially if those reasons don’t personally resonate with employees. By contrast, suppose team members have an opportunity to figure out how the tool makes their work easier or efficient. In that case, they’ll be more inclined to use it more consistently and effectively.

That said, leaders shouldn't refrain from sharing their reasons why a new policy, practice, or program is meaningful. They should, by all means, have frequent conversations about it. The key is giving employees the freedom and space to reflect on their purpose so it feels more personal.

    2. Giving individuals the opportunity to connect with their impact

Leaders should ensure that every employee has the opportunity to realize their purpose. From the moment they begin their tenure at the company, regardless of their capacity, employees should be asked what type of work they find most fulfilling. Have in-depth conversations to explore ways for them to get involved, when and how they prefer.

The organization should then equip them with the necessary tools and support to enable them to contribute fully, both in their roles and through personal initiatives.

    3. Training managers to lead with purpose

Middle managers and people leaders must act as communicators and connectors. They play a critical role in whether companies realize the benefits of cascading purpose across their ecosystem of relationships.

Frontline leaders should receive communications training to develop the skills needed to convey the workplace mission and business priorities effectively. They should understand why making these connections matters. This way, organizations can significantly enhance how employees connect with their mission.

Conclusion

Employees want to know how their work fits into the bigger picture, whether it makes a difference in business success. Companies and their leaders can have a significant impact on employee purpose. However, alignment to purpose doesn't happen by accident but through intentional effort. Leaders should play an intentional role in aligning employee purpose with the company’s higher purpose. Doing so translates to greater employee engagement, higher performance, and retention.