According to research, “93% of employees want companies to lead with Purpose” with a further 88% wanting companies to positively impact society as well, demonstrating that this approach needs to be reflected in an organization’s core values. To remain attractive to the majority of potential hiring talent, it’s no longer enough to treat Corporate Social Responsibility as an operational check box.
Another important consideration is the extensive shift in the global social mindset over the past few years and how it has reshaped our outlook on the future.
Why purpose-driven talent is important to business
As we try to rediscover a sense of balance in our personal and professional lives, this shift is especially evident in forecasted hiring trends for the next 10 years which predicts a workforce more driven by purpose and passion, not just money.
They’re going to make up the largest portion of the talent pool
Gen Z, the generation born between 1997 to 2012, is on track to surpass Millennials as the most populous generation, with experts estimating that they will make up 30% of the global workforce in 2030.
In a recent report, 42% of Gen Zs indicated that they would rather work at a company that gives them a sense of purpose than one that pays more. They also value authenticity. To remain attractive to this generation, and meet future staffing needs, you have to consider how you operate as an organization. An organization’s purpose is generally reflected through its mission and vision.
They’re more engaged and more loyal
Even current workplaces that lead with purpose report employees who are more inspired (90%), motivated (89%) and productive (85%) at work.
These highly-engaged employees are also more likely to talk about their company in a positive light, be more productive, and remain loyal. This not only promotes a positive and productive workplace but can contribute significantly towards recruitment in terms of employee retention.
How to attract purpose-driven talent
An organization’s mission and vision are necessary tools for communicating its values. When both are aligned, it provides a single point of focus and shared sense of purpose that helps to increase efficiency and productivity. Promoting this is vital to any recruitment efforts.
Communicate your core values with authenticity
An organization’s values are reflected in every piece of communication. Traditionally-owned platforms, such as websites and public relations efforts are the most obvious touchpoints but it’s important to ensure that this messaging is filtering through to all platforms where potential employees might be, such as social media, and in a way that is authentic to the organization. Purpose-driven individuals are more likely to do their research to ensure that companies live up to their promises.
Examples of purpose-driven organizations with clear core values
Here are three examples of purpose-driven companies that have consistently, and clearly, communicated their core values:
Patagonia: An outdoor clothing and gear retailer that’s well-known for its commitment to sustainability, championed by its founder, Yvon Chouinard.
Hatch Blue: A global aquaculture accelerator that’s designed to support sustainable aquaculture startups across the aquaculture production cycle.
ACCIONA: A global group that is dedicated to the betterment of society, with a particular focus on tackling global warming and water scarcity amongst other projects.
Tap into networks, foster a sense of community
According to CNBC, as much as 80% of jobs are filled through personal and professional connections. This not only demonstrates how effective networks can be in the job market, but when combined with a purpose-driven approach, it can become a powerful part of an organization.
Fostering a sense of community not only speaks to the natural connection of a community through purpose, but it has the opportunity to provide a competitive business advantage and be beneficial to all parties involved.
Hire people, not functions
People looking to find purpose through their work arguably place emphasis on how they, as an individual, can contribute to the greater good. While looking for generic job titles can help in sourcing and filtering potential hires according to their skill set, when it comes to the actual hiring process you should refine it to consider the particular value you need and how to find the best person to fulfill this need.
According to the Harvard Business Review, many hiring managers and recruitment professionals are using I/O Psychology, which is a speciality within industrial-organizational psychology. They recommend asking a few questions before drafting a job description:
“What current and future business needs would this role directly solve? Where else in the organization can this role have an impact? What core competencies will make this individual (and, thereby, your company) successful?”
These questions are meant to help redesign and optimize job descriptions and titles to attract compelling and diverse candidates.
Some experts recommend hiring for potential and not experience. The general thinking is that some hard skills can be taught, while attitude can’t. Experience may also be an indicator of ability but it doesn’t necessarily guarantee an order of events that would carry through to the particular requirements of your organization.
In conclusion, there’s no simple solution or answer to hiring purpose-driven talent. There are different aspects that play a role in a successful hire. However, when attracting talent, it’s important to remember that a shared sense of purpose can be a powerful connector.
Are you looking to hire purpose-driven talent? Find the skills you need via these sites:
Idealist.org: A non-profit organization for social-impact content, job listings, and resources.
Tech Jobs for Good: A US job listing site focused on the tech sector.
Socious: A technology platform dedicated to connecting talent with purpose-driven organizations.