You’ve probably read the proliferation of literature about the benefits of hiring purpose-driven employees, which can result in increased productivity, higher retention rates, and more effective collaboration, just to name a few. But have you ever wondered how purpose-driven employees impact your organization’s branding and marketing?
As a CMO, you might believe that having purpose-driven employees work for your company is irrelevant to your work. You’re focused on marketing strategy and commercialization, so how would something that seems so siloed in HR affect your department? In reality, employee engagement, satisfaction, and culture fit has a direct impact on marketing. Keep reading to find out how this can propel your own company.
What are purpose-driven employees? They are people who are not only committed to their company’s goals by giving their best each day, but employees are also intrinsically motivated because they believe that their job matters and their work will make a difference. They are constantly seeking opportunities to grow, while creating meaningful relationships with clients, colleagues, and customers. In order for your workforce to be purpose-driven, it is imperative that your organization be purpose-driven itself. An organizational purpose, by definition, is an aspirational reason for being beyond for-profit. Purpose is the North Star that guides all long term business strategy, which is activated in all levels of the organization. When the purpose of a company aligns with the purpose of your employees, you achieve the ideal synergy.
The well-known, well-researched impacts of a highly-motivated employee base are, in short, increased creativity, collaboration, innovation, productivity, and profitability. The increased results ultimately give way to a higher revenue. Because one of your responsibilities as CMO is to generate revenue for your company, the value of having purpose-driven employees in your workforce is clearly necessary.
Traditionally, you may search for revenue-generators by penetrating bigger markets, introducing new products, and increasing the customer base, but you should always look beyond pure sales. This is where purpose-driven employees come in. Your employees are key to increasing customer loyalty, building trust, and authentically connecting with your audience.
If you’re ever had a bad customer service experience, you know that nothing connects less than a fake smile, an empty greeting, or a half-hearted reply to a valid customer concern. When someone’s heart is not in their work, they cannot represent your company in an authentic and caring way. But when their heart is fully invested, they become exponentially more effective for the company. When an employee loves bragging about their company, they are a living and breathing ad for your brand. When they can’t stop talking about how they feel good about what they do, you have the opportunity to harness that energy and use it for productivity and business growth.
When employees are simply happy and excited to be where they are, they can become one of your most powerful marketing weapons — brand ambassadors.