Leveraging purpose to drive employee engagement.

How can organisations attract employees who love their job, bring their best selves to work, and are deeply committed to their job and organization?

One of the most popular answers has been to be a purpose-driven, responsible organization. Research shows that crafting and communicating clear purpose statements and implementing CSR plans are good for business.

This works best when an organisation draws on their track record of being purposeful and responsible to shape ethical corporate identities. And when its employees perceive a match between their personal norms, purpose, and aspirations, and that of their organization. When this happens, they tend to identify with the organisation and perceive their work as being meaningful. And this can drive engagement.

However, while this certainly works, there is a potential downside.

Recent studies have shown that one of the unintended consequences of excessive purpose-driven employee identification could be work addiction. And while this doesn’t mean that companies should dial back on being purposeful and responsible. They should be aware of the issue and ensure there is balance when it comes to using purpose and CSR as tools to enable employee engagement.

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