Giving purpose to your organisation beyond profit will help you recruit the most passionate and creative talent.
Imagine you are a talented young person looking for your their first big break in marketing and you come across two adverts for big companies that want a marketing executive. The two posts pay about the same and have similar terms and conditions. They also have similar standing in the marketplace, both selling makeup and beauty products.
What is different about them is the way they describe themselves.
Company A states that their purpose is that ‘we manufacture and sell excellent affordable beauty products so that every women can feel confident and courageous when they go out into the world’
Company B states that their purpose is to operate profitably in a competitive marketplace, so that they can maintain and grow their market share and continue to provide excellent returns to their shareholders’.
While both statements are valid which one as that up and coming talent would most appeal to you?
Having purpose that is beyond profit makes you a much more attractive proposition than a business that just wants to make money. Make recruitment and retention easier for yourself by having purpose beyond the the bottom line.