The pandemic has made many of us reflect on what is important. Specifically, your purpose and why you get out of bed in the morning. If a job were really just a job, it really wouldn’t matter where you worked, but increasingly, people want to work on meaningful things and make a difference, explains Charlotte Blair, author of Career Unstuck.

In a comprehensive study by Gallup titled ‘How Millennials Want to Work and Live’, they found that in the past, people accepted a job and stuck with it, largely without complaint, because they received a pay cheque and some benefits; that was the status quo. Workers did what their bosses told them to do and many likely felt rather unattached to their job, leaving it behind at 5:30pm without much of an afterthought.

Shifting Perspectives

That scenario does not reflect the current workplace. Employees choose careers for more than a pay cheque – they want a sense of purpose. This is what is driving more employees, not just Millennials to reevaluate their work and life. If they cannot find purpose in their current work setting, they will leave to find it elsewhere.

According to McKinsey, sixty-three per cent of people surveyed said they want their employer to provide more opportunities for purpose in their day-to-day work. While companies might implement paid ‘giving days’ or team-building initiatives within the community, like painting a shelter or picking up rubbish, it’s often not enough.

The Role of Management

In most organizations, the pursuit of serving customers, stakeholders, and communities is central to their mission and purpose. The best managers play a crucial role in helping their team members to understand this mission and purpose, and then assisting each employee in integrating it into their daily work through ongoing conversations and allowing each person to do what they do best. When employees recognise opportunities to leverage their individual strengths, it fosters a sense of ownership and connection. Research shows that individuals who have the chance to apply their strengths daily are six times more likely to be engaged in their job and three times more likely to report having an excellent quality of life. Tools like CliftonStrengths can aid employees in identifying their unique talents and how they can best contribute to the organization’s purpose.

Guiding Questions

Try asking these questions to help employees identify what they care about most: What gets you excited? What do you find personally motivating about our mission?  What do you want to be known for? Where do you find meaning in the work you do?  What does a great day at work look like to you?

Take Patrick, for example, whose journey from elite gymnast to program manager at a medical technology organization championing women’s health exemplifies the transformative power of purpose. His first-hand experience of witnessing poverty and healthcare disparities in Eastern Africa ignited a passion for making a difference—a passion that now drives his work every day. He recently turned down a job offer with a significantly higher paycheck. “If my strengths and purpose did not match the organisational purpose, I was not going be happy, engaged or successful – even if I was wealthier”.

Defining Purpose –  Simple yet Profound

Purpose doesn’t need to be complicated or grandiose. ‘Purpose is the goal that fills one’s life with a sense of meaningfulness,’ says Professor Debbie Haski-Leventhal, author of Make It Meaningful: How to Find Purpose in Life and Work. ‘It is the destination that defines the quality of the journey.’ She describes passion as the fuel in the car, while purpose is the vehicle’s direction.

The numbers speak for themselves; in the article To Get Your People’s Best Performance, Start With Purpose, ‘just a 10% improvement in employees’ connection with the mission or purpose of their organisation leads to an 8.1% decrease in turnover and a 4.4% increase in profitability.’

I had a personal revelation when I realized that my true mission and purpose in life did not align with selling IT products for a large global firm. Despite the attractive salary, the lack of work-life balance and absence of personal fulfilment left me feeling irrelevant. I contemplated how I wanted to be remembered and shuddered at the thought of being defined solely by my job title and long hours.  This resulted in me gaining clarity in my own purpose and a career change.

The pursuit of purpose is not merely a personal endeavour—it is essential for fostering engagement, productivity, and fulfilment in the workplace. As we navigate the complexities of the modern workplace, let us remember that true success lies not just in what we do, but in why we do it.

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