About Us  |  Contact Us

Survey reveals employees value “purpose” over promotion with 65 percent saying they would go the extra mile for an organization with a “purpose” beyond commercial gain

A new report by global brand consultancy Calling Brands has revealed that working for an organization with a clearly defined Purpose — an underlying ethos that goes beyond commercial and operational goals — is second most important to people after pay, ranking ahead of other factors such as level of responsibility and even career progression.

As part of the “Crunch Time: the Power of Purpose” report investigating the impact of corporate Purpose on employee attitudes, a research study was conducted by YouGov on behalf of Calling Brands. In total, 4,202 people in the UK, Germany and US were asked about their attitudes to motivation at work. Respondents were asked to rank in order of importance workplace culture, purpose of the organization, level of responsibility in their role, pay and benefits and opportunity for promotion. Across the UK, US and Germany, an average of 52 percent of respondents ranked pay and benefits as most important, Purpose was ranked as next most important (18 percent) ahead of work culture (17 percent), responsibility (7 percent) and opportunity for promotion (6 percent). Interestingly, opportunity for promotion was ranked as least important by respondents in the US (26 percent) and Germany (33 percent). Only 4 percent of UK respondents judged it as most important.

Additionally, an average of 65 percent of respondents (70 percent Germany, 65 percent US, 59 percent UK) said that working for an organization with Purpose would motivate them to go the ‘extra mile’ in their jobs and an average of 64 percent (71 percent Germany, 63 percent US, 58 percent UK) claimed it would engender a greater sense of loyalty towards the organization they work for.

Furthermore, an average of 57 percent of respondents (64 percent Germany, 58 percent US, 48 percent UK) said they would favor joining an organization that has a clearly defined Purpose.

The report also reveals the views of HR and Communications chiefs from multinational organizations including Unilever, Time Warner, Bupa, Santander and Experian, given in interviews conducted by Calling Brands. The consensus among the interviewees was that employees now seek greater and deeper fulfillment from the working day, but many organizations have yet to respond to this recent shift in attitude.

“People’s attitudes towards the level of engagement and satisfaction a job is expected to deliver have changed dramatically. Our report demonstrates how employees are increasingly seeking intangible advantages from their jobs beyond pay, benefits and career prospects — and how important it has become for companies to act on this change,” said Brook Calverley, senior consultant at Calling Brands. “At a time when people are increasingly cynical in their attitudes towards corporations, employers need to dig deeper to establish, understand and communicate the value they can bring to individuals and society. Ultimately, people want to work for a good business; they are ready to believe that their employer has a positive role in society because this in turn reinforces positive self-image. What our report highlights is that now is the time for employers to have — and communicate — a strong sense of Purpose. Those businesses that do will enjoy a huge commercial advantage over their competitors, driven by the superior performance of recruitment, retention and engagement of the best talent, and the productivity this brings.”

Source: Calling Brands; www.callingbrands.com.