This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert May 16, 2012 Purpose Emerging as Important Driver of Engagement Recently, there has been a dramatic shift in employee attitudes towards work. A new report by global brand consultancy Calling Brands reveals a change in employee attitudes towards work. Related closely to Corporate Social Responsibility, Corporate "Purpose" is emerging as a powerful new driver of attraction, retention, and productivity. Few businesses are already leveraging this value. (It is important to remember that this sample included only employees from larger organizations.) According to "Crunch Time: The Power of Purpose", working for an organization with an underlying spirit that goes beyond commercial and operational goals---ranks ahead of many other factors such as level of responsibility in a job and even career progression. This research reveals a fundamental shift in employee attitudes. Being defined as a key driver of effort and loyalty in existing staff members means that people are willing to work harder and stick with a business longer----if they see Purpose in action. The new importance placed on Purpose is a significant discovery considering how little attention business leaders have given to it until now. What is also clear from their study is that communicating Purpose is no longer just an HR issue: it is important organization-wide. Having surveyed 4,202 people in the United Kingdom, Germany and United States, the Calling Brands’ study is one of the first to investigate the specific impact of corporate Purpose on employee attitudes. Calling Brands conducted interviews with HR and Communications chiefs from major multinational organizations. The consensus among the interviewees was that employees now seek greater and deeper fulfillment from their working lives. We saw this attitude when we conducted our research for the book "How to Become an Employer of Choice". The survey also revealed that, on average, 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. Moreover, an average of 65 percent of respondents claimed that Purpose would motivate them to go the ‘extra mile’ in their jobs and 64 percent claimed it would engender a greater sense of loyalty towards the organization they work for. Purpose will be increasingly recognized by corporations as an important driver of engagement. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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