{"id":497,"date":"2020-02-07T07:37:02","date_gmt":"2020-02-07T07:37:02","guid":{"rendered":"https:\/\/www.stratitude.co.za\/blog\/?p=497"},"modified":"2020-02-07T07:37:02","modified_gmt":"2020-02-07T07:37:02","slug":"importance-people-knowing-purpose","status":"publish","type":"post","link":"https:\/\/www.stratitude.co.za\/blog\/importance-people-knowing-purpose\/","title":{"rendered":"The importance of your people knowing their purpose"},"content":{"rendered":"

Aligning internal brand, purpose and culture<\/em><\/strong><\/p>\n

Brands with purpose rise to the top. However, when employees have no personal purpose or cannot align their purpose to that of the company\u2019s, they become disengaged and disconnected from the business.<\/p>\n

Do your employees know your business purpose? If yes, do they know how they personally contribute towards that purpose?<\/p>\n

Start inside: <\/strong>The vision, brand, values, beliefs and aspirations of the business should drive the true purpose – not an advertising campaign. Work with your employees to define and articulate your purpose and culture, and then use that to develop campaigns aimed at your customers. Your customers will experience the business the way it really is, instead of having a far-fetched campaign that neither your employees nor your customers can connect with.<\/p>\n

Marketing and HR should be best friends: <\/strong>To get employees to understand the brand, purpose and culture, they should be exposed to it from day one and then throughout their employment journey. While marketing works at communicating the brand to customers, the collaboration of HR and marketing communicates the brand to employees.<\/p>\n

Join the dots: <\/strong>People find meaning when they see a clear connection between what they highly value and what they spend time doing. That connection, however, is not always obvious. Leaders are in a great position to articulate the values a company is trying to enact and to shape the story of how today\u2019s work connects with those values.<\/p>\n

Make it real: <\/strong>People need to feel a sense of purpose in what they do and if they understand how their individual roles make an impact, they\u2019ll behave like that. Share stories of real people and how the business has made an impact on their lives. Bring in people who have been helped by the company\u2019s products or services and let them talk to your employees. While businesses are usually pretty good at sharing financial data, it\u2019s the human stories that make the most impact on your employees.<\/p>\n

Leaders are the drivers: <\/strong>Beliefs, attitudes and behaviours only get entrenched in a business when they\u2019re focused on and driven from the top down. Leaders should visibly drive culture, live the brand and continuously make the connection back to purpose. Make purpose real by formally and informally sharing stories, speaking passionately about what the company stands for and sharing personal lessons learned in that process.<\/p>\n

Have those hard conversations: <\/strong>Often, leaders will overlook or ignore behaviour that is not aligned to the brand, culture or purpose. It gets even trickier when the inappropriate behaviour is displayed by a top performer. This is harmful to the business and creates an impression that culture is only applicable to some. Address issues and have the hard conversations when needed \u2013 they are more important than you think.<\/p>\n

Stratitude\u2019s story<\/strong><\/p>\n

To develop our purpose, we had a workshop with everyone in the agency. Together, we crafted it \u2013 taking into account our values \u2013 and included behaviours we believed would align what we do, to why we do it. We then had individual sessions where each person developed a mission statement for their specific role and listed three key points they felt would not only help them focus on their purpose, but would also work towards the agency\u2019s purpose.<\/p>\n

Our creative team developed an internal \u201cbullseye\u201d poster which visually showed our purpose, our values, behaviours and each individual\u2019s mission statement and focus areas. This bullseye poster was printed on large canvasses that are displayed at our entrance and in the office \u2013 keeping it top of mind and relevant.<\/p>\n

Furthermore, we use our individual mission statements as a reference when we have internal check-ins with each other and we have discussions around how individuals believe they are doing or where they need help. To bring everything together we also developed an internal ethos – #countMEin – which further reinforces the importance of each individual and the role each of us plays to make this a great agency to work at and to work with.<\/p>\n

About the author<\/strong>: Sylvia Schutte is the Managing Director at Stratitude.<\/p>\n","protected":false},"excerpt":{"rendered":"

Aligning internal brand, purpose and culture Brands with purpose rise to the top. However, when employees have no personal purpose or cannot align their purpose to that of the company\u2019s, they become …<\/p>\n

The importance of your people knowing their purpose<\/span> Read More »<\/a><\/p>\n","protected":false},"author":1,"featured_media":498,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[1,12],"tags":[],"yoast_head":"\nStratitude | The importance of your people knowing their purpose<\/title>\n<meta name=\"description\" content=\"Aligning internal brand, purpose and culture. 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