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Meaning of work increasingly important
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Meaning of work increasingly important

Penny, fun, prestige and …purpose

In our work, we look for meaning, also called purpose. Young talent weighs this more and more heavily when choosing an employer. Organizations that do not take this into account will miss the boat.

What makes your people get out of bed every day to go to work? Chances are it has to do with much more than just the paycheck. They probably like the work itself or the contact with colleagues. But also the opportunity for personal development motivates, or the prestige or challenge of the job.

More and more people consciously or unconsciously also pay attention to purpose, The meaning of the work or the product or service is a criterion that is becoming increasingly popular among job applicants. Deloitte research shows that two out of three young people base their choice of employment largely on meaning. Meaning is not only important for an organization’s appeal but also contributes to the results. After all, meaningful work makes people inspired and is a binding agent for cooperation. After all, you know what you are doing it for together. Reasons enough to pay attention to this in your organization.

How meaningful your organization is is evidenced by its contribution to society.

Mark Wilde – IPM Partners


How meaningful your organization is is evidenced by the contribution it makes to society. In healthcare and education, this is clear. Whoever heals or cares for people thereby contributes to the health of patients. Those who teach thereby contribute to a bright future for students.

For-profit enterprises can also be very meaningful, contributing to health, safety or sustainable solutions. You see more and more social enterprises that even owe their right to exist to their significance. Like Tony Chocolonely that strives for slave-free chocolate. Or Fairphone that has developed a phone that is less harmful to people and the environment.

Purpose also plays an increasingly important role in existing ‘organizations’. A good example is our customer Hertek. They sell installations for fire protection and emergency lighting, but their purpose is life-saving. They want to prevent as many calamities as possible and guarantee the safety of people in the event of calamities. That’s a higher purpose that motivates!

No canceled lesson

Anyone who prides himself on his significance must, of course, be able to live up to it. You don’t get away with talk without being able to demonstrate impact. And purpose must also be more than a recited lesson from a PowerPoint presentation. It must be evidenced by the intrinsic motivation of employees.

The positive impact of a purpose does not come naturally. You have to keep it alive. A good example is education. Teachers want to give young people a good future. This also means: preventing students from falling out of the boat at all costs. Yet this goal – for example, in the anonymity of a large organization – sometimes gets out of sight. The trick in that case is to bring the meaning back to life. You can literally give the dropped-out students a face, by displaying their photos on a board. Or you make teachers responsible for tracking dropouts and absences.

Bringing meaning to life in organizations is an attractive aspect of my job as an consultant at iPM Partners. Our purpose is: to teach as many organizations as possible how to perform permanently better. This will make the world a better place as well.

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