Purpose in the workplace: Benevity’s CPO on HR’s role in meeting employee needs

• Integrating purpose-driven messaging into recruitment can significantly reduce turnover, with a 52% decrease noted among employees in purpose programs.
• Innovative methods like video storytelling and employee-driven events help bring a company’s mission to life and attract talent.
• Employee Resource Groups (ERGs) and purpose-driven recognition programs strengthen engagement by connecting employees' values with their daily work.

A shift is taking place—a shift towards deeper meaning and a desire for value in the workplace. While salaries and benefits remain important, employees, particularly from younger generations such as Gen Z and Millennials, are increasingly seeking purpose-driven roles that align with their values. 

We had a conversation with Janeen Speer, Chief People Officer at Benevity, about the growing importance of purpose in the workplace. She highlighted the role of HR leaders in shaping the future of work and shared her valuable insights on how purpose can be effectively integrated into recruitment, employee experience, and organizational culture.

The first step for HR leaders is integrating a sense of purpose into recruitment strategies. With a workforce that is no longer driven solely by financial compensation, employees today want to work for organizations that have a meaningful mission and social impact. Speer emphasizes the importance of articulating the organization’s purpose clearly from the outset, especially during the recruitment process.

“A strong corporate purpose program is often noted as the key factor in a company’s ability to attract and retain top talent. Today’s workforce, especially Gen Z and millennials, aren’t just looking for a paycheck; they want to work somewhere where they can have a meaningful impact on the world,” Speer says.

A significant aspect of purpose-driven recruitment is being transparent about a company’s mission and its commitments to social causes. HR leaders should go beyond simply stating corporate values and focus on demonstrating how those values are embedded in everyday practices. Speer suggests showcasing opportunities for employees to contribute to social impact through company programs.

“The opportunity for employees to participate in purpose programs is key. According to Benevity’s Talent Retention Study, companies see a 52% lower turnover among newer employees when they participate in purpose programs. So, it’s crucial that HR leaders integrate this sense of purpose into the recruitment experience,” Speer notes.

Moreover, HR leaders should not just communicate the company's mission but actively demonstrate it. Highlighting real examples of the company’s involvement in social causes or environmental programs during the recruitment process and onboarding phase will provide a more authentic and tangible connection to the company’s values.

Showcasing Mission and Values Through Innovative Methods

In a world where job seekers are bombarded with numerous recruitment messages, differentiating a company’s culture can be a challenge. But Speer suggests using innovative methods to communicate a company’s values and mission during the hiring process. One such method is video storytelling.

“Making the company’s culture tangible through video storytelling can be very effective. During our onboarding process, I host a session on culture, and one of the things I love to share with the group is an original ‘manifesto’ video that the company created in the early days. It connects people to the discussion on our mission and values,” Speer explains.

At Benevity, the company takes this approach a step further by showcasing footage from their annual Homecoming event—a week-long celebration that brings their global team together to celebrate community and connect with each other. The culmination of the event is the “Rock-the-Causebah” rock concert, where employees perform to raise money for causes they care about.

“We illustrate our values in action—employees perform to raise money for causes, and it becomes one of the most compelling illustrations of our culture. It’s not just a company event; it’s a reflection of who we are as a team,” says Speer.

By using real-life examples like this, HR leaders can reinforce the company’s mission, not just with words, but through impactful actions that demonstrate a commitment to the cause.

Evolving the Employer Brand to Align with Purpose and Value

As the demand for purpose-driven work grows, it is vital for HR leaders to adapt their employer branding to meet these changing expectations. A company's brand should reflect the values it holds dear and how it empowers employees to live those values at work.

Speer advises, “Employees of all generations prefer to work for companies that not only treat them well but also empower them to live their values and make a positive impact on the world. At Benevity, we actively seek out team members who have a genuine interest in making a difference.”

One key strategy is to create opportunities for employees to share their personal stories of community engagement or their contributions to social causes. These authentic stories not only highlight the company’s values but also inspire potential employees to envision themselves contributing to similar causes.

“We encourage our people to share their own stories of engaging with the community and supporting causes they care about. Authentic stories resonate well with prospective employees and effectively communicate the company’s values and purpose,” says Speer.

HR leaders should also recognize and celebrate social impact moments, like Pride or Black History Month, not just with corporate statements but by showcasing employee-led initiatives and activities. This personalized approach speaks volumes about the company’s commitment to fostering an inclusive and purpose-driven workplace.

Aligning Employees’ Daily Work with Their Sense of Purpose

While it’s not always possible for every task to directly align with an employee’s personal sense of purpose, creating a work environment that resonates with their values can make a huge difference. Speer emphasizes that employees need a supportive environment that allows them to connect their daily responsibilities with broader, meaningful goals.

“Not every task will align directly with an individual’s sense of purpose, but if the environment they work in resonates with their values and allows them time to connect to their passions, that will go a long way in connecting purpose at work,” she explains.

One way Benevity supports this connection is through their Employee Resource Groups (ERGs). These groups provide spaces for employees to connect, learn, and support each other, helping align work experience with personal purpose. Research shows that ERGs can enhance retention and contribute to a more inclusive workplace.

“In fact, 92% of people believe that ERGs are instrumental in helping bring people together during a crisis. They have consistently demonstrated their effectiveness in enhancing retention,” Speer adds.

ERGs provide a platform for employees to engage with causes that matter to them, fostering a deeper sense of purpose and belonging within the organization. This also supports a broader company mission, creating a win-win scenario where both the individual and the company thrive.

Recognition Programs That Reinforce Purpose

Recognition and reward programs are essential for reinforcing employees’ sense of purpose and contribution. However, Speer stresses that these programs should go beyond traditional rewards like flowers or sweets. Instead, they should offer something meaningful that connects directly to the employee’s values and the company’s mission.

“A long-standing tradition at Benevity is our Critter Awards. These peer-nominated awards celebrate the many diverse ways that our people are having an impact and living our values. The award winners not only get to allocate a $1000 grant to a nonprofit of their choice, but they also get their own personalized Benevity Critter avatar,” says Speer.

The Critter Awards offer employees a tangible reward that also serves a philanthropic purpose. This allows employees to contribute to causes they care about while being recognized for their work.

In addition, Benevity is launching a new Change Agent program to identify and nurture employees who are positively impacting the business. This program will focus on developing business acumen and providing mentorship to these high-performing individuals. It’s another example of how recognition programs can be tailored to align with both personal and company values.

Emerging Trends and Future Developments

As the workplace continues to evolve, HR leaders must stay ahead of emerging trends to attract and retain talent. One such trend is the growing importance of planned volunteer opportunities, which have seen a significant increase in participation in recent years.

According to Benevity’s 2024 State of Corporate Volunteering report, volunteer participation increased by 57% year-over-year. Furthermore, companies that offer both company-created and employee-initiated volunteer opportunities saw a 12x increase in volunteer participation.

“With the rise of hybrid and remote work, planned interactions are more important than ever. Organizing team activities that go beyond traditional bonding exercises will help teams connect in meaningful ways,” says Speer.

From volunteering at food shelters to organizing holiday giving campaigns, these activities allow employees to connect with their colleagues and give back to their communities. It’s a powerful way to align employees’ desire for purpose with the company’s values.

Preparing HR to Adapt to Emerging Trends

In light of these emerging trends, HR leaders must take proactive steps to stay ahead in the talent war. Speer offers some practical advice on how to adapt to these changes:

• Be clear on your mission and values – Clearly articulate your company’s purpose and how it is brought to life through culture and programs.
• Integrate culture into recruitment and onboarding – Use multimedia tools like videos and photos to illustrate the company’s culture.
• Walk the talk – Share real stories of impact and engage employees in sharing their experiences.
• Celebrate what matters – Recognize and reward employees who live the company’s values and contribute to its mission.

As employees increasingly seek purpose-driven roles, HR leaders have a unique opportunity to foster a workplace culture that not only attracts top talent but also drives engagement and retention. By integrating purpose into every aspect of the employee experience, from recruitment to recognition, organizations can build a motivated and dedicated workforce that feels connected to the company’s mission.