Creating purpose-driven organizations

2023 is the year where HR will focus on creating purpose-driven organizations

One of the fundamental changes we’ve seen in the last few years is the importance of purpose in today’s organizations. This is the result of 4 driving forces:

covid. Nearly two-thirds of US workers admit that the pandemic has dramatically changed their priorities. 82% indicate that it is important for a company to have a purpose.
automation. Keeping in mind that mundane and repetitive tasks are automated first, 81% of workers believe that automation will lead to more meaningful work.
Population change. Both Millennials and Gen Z’ers prioritize values and purpose more than their older counterparts, while a retired demographic may decide to work longer if work is important to them.
Changing the psychological contract. The anti-work movement in the United States, the quiet exit, and the False Flats movement in China are changing job expectations.
These forces show that money is becoming a key differentiator for organizations to help retain and attract talent. A clear objective will help engage existing talent, increase productivity, and fill the $8.5 trillion gap in talent shortages that could occur in 2030.

In 2023, we expect HR to help shape the company’s purpose. Linking company purpose to environmental, social and corporate goals and making these goals a clear part of the (employer) brand is a valuable way for HR to make an impact in the world and attract better talent.

The key here is authenticity. For example, Unilever received criticism for using the hashtag #maketastenotwaste to promote its Hellmann’s Mayonnaise to “fight food waste,” which critics found ridiculous for a company to define a purpose for such a product.

Done well, HR will be able to engage both younger and more experienced workers by offering a purpose-driven workplace, making it one of the key HR trends of 2023.

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