“If you want to build a boat, don’t drum up your men and women to gather wood, divide the work, and give orders.
If you want to build a boat, awaken the desire in their hearts to long for the vast and endless sea.”
Antoine de Saint-Exupéry
Purpose as the first driver of employee engagement
Why do some employees go the extra mile, while others simply clock in and out?
One of the most decisive factors is purpose. Or more precisely, whether people genuinely believe in the mission of the company they work for.
When employees experience their organisation’s purpose not as a hollow corporate mantra, but as something that resonates with their own values, something shifts. They don’t just show up. They invest themselves fully. Energy, loyalty and passion follow naturally.
Yet here’s the uncomfortable truth: Our measurements show that this vital connection often falls short. Many employees describe their organisation’s raison d’être as blurry at best. People lose their way when they lose their why.
From know-how to know-why
Most organisations possess impressive know-how. They master processes, technologies, products and systems. Far fewer have truly reflected on their know-why.
Why do we do what we do? What role do we play in our customers’ lives? What would the world genuinely lose if we disappeared tomorrow? Purpose lives at the intersection of meaning and contribution. Without it, work risks becoming transactional. With it, work becomes a source of identity and pride.
HR as the architect of connection
Just as marketing builds bridges between what the outside world desires and what a company offers, HR and leadership must become architects of connection on the inside.
Healthy marketing asks:
“How can we make our company’s strengths relevant to our customers?”
Purpose asks the same question, but internally.
How do our expertise, stability and ambitions connect to the real, human needs of our employees? How does what we do matter to them, and to society?
When purpose is articulated with clarity and inspiration, it becomes a compass. It guides decisions, sparks innovation and creates a shared sense of direction.
A question every organisation must answer
Can you summarise what your organisation does in one inspiring sentence that resonates with employees, customers and stakeholders alike?
Or are you still stuck in a technical description of products and services? In today’s talent market, this question has never been more relevant.
And that’s only the beginning
Purpose is the first – but not the only- driver of employee engagement.
In Employee Engagement, What Else? I explore 12 essential drivers that explain why people stay, contribute and thrive at work and why so many engagement initiatives miss the mark.
The book combines research, real-life cases and concrete reflections to help leaders and HR teams move from good intentions to meaningful impact.
Purpose answers the “why”. The other drivers help you translate that why into daily leadership and organisational practice.