Purpose Driven Recruiting is one of the top topics in modern recruitment. More and more people – especially the young talents of Gen Y and Gen Z – feel a strong urge to perform meaningful work. That means work that aligns with their personal values, fosters self-fulfilment, or contributes to the well-being of society and the planet. The desire for a clear sense of purpose in one’s professional activity goes so far that leadership roles and salary become secondary.
At the core of purpose driven recruiting is the idea that a strong sense of purpose and meaning in work increases employee motivation, performance, and retention. This means that in order to attract and retain talent in the long term, recruiters should make clear what the role offers employees and what meaningful goals the company pursues as a whole. The goal is to attract employees who resonate with the company’s mission and values and are ready to fully commit themselves.
Purpose Driven Recruiting: The “Why?” takes centre stage
Purpose driven recruiting involves emphasising the company’s purpose across all recruitment communications – whether in job advertisements, on the company’s careers page or in interactions with potential applicants. The idea is to convey the company’s purpose as a central message and to show how each individual’s work contributes to fulfilling that purpose.
Thus, the recruitment process is no longer only about checking applicants’ skills and qualifications, but about showing what the position and the company have to offer to the talent. Therefore, the job advertisement and the entire recruitment campaign should transparently answer the following questions:
- Why should candidates apply for this job?
- What is the exact role within the company, how can it be successfully carried out, and why is it important?
- What impact does the position or company have on society or the environment?
- What opportunities for self-fulfilment does the job offer?
Purpose should continue to play a role throughout the recruitment process – so that candidates clearly understand how their role is meaningfully linked to the company’s vision.
6 tips for a purpose driven recruiting strategy
Purpose driven recruiting refers to a recruitment strategy that focuses on identifying candidates who feel a deeper connection to the company’s purpose. It’s about hiring people who are not only professionally qualified, but also intrinsically motivated to make a meaningful impact and contribute positively to the company.
But how can you effectively implement a purpose driven recruiting strategy?
Here are six steps to include in your recruiting strategy:
- Clarity about the company’s purpose: Define your company’s purpose and values clearly and communicate them in your job ads and employer brand. Show potential applicants that your company has a meaningful vision and that their work can have a positive impact on society or your customers.
- Storytelling and employer branding: Tell stories about your organisation that highlight its mission and impact. Use your communication channels (e.g. social media) to give authentic insights into your working culture and employees’ experiences. Share success stories of real employees who have made a difference through their work. This will attract talents who are looking for meaningful work environments.
- Targeted audience approach: Identify talents who are seeking meaningful work and tailor your recruiting message accordingly. Use the right channels and platforms to reach this target audience. For instance, you could focus on social media or specialised job portals that are dedicated to meaningful work or the non-profit sector.
- Transparent communication: Be transparent in your job ads and application process about the purpose of the role and how it contributes to the company’s overall vision. Clarify development opportunities and the influence future employees may have. Show how their contribution helps achieve the company’s purpose.
- Inclusion and diversity: Emphasise the importance of inclusion and diversity in your organisation. Demonstrate that you are creating an environment where all employees are equally valued and their work contributes to positive change.
- Employee engagement: Foster a culture of employee engagement in which every individual can identify with the company’s purpose and find personal meaning in their work. Provide space for ideas and innovation, and encourage employees to use their passions and talents.
Honesty in the process brings long-term satisfaction
One thing is especially important in recruitment, and even more so in purpose driven recruiting: honesty. The aim is to provide candidates with authentic information about the company’s values, development opportunities and the meaning of the position. This leads to an optimal candidate experience, which is highly attractive to potential talent. And the result is a win-win: if companies deliver what they promise during the application process and employees feel they are creating added value through their work, they will stay longer in the company and be more satisfied.