Purpose As a Recruitment Tool

Purpose As a Recruitment Tool

How can you make your company stand out even more for job seekers to become curious about your available position and your company?

Some companies’ strategic plans contain a purpose statement instead of a mission statement. Others try to incorporate both a mission and a purpose statement. But what is the difference between the two? Typically, a purpose statement offers the reason or reasons you exist – it highlights the why. The mission on the other hand dives into what you do and for whom. Purpose is often the higher order strategy and thereby comes before the mission.

With a job market where employment opportunities seem increasingly plentiful, skilled job seekers can be more selective about where and how they want to work. Competitive wages are only one element and not necessarily the sole deciding factor for future employees when they pick their next workplace. Being able to utilize multiple strategies in the hunt for talent can be a smart idea to stay attractive as a company.

Research shows that many job seekers of today consider purpose to be equally weighted with money or status. Moreover, purpose-oriented professionals are more likely to stay with their company for more than three years when compared to non-purpose-oriented professionals – once they choose a company that matches their own purpose and values. Data like this highlights the benefits for organizations to use purpose as one important element in the recruitment engagement.

Here are some ideas to apply this strategy to your organization:

• Play to your strengths – Are you a green energy company? – highlight that by specifying how employees are part of creating a greener more environmentally friendly future
• Make your purpose statement clear and meaningful – Figure out what is at the core of your company’s purpose and turn it into an intentional, powerful, and emotionally compelling statement. When constructing or revising the purpose statement keep clarity and concision at the forefront. Employees and potentially hires should be able to understand and communicate the company’s purpose without a lengthy explanation
• Keep it at the center of conversations – when recruiting, keep your company’s purpose at the center of the discussions. Potential new hires should recognize that they are joining more than a company – they are becoming part of a team moving toward a meaningful goal. Seek to explain how the employee’s profile can contribute and help drive the purpose forward
• Integrate it into all communications – your company’s website is often one of the first points of interaction and provides the first impression of the company. It can be an easy win to adjust the website to align with the purpose. Attention span is often very short – especially online, so by emphasizing what the purpose and mission of your company are, a potential talent may want to know more, quicker

In the 21st century, winning organizations will most likely be those that build an effective employee experience that helps them attract, retain, and engage the right talent.

SlaterConsult is here to support you and your company’s efforts in meaningfully highlighting your purpose to attract and onboard the best talent for the growth of your company.