Blog

CREATING A COMPANY PURPOSE

by | Feb 12, 2020

When creating a company purpose, the goal is an end result that feels authentic and relevant to employees. Not every purpose needs a full year to develop, but it does require thought and input from all levels of the organization. Taking the time to receive feedback can prevent your purpose from falling flat and becoming background noise. If you’ve created a meaningful company purpose that resonates with each employee audience, it should build loyalty and inspire the work that they do.

Consider at least one of the feedback loops below before creating your purpose:

Focus Groups:

In order to have your company purpose resonate with employees, it’s important they feel it expresses what’s true about the company, and not fake or insincere. One way to do this is by holding focus groups across the company. Especially if your organization has many geographic locations or various silos, it’s important to receive representative feedback from employees throughout the organization. There’s often a disconnect between the perceptions of corporate employees and those who are out in the field or in the manufacturing facilities or retail locations, so taking time to hear what they have to say can make a difference. 

Survey:

Another effective way to receive feedback from all employee groups while developing your company purpose is through a survey. (For advice on constructing your survey, try this article). It can be sent to the whole company — or just a sample of employees, as long as that sample covers a variety of age, tenure, function, geography and departments. Questions that are structured in a matrix format or multiple choice can provide easier analysis. Just be sure to throw in a few opportunities for open-ended response to allow employees to elaborate.

Test your options:

If you’re already past the starting point of creating the company purpose, it’s not too late to get employee feedback before it goes live. Give your rough draft a test run with a small group of employees from various employee audience segments. Hearing their reactions in person could help give you confirmation that you’re headed in the right direction — or let you know you need to stop and do more discovery. For more on employee research, you might like https://tribeinc.com/2019/03/21/employee-alignment-closing-the-gap-with-discovery/.

Are you charged with developing your company purpose? Tribe can help.

Subscribe to our internal communications blog