November 19, 2020

Purpose Trumps Cash + Other New Research Findings


Aaron Hurst

Over the last year our understanding of the value of purpose in the workforce has radically changed as a result of breakthrough quantitative research by Imperative and our colleagues.

Here are the top ten findings that make the business case for investing in purpose in your organization an imperative.

1) Purpose Is the Top Motivator
McKinsey reported that in a study of 100 variables, purpose was found to have the greatest impact on motivation, accounting for 50% of all movement in motivation scoring. Yes, more than compensation.

2) Purpose Boosts Your Brand
Working with Imperative, LinkedIn found that their employees who are oriented to purpose are 69% more likely to be Net Promoters.

3) Purpose Empowers Women
Women are 50% more likely to be purpose-oriented according to Imperative's 2015 Workforce Purpose Index. Not embracing purpose in your culture makes it harder for women to succeed.

4) Purpose Sparks Innovation
According to a 2016 report from EY, purpose is an antidote to "short-termism" and opens up their creative horizons. It helps people connect to the big picture and more beyond incremental and conservative thinking.

5) Purpose Builds Relationships
Employees who embrace purpose are 51% more likely to report strong relationships at work and also report better relationships with their managers, according to Imperative's 2015 Workforce Purpose Index.

6) Purpose Increases Well-being
Employee well-being is clearly better for employees and their families but it is also key to their productivity and organizational health. The Imperative 2015 Workforce Purpose Indexfound that employees oriented to purpose are 54% more likely to report high levels of well-being than their peers.

7) Purpose is Key to Team Effectiveness
Google found that two of the five most critical attributes in their high-performing teams are meaning and impact. Teams that work with purpose are more effective.

8) Purpose Retains Talent
Employees working in alignment with purpose expect to stay in their jobs longer. In an Imperative study of LinkedIn employees, we found that purpose-oriented members of their team are 54% more likely to report that they plan to stay at the company for five or more years.

9) Purpose Creates Leaders
People promoted into leadership roles are twice as likely to be those who embrace purpose. This is in large part connected to Imperative's research that people who work with purpose are more likely to have the competencies associated with leadership potential.

10) Purpose Boosts Impact
The 2015 Imperative Workforce Purpose Index found that purpose oriented people are 64% more likely to report that their work makes a meaningful impact. At the end of the day, isn't that why we all work?

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