Bringing Purpose Alive in the Organization: Activating Role of the CEO and CHRO

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Bringing Purpose Alive in the Organization: Activating Role of the CEO and CHRO

March 17, 2023 | Report

A strong and authentic corporate purpose can act as a powerful magnet to attract and keep skilled workers—the most pressing concern for CEOs in Europe and across the globe as they navigate through tight labor markets, economic downturn, and ongoing labor shortages.^[1]

Source: Purpose-Driven Companies: Lessons Learned, The Conference Board, October 2020

Insights for What’s Ahead

A corporate purpose that is clear and meaningful to employees is a strategic imperative for organizations to attract and retain motivated workers, making work meaningful and guiding behavior and decision-making.
Corporate purpose doesn’t automatically infuse culture or drive workplace behavior and action. Embedding purpose into the cultural DNA of the organization requires a strong partnership between the CEO and the CHRO, the two main stewards of cultural transformation.
Creating a purpose-based culture entails leadership, communication, and dialogue. Activating the purpose requires the CEO and C-suite leaders to spell out how purpose drives business strategy, goals, and cultural values, then provide varied ways for employees to connect with the purpose. Through this two-pronged effort, purpose becomes personally meaningful to employees and a guiding influen