Building a goal-oriented organizational culture

An organization is considered exceptional today, not only for engaging in philanthropy and fulfilling its corporate social responsibility (CSR), but also when the people who make up the company share a vision and a goal. .

Additionally, modern stakeholders want to know and believe that the companies they buy from and invest in are leveraging their products and services to help the world grow. So just saying and doing the right things is no longer enough. Organizations should strive to be great and have a business strategy that makes the world a better place to live in. Leaders must respond to this seismic shift in societal expectations with an equally seismic response. They must reconsider the purpose of their organization and make this objective the center of their plan for growth, if they wish to succeed today and survive tomorrow.

The meaning of organizational purpose
A superior organizational purpose is not about having a clear mission that primarily focuses on how an organization will generate economic value. On the contrary, it conveys a more ambitious message. An organization’s higher purpose is certainly different from what its mission statement conveys. For example, Nike’s mission is to sell shoes, while its goal is to get kids off the couch, out and into a better life.

Today’s employees, especially Millennials and Gen Z, seek meaning in their work in order to be engaged, innovative and passionate in their day-to-day tasks. However, this is only possible when there is a clear, defined goal by which the organization stands and a workforce that understands how to achieve that goal on a daily basis. So, through this article, let’s explore a few ways to create a goal-oriented organizational culture where employees can thrive and thrive.

Goal-oriented organizations revolve around goal-oriented leaders
Leaders must take the first step and create a meaningful, motivating and enthusiastic work environment for their employees. Work should be designed to best serve people and society. In addition to a performance review, today’s leaders need to create a “goal review” that will tell them whether or not their employees are finding purpose in their work. Additionally, leaders should strive to connect with their employees on both an emotional and transformational level, and should seek input from their employees and encourage goal-oriented conversations.

Create growth opportunities
Today’s employees place a high value on opportunities for growth at work. They have a strong desire to advance in their career and are afraid of stagnation. And millennials, more than any other generation, value development. When it comes to job applications, nearly 93% of millennials consider opportunities for professional growth to be extremely important, making development a primary factor in ensuring employee retention. As Millennials make up the majority of the workforce today, leaders should expect most of their workforce to display a strong desire to improve their skills and advance their careers. Millennials don’t hesitate to leave if their job doesn’t make sense or offers no opportunity for advancement. So, leaders who want to attract and retain talent should invest in the future of their employees, help improve the capabilities of their employees, and mentor their employees.

Connect people to purpose
In order to instill a sense of purpose in the workforce, leaders must help employees realize how their work makes a difference to the organization. Employees will feel more motivated to engage in their work if the impact of their work is closer to them. Educating employees about their company’s social responsibility and commitment to giving back to society, as well as finding a way to engage employees in this effort, is crucial when it comes to connecting employees to organizational purpose. .

Purpose-driven organizations are hard to find, and they’re even harder to build from scratch. However, leaders can easily transform their entire organization simply by helping employees find purpose in their work. As a bonus, leaders in goal-oriented workplaces will have a dedicated workforce that freely invests its energy and cares just as much, if not more, about the success of the organization.



The opinions expressed above are those of the author.


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