What is Organisational Purpose?
Organisational Purpose refers to the core reason why an organisation exists beyond just making a profit. It encompasses the broader societal, cultural, or environmental goals the organisation aims to achieve, reflecting its values, mission, and vision. An effectively communicated Organisational Purpose serves as a guiding light for decision-making, strategy development, and daily operations, inspiring and aligning employees towards common goals.
Why is Organisational Purpose relevant to internal comms?
Organisational Purpose is deeply relevant to internal communications because it forms the foundation of the company's identity and culture. Communicating this purpose effectively helps to engage employees, foster a sense of belonging and motivation, and aligns their efforts with the broader objectives of the organisation. Internal comms professionals play a crucial role in weaving the Organisational Purpose into various communication strategies, ensuring it resonates across all levels of the company.
Examples of Organisational Purpose in internal comms
An example might include an internal campaign that highlights stories of how employees' work contributes to the Organisational Purpose, or the integration of purpose-related messages in company-wide meetings, newsletters, and on the intranet. Another example could be leadership communications that consistently tie back company initiatives to the Organisational Purpose, reinforcing its centrality to the company's direction.
Best practices for communicating Organisational Purpose
Ensure the Organisational Purpose is clearly defined, articulated, and embedded in all major communication platforms and materials.
Regularly showcase real-life examples and stories that demonstrate the purpose in action within the organisation.
Foster open dialogue around the purpose, encouraging employees to share how they see their role contributing to these broader goals.
Common challenges for communicating Organisational Purpose
Maintaining consistency in messaging across different departments and levels of the organisation.
Ensuring the purpose remains relevant and adaptable to changing internal and external circumstances.
Measuring the impact of Organisational Purpose on employee engagement and organisational performance.
What does Organisational Purpose mean for frontline teams?
For frontline teams, a clear and compelling Organisational Purpose can provide a sense of pride and motivation, clarifying how their daily work contributes to larger societal or environmental goals. This alignment can enhance job satisfaction, loyalty, and the overall effectiveness of frontline operations.
Organisational Purpose FAQs
How can internal comms ensure the Organisational Purpose resonates with all employees?
By using relatable language, sharing relatable stories, and linking day-to-day work with the overarching purpose.
What impact does a well-communicated Organisational Purpose have on employee retention?
A clear purpose can significantly improve employee retention by fostering a strong sense of identity and belonging within the organisation.
How can organisations keep their Purpose alive and relevant over time?
By continuously reflecting on and revisiting the purpose in light of organisational growth and changes in the external environment, ensuring it remains aligned with current realities and aspirations.
