The Data: What Employees Want vs. What They’re Getting
And when ranking job priorities, purpose and values now outrank exciting projects, autonomy, L&D, and progression.
31%
of workers are primarily motivated by purpose
70%
want work that helps them fulfil that purpose
31%
70%
of workers are primarily motivated by purpose
want work that helps them fulfil that purpose
But the delivery gap is huge
15%
of employees say their role helps them fulfil their purpose
7.7%
of leavers cite lack of purpose as their reason for leaving.
15%
7.7%
of employees say their role helps them fulfil their purpose
of leavers cite lack of purpose as their reason for leaving.
Who Feels It Most
The purpose gap doesn’t hit all employees equally. Employer brand tracking shows that:
- Industries like banking, technology, and media see the strongest engagement with purpose-led content.
- Women are more likely than men to be purpose-driven.
- Middle managers—often the most stretched and under-supported group—are especially motivated by purpose.
These groups are not only critical to retention but also to credibility. If they’re not seeing purpose, your employer branding loses authenticity.
What can you do about it?
We collaborated with Zero Gravity to see what you can do about it.
1. Back words with action.
Saying the right things about purpose isn’t enough. Employees are quick to spot the gap between messaging and reality. If your employer brand data shows you’re promising more than you deliver, fix the substance first.
2. Build on what your people care about.
The most effective purpose-led initiatives start with existing passions. Survey your workforce. If your people are already motivated by topics like social mobility, sustainability, or L&D, align your employer branding strategy to those priorities.
3. Start with new hires.
Embedding purpose during onboarding and graduate programmes pays dividends. It sets expectations early, so employees grow with purpose as part of their daily experience.
4. Adapt how you celebrate.
At the start, recognise effort—early steps towards building purpose. As purpose matures, shift the focus to measurable impact. Employer brand tracking can help prove progress with hard data.
5. Support your champions.
Purpose doesn’t embed itself. The people driving it internally need recognition, resourcing, and protection from burnout. Treat them as brand assets, not side-project volunteers.
Why Purpose is a Strategic Lever
The business case is clear: Harvard Business Review found purpose-driven companies grow at 3x the rate of their peers. Engagement levels rise too—employees at purpose-driven companies are 1.4x more engaged and report 64% higher fulfilment at work.
For employer branding, the message is simple: purpose is not a nice-to-have. It’s a measurable driver of engagement, retention, and attraction. Employer brand tracking gives you the evidence to act—and employer brand data gives you the credibility to prove it.
Final Word
Purpose isn’t just a brand value. It’s a strategic driver of retention, engagement, and growth. If your organisation isn’t embedding it—and tracking whether it’s landing—you’re not only missing out on stronger performance, you’re risking disengagement from the very people who should be your strongest advocates.
Want to see what your employer brand data says about purpose in your organisation? Book a demo with Wisdom
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