Central to any successful global mobility programme is a recruitment drive which targets and attracts the right talent. However, recent trends have shown that the current and next generations of assignees have different expectations than their predecessors. Gone are the days when a pay rise and a corner office were enough to attract the best and brightest.
Millennials and Gen Z live in a different world and have very different ideas to those who came before them.
'A purposeful job means the employee feels what they do matters, and takes pride in it, because their contribution has value and is valued in return.'
These differences aren’t really a surprise; the post-COVID, post-financial crash world continues to be destabilised by events on the global stage. It’s understandable that, against that backdrop, priorities and focus would shift at home and work. In fact, we’ve already identified some of the ways in which expectations have changed for many.
But, beyond the relocation experience, what’s ACTUALLY changed?
In a recent survey from Tomorrow University, 70.5% of respondents ranked purpose as very or extremely important for defining their career. But purpose is a very vague term, so let’s take a look at what it means, and why it matters to your business.
Defining Purpose
The impact of the pandemic was profound. The tectonic shift of the world being effectively shutdown for a prolonged period gave need perspective and expectations for worker the world over. As the world began to open back up in the summer of 2021 a huge wave of resignations followed. With treatment by employers, work satisfaction and mental health being some of the most common reasons for this change.
The result has been that employees now have much greater expectations from their jobs. A sense that their time is spent on something with meaning and values is a good start, provided that these values align with their own, of course.
Additionally, they expect both to be valued by and to feel that value from their employer. This doesn’t mean a red carpet to the desk and a round of applause when they arrive. But the days of being a numbered drone at a desk have passed for many.
So, what is a purposeful job? On balance, it’s having a role that’s a positive to the employee’s life. That doesn’t mean it pays millions of euros, or is stress-free, or doesn’t have bad days. But it does mean the employee feels what they do matters, and takes pride in it, because their contribution has value and is valued in return.
Why Should Your Company Care?
Well, first and foremost, some of the best talent won’t even consider a role which doesn’t match their own purpose and aspirations. In fact, 66% of respondents in the Tomorrow University survey said they would leave a job to take a role which better aligned with their values.
So, if you’re seeking the best in the field, not considering employee purpose could see you fail before you even place the job ad.
Simply because understanding an individual’s purpose, is to understand their motivations and priorities. With insight to these, all parties can ensure that any placement has the greatest chance of success.
After all, if a placement is unsuccessful, the costs of returning and replacing an assignee are not insignificant. Not to mention the impact on the department which needs the new team member and must now wait even longer for resolution.
Your Secret Weapon
Purpose doesn’t need to be another thing to include when specifying a role. It can be used to create more effective, engaging job adverts. It’s a great way to lose the corporate terms and buzzwords which still fill most ads but mean little to nothing to potential applicants.
Instead of talking about a list of generic terms like “self-starter” and “team player”, consider what success will look like in the role and communicate that. If the team needs someone who is going to completely rework their internal processes? Say that. If you’re looking for a sales lead who will be out in the front inspiring and leading the charge, put that in there. Whilst many will see that as cheesy or silly, to the right person, that will resonate. You’ll be saying the things they want to hear, filling the gap that they’re missing in their current role. That will inspire them to polish that CV and get it over to you today.
Also, include training and development opportunities that your business offers. Purpose is as much about the self as it is the job. This makes having an established, effective self-improvement programme in place crucial to ticking the boxes for the best talent. Letting them know that the job they apply for is just the start of the journey, not the destination, will show them that your company values development and gives the option for promotion and growth as standard.
Finally, include these points in any interviews you have and as them what they want from their career. Then, when the interview is done, consider whether what they want is possible or, more importantly, likely in your company. After all, it’s better to decide that it won’t work now, than when they’ve relocated their family and left their current job in six months’ time!
Whilst some businesses see purposeful employment as a fad, the reality is that, if you want the best team for your company, you’ll need to brace purpose in all it’s forms. If you’d like to learn more about purposeful work, we’d recommend that you take a look at the Tomorrow University whitepaper, which you can find right here.
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