I help to build stronger companies that inspire pride in their people. Research has shown that employee pride is strongly linked to job satisfaction, commitment and performance. When employees are proud of where they work, their engagement is improved. And, as we all know, when company culture and employee engagement improve the results will follow.
I was certainly proud to work for Cadbury, with its Quaker heritage and strong community roots, and Carlsberg, who’s founder, in pursuit of better, established a foundation which supports scientific research that helps address a wide range of regional and global challenges. Still today almost 30% of Carlsberg's dividends go to supporting projects in the arts, science and developing crops of the future.
Not many companies have this kind of legacy which they can rely upon to tell their story. That said, most successful businesses today do care about social impact, the environment and being ethical and there is a growing interest in the b-corp movement and in businesses being a force for good.
All of the above can enhance employee pride but is this the only way of building a deeper connection ?
Leaders have the ability to foster pride in their team every day which in turn enhances performance. Conversely, leaders can negatively impact employee pride through their decisions or actions.
So, how do you deepen that sense of pride in your team or organisation?
Develop a sense of purpose. While financial objectives are essential, they alone are not generally enough to inspire your people. What is the difference you are trying to make in the world? If you want to motivate others, your work must have a positive impact. Articulate your purpose as a quest in order to make a difference.
Be authentic to your purpose. Your team will notice if your actions don't align with your purpose. This can negatively impact their respect for you and their pride in working for the organisation – ultimately damaging your company culture. Respect, pride, culture, and a belief that my work matters are interrelated, and you need to focus on all of them if you want to be successful in any of them. An authentic purpose is essential - your team, customers and stakeholders will be quick to realise if it's not.
Keep your purpose at the centre. Your team will only be proud of your purpose if they know about it, believe it and it has a constant presence. Reinforce it where you can, at every level, and ensure it underpins your decision-making. Take time to reflect on all of the initiatives on your to-do list. How many of them contribute to your purpose? Celebrate examples of your team living your purpose.
Over the years I have worked with individuals who have found it hard to identify a greater sense of purpose in their work, beyond just doing the job. My advice to them has always been to start by reflecting on what they love about what they do and where their passion for their work lies. Ensure your purpose is stretching but grounded.
Of course, when reflecting on a team's purpose you also need to consider why the team exists, what you are there to deliver and what success will feel like when you have achieved it. If you are leading a team why not have a facilitated session to reflect on your team purpose together.
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