SlideShare a Scribd company logo
Can a strong purpose help
you retain your team?
Purpose - Shifting from why to how?
What is your company’s core reason for being, and
where can you have a unique, positive impact on
society
(McKinsey & Co, April 2020)
Your real job in life is
to figure out what it
is you are called to
do.
-Oprah Winfrey
The two most
important days in
your life are the
day you are born
and the day you
find out WHY
-Mark Twain
People don’t buy
WHAT you do,
they buy WHY you
do it
-Simon Sinek
Gen X
Millennials
Gen Z
Climate
change
Work
life
balance
Decarbonisation
War
in
Ukraine
Foodbanks
LGBTQIA+
Fuel poverty
Affordable Housing
Post Covid
Refugee
Crisis
5 PMs since 2015
Crypto Winter
NFTs
Hybrid working
4 day work week
Wellbeing
BREXIT
B
Corp
Sustainability
What do people want from their
employer?
Employees Seek Companies Whose Values
Match Their Own
Source: Top Ten HR Trends For The 2022 Workplace – Forbes.com
Why do people leave their
jobs?
Wanting a clearer company vision
Feeling uninspired
Wanting to feel valued
Seeking a better management relationship
Seeking a more financially secure company
Feeling conflicted with workplace policies
Needing more of a challenge
Looking for a higher salary
Needing more feedback or structure
Thinking that their job has changed
Needing a better work-life balance
Wanting more independence
Looking for more recognition
Searching for job and career advancement
Wanting a different work environment
Looking to live somewhere else
Source: Indeed.com
Why do people leave their
jobs?
Wanting a clearer company vision
Feeling uninspired
Wanting to feel valued
Seeking a better management relationship
Seeking a more financially secure company
Feeling conflicted with workplace policies
Needing more of a challenge
Looking for a higher salary
Needing more feedback or structure
Thinking that their job has changed
Needing a better work-life balance
Wanting more independence
Looking for more recognition
Searching for job and career advancement
Wanting a different work environment
Looking to live somewhere else
Source: Indeed.com
Why do people leave their
jobs?
Wanting a clearer company vision
Feeling uninspired
Wanting to feel valued
Seeking a better management relationship
Seeking a more financially secure company
Feeling conflicted with workplace policies
Needing more of a challenge
Looking for a higher salary
Needing more feedback or structure
Thinking that their job has changed
Needing a better work-life balance
Wanting more independence
Looking for more recognition
Searching for job and career advancement
Wanting a different work environment
Looking to live somewhere else
Source: Indeed.com
Wanting a clearer company vision
Feeling uninspired
Wanting to feel valued
Seeking a better management
relationship
Seeking a more financially secure
company
Feeling conflicted with workplace
policies
Company purpose Discovery Model: Mark Griffin, 2020.
Adapted from Japanese concept of Ikigai
Jamie Learmont.pptx

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Jamie Learmont.pptx

  • 1.
  • 2. Can a strong purpose help you retain your team?
  • 3. Purpose - Shifting from why to how? What is your company’s core reason for being, and where can you have a unique, positive impact on society (McKinsey & Co, April 2020)
  • 4. Your real job in life is to figure out what it is you are called to do. -Oprah Winfrey The two most important days in your life are the day you are born and the day you find out WHY -Mark Twain People don’t buy WHAT you do, they buy WHY you do it -Simon Sinek
  • 5. Gen X Millennials Gen Z Climate change Work life balance Decarbonisation War in Ukraine Foodbanks LGBTQIA+ Fuel poverty Affordable Housing Post Covid Refugee Crisis 5 PMs since 2015 Crypto Winter NFTs Hybrid working 4 day work week Wellbeing BREXIT B Corp Sustainability
  • 6.
  • 7. What do people want from their employer? Employees Seek Companies Whose Values Match Their Own Source: Top Ten HR Trends For The 2022 Workplace – Forbes.com
  • 8. Why do people leave their jobs? Wanting a clearer company vision Feeling uninspired Wanting to feel valued Seeking a better management relationship Seeking a more financially secure company Feeling conflicted with workplace policies Needing more of a challenge Looking for a higher salary Needing more feedback or structure Thinking that their job has changed Needing a better work-life balance Wanting more independence Looking for more recognition Searching for job and career advancement Wanting a different work environment Looking to live somewhere else Source: Indeed.com
  • 9. Why do people leave their jobs? Wanting a clearer company vision Feeling uninspired Wanting to feel valued Seeking a better management relationship Seeking a more financially secure company Feeling conflicted with workplace policies Needing more of a challenge Looking for a higher salary Needing more feedback or structure Thinking that their job has changed Needing a better work-life balance Wanting more independence Looking for more recognition Searching for job and career advancement Wanting a different work environment Looking to live somewhere else Source: Indeed.com
  • 10. Why do people leave their jobs? Wanting a clearer company vision Feeling uninspired Wanting to feel valued Seeking a better management relationship Seeking a more financially secure company Feeling conflicted with workplace policies Needing more of a challenge Looking for a higher salary Needing more feedback or structure Thinking that their job has changed Needing a better work-life balance Wanting more independence Looking for more recognition Searching for job and career advancement Wanting a different work environment Looking to live somewhere else Source: Indeed.com
  • 11. Wanting a clearer company vision Feeling uninspired Wanting to feel valued Seeking a better management relationship Seeking a more financially secure company Feeling conflicted with workplace policies
  • 12. Company purpose Discovery Model: Mark Griffin, 2020. Adapted from Japanese concept of Ikigai

Editor's Notes

  1. Hello everyone, welcome to this session and Ian thank you for having us at this wonderful agency hackers event in what might be the least corporate setting I have every presented in! Good call on that! My name is Jamie and I will be your host for this session, I’m an associate director at Agency Partner and Waypoint Partners, and I’ve worked with many agency leaders and founders in that role over the last 4 years. Before that I was head of finance and operations for a performance marketing agency called queryclick, and before that I spent 8 years in various financial and operational roles within Bigmouthmedia, then DigitasLBI My job here is to introduce the topic and do a bit of scene setting! THEN I’ll be inviting all of you to do some talking - offering your thoughts, opinions, examples, so PLEASE DON’T BE SHY OR MY JOB WILL BE VERY DIFFICULT!!!!! A note on rules of the game, if you disagree with someone, please DO be courteous and polite! This is not the house of commons, nor is it a football match! Please be civil to each other. I’m very much looking forward to hearing from some of you
  2. So here’s the exam question!!! Now as with some exam questions there may be a very obvious one word answer here, but no one will get any marks for jumping straight to it! Our role over the next 50 minutes or so is to explore, to consider, to share, perhaps even to debate components of this question! Even if purpose is not at the centre of your thinking on a daily basis, my bet is that staff retention very much is!!!! I’ve worked within agencies since 2006 and with multiple agency clients for the last 4 years, and throughout all of that time, retaining the best staff has been a recurring challenge often with no easy answers! If I think of my time at Bigmouthmedia before we sold to LBI and then subsequently Publicis groupe, our purpose was simple: To capitalize on our 1st mover advantage around our core Search offer and become the largest digital marketing agency acquisition of its kind in the UK to date! Which we achieved in 2010 in a deal worth over £100m, making the founders very wealthy people in the process! Now that purpose was never openly discussed, however the sense of pride in working for such a fast-growing agency was felt from the ground up and a sense of purpose was felt throughout! Safe to say that sense of purpose definitely aided retention, atleast up and to a point
  3. Firstly lets explore purpose a little! McKinsey suggests that Purpose is about shifting from why to how and that now more than ever, you need good answers to these questions. Why? Well perhaps we’ll find out later? Over recent years, the association of purpose with having a positive impact on the world has become stronger and stronger and for good reason! For me, it is a component of purpose, but there are other aspects!
  4. Lets look at what some experts say about individual purpose – Our people, our staff are after all individuals and we should of course consider what purpose might mean to them! Oprah Winfrey suggests that your REAL job is to figure out your calling! Mark Twain suggests that life is about finding out WHY you’re here and… Simon Sinek talks about people buying not what you do, but why you do it! If you’re wondering why there’s a picture of ren and stimpy up there, its simply because I could bear to give Simon Sinek’s smug face any more airtime than it already gets! – even if some of what he says is pretty spot on!
  5. Eminem Adele Billie Eilish In today’s agency workforce we largely have Gen X, Millenials and to an ever-increasing degree Generation Z!!!!! There may be one or two baby boomers still kicking about but most of the have retired on their final salary pension scheme. Now I don’t think it really matters which bucket we fall into, the point is we are all individuals that exist surrounded by all sorts of information, opinion and narratives! Which results in….
  6. AN AWFUL LOT OF NOISE!!! While we all sometimes seek ways to shut out this noise, we are all often trying to make sense of it and find a way to fit it all together and navigate through it! Can a sense of common purpose help us in this? What if we found an employer that made it easy to get excited about, that we believe in, that has a clearly defined focus for us to get on board with! Could that perhaps be part of the answer? Lets briefly look at what people want from their employer…
  7. A recent Forbes study identified one of the 10 critical things that Employees today look for is this These findings are especially important as 75% of workers say they expect their employer, and business in general, to be a force for good in society. This percentage reaches 80% for those under 45 years old. Furthermore, their research found more than half of knowledge workers say they would quit their job if their company’s values did not align with their own, and only 1 in 4 of knowledge workers are likely to accept a job with a company whose values do not align to their own Lets also briefly consider why people leave their jobs and then what we can do about it!
  8. Indeed.com suggests these are the 16 main reasons! – I’ll pause to let you have a quick scan! Now discussing all of these is clearly beyond the scope of today’s session
  9. Now arguably, some aspects of the ones at the bottom we can’t always do much about. If someone moves to another country for example, although clearly even that is becoming more and more possible nowadays depending on what job they do
  10. Let’s take a few of the reasons at the top here and consider for a moment how many of these relate to purpose and what we can do about it! Vision – You can ensure you have a clear vision that has been communicated and is understood by everyone. – Lego for example has a vision focused around inventing the future of play Feeling uninspired – You can expand on that vision, bringing it into everyday conversation and communication. Show them that you and your leadership team believe in something. If you’re not all talking about it, why should they? FOR THE APPENDIX – GREY OUT THE ONES YOU CAN DO NOTHING ABOUT THEN HIGHLIGHT THE ONES WE KNOW RELATE TO PURPOSE TESE ARE THER ONES THAT WE SEE KEEP COMING TO THE SURFACE CONCLUSION IS WHAT CAN I DO ABOUT IT? REFERENCE STEVEN ON THE FINANCIALLY SECURE ONE HOW DO WE TACKLE EACH OF THESE? AT BIGMOUTH WE CAME 2ND IN THE GREAT PLACE TO WORK PHIL TALKING ABOUT PICKING CLIENTS ORANGE ON THE LEFT – ANSWERS ON THE RIGHT
  11. FOR THE APPENDIX – GREY OUT THE ONES YOU CAN DO NOTHING ABOUT THEN HIGHLIGHT THE ONES WE KNOW RELATE TO PURPOSE TESE ARE THER ONES THAT WE SEE KEEP COMING TO THE SURFACE CONCLUSION IS WHAT CAN I DO ABOUT IT? REFERENCE STEVEN ON THE FINANCIALLY SECURE ONE HOW DO WE TACKLE EACH OF THESE? AT BIGMOUTH WE CAME 2ND IN THE GREAT PLACE TO WORK PHIL TALKING ABOUT PICKING CLIENTS ORANGE ON THE LEFT – ANSWERS ON THE RIGHT
  12. FOR THE APPENDIX – GREY OUT THE ONES YOU CAN DO NOTHING ABOUT THEN HIGHLIGHT THE ONES WE KNOW RELATE TO PURPOSE TESE ARE THER ONES THAT WE SEE KEEP COMING TO THE SURFACE CONCLUSION IS WHAT CAN I DO ABOUT IT? REFERENCE STEVEN ON THE FINANCIALLY SECURE ONE HOW DO WE TACKLE EACH OF THESE? AT BIGMOUTH WE CAME 2ND IN THE GREAT PLACE TO WORK PHIL TALKING ABOUT PICKING CLIENTS ORANGE ON THE LEFT – ANSWERS ON THE RIGHT