Communicating your Organisation’s Purpose

Identifying and communicating your organisation’s purpose to potential employees is key to attracting the best talent. Here are some strategies to effectively communicate this during the recruitment process:

1. Craft a Clear and Compelling Purpose Statement

• Concise Message: Ensure your organisation’s purpose is clearly articulated in a brief, compelling statement. This statement should be easily understood and resonate with your target candidates.
• Consistency: Use this purpose statement consistently across all recruitment channels, including job descriptions, company websites, and social media.

2. Embed Purpose in Job Descriptions

• Align Roles with Purpose: Explain how the role contributes to the organisation’s overall purpose and strategic plan and show candidates how they can make an impact by joining your team.
• Highlight Values: Integrate your core values into job descriptions to show how the organisation’s purpose is lived out in day-to-day operations. For example, offering an excellent customer experience is demonstrated in our commitment to how quickly we respond to customer queries. This is embedded in the KPIs of our customer service team.

3. Leverage Employer Branding

• Storytelling: Use your employer brand to tell stories that demonstrate how your purpose influences your work. Share case studies, employee testimonials, and success stories.
• Visual Content: Use videos and images that reflect your purpose and culture, giving candidates a visual sense of what your organisation stands for.

4. Engage in Purpose-Driven Conversations

• Interview Process: During interviews, discuss the organisation’s purpose and how it aligns with the candidate’s personal values and career goals. Ask open-ended questions that encourage candidates to share how they see themselves contributing to your purpose.
• Employee Ambassadors: Involve current employees who embody the organisation’s purpose in the interview process. Their passion can be contagious and give candidates a genuine insight into the company culture.

5. Showcase Purpose in Onboarding Materials

• Welcome Packages: Include a section in your onboarding materials that reiterates the company’s purpose and how new hires can contribute from day one.
• Continuous Reinforcement: Ensure that the organisation’s purpose is reinforced during onboarding sessions, training programs, and early interactions with leadership.

6. Utilise Social Media and Online Presence

• Purpose-Focused Content: Regularly post content that reflects your organisation’s purpose on platforms like LinkedIn, Twitter, and Instagram. This could include community involvement, sustainability initiatives, or employee stories.
• Engage with Candidates: Actively engage with candidates online, responding to their queries, and sharing content that resonates with their professional values.

7. Align Recruitment Marketing with Purpose

• Purpose-Driven Campaigns: Develop recruitment marketing campaigns that highlight your organisation’s purpose. Use these campaigns to target candidates who are looking for more than just a job but a chance to be part of something meaningful.
• Use Testimonials: Share testimonials from employees who feel a strong connection to the organisation’s purpose, emphasising the impact they have had.

8. Transparency and Authenticity

• Be Honest: Ensure that the purpose you communicate is genuine and reflected in your organisation’s actions. Job seekers can often tell when a company’s stated purpose is just a marketing ploy.
• Real-World Examples: Share examples of how the organisation has lived up to its purpose in real situations, whether through community service, innovation, or employee development.

By effectively communicating your organisation’s purpose, you can attract candidates who are not only qualified but also passionate about contributing to the mission. This can lead to higher engagement, satisfaction, and retention for your employees.

If you would like to discuss how your employer branding could be improved, get in touch with the Oxygen Recruitment & HR team.