“Leaders of companies that made it on the World’s Most Admired Companies list truly understand that organizational purpose drives employees to give their all for their company, colleagues and customers.”
— Laura Manson-Smith, Chief Commercial Officer at Korn Ferry
Every year Fortune Magazine publishes a list of the “World’s Most Admired Companies.” The list is compiled based on research conducted by Korn Ferry and is the definitive benchmark for corporate reputation. Companies that consistently make the list include Apple, Amazon, Microsoft and Starbucks.
One common trait among companies that make the list is that leaders make:
Purpose a Priority.
In fact, 97 percent of leaders at companies that have made the list in the past have said the organization’s purpose is embraced by employees, and 95 percent believe their organization’s purpose is aligned with the company’s vision and goals.
Korn Ferry’s research is proof that leading with purpose and energizing employees through authentic and consistent communication — are priorities for executives who drive high-performing organizations.
Mark Royal at Korn Ferry, takes this point even further when he said:
“Leaders at The World’s Most Admired Companies recognize that financial success can be sustained only if they have engaged, agile and purpose-driven teams.”
Does your business have a clearly defined brand purpose?
Is that purpose front-and-center in your corporate story?
Is it omnipresent in the employee and customer experience?
Your team and your buyers want to partner with brands that believe in something beyond profits. They want to connect with companies that serve a higher purpose. With everything your employees and customers have been through the past few years — purpose is more important than ever.
Make this the year that you crystallize your brand purpose. The year that you infuse purpose into your culture and corporate story. The year that you bring purpose to life — inside and outside of your organization.
That’s Your OnMessage Minute.
