On a commercial level, we have been establishing emotional
connections with businesses and brands for decades. From the clothes
we wear to the foods we eat, if a brand's sense of purpose aligns with
our own, then we are more likely to become a regular consumer of that
What is a more recent development, is the growing demand for our
working environments also to spark some of those same emotional
connections that are driven by a sense of purpose and shared values.
We sat down with our own Monique Carter, our Executive Vice
President of People & Organization, to get her thoughts on how
important it is that companies express and share a sense of purpose
and values with their employees.
"I think it is
critically important for companies to align their purpose to
reflect those of their employees—this is particularly
important for us at Novo Nordisk. We have recognised that
our reason to be, as a company, is genuinely purpose-driven.
We are in a unique position as a company, in so much as we don't
need to look for something to establish the company as socially
responsible. You could say that one of our purposes is to do good
in the world.
That being said, I
would say that it is essential that any company
listens to their employees. Purpose at work is more than
engagement. It's the loyalty, the commitment, the pride, and
the overall emotional connection an employee gets when
they recognise their own values in the company they work for."
Undoubtedly, most everyone understands the feeling of
satisfaction one can feel for being recognized for their work and
contribution to a larger set of goals. According to a global survey
conducted by Workhuman, when employees are
recognized, culture metrics improve. 92% of employees reported feeling
more appreciated, 86% reported feeling happier at work, and 85%
reported feeling satisfied in their jobs.