On Purpose: What employees want more than anything else, and four ways to give it to them

In today’s work culture, paychecks aren’t enough. Employees want purpose — to feel proud of their company’s impact and connected to its mission. This article explores how aligning organisational purpose with employee values boosts engagement, retention and performance. Drawing on experience in the for-purpose and commercial sectors, it offers four practical ways to embed purpose meaningfully: listen deeply, co-create intentionally, embrace learning through failure, and always act in good faith. When purpose is lived — not just laminated — it becomes a magnetic force for top talent.