Read a headline that said something like brands need to worry about culture share suggesting market share was old school. A second headline stating results from the World Value Index asks consumers how aware they were of a brand’s purpose, whether they cared about and supported that purpose, and whether or not purpose motivated them to support the brand. Enso, began the survey in 2016 and only one brand (Amazon) enjoyed a top 10 rank sharing the other 9 spots with non-profits. No surprise there.
As an independent recruiter my firm begins the process learning as much as we can about the client, her/his company, and what makes its products/services valuable to consumers/buyers. Purpose and culture share have been subsets of that initial needs analysis.
It’s clear the time has come to modify the analysis digging deeper to understand the client’s purpose and, importantly, management’s commitment to that purpose. When the going gets tough – like a sharp economic downturn will management hold purpose or make sacrifices to “protect” the bottom-line?
As you read this how much value do you put on your current employer’s purpose and will purpose be a criterion for selecting your next gig?