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‘People are realizing we drive purpose in a big way’

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Integrating company purpose into all aspects of work

Carter highlights the importance of clarifying a company’s purpose and ensuring that all HR initiatives and actions contribute to that overarching mission. In this way, HR teams can foster a culture of meaning and inspire employees to contribute to a greater mission.

In today’s dynamic job market, corporate purpose has become a critical element in attracting and retaining top talent; plus, Carter emphasizes the value of fostering a sense of community and shared purpose.

“When you have a friend at work that you share the same purpose with, you’re more likely to stay,” Carter said. “When employees perceive a strong alignment between their personal purpose and the company’s purpose, they are more likely to stay committed and engaged.”

Explore sustainability for company purpose building

Turning the focus to sustainability, Carter encourages HR departments to adopt a long-term perspective when making decisions. As advancements in technology, such as AI and automation, reshape the workforce, HR professionals must proactively plan for reskilling and upskilling initiatives, he says. 

“The challenge… is to go ‘OK, what is the skilling and rescaling we need to do for our workforce today so that these jobs are sustainable for tomorrow?’

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