Engaging with Purpose and Profit: Getting your People to own the corporate goals and strategy

Management Centre Europe (MCE)
Engaging with Purpose and Profit: Getting your People to own the corporate goals and strategy
Engaging with Purpose and Profit: Getting your People to own the corporate goals and strategy
December 20th, 2024

Overview

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This Programme is available as an InCompany Solution. For more information contact the team at [email protected]

You want to get serious about employee engagement. 

You know that it drives company success. Highly engaged workplaces experience 20% higher sales and 21% higher profitability (1). 

But you also realize that it isn’t easy. 59% of European employees and 51% of managers are disengaged to actively disengaged with their business (2). 

Traditional HR methods don’t always offer a solution. If they did, the problem would already have been solved. And you may not have the budget to implement them anyway.

Giving your employees a sense of purpose can be a game-changer.

An authentic corporate purpose gives your people a reason to get out of bed beyond the money. This will in turn affect their happiness, loyalty and performance. In fact, employees who derive meaning and significance from their work are:

  • 1.4x more engaged at work. 
  • have 1.7x higher job satisfaction. 
  • are 3x more likely to stay with their organizations (3). 

But living the purpose isn’t always easy.

For the last two centuries, corporate strategies and management training programmes were geared to making money. Doing good was for dreamers, philanthropists or NGOs.

Introducing a purpose into this mix isn’t easy. Processes, mindsets and financial reporting can get in the way. And even if they don’t, many purpose statements are too vague to be actionable.

After all, will Janet from Accounting see how she can inspire customers, drive impactful innovation and craft a more beautiful world?

As a result, McKinsey found that 82% of executive respondents thought it was important to have a corporate purpose, but only 62% actually had one. Of that group, only 42% found this statement to have any effect on the business (4). 

This programme shows you how to connect people, purpose and profit.

Through a series of interactive work-sessions, we’ll explore how to:

  • Help teams formulate a statement of purpose that can inspire your people and shows the connection between doing good to making money.
  • Translate this high-level purpose statement into a practical set of guidelines, actions and behaviours that can motivate and guide every employee.
  • Use your statement of purpose to create a movement for change in your business.
  • Measure the degree to which your purpose influences and motivates behaviour.

(1) https://enlightened-digital.com/how-employee-engagement-saves-you-money/
(2) https://peakon.com/heartbeat/data/employee-engagement/
(3) https://www.nytimes.com/2014/06/01/opinion/sunday/why-you-hate-work.html
(4) https://www.mckinsey.com/business-functions/organization/our-insights/purpose-shifting-from-why-to-how#
 

The Right Programme for you

  • Experienced HR managers and executives who want to improve workforce engagement by giving them a deeper sense of purpose. 
  • Business leaders who want to get their teams to embrace the company's purpose.

Learn, Practice and Use

After taking this programme, you will be more able to:

  • Improve the actionability of your company’s existing statement of purpose, or work with your leadership team colleagues to craft one from scratch.
  • Describe how your company’s high-level purpose affects the actions and behaviours of every individual department, function and employee.
  • Develop a roadmap to change the processes, measurements and systems that stand in the way of your people’s ability to ‘profitably live the purpose’.
  • Implement a movement for change that makes the people in your organisation willing, skilled and able to embrace your (renewed) statement of purpose
  • Measure the degree in which your purpose influences and motivates behaviour and continuously improve implementation.

Programme Modules

What will you learn and practice?

This 4-session programme is highly interactive. It introduces a practical framework for action which you will learn by applying to your own organization. 

MODULE 1

Purpose and business

  • No one gets out of bed to move a KPI: The importance of purpose to employee engagement.
  • Best and worst practices in purpose-driven employee engagement.
  • Why many purpose statements remain words without action.

MODULE 2

The purpose canvas

  • Connecting purpose – profit & (employee) passion 
  • CASE: The Insurance Company – from scoring to caring.
  • Application: Applying the purpose canvas to your business.
  • Group discussion: The purpose canvas work and insights.
  • Getting started: The right way to put purpose on the leadership agenda.
  • (Re-)building a purpose statement as a cross-functional team.

MODULE 3

From statement to action

  • Connecting the general company purpose to the job of every employee.
  • Ensuring that every team is willing, skilled and able to make the company purpose, their own.
  • Application: Connect your purpose canvas to one or more departments in your company.
  • Group discussion: Individual departments and the purpose canvas.
  • Workshop designs to let employees self-discover the job’s purpose (rather than telling them).
  • On governance: how to introduce your purpose to the organization.

MODULE 4

Purpose-driven transformation

  • How transformations really work. A conversation about preferential attachment, exponentiality, social dynamics and risk of a burning platform.
  • The transformation canvas: building a movement for change.
  • Application: Prototype a first transformation canvas for your business. 
  • Group discussion on individual transformation canvases.
  • Measuring the impact of your purpose efforts on engagement, motivation, working style, …
  • Helping leadership teams to deal with practical purpose-profit disconnects.
  • You will get it wrong: building a mindset for experimentation & improvement.

MODULE 5

Implementing your purpose engagement plan

  • Doing a purpose scan in your business.
  • Create a roadmap for purpose-based engagement (or transformation).
  • Position HR as the business partner for engagement through purpose.

PRE AND POST SELF-ASSESSMENT 

To truly tailor your experience and ensure you’ll get the maximum value of any new insights, the programme’s content will be reinforced with two self-assessments:

  • Before the first programme session, you’ll evaluate how your business lives its purpose today.
  • At the end of the programme, you’ll describe how you would like your company to operate in the future.

Combined with the contents of the programme, these two measurements give you a first starting point to measurably improve the impact of your corporate purpose on your employee engagement.

OPTIONAL SUPPORT

  • For those interested, two optional implementation reviews can be organized to discuss progress and longer-term achievements (which can be part of a third measurement that compares your desired future with your current reality). 
  • MCE experts can provide personalized coaching to help you apply the insights and frameworks from the programme in your business.  
  • A customized version of the programme can be delivered to inspire your HR teams or help them engage your people with the purpose of your business.
  • In case you want truly in-depth support, our specialists and trusted partners are available to provide hands-on assistance in bringing your company's purpose to life.

 

Testimonials

“ It is a perfect possibility to connect with people from different industries, who are dealing with the same issues.”

Agata Kulik, Product Manager Special Salts, Jungbunzlauer Ladenburg GmbH, Germany

 

“ Facilitator, content, tools, methods, room were very good and fitted to the participants and their needs.”

Andreas Armenat, Head of Production, GO Generics & Standard Solutions, Fresenius Kabi AG, Germany

 

“Very interesting topics, international and multicultural environment. Very professional coach.”

Alessandro Foresio, Vice President, Logic S.p.A., Italy

 

“The subjects covered were extremely relevant and gave input to my personal development.”

Rosa Karen Schmidt, Senior VP-Assistant, Novo Nordisk, Denmark

FAQ

ABOUT MCE’s OPEN ENROLMENT PROGRAMMES

What time does the programme start and finish?
MCE programmes start at 9:00 and finish at 17:00. Lunch is a 1-hour break and there are two coffee breaks too. On the last day, the programme finishes at 16:30 as we know a lot of people have to catch planes and trains.

What should I wear (dress code) when participating in an MCE Programme?
Most participants wear Business Casual clothes. A formal business suit is not necessary.

Are there MCE approved/recommended hotels?
Yes, each programme has recommended hotels that have the best rates. We include details of these hotels in your registration pack.

Are meals included? I don’t eat certain food. Can I order special meals?
Lunch is provided every day and we always organize a buffet so you have a good choice of foods to cater for different needs.

Are there evening activities?
Your evenings are free, although there some exceptions (e.g. On the MCE Leadership Development Programme there is an activity on day 3)

Is there a free Wi-Fi?
For programmes at MCE in Brussels, there is free Wi-Fi throughout the building. For other locations, the services can vary, but in most locations we have organized free Wi-Fi.

What level of English do I need to take part in an MCE Programme?
MCE’s participants come from over 90 different countries but all of our open enrolment programmes are run in English. You need to have a good working knowledge of English to be able to fully participate in the programme and network with other participants. If you have difficulty understanding these questions, the programme might be difficult for you too.

Will I get a certificate at the end of the programme?
Yes, a certificate of attendance is provided to you upon successful completion of the programme.


CONTENT OF MCE’S OPEN ENROLMENT PROGRAMMES

Are MCE programmes certified by an official body/organization?
10 of MCE’s top selling programmes are approved by Project Management Institute and you can find more information on these programmes here.

What is the MCE approach to learning and development?
All of MCE’s Open Enrolment programmes are based on MCE’s FEEL-THINK-DO and 70-20-10 principles to enable effective learning transfer.

Who designs MCE programmes?
Our Portfolio team together with the core MCE Senior Associates design all of our programmes based on the ROPES model.

Are MCE’s Programmes practical?
MCE’s programmes are all designed to allow to practice what you have learnt. So you will have lots of time to practice, practice and practice.

 

REGISTRATIONS, PAYMENTS AND FEES

Are VAT rates included in the price?
The price advertised in this page is VAT excluded and applicable to clients and companies legally based in the European Union.

All clients outside the European Union (EU), e.g. Middle East, Africa, Asia and America, are exempt from VAT rates. For them, the price advertised here is the final price to be paid.

  • One exception: Training Programmes in France. All clients (inside or outside the European Union) following training programmes in France are liable to 20% VAT rates in all cases.

When are VAT rates applicable to me?
In the case of clients and companies legally based in the European Union, VAT rates will be added to the price in the following cases:

  • If the client is a natural person (B2C) without a VAT number. 21% VAT applicable.
  • If the training programmes runs in France: 20% VAT applicable.
    • Also applicable to clients outside the European Union (EU)
    • Except when
      • The client is VAT-exempt
  • If the client is legally registered in Belgium (independent from where in Europe the training programme is followed): 21% VAT applicable.
    • Except when:
      • The client attend the training programme in France: 20% VAT applicable instead.
      • The client is VAT-exempt
    • If the client does not provide a corporate VAT number or does not have any VAT number: 21% VAT applicable (Only applicable to clients in the EU).

I don’t have approval from my finance team yet, can I make a tentative registration?
Yes, simply contact us and we will hold a place for you.

Is hotel accommodation included in the programme fee?
No, participants are expected to arrange their own accommodation and travel. The Programme fee covers the programme attendance, materials, lunches & refreshments.

Does MCE give discounts or grants for individual registrations?
MCE works mostly with companies and organizations and we can provide corporate deals for group bookings or preferred supplier deals. If you would like to discuss a corporate deal, we will be happy to talk to you.

Can I pay with my corporate credit card?
Yes, you can. We accept VISA, Mastercard and Amex.

Does MCE have corporate deals/frameworks available?
Yes, we have. Please contact us for more information.

Can I cancel or change my booking free-of-charge?
At MCE, we understand that business people have commitments and changes do happen. So you can cancel or change your registration up to 21 days before the programme starts without any fees or charges. After that date, you will need to pay full fees, but you are allowed to transfer once to a new programme date.

 

The MCE Team is ready to answer any questions you have. Please contact us by phone, email, contact form or even website chat. We would be happy to talk to you!

http://phone+3225432120

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