How To Communicate Your Organisation's Purpose To Candidates

18th September 2023
How to Communicate Your Organisation's Purpose to Candidates

When it comes to attracting top talent, having a clear and compelling organisational purpose can make all the difference. But what exactly is organisational purpose, and how can you effectively communicate it to potential employees? In this article, we'll explore the definition of organisational purpose and the reasons why it's important to communicate it to candidates.



At its core, organisational purpose is the reason your company exists beyond making a profit. It's the shared vision that inspires and guides your team, and helps you make strategic decisions about where you're headed. A strong sense of purpose can create a sense of belonging among employees, drive motivation, and lead to higher levels of engagement.


1. Attract Top Talent: Today's job seekers are looking for more than just a salary - they want meaning and fulfilment from their work. By clearly communicating your organisation's purpose, you can appeal to candidates who share your values and are passionate about what you do.

2. Increase Employee Engagement: When employees understand how their work contributes to the overall mission of the company, they're more likely to feel connected and invested in their roles. This leads to higher levels of engagement, which in turn results in improved productivity, retention rates, and overall job satisfaction.

3. Align Your Team: When everyone in your organisation understands the overarching purpose behind what they do, it's easier to align their efforts towards that goal. This creates a sense of unity among team members as well as clarity around priorities and decision-making.


When it comes to attracting top talent, one of the key factors that can make or break a candidate's decision is a clear understanding of your organisation's purpose. This includes not only your core values but also your desired culture and how you communicate it.

  1. Identifying and Understanding Core Values

Your organisation's core values are the fundamental principles that guide everything you do. They represent the beliefs and behaviours that define who you are as a company, what you stand for, and the culture you want to create.

To effectively communicate these values to potential candidates, it's important to first identify and understand them yourself. This means taking an honest look at your organisation's mission statement, vision, and overall goals. Ask yourself: What do we believe in? What are our guiding principles? What sets us apart from other companies?

Once you have a clear understanding of your core values, make sure they are communicated on all of your marketing materials, including your website, social media pages, and job postings. This will help candidates get a sense of what your company stands for before they even apply.

  1. Determining The Desired Culture And How To Communicate It

In addition to your core values, candidates also want to know what kind of culture they can expect when working for your organisation. This includes everything from the work environment and team dynamics to company policies and procedures.

To determine your desired culture, start by assessing what kind of environment will help employees thrive in their roles. Do you value collaboration over competition? Do you prioritise work-life balance? Are you committed to diversity and inclusion in all aspects of your business?

Once you have identified these cultural priorities, make sure they are reflected in all aspects of your employer branding efforts. This includes showcasing employee testimonials on social media or creating videos that highlight team-building events or company-wide initiatives.

By effectively communicating your organisation's purpose to candidates, you'll not only attract top talent but also ensure a more engaged and committed workforce.


Before you start communicating your organisation's purpose to candidates, take some time to prepare. Here are two crucial steps to make your message memorable and engaging:

  1. How To Make Your Message Memorable And Engaging

Your organisation's purpose should be communicated in a way that resonates with candidates. To do this, think about the following questions:

  • What is unique about your organisation's purpose?
  • What are the values that drive your organisation's mission?

Once you have a clear understanding of these factors, craft a message that speaks to them. Use language that is simple, direct, and easy to understand.

  1. Crafting A Clear Statement Of Purpose For Candidates

A clear statement of purpose can help you communicate your message effectively. It should be concise and easy to remember.

To craft a compelling statement of purpose, consider the following tips:

  • Start with a brief introduction of what your organisation does.
  • Emphasise the values that drive your mission.
  • Describe how your organisation makes an impact on society or the industry it operates in.
  • Keep it concise – aim for no more than two sentences.

By taking these steps before communicating your message to candidates, you'll be better prepared to clearly articulate what makes your organisation special and why they should want to work for you.



Communicating your organisation's purpose is an essential part of attracting and retaining top talent. By defining your purpose and sharing it with candidates in a thoughtful way throughout the recruitment process, you'll move towards building a team that is motivated by more than just a wage.

Ultimately, clear communication of organisational purpose can help you stand out as an employer of choice and attract top talent. It can also increase employee engagement and retention by giving everyone a sense of shared mission and direction.

So why is communicating your organisation's purpose so important? Well, beyond the recruitment benefits mentioned above, it can also improve overall business performance. Studies have shown that companies with a strong sense of purpose tend to have higher levels of customer loyalty, employee satisfaction, and financial performance.

In conclusion, taking the time to articulate and communicate your organisation's purpose is well worth the effort. By doing so, you can create a more engaged workforce, a stronger brand reputation, and ultimately drive better results for your business.


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