The key to retaining top talent? Purpose and community are critical

For leaders today, simply offering a competitive salary isn’t enough to retain top talent. Employees, especially Millennials and Gen Z, are looking for something deeper and more meaningful: a sense of purpose and belonging. 

The companies and leaders who prioritise creating a meaningful place to work - where employees feel connected to a larger mission and who are supported by a strong community - are not only keeping their teams engaged and deeply motivated but are also retaining the talent that drives their success forward.

The leaders who truly excel don’t just manage their teams - they build real, meaningful relationships; nurturing personal growth, creating a sense of belonging, and fostering an environment where employees feel genuinely valued and empowered to thrive.

Purpose and community matter

Work today is about so much more than just earning a paycheck - it’s about feeling connected to a greater purpose.

Employees want to know that their efforts are making a real and significant impact, whether that’s advancing the company’s mission, improving communities, or tackling global challenges. A 2021 McKinsey study found that 70% of employees define their sense of purpose through their work and it’s this need for purpose that is a key driver of engagement and loyalty.

Community plays an equally vital role in retention. The pandemic laid bare how important connection is, with many workers feeling deeply isolated by remote and hybrid work environments. When employees feel they belong to a strong, supportive community at work, they’re far more likely to stay engaged, collaborate meaningfully, and remain loyal to the organisation over the long term.

Creating a meaningful place to work

Building those twin pillars starts with creating an environment where purpose is clearly communicated and community is intentionally cultivated:

1. Communicate a clear vision

Purpose-driven leadership starts with a powerful, crystal-clear vision. Leaders need to articulate the company’s mission, vision, and values in a way that ignites passion and underscores the bigger picture.  Employees want to feel like their work truly matters and when leaders align individual roles with the organisation’s purpose, it sparks a sense of ownership, pride, and shared commitment. People aren’t just completing tasks - they’re contributing to something bigger, something meaningful. That’s what drives engagement and builds a team ready to move mountains together.

2. Align work with employee values

Employees are far more motivated when their work aligns with their personal values.  Whether it’s contributing to social good, driving sustainability initiatives, or feeling as though the company’s mission reflects what they deeply care about, that alignment creates a powerful connection. It’s not just about doing the job - it’s about making an impact on the causes that matter most. When employees see their own values mirrored in the company’s mission, they don’t just feel purposeful - they feel invested.

3. Recognise and celebrate

According to a 2024 report by Gallup, 65% of employees feel underappreciated at work. Employees need to know that their work has purpose, and that their contributions are genuinely appreciated. Recognition isn’t just about rewarding results - it’s about truly acknowledging the impact an individual’s work has. Regularly celebrate the difference your employees and teams are making, both within the company and in the wider community. This kind of recognition doesn’t just boost morale - it strengthens the commitment to the broader mission and keeps them engaged.

4. Encourage peer-to-peer support

Community thrives when employees know they can count on each other, not just on leadership. By developing and encouraging a culture of peer-to-peer recognition and support, you strengthen those vital interpersonal connections and build a true sense of shared success. When employees celebrate each other’s achievements, it creates a deeper bond and reinforces the idea that the team’s success is everyone’s success - not just the leader’s.

5. Create space for inclusivity and belonging

A truly inclusive workplace is the foundation for building a strong sense of community and shared purpose. When employees feel they can bring their authentic selves to work, engagement skyrockets. Leaders who actively champion diversity, equity, and inclusion (DEI) initiatives create an environment where every individual feels valued, respected, and seen. Studies regularly confirm that this kind of approach doesn’t just foster belonging - it fuels innovation, collaboration, and long-term commitment. When everyone’s voice is heard, the entire team thrives.

Retaining top talent requires more than just policies and pay checks - it’s about creating a workplace where people feel connected, valued, and inspired by a greater purpose. The most impactful leaders understand that real success comes from empowering their people to feel connected and inspired. It’s not about managing tasks - it’s about igniting passion and creating an environment where everyone has a stake in the outcome. When employees see themselves as co-creators in the journey, not just passengers, they bring their best selves to the table. It’s in this shared ownership and vision that teams truly thrive, and when you cultivate that, your organisation becomes unstoppable.

At Acumen we’re dedicated to equipping leaders with the practical tools to tackle real-life challenges. Our comprehensive range of training and development programs, including customised interventions and off-the-shelf courses, help organisations foster a culture of respect and empower their employees. To learn more about our programs and how they can benefit your organisation, please contact Simon at simon@askacumen.com.