Purpose Over Perks: How to Showcase Role Impact

As an executive recruiter, I’ve seen firsthand the evolving landscape of attracting top talent. It’s no longer enough to simply list out responsibilities and call it a day. Exceptional leaders crave more. They want to know how they can make a real difference, leave a lasting mark, and contribute to something larger than themselves. This is where highlighting the impact of a role becomes crucial. 

Focusing solely on duties paints a one-dimensional picture. It positions the executive as a cog in the machine, ticking boxes rather than driving strategic change and shaping the future. This approach fails to resonate with individuals seeking a fresh challenge that transcends daily routines and offers the potential to make a significant impact. 

Impact: What Does the Data Say? 

The numbers paint a clear picture. 72% of executives prioritise the purpose and impact of a role over salary or title (LinkedIn, 2023). Moreover, 76% of senior executives report that a focus on purpose and impact has increased employee engagement and productivity (PwC, 2022). Companies with a clear purpose and social impact focus even outperform their peers financially by an average of 4-6% (McKinsey & Company, 2022). 

But why is impact such a powerful motivator for senior executives? Perhaps it’s the culmination of years of experience, the desire to leave a legacy, or the innate human drive to contribute to something larger than themselves. 

Whatever the reason, impact offers a sense of fulfillment and purpose that transcends traditional markers of success. It allows individuals to feel connected to a greater cause, to see the tangible results of their efforts, and to know that their work has a meaningful ripple effect.  

In a world increasingly grappling with complex challenges, the opportunity to make a positive impact is not just a perk. The numbers tell us it is a powerful magnet attracting the most talented and driven leaders who are eager to use their skills and experience to shape a better future. 

Showcasing Impact 

To effectively showcase a role’s impact during recruitment, a multi-pronged approach is crucial.

Firstly, you must craft compelling job descriptions that go beyond the mundane list of responsibilities. You will need to weave in the potential influence the role has on the organisation’s future. You will also need to clearly articulate how the successful candidate will be instrumental in shaping the future, driving growth (by X%), or contributing to a Y% improvement in a key metric. 

Quantify the impact whenever possible. Utilise metrics associated with revenue growth, market share expansion, or process improvement, making the tangible difference the candidate will make abundantly clear. If specific numbers are unavailable, don’t shy away from providing a clear picture of the positive change the individual will bring to the table. 

Shifting the conversation during interviews is also key. Instead of focusing solely on the “what you will do” approach, actively incorporate impact into the dialogues. Encourage candidates to discuss their past experiences demonstrating impactful contributions, allowing you to gain a deeper understanding of their ability to create positive change. 

Finally, don’t overlook the power of employer branding. Let your organisation’s impact narrative resonate across all platforms. Showcase stories of successful executives who have made a difference, and leverage testimonials highlighting your impact-driven culture. By implementing these strategies, you can effectively showcase the impact of a role, attracting and retaining top talent who are not just motivated by traditional factors, but also driven by the desire to make a meaningful contribution to the world.