How to Understand Your Companys Purpose

How to Understand Your Companys Purpose The power of purpose can make all the difference in attracting and retaining top talent. Companies like Apple, Google and Airbnb know this very well. In today’s episode, we’ll find out how to uncover and articulate a purpose that could improve your employer brand. Were with Markus Kramer, who has worked with Harley-Davidson, Aston Martin, Luxury Goods, Financial Services Firms, Technology brands, NOGs, startups  and many more. He is also a Visiting Professor  in  Strategic Brand Management  at  Cass Business School London  and holds degrees from the University of California, Oxford, MIT and speaks regularly at select conferences and business schools around the world. Have a listen to the interview below, keep reading for a summary and be sure to subscribe to the  Employer Branding Podcast. Listen on  Apple Podcasts,  Stitcher Radio,  Google Play  or  SoundCloud. In this episode youll learn: Why purpose is important in employer branding, and why it is really starting to make a difference in your business. What the key benefits are to knowing your purpose as a company. What Markuss step-by-step guide is to constructing your purpose, from your vision to the strategy. Who whos the purpose of the business, and where it should start. Why Google, Airbnb and Apples purpose statements are the best examples of a purpose statement that is 5 words or less and helps people understand the deeper values of the brand. What mistakes Markus commonly sees people when constructing their purpose statement. The 5 key metrics you can use to measure your purpose, from NPS to EBIT. Connect with Markus on  LinkedIn  and check out his book  The Guiding Purpose Strategy!