In today’s job market, candidates seek more than just a pay check; they want to feel part of something meaningful. Organizations with a clear purpose and values attract top talent, especially among Millennials and Gen Z, who rank purpose-driven work as a top priority in their career choices. According to a study by Deloitte, 73% of employees who feel aligned with their company’s purpose feel engaged at work, compared to only 23% who don’t feel this alignment. As a result, it has become crucial for companies to articulate their mission and values effectively to attract the best candidates. Here’s how to do it.

1. Clearly Define and Embody Your Purpose

Before communicating your organization’s purpose externally, it’s essential to ensure that it’s well-defined and genuinely integrated into the company culture. Purpose statements should reflect what the company stands for and how it seeks to impact the world. Authenticity is critical: a well-defined purpose that resonates within the company fosters a consistent message to candidates. For example, Patagonia, an outdoor clothing brand, has a clear purpose in environmental sustainability. This commitment is embedded in their operations, attracting employees passionate about the environment and reducing their carbon footprint.

Deloitte’s research shows that companies with a strong sense of purpose and mission achieve 30% higher innovation levels and 40% higher retention rates. Communicating purpose effectively doesn’t just attract talent but also keeps employees engaged and aligned with the organization.

2. Incorporate Purpose into Job Descriptions

Job descriptions are often a candidate’s first interaction with your organization, making them a powerful tool to communicate your purpose. Including language in job descriptions that highlights your company’s mission and values can set your organization apart. Describe how each role contributes to the broader purpose of the company.

For example, if your organization focuses on providing accessible healthcare, explain how each role within the company—from marketing to product development—plays a role in achieving that vision. This approach appeals particularly to purpose-driven candidates who seek roles aligned with their personal values.

3. Share Purpose-Driven Stories on Digital Platforms

Company websites, blogs, and social media are invaluable platforms to communicate your purpose to potential candidates. Use these platforms to showcase purpose-driven initiatives, employee stories, and case studies demonstrating how the organization’s mission is realized. Studies indicate that 68% of job seekers visit a company’s website or social media pages to understand its values and culture before applying.

Use social media channels to post employee stories that illustrate how they contribute to the company’s purpose. A video series or blog posts highlighting employees’ contributions to meaningful projects can provide an authentic perspective on how the company lives its values daily. For instance, Starbucks frequently shares stories of employees, or “partners,” who engage in community-building projects, which enhances their brand’s purpose in fostering connections.

4. Engage in Purpose-Driven Recruitment Campaigns

Purpose-driven campaigns effectively reach purpose-oriented candidates at scale. LinkedIn reports that candidates are 2.5 times more likely to apply for jobs at companies actively communicating their purpose and social impact. Create campaigns around important causes the company supports, such as diversity and inclusion, environmental sustainability, or community service, and promote these efforts on recruitment channels.

Organizations like Ben & Jerry’s, known for its commitment to social justice, leverage their purpose in their recruitment efforts. By promoting their commitment to fair trade, environmental sustainability, and social justice, they attract candidates passionate about these causes. Purpose-driven campaigns can include webinars, panel discussions, or community events that communicate these values to prospective candidates.

5. Prioritize Purpose in Interviews and Onboarding

Interviews and onboarding processes offer an opportunity to reinforce your organization’s purpose to new hires. During interviews, discuss how the company’s purpose shapes day-to-day operations and individual contributions. This is a chance to gauge if the candidate’s personal values align with the organization’s purpose.

A Glassdoor survey found that 79% of employees believe a company’s mission and purpose are integral to job satisfaction. By embedding purpose into onboarding, companies foster a sense of belonging from day one, making employees feel part of something bigger than themselves. Onboarding could include sessions on company values, workshops on the mission statement, or mentoring programs pairing new hires with seasoned employees actively embodying the company’s purpose.

6. Leverage Employee Testimonials and Stories

Employee testimonials are powerful endorsements of a company’s commitment to its purpose. Share testimonials from employees who embody the organization’s purpose in various roles. These testimonials can be in the form of written blogs, video interviews, or podcast-style discussions, showcasing employees’ perspectives on how they see the company’s purpose in action. This makes a significant impact, with studies showing that 75% of candidates trust what employees have to say about a company more than official statements from the company itself.

Highlighting stories from employees at all levels demonstrates that the purpose isn’t just for leadership—it’s embedded throughout the organization. For example, Unilever, with a strong emphasis on sustainable living, features employee stories on its website that focus on specific environmental and social impact projects, showing candidates a clear alignment of individual roles with the company’s broader mission.

7. Measure and Communicate Purpose Outcomes

Organizations with a strong sense of purpose often back their commitments with measurable outcomes. For instance, if a company aims to reduce its carbon footprint, share specific metrics or case studies showcasing achievements, like reducing energy consumption by a certain percentage or investing in renewable energy. Candidates are increasingly sceptical of companies claiming a purpose without concrete actions to back it up.

According to a 2024 PwC UK survey, 72% of job seekers view transparency in social and environmental commitments as a deciding factor in accepting a job offer. Purpose outcomes communicated in company reports or on the careers page reassure candidates that your organization doesn’t just talk about its mission—it actively pursues it.

8. Cultivate a Purpose-Driven Culture

Lastly, ensure that purpose isn’t just a slogan but part of the organizational culture. According to Gallup, 71% of employees who believe their organization’s purpose aligns with their work plan to stay for more than five years. An organization’s purpose should guide decision-making, influence strategic goals, and appear in everyday interactions and workflows.

Companies like Warby Parker, with a mission to provide affordable eyewear, embed purpose into their culture by allowing employees to participate in events or programs related to that mission. When candidates observe how purpose permeates the company, they’re more likely to see the organization as a place where their values will align and their work will have a lasting impact.

Communicating your organization’s purpose effectively to candidates is more critical than ever. With 67% of job seekers preferring to work for purpose-driven companies, organizations must take intentional steps to express their mission and values authentically. From job descriptions and social media content to employee testimonials and purpose-driven campaigns, each touchpoint is an opportunity to connect candidates to the company’s broader impact. By doing so, organizations not only attract top talent but also build a loyal, engaged workforce aligned with a shared vision.