An HBR article about KPMG’s efforts to become purpose-driven.
After articulating their purpose through research and interviews, the firm knew that they needed to do more than just announcing it. The started an internal campaign:
So, last year, we embarked on an initiative to build a stronger emotional connection to the firm and to have our people look at their work from a different perspective. It started with a simple question, “What do you do at KPMG?” and a video that answered: “We Shape History!”
To collect the answers:
To help, we developed an application that enabled our people to create and share digital posters modeled after the corporate posters that we created. Calling it the 10,000 Stories Challenge, we asked our 27,000 partners and employees in June to develop posters, as individuals or teams. We offered an incentive of two extra paid days off at the end of the year if we met the 10,000 stories goal by Thanksgiving.
And the results:
On our annual partner survey, 90% reported that the higher purpose initiatives increased people’s pride in KPMG. Scores on our employee engagement survey rose to record levels as well. Less than six months into our Purpose initiative 85% of employees agreed that KPMG is a great place to work, up slightly from 82% a year earlier; after a year scores on this same question rose to 89%.