Making Meaning Magnetizes Your Organization

By Tony Tiernan

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Your organization’s success depends on its ability to attract and keep the right talent and the right clients. The more meaning they find in their relationship with your firm, the deeper the bond they will form.

The most powerful strategic force for shaping and delivering that meaning is your organizational brand.

Right now, employees are choosing to leave their jobs at the fastest rate since the internet boom 17 years ago. Labor Department data show that 3.4 million Americans quit their jobs in April, close to a 2001 peak. The Human Capital Institute’s latest annual member survey concludes that retention of top talent is the number one priority for HR professionals and business leaders

At the same time your clients’ businesses are being disrupted at an ever-increasing rate, leaders face a bewildering array of choices when they look for help, and professional services firms are finding it harder and harder to differentiate themselves, at least by traditional means.

People want to find meaning when they engage with your organization, whether as employees or clients. Your brand’s job is to communicate that meaning. How well is it working?