Putting Purpose at the Core of Engagement Efforts

KPMG, an accounting firm, aimed to improve morale and engagement among its employees. Traditional approaches like perks and pay increases had limited impact in a boring and thankless job like auditing. To ignite motivation, KPMG launched the We Shape History Campaign, telling stories of how the firm contributed to pivotal moments in history. These stories showcased a higher purpose behind their work. This bold move moved the needle slightly. The next step was to focus on the question of 'who' is served by their work, rather than 'why' they do it. KPMG initiated the 10,000 Stories Challenge, encouraging employees to share how they were making a difference. Capturing individual stories and recognizing the impact they had on specific people massively increased morale and engagement in the company.