Aligning Corporate Purpose and Employee Performance

A Statement of Purpose should be the North Star for a corporation’s employees. A well considered Statement answers the fundamental questions about the corporation’s raison d’être. Essentially: why are we here and what are we aiming to achieve?

But without continued focus and reinforcement (rather than repetition), Statements of Purpose, like some Mission Statements of old, can become lost in the maelstrom of day to day activities and an overemphasis on task completion. The performance review season is the perfect opportunity to reinforce the purpose of the organisation.

Fundamentally, this about ensuring alignment between the assessment of employees’ performance and the stated purpose of the organisation. It starts with the process. If the review and assessment process does not get to the question of how an employee’s performance and behaviours during the relevant period have advanced or supported the purpose, maybe a review of the performance review is required.

This question of alignment should, in my view at least, form the cornerstone of the discussion and feedback between supervisor and employee. A straightforward and specific question such as: “How do you think you contributed to the advancement of our corporate purpose in the past year?” should get the conversation started and serve to reinforce leadership’s commitment to executing against the purpose.

Behaviours, as opposed to specific achievements, are also a critical part of the discussion during the performance review. Were the achievements of the past year realised in a manner consistent with the corporate values? The “how” is as important as the “what”, not least because a focus purely on results can undermine the achievement of the corporate purpose.

The performance review conversations are a great opportunity to review and, if needed, realign and re-engage through feedback and setting expectations for the coming period. If we embrace that opportunity we can ensure that the North Star continues to guide the organisation as intended.