Hilary McGrady, National Trust: Creating an authentic purpose

Purpose has never been a more crucial consideration for business leaders. In times of uncertainty, a defined company purpose, to which employees can feel connected, makes the difference between defiance and disarray in the face adversity.

The modern workforce values being part of an organisation that means something to them; being able to see the value in their work, and how it feeds into the wider mission.

Purpose encapsulates business culture and values, but also functions as the motor driving continued productivity in all circumstances, and is the key differentiator when it comes to creating an employer brand that attracts the right talent.

Watch Hilary McGrady, Director – General, National Trust discuss her session on creating an authentic purpose that connects to the hearts and minds of employees. How can you leverage this energy, and harness the power of employee stories? How do you create a company purpose that really inspires employees and creates ambassadors for your brand?

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