AI is rapidly transforming the way we work, and with that transformation comes uncertainty. Employees are asking: Does what I do still matter? Am I valued? Is my contribution meaningful?
In that environment, purpose becomes more than a “nice-to-have.” It becomes the glue that holds your culture and your workforce together.
As I share in my keynote Banish Organizational Burnout, culture begins with purpose, the “why” behind your organization’s existence. A clear purpose gives people a reason to stay engaged, show up with passion and energy, and care about outcomes. It connects the day-to-day to the big picture.

The Numbers Tell the Story

According to Gallup, one of the top five drivers of burnout is a lack of role clarity. When employees don’t see how their efforts connect to the mission, they disengage. And disengaged employees don’t stick around — especially when AI is reshaping roles and increasing job insecurity.
But it’s not just about avoiding burnout. Research also shows that employees who feel connected to their company’s purpose are:

• 4x more likely to be engaged at work
• 3x more likely to stay with the organization
• 2x more likely to advocate for their employer

That’s why purpose is no longer optional. It’s essential.

Purpose in Practice: What Great Leaders Do

It’s easy to assume employees “get” the company’s purpose because it’s printed on the wall or posted on the website. But true leadership means reinforcing that purpose in conversations, meetings, and decision-making.
As Tim Durkin writes in Points of Impact:
“Giving people a constant reminder of the meaning of their work is the ongoing job of leaders. People thrive when they are involved in something bigger than themselves that they care about.”
Here are three ways high-retention leaders keep purpose front and center:

1. They Translate the Mission

They don’t just repeat the company’s mission statement, they connect it to the role at hand. For example, instead of saying “we’re committed to innovation,” they say, “your work on this product update directly impacts how patients manage their health from home.”

2. They Ask Purpose-Driven Questions

Questions like “What gives you energy in your work?” or “What’s one thing you’re proud of from last quarter?” open the door to meaningful conversations. These questions also help uncover alignment between the employee’s values and the team’s goals.

3. They Celebrate Impact

High-performing managers regularly share stories of impact, especially ones that reflect team values. When employees hear how their work helped a customer or advanced a cause they believe in, it reinforces purpose and pride.

The AI Twist: Redefining Purpose in a Changing Landscape

As AI reshapes tasks and job descriptions, employees will inevitably ask: Where do I fit in? That’s your cue to double down on purpose.
Make it clear: AI is a tool. People are the purpose. Your company exists to solve human problems, and people remain at the heart of that mission.
By redefining roles in light of this mission, you help employees understand how they can evolve, contribute, and grow — even in a tech-driven world. And that reassurance is exactly what keeps talent from walking out the door.

Purpose Is a Management Practice

Purpose isn’t just a slogan. It’s a management practice that influences how you hire, how you lead, and how you retain top talent.
As I remind leaders in my Banish Burnout keynotes, when employees understand how their work contributes to something meaningful, they become more resilient, more engaged, and more loyal.
So, the next time you’re thinking about how to attract and retain the best people, don’t just ask what they do.
Ask why it matters. And then remind them often.
If you would like information about Janice’s keynotes, visit https://www.JaniceLitvin.com/Speaking