PROOF | change communication & employee alignment

Who doesn’t want to be successful

by Bea Aarnoutse

How an organisation’s employees behave affects the experience of its customers and other stakeholders. Employees play a crucial role in delivering the promises that an organisation makes, and the extent to which an organisation lives up to its promises helps determine its reputation.

Employee behaviour is also crucial to achieving strategic ambitions. It’s one thing to develop an organisational strategy, but implementing it and achieving strategic goals always comes down to your employees. The extent to which employees contribute to the achievement of organisational objectives is closely related to their willingness to do so. Organisations with happy and engaged employees have an obvious advantage. Engaged employees do their best and are more willing to go that bit further. They care about the organisation’s future and are prepared to invest in it.

A question we regularly get asked is whether there is a difference between for-profits and non-profits. Of course there are differences, but the real question is whether achieving an aligned workforce requires taking different steps. Our view is that it doesn’t. What you do in each step must be tailored to the organisation, but the steps themselves are the same for both for-profits and non-profits.

In addition, our experience is that non-profits can learn a lot from commercial organisations. And vice versa. Both types of organisation have a purpose, an appropriate story and clear goals. And for both, an increase in commitment improves the figures; from sickness leave to productivity to improvements in customer satisfaction.

Whether for-profit or non-profit, every organisation wants to be successful. And employees are the key to that success. Engaged employees, that is.

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