The Business Impact of Purpose

THE ENGAGEMENT EDGE WITH TRACY LALONDE

In the world of law, where the focus is typically on billable hours , client retention, and matter results, the notion of finding fulfillment and purpose in day-to-day tasks can sometimes fall by the wayside. After all, what is the business impact of purpose? However, law firm leaders may want to take note: increasing evidence suggests that a purpose-driven workplace not only enhances employee satisfaction and mental well-being but also significantly impacts productivity and the bottom line.

Recent studies show that purpose plays a pivotal role in attracting and retaining talent. According to an in-depth Gartner analysis, modern employees, including lawyers at every level, want to connect their personal values with their professional endeavors. When the workforce sees meaningful outcomes from their efforts, they are more likely to stay committed and invested in their roles.

This is crucial in the high-turnover environments often seen in demanding sectors like law.

The statistics on the business impact of purpose are telling: a Harvard Business Review study points out that 40% of employees feel isolated in their jobs, significantly decreasing engagement and productivity. Moreover, the 2023 Work in America Survey by the American Psychological Association reveals that 92% of workers consider it important to work for an organization that values their psychological well-being, closely linked to finding a meaningful purpose in their work. For law firms, where the pressure is high and the job can be draining, fostering a sense of purpose could be the key to maintaining a resilient and thriving team.

Make Purpose Visible

For law firm leaders, it’s important to ensure that purpose infuses your strategies and that it’s visible and tangible for every member of your team.

Here are some practical strategies to help partners reinforce a sense of purpose for their team members:

REGULARLY ANSWER THE QUESTIONS OF “MATTER” AND “IMPACT”

As a leader, it’s beneficial to frequently engage with your team members to address questions like “How does what I do matter here?” and “Does my work make a difference?” These questions tap directly into the core of individual purpose. For instance, when an associate contributes to a case, explain clearly how their work has directly influenced positive outcomes, such as a client’s satisfaction or a precedent-setting legal decision. This helps tie their day-to-day tasks to tangible, impactful results, underlining the importance of their contributions in the bigger legal landscape.

COMMUNICATE THE ‘WHY’

Beyond the ‘what’ and ‘how’ of tasks, it’s critical to clarify the ‘why.’ When assigning tasks or discussing projects, always take a moment to outline the bigger picture. Whether it’s a litigation case, a corporate merger, or a pro bono assignment, explaining the broader context of how their work fits into the client’s and firm’s goals and values can transform their perspective on the assignment. For example, in a merger, illustrate to your team how their meticulous preparation and keen insights are crucial not just for the transaction’s success but for paving the way for future opportunities and security for all involved parties.

Embracing and showcasing a purpose-driven approach within your law firm goes far beyond boosting morale. It plays a crucial role in constructing a resilient, engaged, and innovative team ready to exceed the conventional boundaries of legal practice.

By actively incorporating and highlighting purpose, you’re not just improving the workplace environment but setting your firm up for real success. You’re making it a place where top talents want to be, and clients want to take their business. In straightforward terms, a strong focus on purpose isn’t just the right thing to do; it’s your firm’s competitive edge in the fast-evolving legal landscape.

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Tracy LaLonde helps managing partners and law firm leaders generate better engagement through effective people management. With over 30 years of experience in training, consulting, and professional development, Tracy is on a mission to change how law firms engage with their teams. She may be reached at info@joychiever.com

This story was originally published in Today’s Managing Partner, our content platform serving the law firm community.

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