Why Creating Purpose May Be the Secret to Improving Employee Experience & Retention in Creative Operations

The “Great Resignation” that began in 2020 saw a mass exodus of creative talent from traditional corporate workplaces. In the wake of the pandemic, many workers found themselves reevaluating their priorities and seeking out employers who would offer a better work-life balance, and companies began frantically searching for ways to improve employee experience.

The creative industries were among the hardest hit, as workers in fields like advertising, marketing, and publishing fled high-pressure environments in search of greater flexibility and autonomy. The Great Resignation has had a profound impact on the way creatives view their careers, and it is likely to have lasting effects on the way companies approach employee retention.

In the short term, businesses must focus on improving the employee experience by offering greater work-life balance and more opportunities for creativity and growth, creating an increased need for the right technology and tools to support these initiatives. In the long term, they must adapt their organizational structures to accommodate the needs of a more diverse and mobile workforce. Yet, one aspect companies don’t often consider is whether their technology and its integration are fostering an environment where their employees can discover a sense of purpose.

Why Are Creatives Leaving Their Jobs?

In today's business climate, more and more creative professionals are leaving their jobs due to a lack of purpose, often because they feel disrespected. Much of this is further exacerbated by the fact that they feel their work is not fulfilling or that their skills are not being used to their full potential. As a result, employers are facing the challenge of how to improve employee experience and keep talented employees engaged.

For many creative professionals, the traditional 9-5 work day no longer provides the same level of satisfaction it once did. They are looking for work that is more creative and reflective of their personal values. While this trend can be seen as positive, it also poses challenges for employers. They must find ways to create an environment that is both stimulating and supportive, or risk losing their best talent to burnout or attrition.

How Can You Get Creatives to Stay With Your Company?

In today's economy, employees are often looking for more than just a paycheck. They want to feel like their work has purpose and that they are part of something larger. 

Purpose looks different for each individual, but at the end of the day, we all want to know what we spent our time doing and how we used our skills — we want to know that it matters. As an employer, you have the opportunity — and the responsibility — to create a work environment that helps give purpose to your employees, and ensure that they have the tools and resources necessary.

What You Can Do

There are a few key things you can do to improve the employee experience and help them feel like their work is meaningful.

• Clearly Articulate Your Mission
• Provide Employees with Opportunities to Share Ideas
• Establish a Culture of Appreciation and Recognition
• Incorporate the Right Technology

How Important Is Technology in Helping Foster a Sense of Purpose?

In a remote/hybrid world, the right technology can play a crucial role in supporting these initiatives. For example, communication tools can help employees stay connected and engaged with the organization, even when they are working remotely. Additionally, collaboration tools can help employees share ideas and work together on projects, helping to foster a greater sense of community and belonging.

Cloud-based solutions are another example, enabling organizations to work seamlessly across time zones, fostering a greater sense of cooperation, leading to more seamless collaboration. Need another example? Look no further than your content management system. Content management systems enable you to spread your message in a measured, intentional, and impactful way, all while engaging with your employees and your audience via the platform.

By investing in the right technology, organizations can create an environment that is supportive of employee experience and development, and helps create purpose within the workplace.

How Do I Integrate Technology with Creative Operations?

Sourcing the right technology stack for your creative operations is a challenge, as is integrating the various technologies with your company’s workflow and operations. At IO Integration, we can help you leverage technology to create a more fulfilling environment for your creative professionals. Get in touch with us to learn more about how IO Integration’s technology solutions and services can support your creative teams.