Forget the Perks: Why Companies Should Focus on Cultivating Meaningful Work and Belonging

Recently, I was chatting with my friend and longtime client Eric Knauf, who’s doing some incredible work (and writing a book!) about belonging in the workplace. As we unpacked this ever-elusive concept that seems to be gaining steam in various corners of our space for an upcoming TribePod - The Proactive Talent Podcast episode, a thought struck me:

Companies have to focus less on the perks and more on meaningful work.

Far gone are the days when ping-pong tables, catered lunches, and nap pods were enough to attract or retain top talent. The world has changed too much. People are waking up to the broken aspects of our business climate, and seeking real purpose behind their work. An aspect of their life that, in many cases, they spend more time with than their own families.

In a world where employees crave connection and contribution, businesses must have goals and purpose beyond just profit. Why? Because what incentivizes shareholders isn’t necessarily what motivates the people actually adding value for those shareholders.

The Shift from Perks to Purpose

Think about it: Superficial incentives may look good in job postings, but they rarely create lasting engagement. For many, especially the talent you truly want to retain, forcing them into the office with the promise of “perks” they’ll never use just doesn’t cut it anymore.

Instead, employees are asking questions like:

• Does my work matter?
• Am I contributing to something meaningful?
• Do I feel like I belong here?

At its core, a company is a community. And communities thrive when everyone:

1. Feels like they belong.
2. Gets value from being part of it.
3. Meaningfully contributes to it.

This brings us to the heart of the matter: belonging and meaningful work. These aren’t just nice-to-haves—they’re fundamental human needs.

What Meaningful Work Really Does

The connection between employees and their work is what creates the magic of company culture. Meaningful work:

• Provides purpose: Employees see how their contributions drive the organization forward.
• Builds pride: They feel part of something bigger than themselves.
• Drives impact: They know their efforts create real, positive change in the world.

This isn’t just a feel-good idea—it’s essential for creating the psychological safety, purpose, and sense of belonging that enable people to do their best work.

What Does Meaningful Work Look Like?

At its core, meaningful work connects employees’ day-to-day tasks with a larger sense of purpose. It’s not just about what people do—it’s about why they do it and how it impacts others. I've built employer brands and Employee Value Propositions, auditing the culture and values of dozens upon dozens of companies in my career, and it almost always comes down to this.

Here are some key elements that define meaningful work:

1. Aligned with Personal Values:
   Meaningful work resonates with an employee’s personal beliefs and values. For example, a developer working for a healthcare startup might feel fulfilled knowing their code improves patient outcomes.

2. Purposeful Contributions:
   Employees need to see how their work contributes to the company’s mission. Whether it’s a customer service rep solving real problems for people or a project manager ensuring critical goals are met, people thrive when their efforts feel essential.

3. Growth Opportunities:
   Meaningful work challenges employees to grow their skills, explore new ideas, and develop as professionals. It’s not about being busy—it’s about progress and mastery.

4. Connection to Impact:
   Employees should feel that their work positively impacts others—whether that’s customers, the community, or the environment. For instance, an employee at a sustainable fashion brand may feel proud knowing their efforts reduce waste and promote ethical practices.

5. Autonomy and Ownership:
   When employees have the freedom to make decisions, innovate, and own their work, they feel a deeper connection to what they’re doing. Micromanagement and meaningless tasks undermine this sense of ownership.

6. Recognition and Respect:
   Feeling valued is a core component of meaningful work. Recognition for unique contributions and respect for individual strengths go a long way in reinforcing purpose.

How to Make Work More Meaningful

Leaders can create environments where meaningful work flourishes by:

• Clarifying the "Why": Continuously communicate how employees’ tasks align with the company’s mission and the greater good.
• Fostering Connection: Create opportunities for employees to interact with the people impacted by their work—whether that’s customers, end users, or the community.
• Encouraging Innovation: Give employees room to propose ideas, take ownership, and solve problems in their unique ways.
• Celebrating Impact: Highlight success stories where employees’ contributions made a difference, reinforcing the value of their work.

Belonging: The Key to Engagement

Belonging isn’t built from kombucha taps or team-building activities. It happens when employees feel:

1. Aligned with the organization’s values.
2. Connected to its mission and impact.
3. Recognized for their unique contributions.

For 16+ years in employer branding and dozens upon dozens of employer brands built during this time, I’ve seen firsthand how powerful this connection can be. At its best, employer branding defines who belongs (and doesn’t) in a company’s community. It’s the framework for building a culture where people feel they’re part of something meaningful.

How to Connect Employees to Purpose

If your goal is to build belonging through meaningful work, here are some actionable steps you can take through employer branding:

1. Tell Authentic Stories:
   Share real employee stories that highlight how their work has driven change—whether for the company, customers, or the broader community.

2. Live Your Values:
   Showcase how your company’s values translate into action, whether through community involvement, internal practices, or innovation.

3. Recognize Contributions:
   Make employees feel seen and appreciated for their unique efforts. Public recognition fosters pride and reinforces purpose.

4. Connect Work to Mission:
   Show how every department and role contributes to the organization’s larger mission. When people see the impact of their daily tasks, they feel a stronger connection.

5. Empower Employee Voices:
   Create opportunities for employees to share ideas, feedback, and perspectives. When people feel heard, they feel they belong.

6. Highlight the Why:
   Constantly remind employees why their work matters—to the business, the team, and the world. Purpose isn’t a one-time message; it’s a continuous conversation.

Moving Forward

It’s time for companies to rethink how they engage their workforce, internally and externally. Perks may attract attention, but it’s purpose and belonging that inspire people to stay and give their best.

So, here’s my challenge to leaders:

• How are you connecting your employees to the meaning behind their work?
• How can your company, no matter the industry, help people feel that their contributions drive real impact?

The answers to these questions will shape the future of work. Let’s stop chasing superficial solutions and start creating workplaces where people can thrive and feel like they belong—not because of perks, but because of purpose.