Feature
Research Report
The ROI of Employee Experience
A steady paycheck is no longer enough to keep employees engaged and motivated. People want a job that aligns with their values, fits their life stage and feels personally fulfilling. They want to know their work matters.
For individuals, meaningful work is a joy. For leaders, it is a business opportunity.
When people find meaning in their work, they show up with more energy, more creativity and more commitment. They contribute with heart, build stronger teams and stay longer because their work inspires them. Meaningful work strengthens engagement, collaboration and adaptability, especially during seasons of uncertainty.
In one Canadian study, 90% of respondents were willing to trade a portion of their income for greater meaning. Similarly, 86% of Gen Z and 89% of millennials in a SHRM survey said purpose was important to their job satisfaction.
But too often, we make the mistake of thinking that meaning looks the same for everyone.
Leaders sometimes view meaningful work through their own lens: career progression, innovation or impact. And while those are powerful motivators, not everyone finds meaning in the same places. For some, purpose is about service. For others, it’s about family, learning or community.
Meaning also shifts over time. What feels fulfilling early in a career seldom carries the same weight a decade later. An emerging professional might be energized by learning quickly and building credibility. Someone focused on buying a home may value a stable income. A seasoned professional nearing the end of their career may find meaning in mentoring others or leaving a lasting impact.
But unless they feel safe, most people won’t share what really motivates them. They’ll give the expected answer or stay silent, especially if their definition of meaningful work doesn’t match the company’s mission. That silence leads to missed opportunities for performance, retention and growth.
What Meaning Looked Like for Me
Understanding meaningful work is complex, because motivation shifts frequently during a person’s life. I’ve experienced that firsthand.
When my daughter was young, meaningful work meant earning a stable income and having enough flexibility to show up as the mother I wanted to be. I didn’t need fast promotions or high-profile projects. I needed work that allowed me to be present for the big (and small) moments in her life. That was what mattered most then.
I’ve known plenty of high-performing professionals who want to reduce their workload or shift their hours. One of my team is pursuing an advanced degree and accomplishes their work around classes. Employees may also need to be available to care for aging parents or support a spouse who is changing careers.
These choices don’t signal a lack of ambition. They’re a sign of clarity and trust between employee and manager.
For me, career acceleration came later. When my daughter went to college, I shifted gears and focused on building The Diversity Movement. That work was intensely meaningful. I believed in it, and I had something to prove to myself. I poured everything into that mission: 70-hour weeks, relentless learning and full commitment. It didn’t feel like sacrifice; it felt like purpose.
Meaningful work will look different at different life stages. What matters is communication, trust and alignment.
Leaders, Listen for Alignment
The only way to uncover what motivates someone is by building real relationships. As leaders, we have to create space for honest conversations — not just about deadlines and deliverables, but about goals, values and what makes work worthwhile.
That doesn’t mean playing therapist or lowering the bar. It means asking the right questions and listening without judgment.
If someone turns down a promotion, don’t assume they’re not ambitious. Maybe they’re focused on family right now, or on learning something new before taking the next step. Without trust, assumptions fill the silence. With trust, clarity leads to better outcomes for everyone.
People will work hard — even stretch — when the work feels worth it. But “worth it” is personal. That’s where leadership gets real.
As Denitresse Ferrell, founder and CEO of Culture Refinery, said, “Meaningful work doesn’t come from a mission statement — it comes from being seen. When leaders take the time to understand what actually matters to people in the season of life they’re in, work stops feeling transactional and starts feeling worth the effort.”
Employees, Speak Up for Alignment
Meaningful work is a shared responsibility. Yes, leaders need to create the conditions for purpose to thrive. But employees also have a role to play. You get to choose who you work for, what kind of environment you want and how you define a fulfilling career.
Be honest about what energizes you. Ask for the types of projects that light you up. Share your ideas for growth. Let your manager know when you’re ready for a stretch — and when you need space to reset. None of us can advocate for what we don’t articulate.
If you’re early in your career, take the time to get clear on your values. They’ll help you navigate the many pivots, promotions and possibilities ahead. Meaningful work isn’t about a perfect job. It’s about alignment between who you are and what you do.
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Five Ways to Make Work More Meaningful
Whether you're leading a team or finding your own way, these practices can help:
1. Connect Your Work to Purpose
Whether you're leading a team or contributing to one, look for how your work supports the bigger picture. When you understand how your tasks affect your team, your clients or your community, it’s easier to stay motivated and focused. If you’re not sure how your work connects to the mission, ask.
2. Celebrate Contributions
Recognition amplifies meaning. Leaders should acknowledge wins and explain why they matter. But peers can do the same. Recognizing a colleague’s effort, creativity or collaboration reinforces that everyone’s work has value. A culture of appreciation starts with each of us.
3. Align Work With What Matters
Open conversations about personal goals, strengths and responsibilities create space for meaning to flourish. Whether you're managing others or advocating for yourself, be honest about your needs and priorities. Flexibility and clarity help everyone do their best work.
4. Grow — And Help Others Grow
Professional development isn’t limited to promotions. Look for opportunities to learn, stretch and support others. Mentor a colleague. Ask for feedback. Recommend a resource. Growth at every level makes the workplace more engaging and resilient.
5. Champion Inclusion
Leaders should model transparency and equity, but everyone contributes to an inclusive work culture. Respect different perspectives, invite others into the conversation and create space for people to show up as their full selves. Meaningful work thrives where everyone feels seen and valued.
The Bottom Line
Everyone deserves meaningful work, and the best way to achieve that goal is to work together. When leaders understand what drives individual employees, they can address those needs more efficiently. When employees articulate their priorities and advocate for themselves, they can find purpose and bring more energy to their work.
When leaders and employees collaborate to define and align what matters, the results go beyond productivity. They lead to loyalty, innovation and engagement. And that’s a win for everyone.