Is Becoming Purpose-Driven an Antidote for The Great Resignation?

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May 2022
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A group of people are putting their hands together on a wooden table.

Author:  Charla Vall, Founder & Principal at Vall Impact Company

The Realities Facing Organizations Today

For a variety of reasons, Canadian employees are leaving their jobs in droves, and there are no signs of this trend slowing down.

28% of Canadians surveyed in a recent Leger poll 1 said they voluntarily left their job in the last two years. 43% said they’re likely to look for a new opportunity in the next 2 years.  

What does this mean for organizations, and HR professionals in particular?

In short, you’re desperately fighting to attract, and keep your talent.

But the approaches you have used in the past are unlikely to be effective this time 2 .  

Scott Sonenshein, an organizational psychologist and  New York Times  best-selling author, put it bluntly on Brene Brown’s Dare to Lead podcast:

"If you think you’re going to come in and operate your business as if it’s February 2020, you’re going to get crushed. If you think you’re leading the same workforce – people with the same mindset, the same mentality, the same desires, and the same priorities – you are nuts. You have to change or get out of the way. There’s no turning back”

That’s a hard dose of reality to swallow.

But there’s another trend that has picked up steam during the pandemic.

This trend might even represent the change you need to wake up your disengaged employees before they walk.

Welcome to The New Era of Business

Let me take a guess… you’ve heard of the brands Patagonia, Tom’s Shoes and Seventh Generation.

Is it because their products are especially good? No. Although that does help.  

These companies stand out from the crowd because they do things differently.

More specifically, they are guided by a purpose that extends well-beyond generating profits.

They exist to make the world a better place, in some form or another.  

Purpose-driven companies exist to make the world a better place

And in recent years, more and more brands are adopting a purpose. This trend has accelerated enormously since the Covid-19 pandemic 3 .

Mainstream companies like Unilever, HP, Canva, AirBnb, Maple Leaf Foods, Telus, among many others, have declared a purpose that aims to benefit society 4 .  

It guides the company in everything they do.

What Does Purpose Have to Do with The Great Resignation?

It turns out that adopting a purpose, and becoming a truly purpose-driven company, makes you much more likely to attract and retain top talent 5 .

Millennials are more than 5 times more likely to stay when they have a strong connection to their employer’s purpose 6 .

A survey conducted in Summer 2020 found that nearly 9-in-10 employees say working for a company with a strong purpose is more important to them now than ever before 7 .

Becoming purpose-driven may be the kind of shake-up that won’t just make your staff want to stick around, but will turn them into champions for your organization. 

Purpose is Not a Tactic, It Requires a Strategy

There’s a catch though, declaring your company has a purpose is not enough.

Purpose needs to be embedded into the core fabric of your organization 8 .  

It needs to be seen, heard and felt by your board, executive team, management, staff and customers.

In other words, purpose can’t just be written on the wall.

To be authentically purpose-driven, your purpose can only be activated by people.

This means HR professionals are critical players in promoting a purpose-driven culture throughout their organization.

A text box that says `` purpose needs to be seen , heard and felt by your board

How Do You Become a Purpose-Driven Organization?

You might be intrigued, or even convinced, by the idea that purpose is a promising pathway to addressing so many of the challenges facing your company with respect to staff attraction and retention.

But what can you do if your company is not actively purpose-driven?

And once your company adopts a purpose, what can HR professionals do to embed it throughout their organization?

I’m thrilled to be answering these very questions in my upcoming workshop for CPHR.

Learn more about the new era of the Purpose-driven business and the role of HR Professionals at the HR Bootcamp on May 19 th .


 

Charla Vall is the founder & Principal at Vall Impact Company. Throughout her career, Charla has focused on addressing the root causes of society’s complex problems. Now, as an independent consultant, Charla helps impact-driven organizations gain the clarity, confidence and capacity to execute bold strategies that create real social and environmental change. 


 

References

  1. The Human Reality: Rethinking HR During the Great Resignation. Leger, May 4, 2022.   https://leger360.com/surveys/the-human-reality-rethinking-hr-during-the-great-resignation/
  2. The Human Reality: Rethinking HR During the Great Resignation. Leger, May 4, 2022.  https://leger360.com/surveys/the-human-reality-rethinking-hr-during-the-great-resignation/
  3. Fulwood, Alice. What’s behind the exploding number of shareholder resolutions on corporate purpose?” Money Talks, Spotify app., May 4, 2022. https://www.economist.com/podcasts/2022/05/04/whats-behind-the-exploding-number-of-shareholder-resolutions-on-corporate-purpose
  4. StrawberryFrog and RepTrak.  “Purpose Power Summit: How the Pandemic Changed Brand Purpose as We Know It”. Inc., June 2021. https://www.purposepowerindex.com/purpose-power-index-study-2021
  5. Bumb, Nikhil and Smith, Dane. “Companies that Lead With Authentic, Ambitious Purpose Can Capture Value From Six Sources”. Shared Value Initiative, July 24, 2019. https://www.sharedvalue.org/companies-that-lead-with-authentic-ambitious-purpose-can-capture-value-from-six-sources/
  6. “Putting Purpose to  Work: A study of purpose in the workplace”. PwC, June 2016. https://www.pwc.com/us/en/about-us/corporate-responsibility/assets/pwc-putting-purpose-to-work-purpose-survey-report.pdf
  7. “PN Purpose Tracker: Employee Perspectives on Responsible Leadership During a Crisis”. Porter Novelli, August 2020. https://www.porternovelli.com/wp-content/uploads/2021/01/02_Porter-Novelli-Tracker-Wave-X-Employee-Perspectives-on-Responsible-Leadership-During-Crisis.pdf
  8. “Putting Purpose to  Work: A study of purpose in the workplace”. PwC, June 2016. https://www.pwc.com/us/en/about-us/corporate-responsibility/assets/pwc-putting-purpose-to-work-purpose-survey-report.pdf

 

The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.


The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.



By Jessica Jaithoo July 9, 2026
Author: Robin Daultani Mental health support. Fitness benefits. Stress management resources. Workplace wellness programs have evolved significantly over the past decade. Yet one foundational pillar of employee health and performance remains conspicuously absent from most wellness strategies: sleep. The cost of this gap is staggering. A landmark RAND Corporation study¹ found that insufficient sleep costs the Canadian economy up to $21.4 billion annually, through a combination of absenteeism and reduced productivity. A Gallup study² reinforced this finding, showing that poor sleepers report more than double the rate of unplanned absences compared to other workers. And a 2026 Wellhub study³ found that 83% of employees identify poor sleep as a contributing factor to burnout, a figure that demands attention when nearly nine in ten employees report burnout symptoms annually. Consider what this looks like in practice. A team member who slept poorly scrolls through emails at 7am already feeling behind. By mid-morning, a decision that should take minutes stretches into a 45-minute deliberation. After lunch, focus drops sharply, not because of the workload, but because the brain is running on insufficient rest. By 3pm, a second coffee masks the fatigue but does nothing for the impaired judgment underneath. Research shows that after 17 hours of continuous wakefulness, the equivalent of a normal waking day ending at 11pm, cognitive impairment matches that of someone who is legally intoxicated⁴. This is not an unusual day. For many employees, this is every day. Sleep rarely appears on the wellness agenda, leaving a significant and measurable performance gap unaddressed. The reason is partly cultural. Sleep is still widely perceived as a personal responsibility. But the research suggests otherwise: sleep is not a personal indulgence. It is a performance lever that affects every metric HR professionals are already tracking: productivity, absenteeism, burnout, and retention. The same RAND study¹ that quantified the cost of insufficient sleep also found the flipside: if Canadians who sleep under six hours started sleeping just one hour more per night, it could add $12 billion to the national economy. The returns are not theoretical. They are measurable, achievable, and waiting to be captured. The good news is that addressing sleep does not require a major overhaul of existing wellness programs. Organizations can start by simply putting sleep on the wellness agenda. Most workplace wellness surveys ask about stress, mental health, and physical activity. Adding questions about sleep quality or duration to existing wellness assessments can provide baseline data to identify and measure the scope of the issue within their workforce. Leaders and managers who openly prioritize rest and recovery give permission for the rest of the organization to do the same. Small cultural shifts like discouraging late-night emails or respecting boundaries around after-hours communication can quietly improve sleep conditions across an entire team. None of these require a budget. They require intentional inclusion. Now consider what becomes possible. A team member, after two weeks of consistent, quality sleep, arrives at work already focused. The mid-morning decision is made in minutes. The afternoon dip is manageable, not debilitating. The second coffee becomes optional, not essential. Nothing else about their workload or responsibilities has changed. They show up more empathetic and more present for their customers, peers, and family. The only difference is how well they slept. The performance gap between these two versions of the same employee is not marginal. It is the difference between surviving and thriving. The question for HR professionals is no longer whether sleep affects organizational performance. The research has answered that definitively. The question is whether sleep has earned a place in their wellness strategy. And if not, what that gap is quietly costing their organization.
By Jessica Jaithoo June 25, 2026
Author: Rheya Patel , 2026 Social Media Committee Member Leading with Courage, Empathy, and Connection Over the past two days, people leaders and business professionals as well as members of our CPHR Alberta community gathered at the BMO Center in Calgary to explore the ever-evolving terrain of Human Resources, firmly reminding me just how incredibly interesting, as well as important our work is in daily organizational operations. Coming from an in-person perspective, the energy was incredible. As Co-Chair of this year’s Social Media Committee, I had the privilege of attending both days, capturing these moments and learning alongside all of you. The overarching theme of this year's conference was clear: while technology and processes are evolving, the future of HR is fundamentally asking us to be more human. Day 1: Adaptability and Breaking New Paths We kicked off Day 1 with a focus on Change Management. The first panel emphasized that in a world defined by constant shifts, HR must prioritize workforce planning and clear communication to remain resilient. One of the most unique panels on day 1 explored the world of Military Reservists led by three actively serving reservists. It was intriguing to learn about skills that can be transferred both "on and off the field"—such as leadership under pressure and community networking—and how undoubtedly invaluable they are to the professional world. Our panelists also touched on the vital importance of motivating and connecting with Canadian youth to build our future talent pipelines. Our closing panel was a powerful discussion on Leading the Future. The message was bold: do not wait for a path to be cleared for you. Courage is the Catalyst: Small ideas can spark massive change. Validation through Action: When you take the lead, others join the idea, creating the momentum needed to become a changemaker. A New Approach to Leadership: Instead of leading solely with data, processes, or solutions, the panel challenged us to lead with stories, questions, and silence. However, this was not the end. After all scheduled events, the day wrapped up with an HR Social in our exhibit hall. And though my duties were finished for the day, I took full advantage of the opportunity to meet with other HR professionals to continue to learn and grow. Receiving invaluable tips on starting off my own career as an emerging HR professional. Day 2: Culture, Integrity, and the AI Balance Day 2 shifted our focus toward the internal health of our organizations. I firmly believe that organizations should take care of the people within, just as they care about the people on the outside. We can think of it as how we take care of ourselves and each other. Empathy causes us to care deeply for others, but sometimes caring for ourselves can lose priority in our day to day lives, but our bodies are tuned in to making sure we don’t forget. Such as internal signals to let us know when we’re tired, our stomachs rumbling to indicate hunger. These internal signals can be a mini, personal version of an HR group, taking care of the internal needs while we take care of external needs. Starting bright and early, our opening keynote speaker addressed the difficult reality and complexities of toxic bosses. As HR professionals, it is our responsibility to ensure toxicity isn't "hidden in plain sight," to hold these bosses accountable, and to protect employees from potential retaliation when reporting harmful behavior. It is part of our role to reach the root of the issue and help to resolve it before the weeds grow out of control. Our first micro-session of the day dove into a matter that has become a topic of intense discussion as of recently. Our Aging Workforce. The speaker brought up insightful thoughts on mitigating the impacts, redesigning work environments to support employees at every life stage. By debunking the myth that older workers are "more expensive" and encouraging mentorship between generations, we create a more inclusive culture. The Role of Trust and Culture The second microsession of the day served as a great reminder to all those who attended the conference, that culture and trust are formed much earlier than we often assume. From the transparency of the hiring process to the clarity of defined roles, the employee experience begins the moment trust is established. And this can serve as a defining factor in a candidate’s decision when applying for roles as well as accepting offers. The "Ghost of AI" vs. Human Connection I had the pleasure of attending one of the three offered breakout sessions for day 2, and it touched on an increasingly more relevant concern emerging in the HR world and in the workforce in general. Artificial Intelligence. While AI is a powerful tool for managing vast amounts of data and streamlining applications, we must be wary of its "ghosts." The AI Limit: While AI can assist in conflict analysis, it is largely useless in resolving conflict if there is no genuine human connection. Three Smarts: To navigate conflict, we need a balance of book smarts, street smarts, and—most importantly—emotional smarts. Connection is the Cure: As we use AI more, we risk connecting with each other less. Conflict resolution requires building real bridges, not just analyzing data. With AI becoming much more prevalent in today’s workforce, being more reliable in terms of productivity and efficiency, it is missing the lifeblood of any organization. Being human. While AI has many uses and can easily adapt on the flick of a dime, it is us, the culture, being human, that makes a workplace come to life. Closing with Empathy To close out this years’ CPHR conference, our final keynote on transformative leadership was led by the Honourable, Beverley McLachlin, the first female and longest-serving Chief Justice. While short, it had to be the most powerful session I got to attend over the two day conference. The lesson was simple, yet profound: Leading with integrity and empathy means finding the best in your people and highlighting their unique strengths to succeed as a unified team. And I believe this is what HR is about. Working with people that bring out the best in each other to form strength and unity in the workforce. Looking Ahead to 2027 I hope everyone learned something invaluable that changes the way they work. That we all remember, in the end, the future isn't just about efficiency; it's about courage, flexibility, and a deep commitment to the people we serve. It was a privilege to be part of capturing insights from the Conference with the Social Media Committee. You’ll soon have the opportunity to revisit select sessions when our On Demand offering launches. Stay tuned this fall for ticket sales for the CPHR Alberta 2027 Conference, happening in Edmonton on June 9th and 10th. We can’t wait to welcome you back!
By Marina Perkovic June 16, 2026
As the governing voice of CPHR Alberta, the Board of Directors meets quarterly to provide oversight and guidance across key strategic and operational priorities.  To maintain transparency with members and stakeholders, we continue to share post-meeting updates to highlight progress, key decisions, and how we are advancing the HR profession while ensuring a strong and sustainable organization. The Board of Directors met in June 2026 to review organizational performance, governance priorities, and long-term sustainability. The Board’s key messages for the membership are as follows: Continued Membership Growth CPHR Alberta continues to grow, with membership increasing by 4% year-over-year to 7,559 active members. Growth is being driven by strong engagement from students, future HR professionals, and members pursuing the CPHR designation, demonstrating the continued strength and relevance of the HR profession across Alberta, the Northwest Territories, and Nunavut. Strong Financial Position The Board reviewed Q1 2026 financial results and continues to closely monitor financial performance and long-term sustainability. CPHR Alberta remains committed to responsible stewardship of member resources while investing in programs, services, technology, and professional development opportunities that deliver value to members. Investing in the Future of the Profession Advancing the visibility and influence of the HR profession remains a strategic priority. A new province-wide marketing campaign has launched to position CPHRs as trusted business leaders and strategic partners, while increasing awareness of the value of the designation among employers and the broader business community. Supporting Future HR Professionals Student membership continues to be a key driver of growth, reflecting strong interest in HR careers and the CPHR designation. CPHR Alberta remains committed to supporting students, candidates, and emerging professionals as they progress through their HR careers. Continuous Improvement in Governance and Member Service The Board and its committees continue to strengthen governance practices, review policies, and enhance Board effectiveness. This ongoing work ensures oversight remains aligned with leading practices and supports a strong, sustainable organization for members. Focus on Long-Term Sustainability The Board continues to review long-term financial planning, revenue diversification, and future membership dues strategy. These efforts are aimed at ensuring financial sustainability while maintaining the value delivered to members. Looking Ahead The Board’s focus for the remainder of 2026 includes: Continuing to grow membership and engagement Expanding the visibility and influence of the HR profession Supporting a future-ready HR community Maintaining strong governance, risk management, and financial oversight Delivering high-quality programs, services, and member experiences The next Board meeting takes place in November 2026, after which we will again share our key messages. If you have any questions regarding these key messages or the Board of Directors, please contact chair@cphrab.ca . We welcome your feedback!
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