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

12
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 January 13, 2026
Author: Robin O’Grady Wellbeing can feel impossible when life is already overflowing. The thought of adding “one more thing” to your plate? That’s enough to send anyone over the edge. However, in the end, taking care of your own health is not a “nice to have”, it is essential, in more ways than one. As an HR Professional you are often the go-to for tough conversations and as a support system. Protecting your own energy isn’t only about your personal wellbeing, it is what allows you to show up fully for your people, when it matters most. To get it out of the way, here are the things this is NOT about: Going to the gym Hopping on a trend (wellness/fitness/nutrition) Adding more things to your calendar What it will be about is… Refuel, Recharge, Repeat . Leading yourself with intention and energy. Perspective Shift Keep it simple. Thriving over surviving. When in the tornado of your day-to-day adding things to you r calendar can feel overwhelming and unattainable. The first step is to take stock of your capacity, really step back and assess what you might have available timewise. Then, assess how full your fuel tank is, how are your energy levels at different times of the day? Only then can the strategy be built on how to implement what is right for you. To begin, choose only one thing, many struggle because they try to do too much at once. Tips If choosing nutrition as a needed change, consider adding or removing only one thing as a beginning VS changing your entire diet or diving into a trend-based program that you know isn’t sustainable. Movement comes in a large variety of ways. Think about things you actually enjoy doing and find ways to add them instead of forcing yourself to do things you don’t enjoy just for the sake of adding more movement. Fulfillment is an important part of taking care of your holistic health, prioritize time for things you love – hobbies/family/travel etc. Energy Management The oxygen mask principle is a familiar one. When flying on an airplane, the flight attendant tells us that in the case of emergency, you must put on your own oxygen mask before helping others. This is where the protection and management of your energy begins. Awareness of what energizes you VS what drains you and an intentional placement of those things through your day as one step. Another, in protecting your calendar and being diligent about the spaces you had set aside for your energy management (eg. specific closed door office hours or break times). Tips Take your breaks away from your desk, even away from the building when possible. Implement grounding practices through your day, for example, before entering the workspace and at the end of your day before going home. Protect your transition time - 15 minutes between meetings to process and reset. Intentional Adaptation Making a decision that something might need to change is really the first step, without that awareness, there is little that can or will be done. As a leader, your responsibility is to yourself, but it is also in role modelling for the team. HR Professionals set the tone for the workplace culture around them. The way you prioritize your own boundaries and wellbeing quietly gives others permission to do the same. When you show up with intention, it ripples through the entire organization. The research and stats are clearer now than ever before, workplace wellbeing as a strategy, is one that increases the bottom line and enhances the overall culture of your workplace. In order to see the high end of those stats, intentional adaptation is key. This is a strategy and a process, one that will make you and your business better, you could be the catalyst for that. Tips Create a community within the workplace to prioritize these habits and strategies with. Make it a fun practice you can all do together and hold each other accountable to, especially when the day takes over and the “tornado” is most fierce. Build out the process and SOP in the same way you would for other business strategy and involve your team in the process, so you know what you are planning is good for the whole. Make sure you are first. Leaders first. Remember the oxygen mask principle, you deserve whole health, and you will thank yourself later for checking in and adjusting when needed. Start with some space to breathe. That space? It comes from letting go of what you think you "should" be doing and tuning into what actually serves you and your team. Wellbeing isn't a one-size-fits-all prescription. It's a personal practice of alignment, which can (and should) be translated into how you all work as a whole. Today is as good as any, tomorrow will come regardless. 
By Jessica Jaithoo December 17, 2025
As we close out 2025, I’m feeling genuinely proud of what CPHR Alberta has accomplished this year, and grateful for the members, volunteers, partners, and staff who made it possible. Together, we’ve continued to strengthen the value of the CPHR designation, expanded professional development opportunities, and deepened relationships with government, post-secondary institutions, and business leaders. This year also brought some milestones worth celebrating. We’re ending 2025 in a financially stable position, and our membership grew by 7% , which is a nice reminder that the HR community is thriving, and that we are still the kind of people others willingly choose to join. One of the most important pieces of work this year was launching our 2026–2028 Strategic Plan. This roadmap was shaped by member input, market research, and alignment with CPHR Canada’s national priorities. It’s the product of a truly collaborative process led by our Board and operations team, forward-looking, grounded in data, and practical in how it positions us for what’s next. At its core, the plan strengthens the HR profession and supports the people who drive it, reinforcing our commitment to a resilient and inclusive HR community. I encourage you to read it and see where we’re headed. View the Strategic Plan here. Our pursuit of self-regulation remains a priority, and our advocacy efforts this year continued to deepen relationships with government and position HR as a trusted profession. We’re making progress, ensuring HR’s voice is present in key policy conversations and recognized where it matters most. If nothing else, we are getting very good at showing up, staying thoughtful, and keeping the conversation moving forward. To build on this momentum, we’re currently recruiting two Chartered Members and up to one Public Members to join our Board. We’re looking for candidates with prior governance experience and strengths in areas such as strategic business leadership, financial management, legal expertise, or IDEA. It’s also important to us to have meaningful geographic representation from outside Calgary and Edmonton, because Alberta is bigger than two postal codes, and our Board should reflect that. You can learn more about the process and requirements through our blog , and I’d encourage you to apply or share the opportunity with someone who’d be a great fit. Applications close January 9, 2026. Chartered and Retired Members: Apply through your member portal Public Members: Contact Heather McMaster at hmcmaster@cphrab.ca for application details As the holiday season approaches, I hope you find time to rest, recharge, and take a moment to acknowledge what you’ve contributed this year, professionally and personally. Thank you for everything you do to advance the HR profession. I’m confident that, together, we’ll continue building something even stronger in 2026. And if your out-of-office message is already drafted, I respect the efficiency. Geordie MacPherson, CEC, CPHR, SHRM-SCP Chair, Board of Directors, CPHR Alberta
By Jessica Jaithoo December 17, 2025
As we close out 2025, I am proud to reflect on the incredible work our association has accomplished this year. With the support of CPHR Canada, we continue to strengthen a national network of over 33,000 HR practitioners and professionals, including more than 7,300 in Alberta. Our collaboration with provincial counterparts, post-secondary institutions, local chambers, and government partners remains central to promoting the value of hiring a designated professional and advancing consistent standards across Canada. This year, CPHR Alberta grew by 7%, with the majority of new members coming from students and emerging HR professionals—the future of our profession. Thank you to all our members for the work you do every day to elevate the profession. Operationally, 2025 was a year of engagement and impact. We hosted 76 events across Alberta, the Northwest Territories, and Nunavut, welcoming over 6,300 attendees to workshops, roundtables, webinars, and community sessions. Complimentary events played a key role in sustaining access to learning and connection for our members. Our Annual Conference was a highlight, bringing together a sold-out audience, a fully booked exhibitor space, and earning strong satisfaction ratings with 77% of attendees rating their experience positively. Thoughtful planning is already underway for our 2026 Conference on June 2 and 3 at the BMO Centre in Calgary, where expanded attendee capacity, increased exhibitor space, and enhanced programming will elevate the experience for HR professionals across our jurisdiction. Through our marketing campaign, we focused on raising awareness of the strategic value a CPHR brings to organizations. The results speak for themselves with 10% of new members joined after seeing our campaign, and website traffic increased by 17%, averaging over 55,000 views per month. In 2025, CPHR Alberta navigated Ministry changes, new mandate letters, and changes to professional governance. The Professional Governance Act (PGA) was introduced in the Spring of 2025 and received royal assent in May. This was a long-awaited and important step forward. CPHR Alberta operations and the Board are at work reviewing the legislation and anticipating the incoming regulations. We have continued our focus in broader advocacy and engagement to promote the profession as a leading voice, valued partner and knowledge expert. Throughout the year, we deepened our existing relationships, built new ones, and partnered on impactful projects at various levels of government and with community partners. We look forward to continuing to highlight the significance and impact of the profession within our organizations and communities throughout 2026. Looking ahead, we are excited to implement our 2026–2028 Strategic Plan , continue rolling out our new member recognition program, and shine a spotlight on our incredible HR community at our Member Recognition Gala in April. We will also advance our work toward self-regulation, ensuring the HR profession is recognized and trusted for its impact on organizations and communities. I want to thank our incredible team at CPHR Alberta and the many volunteers who make our work possible. Your dedication ensures we deliver value to our members and advance the HR profession every day. Thank you also to our Board of Directors for their guidance and leadership throughout the year.  As the holiday season approaches, I wish you joy, rest, and time to celebrate your accomplishments. Together, we are shaping the future of HR—and I look forward to all we will achieve in 2026. Ioana Giurca, CEO, CPHR Alberta
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