Employees today question their work and their labor in their employee role, namely why they spend so much time on this identity. earlier great resignation We have mentioned this in our articles about.

Of course, this employee vision changeinstitutions to other governance models. This philosophy has led to a new way of unlocking blocked human resources.

I know, I said “hidden”, I’d like to unpack this a bit:

In recent years, the role of human resources in recruitment has declined rapidly, instead department managers, technology and outsourcing teams have been more productive, even RPO (Onsite Recruitment Process) We know that your service is highly sought after. Again in performance management; We are also seeing the development of mentoring roles for departments such as Scrum Master and Agile Coach.

A new concept is waiting for us to gain popularity in the coming days: company or team cheerleaders from within each department who will play a role in the adoption of the institution and keep the teams together. In other words, CPOs Chief Purpose Officer’s:

You know, who organizes the meals in the team, Active members of WhatsApp message groups you know… This is the period when they can evaluate their efforts and talents. There is one point I would like to draw attention to here: your area of ​​expertise may be human resources, but the CPO position also requires you to be a person with high social needs and advanced social skills. Infrastructure that opens your company and your team to societal transformations; You must have cultural, environmental and social sensitivities.

Well, what requirements did the role of CPO, which we also describe as corporate cheerleader, come from and what will it do? Let’s see…

30-40 years, economic relations and focused on private initiatives and it was a process that emerged. In addition to their economic strength, institutions and brands also rose to prominence in the social arena and became decisive on a comprehensive and global scale.

private companies; It has more to say than ever about the present and future of humanity, both in its fields of activity and in its effects on social and cultural patterns. In light of the issues and dilemmas faced by the companies around the world in recent years; within the framework of ecological and cultural transformations Therefore, his attitude takes on a special importance.

The processes in which we live not only affect the institutions, but also change the attitudes of the individuals that make up these institutions towards society, the world and private initiatives:

We see that individuals restructure their priorities, some socio-economic memorizations and patterns that have been valid for a long time are no longer sufficient to answer some questions and do not bring the expected benefit. The transformation in the professional field is of the kind that can be seen with the naked eye. Be it economic problems and inequalities, environmental disasters that await us, global health crises such as pandemics, wars, various life and death issues faced by societies; people will now do his duty at certain hours and get his salary, but other than that he will professions that mean nothing and takes it off the market.

Given that similar searches are not entirely new, there are two main factors that distinguish today’s searches from those of the past: first, the frequency and severity of the dilemmas today’s workers face in their lives, and second, secondly, companies are taking their image and responsibilities to society more and more seriously, with their increasing influence and visibility. Understanding of business and with a desire to shape the future and the pursuits of individuals intersect at one point: purpose and values.

The values ​​and purpose of a company it claims to justify its existence, its impact on society and, in turn, its image to society; it shapes his brand identity and his relationship with both his industry and the world:

The world, of the great brands that have taken a central position in our lives, in proportion to their great wealth and power, to make the future better than today It waits for a purpose and a will. Employees who have individual concerns about the future also prefer corporate structures in which they can adopt their goals and values.

Companies use these goals, which are a kind of living will for a better future, both to enhance their brand values ​​and gain respect in the eyes of society, and to give new meaning to their employees’ business lives and to unite them for a common goal, increasing their loyalty to the company. To ensure that these adopted goals and values ​​go beyond mere promises, here is a comprehensive overview. Develop and implement a strategy needs.

This is where CPOs come in. What we call the corporate cheerleader Chif Pgoal HEofficer position has been increasingly seen in senior corporate management in recent years:

of a CPO; Defining the business goal based on the company’s values ​​and works, incorporating this goal into the business strategy, ensuring that the company’s work progresses in accordance with the goals and values ​​by participating in the decision-making processes, taking initiatives encourage social, environmental and cultural initiatives to bring workers together for this common goal, projects that will have a social and environmental impact is expected to pave the way.

A study conducted by Deloitte in 2014 has clearly defined its purpose and purpose companies that have developed an in-depth strategy includes the finding that it achieves higher success rates.

CPOs; from employer branding to corporate culture and strategy development. It also ensures that the institutional goals and values, and the works performed in accordance with these values, are made known to the public.

The adoption of business goals by individuals or the feeling of working in institutions where individuals can achieve their goals also visibly increases success:

Unilever’s ‘Discover your purpose!’ In the workshop people who feel that they have achieved their goal 33% more job satisfaction would have felt.

CPO His position will become widespread and increasingly effective as long as he demonstrates the ability to thwart these pursuits and successfully lead institutions into the future, because the problem he is trying to solve is essentially everyone’s problem, and being aimless while the world changes means accepting that you don’t exist in the world of the future.