Understanding Purpose and Engagement

In 2014, KPMG faced low employee morale despite traditional incentives. They launched the 'We Shape History' campaign, highlighting their role in historical events, which slightly improved engagement. The real breakthrough came when they focused on individual purpose, asking employees to share personal stories of impact. This approach, inspired by a call center experiment, significantly boosted morale and engagement by emphasizing 'who' is served by their work, rather than 'why' they do it.

What was the main issue KPMG faced in 2014?

• Lack of clients

• Low employee morale

• Financial losses

• Technological challenges

What traditional methods did KPMG initially use to improve morale?

• Hiring more staff

• Perks and pay increases

• Reducing work hours

• Increased workload

What was the purpose of the 'We Shape History' campaign?

• To launch a new product

• To recruit new employees

• To highlight KPMG's historical contributions

• To increase profits

What historical event was NOT mentioned in the 'We Shape History' campaign?

• Election of Nelson Mandela

• Release of US hostages in Iran

• Lend-Lease Act

• Moon landing

According to the transcript, what question is more motivating for employees than 'why'?

• When

• Where

• How

• Who

What was the outcome for call center workers who met scholarship recipients?

• They quit their jobs

• They worked less efficiently

• They doubled their productivity

• They received a pay raise

What did the researchers at the call center aim to achieve?

• Improve worker morale

• Reduce call times

• Hire more staff

• Increase donations

What was the goal of KPMG's '10,000 Stories Challenge'?

• To reduce costs

• To collect stories of individual impact

• To launch a new marketing campaign

• To train new employees

What was a key factor in the success of the '10,000 Stories Challenge'?

• External consultants

• Financial incentives

• Focus on individual contributions

• New technology

What is the role of a 'chief storytelling officer' as mentioned in the transcript?

• To manage finances

• To oversee marketing

• To recruit new employees

• To tell stories of impact