By: Brenda Marrero
In our previous article, Purpose vs. Work: New Generations Redefine Professional Success, we analyzed how new generations are redefining professional success, with 86% of Gen Z and 89% of millennials prioritizing purpose over salary. If you identified with those trends, this article is your practical roadmap for building a truly meaningful career.
The reality is compelling: companies with purpose-oriented cultures generate 23% more profitability and 78% less absenteeism, while professionals aligned with their purpose report 40% greater job satisfaction and 67% higher likelihood of recommending their company as a workplace.
But how do you move from understanding the importance of purpose to actively building a career that reflects it? Here we present proven methodologies, specific tools, and the innovative CADEO methodology (from its Spanish acronym: Cultura de Alto Desempeño y Excelencia Organizacional – High Performance Culture and Organizational Excellence) that BMA Group uses both internally and to evaluate candidates.
The 5 Steps to Align Career and Purpose: Validated Methodology
Step 1: Audit Your Values Deeply
A superficial list isn’t enough. You need a deep excavation of what truly motivates you at a fundamental level.
Practical Exercise:
- Initial list: Write 15 causes that inspire you (inclusion, sustainability, social innovation, education, mental health, etc.)
- Strategic elimination: Reduce to 10, then to 5, finally to 3 priorities
- Intensity test: For each final value, ask yourself: “Would I be willing to earn 20% less to work on this?”
- Social validation: Ask 3 close people if those values reflect who you really are
Recommended Tool: The Values in Action (VIA) Survey identifies your most authentic character strengths.
Real Example: María, marketing director, discovered that “social justice” was her #1 value. She evaluated employers with robust diversity and inclusion programs, not just declarations on websites.
Step 2: Detect Your “Zone of Genius” with Scientific Methodology
The zone of genius is where three circles intersect: what you’re passionate about, what you’re naturally talented at, and what the market needs.
Evaluation Framework:
- Passion (P): Activities where you lose track of time
- Talent (T): Skills that others consistently notice and praise
- Demand (D): Market needs with projected growth
Structured Assessment:
- Document P, T, D activities for 2 weeks
- Identify intersections using a Venn diagram
- Validate with external data: labor market reports, LinkedIn insights, conversations with professionals in the field
Validated Tool: CliftonStrengths Assessment identifies your strongest natural talents.
BMA Success Case: Juan, industrial engineer, discovered his zone of genius was “process optimization for social impact” → transitioned to energy efficiency consulting for NGOs.
Step 3: Map Impact Using “Prosocial Reframing”
Psychologists Adam Grant and Jane Dutton developed this technique to connect routine work with broader social impact.
Impact Mapping Template: “My work [specific description] helps [direct audience] achieve [immediate result], which results in [broader social/organizational impact].”
Examples by Industry:
Financial: “My credit analysis helps working families access homeownership, which results in more stable communities and local economic growth.”
Technology: “My code optimizes recommendation algorithms that help users discover relevant educational content, which results in greater access to knowledge.”
Human Resources: “My selection processes help candidates find roles where they can thrive and companies build diverse teams, which results in innovation and economic equity.”
Visualization Exercise: Spend 10 minutes daily for a week specifically visualizing the people who benefit from your work. Research shows this increases work motivation by up to 33%.
Step 4: Evaluate Corporate Cultures Systematically
Not all companies that talk about purpose actually live it. You need a rigorous evaluation system.
Cultural Evaluation Checklist:
Green Flags (Look for this):
- Diverse leadership in decision-making positions
- Public social/environmental impact metrics
- Specific employee testimonials about culture on Glassdoor
- Structured development and mentoring programs
- Flexible work policies implemented, not just declared
- Budget dedicated to social responsibility initiatives
Red Flags (Avoid this):
- High turnover in leadership positions
- Absence of verifiable impact metrics
- Repetitive comments about “culture fit” in reviews
- Lack of diversity in leadership team
- Ambiguous work-life balance policies
Research Tools:
- Glassdoor: Look for patterns in reviews, not just ratings
- LinkedIn: Analyze average tenure and team diversity
- ESG Reports: Look for documentation of sustainability initiatives
- Strategic networking: Informal conversations with current employees
Step 5: Leverage Micro-Purposes Strategically
If your current role isn’t completely aligned, you can create micro-purposes that keep you connected to your values while planning your next move.
Micro-Purpose Strategies:
The 15% Model (Inspired by Google): Dedicate 15% of your work time to projects that reflect your values. Examples:
- Mentoring junior colleagues
- Leading sustainability initiatives
- Creating diversity and inclusion programs
- Process optimization for greater efficiency
Strategic Side Projects:
- Specialized volunteering: Use your professional skills in NGOs
- Content creation: Blog/LinkedIn about topics you’re passionate about
- Speaking/Teaching: Share knowledge at conferences or courses
- Advisory roles: Advise startups with aligned missions
Metrics to Measure Micro-Purpose Impact:
- Qualitative feedback from beneficiaries
- Network expansion in areas of interest
- Skill development in target areas
- New opportunities generated
The Role of Companies: From “Resources” to “Reasons”
Building a High Performance Culture and Organizational Excellence (CADEO) demands more than OKRs and bonuses. At BMA Group we’re clear: it requires articulating and living a collective purpose that translates into measurable actions.
The CADEO Methodology: BMA Group Case
BMA Group has developed and refined the CADEO methodology both to strengthen its internal culture and to evaluate candidates. The results speak for themselves: 94% employee retention, 87% internal satisfaction, and 73% of placed candidates remain in their roles after 18 months.
CADEO is based on 4 fundamental pillars:
1. Strategic Internal Approach
Philosophy: Every position is a business opportunity that impacts clients and society.
Practical implementation:
- Job descriptions rewritten to emphasize impact, not just responsibilities
- Weekly impact stories where employees share how their specific work benefited clients/community
- Client success celebrations that connect individual work to business results
BMA Example: Instead of “Recruiter seeks candidates,” it’s communicated as “Team architect who builds the future of innovative organizations by identifying talent that, in addition to meeting technical requirements, enhances cultures of excellence.”
Success metric: 89% of BMA employees can specifically articulate how their work contributes to client success.
2. Strengths-Based Development
Research base: Programs that allow employees to use their strengths daily are associated with an 18% increase in performance.
BMA Implementation:
- CliftonStrengths assessment mandatory for all employees
- Role crafting individualized based on unique strengths
- Mentoring programs that connect senior strengths with junior development
- Project assignments specifically designed to maximize natural strengths
Transformation case: Andrea, data analyst, had strengths in “Connectedness” and “Strategic.” BMA adapted her role to include identifying patterns in candidate success and developing long-term talent pipeline strategies. Result: 34% improvement in quality of hires.
3. Cause-Aligned Benefits
Beyond vacation days: Benefits that reinforce coherence between personal and organizational values.
CADEO Benefits Portfolio:
- Volunteer Time Off (VTO): 40 paid annual hours for volunteer work
- Donation matching program: Company matches 100% up to $2,000 annually per employee
- Learning sabbaticals: 2 weeks annually for upskilling in areas of personal interest
- Social impact projects: Annual budget for each team to choose a local cause to support
Impact measurement: Internal dashboard tracks collective social impact, creating a sense of shared purpose.
4. Meaningful and Purposeful Feedback
Revolutionizing performance reviews: Reviews that connect individual achievements to corporate purpose generate up to 3x more engagement.
CADEO Feedback Framework:
- Quarterly impact reviews instead of annual performance reviews
- Purpose alignment score as a formal evaluation metric
- 360-degree feedback that includes impact on clients and community
- Growth planning connected to personal purpose aspirations
Conversation template:
- “How did your work this quarter connect with your personal values?”
- “What specific impact did you generate for our clients/community?”
- “How can we better align your strengths with opportunities for greater impact?”
BMA Group: Every Vacancy as Competitive Advantage
BMA’s central philosophy: We don’t fill spaces, we build the future.
Their integration of AI + human insight identifies candidates capable of living the CADEO vision: high performance with sustainable impact. In recruiting processes, they evaluate motivation and cultural compatibility with the client’s mission; in consulting, they help companies verbalize their own why and translate it into metrics.
The documented result: More engaged teams and resilient operations. Companies implementing CADEO methodology with BMA report:
- 31% reduction in turnover within the first 6 months
- 24% increase in employee satisfaction scores
- 19% improvement in client satisfaction metrics
- 43% reduction in time-to-productivity for new hires
We Must Update! The New Success Equation
The “work hard today to enjoy tomorrow” discourse has definitively expired. In its place, this equation gains strength:
Success = Income + Impact + Wellbeing
For Professionals: Those who lead with purpose will attract more meaningful opportunities, more valuable networks, and more lasting satisfaction.
For Companies: Those who build cultures of authentic purpose will attract agile, creative, and loyal talent in an increasingly competitive market.
For HR Leaders: Those who master purpose-fit evaluation will have competitive advantage in attraction, selection, and retention of top talent.
Your Next Step: Immediate Action Plan
Week 1: Complete values audit using Step 1 framework Week 2: Map your current zone of genius and identify gaps Week 3: Evaluate your current culture using Step 4 checklist Week 4: Implement at least one micro-purpose from Step 5
Reflect and ask yourself (as a candi
Frequently Asked Questions
Why does purpose increase motivation?
Neuroscience shows that contributing to something greater activates reward circuits similar to those of personal achievements. This sustains long-term effort because it satisfies fundamental psychological needs for autonomy, mastery, and purpose.
How does purpose affect return on investment?
Purpose-driven teams generate 23% more profitability and up to 78% less absenteeism, according to Gallup. ROI manifests through greater retention, productivity, innovation, and customer satisfaction.
What do Generation Z and millennials look for in employment?
Meaning, learning, and ethical coherence. 86% declare purpose key for their job satisfaction according to HRZone. Specifically they seek: personal growth, measurable social impact, authentic flexibility, and inspirational leadership.
How can my company start fostering purpose?
Three immediate actions:
- Communicate the mission with real stories from employees and clients
- Link individual goals to collective impact in evaluations
- Recognize achievements that reflect corporate values in ceremonies and communications
How long does it take to see results from implementing a purpose culture?
Typical timeline:
- 3-6 months: Improvements in engagement surveys and qualitative feedback
- 6-12 months: Measurable reduction in turnover and improvement in recruitment metrics
- 12-24 months: Impact on productivity, innovation metrics, and customer satisfaction
- 24+ months: Complete ROI visible in financial performance
Is it possible to maintain profitability while prioritizing purpose?
Absolutely. Consistent research shows that purpose-driven companies financially outperform competitors. Purpose doesn’t compete with profitability; it enhances it through greater engagement, retention, innovation, and customer loyalty.
How does BMA Group evaluate purpose compatibility in candidates?
Multi-dimensional methodology:
- Behavioral interviews with questions about values and motivation
- Case studies that reveal decision-making under ethical conflicts
- References specifically about culture fit and purpose alignment
- Validated assessment tools to measure purpose orientation
- Trial projects that allow observing behavior in real context
What to do if my current company doesn’t have clear purpose?
Inside-out change strategy:
- Implement personal micro-purposes while evaluating options
- Connect with like-minded colleagues for collaborative initiatives
- Propose pilot projects that demonstrate value of purpose-driven approach
- Document impact of your initiatives for future opportunities
- Parallel job search in companies with strong purpose orientation
Is your company ready to attract and retain talent seeking purpose? The CADEO methodology isn’t just theory; it’s a proven system that generates measurable results in both employee satisfaction and business performance.
At BMA Group we specialize in identifying candidates who not only have technical competencies, but who resonate with high-performance cultures oriented toward purpose. Our comprehensive evaluation process ensures alignment between personal values, professional aspirations, and organizational culture.
Schedule a strategic consultation to discover how we can transform your recruitment and cultural development processes. Because when personal and organizational purpose align, both employees and companies prosper.
Want to delve deeper into the generational differences transforming the workplace? Read the first part of this series, Purpose vs. Work: New Generations Redefine Success, to understand the complete context of this professional revolution.