What makes you stay in your job? Just a good salary, or something that goes far beyond and deeper, that brings you satisfaction and fulfillment in what you do? The purpose of a company reflected in its daily life is one of the most crucial factors for attracting and retaining talent, seeking a true inspiration that engages each professional to give their best to grow and prosper. Characteristics, these, that need to be clearly reflected in the corporate culture to enhance each individual's performance and productivity.
According to a study conducted by TOTVS in partnership with H2R Insights & Trends, 33% of respondents highlighted the importance of the company's purpose being aligned with their personal values when accepting a job offer. Being in an environment that not only provides recognition but also has a clear purpose in its actions and makes us feel part of something greater has proven to be essential for us to have greater motivation to give our best in our responsibilities.
But how can this be built and reinforced in practice? After all, it's not enough to have good ideas; they must be effectively put on paper with assertiveness regarding what is defended, in theory. And one of the best ways that has been favoring this is precisely providing a conducive space for each employee to grow and develop. Not only fulfill your deliverables, but also go beyond, testing new proposals, suggesting changes, and exploring opportunities that make sense for you and your professional ambitions.
Encouraging entrepreneurship is a strategy quite aligned with this purpose, but it has not yet been fully explored by the market. Our country had the highest rate of entrepreneurs in the last four years. We jumped from 31.6% in 2023 to 33.4% in 2024, going from 8.7% of the number of businesses opened and established for more than three years recorded in 2020 to 13.2% last year. Today, we surpassed other major nations in this regard, including the United Kingdom, Italy, and the United States.
A corporate culture that fosters entrepreneurship and creates space for individuals to share their visions and insights promotes greater engagement and performance in each person, granting more autonomy for us to be protagonists in our professional growth process. Additionally, of course, they feel more valued and belonging within the corporate environment, inspired and encouraged to achieve increasingly better results.
If we look at the market, there will be no shortage of examples of major players who have already adopted this mindset in their culture – such as Google, Meta, Intel, Harvard, and many others. In Brazil, this movement is also gaining strength, something that should be reinforced and encouraged in light of the clear advantages for greater productivity, attraction, and retention of qualified professionals.
Looking at this scenario, adapting the internal structure under a new holding perspective is one of the beneficial options in this regard, encouraging unity among the parties to build increasingly better results in line with both objectives. They can, for example, become partners in certain projects or apply profit sharing based on a specific established goal.
Beyond that, it is important to create this sense of belonging internally, giving space for them to develop their own business plan, rather than limiting it to what the traditional market typically promotes regarding individual career plans. Make them feel part of what is designed and aspired to, having a purpose much greater that motivates everyone to give their best and to have a strong ambition to achieve increasingly better results.
When these opportunities for growth and recognition are seen, it will be the turning point for inspiring and retaining professionals. Not suppressing their performance, but giving them the freedom to explore, create, and bring their visions to everything that can be improved.
This autonomy does not need to be applied to all positions or levels; it is up to each company to understand where it is likely to be more beneficial to foster greater internal inspiration. The secret will be in valuing each person's maximum autonomy, in fostering the so-called "sense of ownership," from an organized growth perspective based on this business plan, aiming for greater scalability of the overall business.
