Unlocking Employee Engagement:
The Power of Explaining the 'Why'
By Alan Miklofsky
In today's dynamic and rapidly evolving workplace, employee engagement has become a critical factor in organizational success. Companies that foster high levels of engagement often experience increased productivity, better morale, and lower turnover rates. One of the most effective yet frequently overlooked strategies to boost engagement is to explain the 'why' behind the tasks and projects assigned to employees. Understanding the purpose and significance of their work can transform how employees perceive their roles, leading to more motivated and committed teams.
The Psychology of Purpose
At the core of human motivation lies the need for purpose. According to self-determination theory, people have an intrinsic desire to feel that their actions contribute to a larger goal. When employees understand the rationale behind their assignments, they are more likely to see their work as meaningful and aligned with the organization's objectives. This sense of purpose can significantly enhance their intrinsic motivation, driving them to put forth their best efforts.
Author’s Note: I developed this article from a dream I had where I was in a hotel and I walked up to two employees standing behind a counter and told them I wanted them to “work on luggage today”. One employee balked at the suggestion and I fired him on the spot.
Later on, I realized that he interpreted my request differently than I had intended. He thought he was being asked to do a job beneath his usual rank. However, the reason I wanted them to work on luggage was I saw a blank wall and I wanted them to display luggage for sale to visitors at the hotel.
In my shoe store background, I was able to improve the average transaction value by selling all sorts of items as part of our accessories. These included games, toys, jewelry, scarves, walking sticks and luggage; in addition to what are the normal accessories in a shoe store: insoles, socks, handbags and shoe care.
During my career, often I found that giving employees a little explanation of why they are being asked to do something is helpful. Hence, this article was created. I still don’t know if I was a manager at the hotel in my dreams or a customer.
Enhancing Clarity and Reducing Ambiguity
One of the primary benefits of explaining the 'why' is that it provides clarity. Employees often face ambiguity when they do not understand the reasons behind their tasks. This uncertainty can lead to frustration, mistakes, and a sense of disconnection from the organization's goals. By clearly articulating the purpose and expected outcomes of a task, managers can eliminate confusion and ensure that employees know exactly how their contributions fit into the bigger picture.
Building Trust and Transparency
When leaders take the time to explain the 'why,' it fosters a culture of trust and transparency. Employees appreciate honesty and openness, which in turn builds trust in leadership. This trust is a crucial component of employee engagement, as it creates a safe environment where employees feel valued and respected. In such an environment, employees are more likely to voice their ideas, concerns, and feedback, leading to continuous improvement and innovation within the organization.
Empowering Employees Through Autonomy
Understanding the 'why' behind their work empowers employees with a sense of autonomy. When they know the purpose and objectives, they are better equipped to make informed decisions and take ownership of their tasks. This autonomy not only enhances their engagement but also encourages creative problem-solving and innovation. Employees who feel empowered are more likely to go above and beyond their basic job requirements, driving organizational success.
Improving Alignment with Organizational Goals
Explaining the 'why' helps ensure that all employees are aligned with the organization's goals and values. This alignment is essential for creating a cohesive and unified workforce. When employees see how their individual contributions directly impact the organization's success, they are more likely to feel a sense of belonging and pride in their work. This alignment also enhances collaboration, as employees work together towards common objectives.
Practical Steps for Leaders
To effectively communicate the 'why,' leaders can adopt several practical strategies:
Regular Communication: Hold regular meetings to discuss the broader goals and how individual tasks contribute to these objectives. Use these meetings to highlight successes and demonstrate the impact of employees' work.
Contextual Briefings: When assigning tasks, provide context about why the task is important, what it aims to achieve, and how it fits into the overall strategy.
Storytelling: Use storytelling to illustrate the significance of tasks. Share real-life examples and success stories that highlight the positive outcomes of employees' efforts.
Feedback Loop: Establish a feedback loop where employees can ask questions and provide input. This two-way communication ensures that employees fully understand their roles and feel heard.
Recognition and Celebration: Recognize and celebrate achievements that align with organizational goals. Public acknowledgment reinforces the importance of understanding the 'why' and motivates others to engage similarly.
Conclusion
In conclusion, explaining the 'why' behind assigned tasks is a powerful tool for enhancing employee engagement. It fulfills the fundamental human need for purpose, reduces ambiguity, builds trust, empowers employees, and ensures alignment with organizational goals. By prioritizing transparent communication and contextual understanding, leaders can create an engaged, motivated, and high-performing workforce that drives long-term success. As the workplace continues to evolve, the importance of explaining the 'why' will only grow, making it an essential practice for any forward-thinking organization.
References
Deci, E. L., & Ryan, R. M. (2000). "The 'what' and 'why' of goal pursuits: Human needs and the self-determination of behavior." Psychological Inquiry, 11(4), 227-268.
Pink, D. H. (2009). Drive: The Surprising Truth About What Motivates Us. Riverhead Books.
HBR Staff. (2017). "What to Do When Your Team Doesn’t Understand the Strategy." Harvard Business Review.
Covey, S. M. R., & Merrill, R. R. (2006). The Speed of Trust: The One Thing That Changes Everything. Free Press.
Katzenbach, J. R., & Smith, D. K. (1993). The Wisdom of Teams: Creating the High-Performance Organization. Harvard Business School Press.
Alan Miklofsky is a semi-retired shoe retailer who had a 40+ year career, which included a 29 year length of service to the National Shoe Retailers (NSRA) as a member of its board of directors and two terms as its Chairperson. Alan is a frequent contributor to Footwear Insight magazine. You can find out more about Alan by visiting his LinkedIn profile at https://www.linkedin.com/in/alanmiklofsky/ or at his personal website at: https://sites.google.com/view/alanmiklofskypersonalwebsite/alan-miklofsky