The purpose premium: How meaningful work retains AI-ready talent
The purpose premium: How meaningful work retains AI-ready talent
As AI continues to reshape how we work, one truth is becoming increasingly clear: technology alone doesn’t drive performance - purpose does.
Across industries, workers are embracing AI as a tool that enhances their capabilities rather than replaces them. In fact, according to latest research from the Adecco Group, three-quarters of employees say AI has already changed, or will soon change, the activities they carry out and the skills they need to succeed. Many are optimistic, seeing new opportunities ahead. But optimism alone isn’t enough to sustain engagement or loyalty.
To truly thrive in this era of transformation, employees need to see how their work contributes to something larger - a shared purpose that aligns personal growth with organisational progress.
“In the evolving world of AI, employees need to understand more than ever how their work connects to a company’s purpose and mission,” says Daniela Seabrook, CHRO at the Adecco Group.
“This understanding leads to a greater sense of feeling valued for their contribution – and ultimately drives a commitment to develop, grow, and stay with the company.”
AI is changing work - but meaning keeps people motivated
AI is already impacting how people perform their roles. From automating repetitive tasks to enabling entirely new capabilities, the technology has allowed 77% of workers to complete tasks they couldn’t have done before.
That’s encouraging news. But the more AI transforms the shape of work, the more employees crave clarity about their place in that future. Workers want to understand how AI will affect their role, what skills they’ll need next, and how their contributions support the organisation’s broader strategy.
Pierre Matuchet, SVP Adecco IT & Digital Transformation, sees this shift firsthand: “At the Adecco Group, we connect millions of people with opportunity every year. And in recruiting, every message, every interview, every decision can change a life. That’s why AI is not an experiment for us - it’s a driving force to support our clients and candidates with a superior experience.”
His perspective underscores a key truth: as technology accelerates, purpose keeps people motivated.
Without that sense of direction, even the most tech-savvy teams can lose focus - and eventually, their sense of belonging. The research is clear: employees who feel a strong sense of purpose are significantly (99%) more likely to stay with their employer, while those who don’t are much more likely to move on within the year.
From skills to significance: the new foundation for retention
As roles evolve, the traditional “career ladder” is giving way to career lattices - dynamic, flexible pathways that allow people to pivot, learn and grow in line with both their ambitions and the company’s priorities.
Employers who articulate how AI supports their strategic goals - and how individuals can contribute to that vision - are helping workers translate technological disruption into opportunity. That alignment builds confidence and commitment.
Pierre Matuchet describes this transformation through the lens of technology:
“If I think about the last few years, GenAI was like moving from a manual gearbox to automatic. Suddenly, everything became smoother – faster job descriptions, instant CV summaries, interview questions in seconds. But agentic AI takes the wheel beside you – it senses the terrain and adjusts in real time, while you stay firmly in control.”
His insight captures the essence of adaptability: technology enhancing human capability, not replacing it.
Daniela adds: “In times of change, employees need clear and regular communication, access to relevant information – which will differ depending on the role they do – and learning opportunities to develop and grow.
“When employees see the connection between their own growth and the organisation’s evolution, purpose becomes tangible. It turns uncertainty into energy and keeps people anchored during change.”
Career development plays a vital role in that process. Providing clear guidance on the skills needed for future roles - and access to learning opportunities that make those skills achievable – gives workers a sense of agency. It tells them: You belong here. You have a future in this transformation.
The purpose-driven employer: three actions that matter
To unlock what we might call the “purpose premium” - higher engagement, stronger loyalty and more adaptable teams - organisations should focus on three connected priorities:
- Educate and communicate clearly.
Share an open view of how AI supports your organisation’s mission. Help employees understand what the technology means for their careers, not just for productivity. - Instil purpose through transparency.
Translate strategy into individual impact. Make it easy for workers to see how their daily efforts contribute to broader goals - and celebrate those connections. - Champion continuous growth.
Encourage upskilling and non-linear career moves. Offer the tools and time to learn, adapt and experiment in ways that align with both personal and organisational success.
The human edge in the age of AI
The future of work isn’t just about algorithms - it’s about alignment. AI may redefine tasks, but humans define why those tasks matter.
When employees understand that their growth fuels the company’s success - and that the company, in turn, invests in their purpose - resilience follows.
“GenAI gave us speed. Agentic AI gives us transformation. Because the best journeys are still driven by people,” said Pierre. “Technology gives us capacity. But humanity is our license to operate.”
As Daniela concludes, “AI can automate processes, but it can’t currently replicate passion or human emotion – and the human insights and decisions that people bring because of this. Our responsibility as leaders is to make sure technology amplifies human purpose, not replaces it.”
In the end, purpose isn’t a luxury. It’s a strategy – one that keeps people inspired, connected and ready to lead in an AI-enabled world.
Want to explore more? Download the full research: Humanity at work: How to thrive in the AI era.
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