How to keep the spotlight on purpose as the pandemic drags on

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When COVID-19 first hit, inspirational stories about employees and their employers going the extra mile quickly emerged—employees working around the clock to produce ventilators and personal protective equipment for frontline workers, organizations sharing their talent with other companies to get essential work done and employers ramping up benefits to meet the new challenges their workers were facing. All of those efforts demonstrated the power of organizational purpose, says Stacia Garr, co-founder and principal analyst at RedThread Research.

The pandemic, along with the social justice movement that gained considerable speed this past year, has “greatly heightened organizations’ understanding of the value

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