Purpose and Work

Improve staff motivation, talent retention, workforce productivity, and business results by creating purpose at work.

Purpose and Work by Jessica Zwaan is a practical guide for People Directors, Heads of People, HR Directors, CEOs, and business leaders seeking to build purpose-driven teams and design organizations people want to work for.

Perks, benefits, and financial rewards are not enough. Zwaan explores the shift from work as a commodity to an experience, challenging leaders to rethink work as a product designed for employees. Her approach balances business realities with human dignity rather than treating purpose as another incentive. From empty achievement to identity beyond work, discover why employees' search for meaning matters to your people strategy.

Drawing on interviews and real-world examples from HV Capital, Unmind, and Wonderbly, this book helps you:

- Apply product management principles to identify and prioritize employee experience problems
- Prototype and test HR tools using AI prompts and vibe coding
- Deliver AI-built People tools faster, from tested prototype to employee use
- Evaluate Forward Deployed Engineers' impact on People Operations skills and structure
- Establish HR AI governance for privacy, security, and employee trust

Make purpose part of how your organization operates, helping employees fulfill their potential while strengthening business performance.

Themes include:purpose at work, staff motivation, talent retention, employee experience, organizational culture, workforce productivity