From Mission to Message: How Associations Can Compete for Top Talent
It’s no secret that today’s workforce, especially Gen Z and younger Millennials, is driven by a desire to do work they believe will help make a positive impact in the world. Job seekers are asking different questions than they did a decade ago: What impact does this organization have? Will I be part of something bigger than myself? How does this work align with my values?
In many cases, the answers to those questions already exist in the association world. Associations are, at their core, mission-based organizations. They advocate for better public policy, advance entire professions, convene communities, provide critical education, and often work on initiatives that truly make the world a better place.
“Most associations, in their mission, say something about changing the world, healing the world, helping the world,” says Artesha Moore, FASAE, CAE, President & CEO, Association Forum. “And so, you get to be a part of that.”
Moore shared her thoughts on this subject during an appearance on the Association Adviser Podcast, Episode 12: Authenticity, Empowerment, and the Future of Leadership. However, that powerful sense of purpose isn’t always effectively communicated – and that could be costing associations new talent.
The Disconnect Between Purpose and Perception
There’s a growing misalignment between what associations are and how they’re perceived, especially by emerging talent. Associations’ mission-driven nature is often buried beneath organizational charts, outdated job descriptions, and bureaucratic language that fails to capture the heart of the work.
Meanwhile, for-profit companies have invested heavily in branding their impact. From sustainability pledges to social justice campaigns, corporations have learned to package purpose in compelling, modern language. Associations, despite often having more authentic missions, have struggled to keep up in this new war for talent.
Purpose Alone Isn’t Enough
Having a noble mission isn’t a competitive advantage if nobody knows about it or, worse, if the internal culture doesn’t reflect it. Younger workers are especially quick to point out inconsistencies between an organization’s values and rewards.
That’s why associations must do more than cite their mission statements in job postings. They need to:
- Integrate purpose into every step of recruitment and onboarding. Show how each role contributes to the mission. Share real-world stories about your organization’s impact on members, industries, and communities.
- Align organizational culture with mission-driven values. Empower employees to contribute ideas, take initiative, and see the results of their work in action.
- Create career pathways for changemakers. Emphasize growth, mentorship, and leadership development for those who want to leave a lasting impact rather than just climb a ladder.
Reframing Association Careers for the Next Generation
Moore reminds us that associations already offer what so many workers are looking for: meaning, community, and impact. The challenge is telling that story in a way that resonates with today’s purpose-driven professionals.
It starts with reframing association work. It is not just planning events or managing members – it’s being part of a system that advocates for societal change, shapes industries, and builds collective futures. Associations are platforms for healing and helping the world, and they need people who are hungry to do just that.
To bridge the divide between purpose and perceptions, associations must make a conscientious effort to demonstrate the many ways in which they are impacting the industry and the world in a positive way. If you have enacted policies to help reduce the association’s carbon footprint, tell you members about it in your magazines and newsletters. If your association staff is out and about in the community participating in various service projects, use social media to share photos and video clips with your members and the broader industry audience (which contains prospective new members!). If individual members or regional chapters are engaging in innovative ways to make a difference, showcase them within your organization’s communications network.
It’s Time to Share the Mission
Associations don’t need to invent a new purpose to compete in today’s talent market – they just need to share the one they already have. By boldly communicating their mission and creating environments where purpose-driven professionals can thrive, associations can not only attract the next generation of leaders but also ensure their relevance in a rapidly shifting world.
“Most associations, in their mission, say something about changing the world, healing the world, helping the world. And so, you get to be a part of that.”
— Artesha Moore, FASAE, CAE, President & CEO, Association Forum, shared during an appearance on the Association Adviser Podcast, Episode 12: Authenticity, Empowerment, and the Future of Leadership.
