{"id":13094,"date":"2025-06-18T07:00:00","date_gmt":"2025-06-18T07:00:00","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13094"},"modified":"2025-06-26T14:35:54","modified_gmt":"2025-06-26T14:35:54","slug":"from-mission-to-message-how-associations-can-compete-for-top-talent","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/from-mission-to-message-how-associations-can-compete-for-top-talent\/","title":{"rendered":"From Mission to Message: How Associations Can Compete for Top Talent"},"content":{"rendered":"

It\u2019s no secret that today\u2019s 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:\u202f<\/span>What impact does this organization have? Will I be part of something bigger than myself? How does this work align with my values?<\/span><\/i>\u202f<\/span><\/p>\n

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.\u202f<\/span>\u00a0<\/span><\/p>\n

\u202f\u201cMost associations, in their mission, say something about changing the world, healing the world, helping the world,\u201d says Artesha Moore, FASAE, CAE, President & CEO, Association Forum. \u201cAnd so, you get to be a part of that.\u201d\u202f<\/span><\/p>\n

Moore shared her thoughts on this subject during an appearance on the\u202f<\/span>Association Adviser Podcast, Episode 12:\u202f<\/span>Authenticity, Empowerment, and the Future of Leadership<\/span><\/i><\/a>.\u202f However, that powerful sense of purpose isn’t always effectively communicated \u2013 and that could be costing associations new talent.<\/span><\/p>\n

The Disconnect Between Purpose and Perception<\/span><\/b>\u202f<\/span>\u00a0<\/span><\/h2>\n

There\u2019s a growing misalignment between what associations are and how they\u2019re 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 Associations’ mission-driven nature is often buried beneath organizational charts, outdated job descriptions, and bureaucratic language that fails to capture the heart of the work.\u202f<\/span>\u00a0<\/span><\/p>\n

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.\u202f<\/span>\u00a0<\/span><\/p>\n

Purpose Alone Isn\u2019t Enough<\/span><\/b>\u202f<\/span>\u00a0<\/span><\/h2>\n

Having a noble mission isn\u2019t a competitive advantage if nobody knows about it or, worse, if the internal culture doesn\u2019t reflect it. Younger workers are especially quick to point out inconsistencies between an organization’s values and rewards.\u202f<\/span>\u00a0<\/span><\/p>\n

That\u2019s why associations must do more than cite their mission statements in job postings. They need to:\u202f<\/span>\u00a0<\/span><\/p>\n