UNLOCKING THE POWER OF PURPOSE
The making of a human resource strategy for purpose led organisations.
“PROFIT ISN’T A PURPOSE, IT’S A RESULT. TO HAVE PURPOSE MEANS THE THINGS WE DO ARE OF REAL VALUE TO OTHERS. ”
— SIMON SINEK
The goal was to develop, then execute, a Human Resource Strategy for Ngāi Tahu Farming that attracts purpose led individuals, then enables them to thrive and deliver outstanding business performance.
NGĀI TAHU FARMING (NTF) is a Maori agribusiness that manages more than 100,000ha of farm and forestry assets ($440M) across Te Waipounamu (South Island, NZ); producing timber, milk, fibres, meat and other products which go through local processors for export around the world.
The People and Development Team at NTF is responsible for over 90 direct kaimahi (employees) who operate within a diverse and rapidly growing set of businesses spread across Te Waipounamu.
The Human Resource Strategy needed to deliver on a diverse set of commercial outcomes by building on the organisational kaupapa (purpose) which is best represented by the whakataukī (proverb): When land and water are sustained, the people will prosper.
TOGETHER WITH COPLANTATION, the People and Development Team explored how human centred design could amplify NTF’s Human Resource policies and initiatives; making NTF a preferred employer for the best and brightest farmers, growers and business professionals.
We loved the fact that the needs, dreams and aspirations of people were at the heart of this project. Success would come from our ability to align fundamental human needs with business outcomes; making NTF a world-leading agribusiness.
OUR STARTING POINT was to understand the needs and challenges faced by current and future kaimahi. We then aligned these to anticipated changes in technology, demographics, politics, regulations, organisational and stakeholder expectations.
THE OUTCOME was a strategy which attracts the right people and ensures they feel a sense of belonging and a connection to the Ngāi Tahu Farming vision and values. Once a kaimahi feels a sense of belonging and connection, the strategy focuses on personal and professional growth which delivers the desired commercial outcomes for NTF.
THE IMPLEMENTATION focused on a recruitment strategy to find people who are already predisposed to sharing the Ngāi Tahu Farming core values. We then focused on Human Resource mechanisms which bring to life the written and unwritten values espoused by NTF. As Jim Collins writes, great, enduring organisations like Hewlett-Packard, 3M, and Johnson & Johnson create mechanisms that bring organisational values to life and translate these into action.
“WHAT IS THE MOST IMPORTANT THING IN THE WORLD?
IT IS PEOPLE, IT IS PEOPLE, IT IS PEOPLE.
HE AHA TE MEA NUI O TE AO.
HE TANGATA, HE TANGATA, HE TANGATA. ”
— MAORI PROVERB
Given a strategy is only as effective as how well we communicate it, the People and Development Team employed multiple initiatives and touch-points, both digital and print, to promote the key mechanisms which underpin the People and Development Strategy.
THE EFFECTIVENESS of the strategy will always be measured against the delivery of business performance. Beyond such tangible measures, we ensure that our strategies never change the timeless core values of Ngāi Tahu Farming. However, we ensure it enables the constant evolution of the operating practices and cultural norms that will see Ngāi Tahu Farming always remain relevant.
ARTICLE BY CLAIRE BOURNE & KUSAL PERERA