Ask someone what they do for a living, and you’ll likely get a job title. Ask them why they do it and you’ll start to understand what really drives them.

Passion and personal identity are now at the heart of employee engagement. People want more than just a role they want to bring their whole selves to work. And when they can, performance, loyalty, and creativity follow.

This sentiment stood out in our recently commissioned Insights Survey, with 66% of respondents saying that having a sense of personal identity in their job matters, with over 80% agreeing that having passion for their work is very important.

For organisations, this is not a soft issue. It’s a strategic one. Companies that understand and support the link between identity, passion, and work not only build stronger teams but they outperform their competitors in recruitment, retention, and innovation and improve their bottom line. Research shows that engaged employees are 18% more productive and can boost profitability by 23% .

The power of personal identity at work

Personal identity is the sum of our values, culture, lived experiences, and sense of self. When work feels like an extension of who we are, we show up with greater authenticity, confidence, and creativity. Employees who feel they can be themselves at work are more productive, engaged and more likely to contribute fresh thinking. When identity is stifled, the opposite happens. Employees disengage, become silent, or leave. Worse, they may stay, but their best ideas won’t.

Passion is the fuel of innovation

Passion at work doesn’t always mean working on a dream project. It’s about feeling emotionally connected to what you do, whether that’s solving problems, helping others, building systems, or driving change.

When people feel passionate about their work, they go the extra mile without being asked, they recover from setbacks faster, they inspire those around them and they push boundaries, think bigger, and take ownership. When organisations make room for that passion to flourish, it creates a culture of high performance and innovation.

What employers must do

If identity and passion are so vital to performance and wellbeing, what must employers do to make them possible?

1. Create Psychological Safety
   

   Employees must feel safe to express who they are, culturally, socially, and professionally. That includes:

   • Welcoming diverse backgrounds and communication styles
   • Encouraging honest feedback without fear
   • Normalising difference, not just tolerating it

2. Build inclusive career pathways

   Make room for individual growth. Provide opportunities that align with employees’ passions, whether through designating specific projects, mentoring, or giving the opportunity to work across other teams. A one-size-fits-all approach to development risks leaving talent behind.

3. Communicate and connect the work to a bigger purpose
   

   People are motivated by mission. They want to know how their role contributes to something meaningful. Share stories, data, and impact; show employees they matter, not just their output. Great managers take the time to understand what motivates each person on their team. Asking simple questions like “What gives you energy at work?” or “How does this fit with where you want to go?” helps people stay connected to what matters most to them.

4. Celebrate all the wins
   

   Reward more than just KPIs. Celebrate the value of new ideas or moments where someone truly showed up as themselves and made a difference.

   The best performing organisations don’t ignore the human side of work. Passion isn’t a bonus; it’s a business imperative. Identity isn’t a distraction; it’s the foundation of trust, creativity, and resilience.

   People want more than just a payslip. They want purpose, belonging, and the chance to be great in their own way. The organisations who make that possible will be the ones who lead, not just in revenue, but in reputation, culture, and impact.

   If you’re ready evolve your EVP and employer brand, strengthen your internal comms and build the kind of culture people want to grow with, get in touch.