Career contribution is about the value we add through our work roles. In 2001 I worked in the packaging industry for the local subsidiary of a giant European manufacturing company. Our focus was the import and distribution of packaging products for the food and beverage sector. By the end of that year our local currency had weakened severely against the US Dollar due to global events, pushing up the cost of our landed product significantly. The result was that we could no longer be price competitive, having to price ourselves right out of the market to remain profitable. Practically this meant implementing a massive price increase to our clients and risking losing all of them. However, we were able to implement the price increase without losing any clients. We only lost one client, who came back after we were able to adjust our prices again when the economy improved about six months later. How did we remain in business through that challenging time? Most significantly, we brought competition to a market that had previously been monopolized, so our clients were willing to pay more temporarily, in order to preserve the competition dynamic. In addition, we had built strong relationships with our clients and delivered more than just a packaging product. We met regularly with clients for production and logistics planning sessions, adding massive value and savings to their supply chain operations and working capital management targets. Clients considered losing that value as more costly, than having to pay a premium for our product until the local currency bounced back. It is crucial to fully understand the value that you are contributing.
What is your value?
Identifying and clarifying the key areas of contribution in your own role can be very empowering, as well as providing that extra bit of meaning and motivation to your daily activities. To better understand the value that you add in your role, you need a clear understanding of two things, the impact of your responsibilities, and the strategic vision and mission of the organization. This requires both self-reflection and some research, to be able to align your knowledge, skills, and experience, with the needs of the organization. This will maximize your contribution, your sense of contribution, as well as gain recognition in your workplace.
For example, a marketing professional may be brilliant at creating compelling content and engagement with customers. By recognizing this strength, they can focus on developing strategies that enhance brand visibility, attract new customers, and increase sales. This value-add can be measured using metrics such as revenue growth, customer satisfaction, or market share.
Who are the stakeholders of your value?
The value of your role extends to various stakeholders, both internal and external. Internally, your value can benefit your colleagues, managers and the overall organizational culture. Externally, it can impact customers, suppliers, shareholders, and the broader community. We need to go where our value is recognised, but we also need to understand it properly first, so that we can become better at improving and communicating that value to others.
A software developer's value-added may be to create user-friendly applications that enhance the customer experience. This value extends to the organization by increasing customer engagement, building loyalty and revenue. Additionally, it benefits the end-users by providing them with efficient and effective solutions to their needs.
How can you increase your value?
To increase the value that you bring to the table, it is essential to adopt a holistic approach and consider the diverse needs and expectations of each stakeholder group. This requires effective communication, collaboration, and a focus on continuous improvement.
Internally, value can be increased by fostering a positive work environment that encourages innovation, teamwork, and personal growth. By investing in employee development programs, organizations can enhance the skills and capabilities of their workforce, leading to increased productivity and job satisfaction. As individuals we must also learn to invest in our own personal growth and skills development.
Externally, value can be increased by understanding and meeting the needs of customers, suppliers, and shareholders. This can be achieved through market research, customer feedback, and strategic partnerships. By continuously adapting to changing market dynamics and delivering exceptional products or services, organizations can create a competitive advantage and increase value for all stakeholders. As individuals we are able to become part of something bigger than ourselves.
Finding meaning in the menial
Focusing on adding value through your work role can also contribute to finding a sense of purpose and meaning in your career. Without a sense of fulfilment, work tends to become monotonous and unfulfilling, which often leads to feeling stuck in your career. Having sight of the bigger picture in terms of your contribution, creating alignment with the strategic objectives of the organization, and aligning your personal values with your professional goals, will together support your ability to do work that feels meaningful.
Another way to achieve this, is by setting meaningful objectives that go beyond the financial. For example, a healthcare professional may find purpose in improving the quality of life for patients or contributing to medical research. By focusing on these objectives, they can derive a deep sense of fulfilment and satisfaction from their work.
This process, regardless of your job title, requires a sense of autonomy and role ownership. When individuals exercise their freedom to make these decisions, and contribute their unique perspectives, they become more engaged and start to feel a growing sense of purpose in what they are doing. Managers and owners can also foster this by providing growth opportunities, recognizing achievements, and empowering employees to make a difference. Ultimately, career contribution is not only about excelling in your role, but also about making a positive difference in the lives of others and finding fulfilment in what you do.
You can find out more about this on the Career Accelerator page
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