Companies aren’t building “mattering” into the employee experience — they’re buying time.
Today’s headlines are filled with stories about employee purpose, wellness, and recognition. PwC just invested $22 million to integrate well-being and rewards. Harvard Business Review is pushing the idea of “mattering” at work. On the surface, it looks like employers are finally getting it.
But let’s pause.
What if these moves aren’t about better culture — but about keeping people calm while their roles shift under them?
In truth, many leaders are using purpose as a short-term fix while AI reshapes job functions behind the scenes. These programs may seem employee-first, but they’re often about retention, not reinvention.
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Are companies building mattering — or buying time?
The concept of “mattering” sounds meaningful. In HBR’s view, it means employees feel seen and they see their impact. It’s an elegant idea. But here’s the issue: you can build a mattering program without changing any real work.
And that’s exactly what’s happening.
AI is advancing fast. As tasks get automated, many jobs are being quietly redefined. Yet instead of clear guidance, employees get wellness apps, gratitude points, or “values-based” emails.
📊 A recent PwC study shows 61% of executives plan to redesign roles around AI — but only 29% have a plan to reskill their teams.
Source: https://www.pwc.com/gx/en/services/alliances/oracle/skills-and-the-future-of-work.html
This mismatch creates confusion. People don’t need more recognition—they need real role clarity.
Recognition is only powerful when it means something
Recognition tools are everywhere. They can lift morale, reward effort, and highlight top performers. But too often, they become noise.
We’ve seen it firsthand at MorganHR: when praise feels random or generic, it backfires. Employees don’t feel more connected — they feel patronized.
Here’s where recognition breaks down:
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Too much praise, not enough meaning – Frequent shoutouts that don’t link to real results lose value fast.
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No tie to job changes – If someone’s role is shifting, but the praise stays the same, it causes confusion.
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Tone mismatch – When cuts or stress are happening, praise can feel forced or fake.
Employees are smart. They want honesty and alignment — not rewards that avoid the hard stuff.
Purpose can’t come from platforms
Many companies invest heavily in tools that promise to boost engagement. Dashboards, surveys, shoutouts, and badges flood the workplace. But here’s the truth:
No tool can create purpose if the work itself feels unclear.
You can’t automate meaning.
Some of the mid-size firms we advise spend over six figures on employee experience tech — but haven’t updated their job roles in five years. Meanwhile, automation quietly eats away at old tasks.
MorganHR’s perspective is clear: purpose must be designed into the role itself. That requires action from HR and leadership:
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Review job content – Are roles adapting for the future, or stuck in the past?
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Tie praise to value – Are we recognizing what truly drives business results?
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Track impact, not just mood – Do engagement scores reflect how connected people feel to the future of the company?
This is the hard work that tools can’t replace.
From perks to purpose: What employees want now
In the past, the employee experience centered on perks — flexible hours, snack bars, mental health days. Those still matter, but they’re no longer enough.
Employees today want clear answers:
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How does my work still matter if AI takes over part of it?
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What future role can I grow into here?
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Is my manager ready to lead me through this change?
If leaders don’t provide those answers, no amount of recognition or “purpose messaging” will stick.
The organizations that will thrive are those that treat employee experience as a redesign effort — not a communications campaign.
🔑 Key Takeaways
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Many companies use purpose and recognition to stall deeper work redesign.
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Recognition only works when it’s connected to evolving job impact.
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Purpose must be engineered into roles, not layered on with apps.
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HR leaders should shift focus from perks to clarity and role evolution.
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AI makes this urgent: people need to know where they fit in the future.
📣 CTA
Ready to align recognition with real role evolution?
Book a 30-minute strategy session with MorganHR to audit your job design and engagement programs.