Work can do more than pay the bills. It can mean staying late to walk a nervous client through their first loan application. It can mean designing a product to make someone’s day a little easier. It can mean being the voice on the other end of the phone when a customer needs clarity, not a scripted robot. And sometimes, it can mean holding someone’s hand in their final moments.
At our recent Lioness Magazine panel, “The Woman-Led Workplace Advantage: Designing Meaningful Work,” we heard from two Top Workplace winners who make meaning the core of how they lead. Jill Kreider, President of Azura Memory Care and Assisted Living, and Karen Rubel, President and CEO of Nathan Adelson Hospice, shared practical strategies for creating workplaces where people feel purpose every day.
Their experiences are rooted in healthcare, but the lessons are universal: when employees believe that their work matters, everything changes.
Why ‘meaning’ matters
Simply put, when it comes to elder and end-of-life care, there’s no room for indifference. “We only get one opportunity to take care of a person at the end of their life and to support that family,” said Rubel. “There’s no do-over.”
In roles like hospice care, the stakes are high, and the purpose is clear. But even in less intense environments, employees stay more engaged when they understand how their work makes a difference.
So, how can leaders help build that connection?
Learn to show up and listen
Both leaders emphasized that meaningful leadership starts with presence and empathy.
“I’m a very big proponent of being in our communities,” said Kreider. “I’m never in our corporate offices. I want to be on the floors with the teams, understanding what they’re going through.”
Rubel, who leads a largely remote and field-based staff, uses tools like daily positivity texts and regular check-ins. “People want to feel seen,” she said.
This kind of two-way communication is critical in high-stress environments, and it’s especially important for fields with high burnout rates, such as healthcare. That’s why Azura introduced end-of-shift reflections, giving staff the chance to share how their day went and what they need to do their job well. Even small insights, like low supplies or a tough emotional moment, get a direct response from leadership. It’s a simple, scalable way to stay attuned to team well-being.
Programs that reinforce purpose
Kreider and Rubel shared several practices that help employees feel more connected to their work.
At Azura, the “Team Member Dreams” program, which invites employees to share something that they’ve always wanted to do. The company helps make those dreams happen — whether that’s an Alaskan cruise for a caregiver and her husband or a bicycle for a team member whose partner has mobility challenges. Azura also runs a rewards program where employees earn “Azura Bucks” for picking up shifts or avoiding absences, which can be redeemed for company apparel or gift cards.
Rubel takes a proactive approach to emotional wellness. In addition to encouraging staff to fully disconnect during PTO, Nathan Adelson sends out daily positive text messages to remind employees they’re seen, appreciated and supported.
“People get these messages and tell me, ‘That was exactly what I needed to hear today,” said Rubel.
Budget-friendly ways to build meaning
If you’re heading a smaller organization, there are still plenty of meaningful practices you can try without breaking the bank. Consider:
- Recognition shout-outs in team meetings
- Weekly inspiration or gratitude emails
- Morning huddles to check in and share goals
- Handwritten thank-you, birthday, or work anniversary cards
- Peer-nominated values awards
- Simple systems to gather and respond to employee feedback
Create meaning in any industry
Meaningful work isn’t limited to caregiving roles or nonprofit missions. Whether you’re leading a tech startup, managing a retail team or running a manufacturing floor, employees want to feel like what they do matters. That starts with clarity — knowing your organization’s “why” — and helping every team member understand how their role supports the bigger picture.
Want more ideas on how to create meaningful work? Be sure to watch the full recording for more insights, and don’t miss our previous session, The Woman-Led Workplace Advantage: Examining Positive Leadership.
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