Perks versus purpose: What really matters to dental team members

For years, tech companies such as Google, Nike, and Facebook poured massive amounts of money into extravagant workplace perks to attract young talent. Free gourmet meals, massages, gyms, video game arcades, and on-site dry cleaning were designed to lure employees. While enticing, these rewards often served as distractions rather than genuine value drivers for employees. A recent study confirms that these over-the-top benefits attract employees but fail to retain them.

Employees under 35 are signaling a shift in workplace priorities. They place greater value on being respected as individuals than on perks such as ping-pong tables or smoothie machines. The distinction lies in how they view their roles.

• A role: A meaningful part of a significant whole where individuals bring their best selves mentally, physically, and emotionally. Roles offer purpose and a sense of contribution.
• A job: A transactional arrangement where individuals are seen as replaceable commodities, leasing their skills and time with little emotional or professional fulfillment.

This mindset has profound implications across industries, including dentistry

In large corporate dental practices, profitability and brand perception often take precedence over employees and patients. Staff turnover is high, and patients—viewed as commodities—exit through the back door as quickly as they arrive. These businesses prioritize production and profit goals, often at the expense of creating a respectful, engaging culture for both employees and patients.

The public may not realize they’ve walked into a profit-driven business rather than an honorable profession prioritizing patient well-being. Similarly, employees—dentists, hygienists, and support staff—may find themselves disengaged and treated as interchangeable parts rather than respected contributors to a shared purpose.

Research from the University of Missouri Novak Leadership Institute sheds light on what truly matters to young workers.¹ More than 1,000 full-time employees aged 21 to 34 were surveyed about workplace respect, emotional engagement, and perks. Two types of respect emerged as critical:

1. Respectful engagement: Being acknowledged and valued for doing a good job. This reflects external validation from employers.
2. Autonomous respect: A deeper, self-derived respect earned through meaningful work. Employees feel competent, capable, and valued, not because they’re told so but because their experiences affirm it.

While both forms of respect matter, the study found that autonomous respect has a significantly greater impact on retention. Employees want to feel their contributions align with the organization’s purpose and that they’re an integral part of a meaningful whole.

How can dentistry foster autonomous respect?

It starts with a clear, shared practice philosophy that transforms “jobs” into meaningful “roles.” When team members see themselves as vital contributors to a community with shared values, their engagement and commitment grow naturally. Here’s how:

• Define a purpose-driven culture: Develop and communicate a clear mission that prioritizes patient well-being and professional integrity over profit margins.
• Foster leadership connection: Ensure leaders are present and actively guiding team members, helping them see how their efforts contribute to the practice’s success.
• Recognize and empower: Acknowledge individual achievements while creating opportunities for team members to grow and take ownership of their roles.

Ping-pong tables won’t make your team stay, but a shared sense of purpose will. Ultimately, young workers, whether in tech or dentistry, seek purpose, not just perks. They want to feel respected, capable, and integral to an organization’s mission. By focusing on respect, purpose, and meaningful engagement, dental practices can retain their most valuable assets: their people.

Editor's note: This article appeared in the February 2025 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.

Reference

1.  LaGree D, Houston B, Duffy M, Shin H. The effect of respect: Respectful communication at work drives resiliency, engagement, and job satisfaction among early career employees. Int J Bus Comm. 2023;60(3):844-864. doi:10.1177/23294884211016529