KPMG LLP is the U.S. member firm of KPMG International, one of the global “Big 4” audit, tax, and advisory firms. Its more than 26,000 partners and employees like working at the U.S. firm, but for largely rational reasons: competitive salaries and benefits, great training & development opportunities, potential for advancement, etc.

Our challenge was to reframe the way employees see their work, to create a new sense of identity and to increase job satisfaction on a deeper, more emotional level.

The “Purpose” Initiative created a cultural shift at KPMG by speaking to KPMGers’ hearts as well as their heads. We gave them a brand new answer to the question, “What do you do at KPMG?”

The onsite and online campaign launched in June 2014 with a series of provocative and eye-catching posters and banners that amplified the firm’s rich legacy. A series of original videos followed, one of which showcases how KPMG is helping employees live the “American Dream.”

Leveraging another powerful emotional asset — music — the “One Firm” Anthem was commissioned and recorded, becoming the global soundtrack of Purpose.

We then drove deeper engagement by asking KPMGers to share their own stories of Purpose, and created an application through which they could make their own Purpose poster statement. The “10,000 Stories Challenge” targeted 10,000 story submissions by Thanksgiving and, in return, the firm would grant additional paid vacation days to all. This goal was reached within four weeks of launching and KPMG has yielded over 40,000 stories to date.

Since the launch of the initiative, employee engagement and job satisfaction has risen to all-time highs, and KPMG U.S. was recognized as highest ranking Big 4 firm on FORTUNE’s 2015 100 Best Companies to Work For.