Imperative

Imperative, founded in 2014 by Aaron Hurst and Arthur Woods, operates as a workforce engagement platform. The company is headquartered in Seattle and is a certified B Corp.

Aaron Hurst, the CEO, is a recognized expert on the science of purpose and fulfillment in the workplace. His background as a social entrepreneur heavily influences the company's mission. The platform is built on his research and aims to integrate purpose into the daily work lives of employees.

The company's business model is centered around its proprietary platform, which is sold to employers on a subscription basis. It serves a range of clients, from large enterprises like Sony Music and MetLife to technology companies such as Zillow and Airbnb. The platform is designed to enhance employee engagement, particularly within hybrid work environments.

Imperative's core product is a peer coaching and assessment platform. It facilitates structured conversations and relationships among employees, designed to help them discover and act on their purpose at work. This process is intended to improve connection, fulfillment, and performance, providing leadership with data and insights into the workforce's engagement levels.

Keywords: workforce engagement, peer coaching, purpose-driven, employee fulfillment, hybrid work, B Corp, assessment platform, employee connection, professional development, HR technology