When I talk about what I do, one of the first questions that my peers and colleagues have is “What’s the retention rate at TextNow?” If you’re in HR you’ll often hear about the importance of employee retention and its impact on a company’s success. Many companies boast about their high retention rates as a badge of honor, suggesting a strong, satisfied workforce. However, retention alone isn’t always a measure of success. There’s a hidden threat lurking in many workplaces that can severely damage company culture and productivity: inertia.

Inertia at work is a condition where employees continue to perform their roles not out of passion, engagement, or a sense of purpose, but simply because it’s what they did yesterday. The motives for working become so distant from the work itself that it’s hard to pinpoint why they stay.

Inertia often goes unnoticed until it has already taken root. Employees may continue in their roles not because they’re driven by a passion for their work or the company’s mission, but because they can’t think of a good reason to leave.

For instance, an executive might remain in their position not out of a desire to lead and innovate, but because the prospect of leaving feels daunting or they lack a compelling reason to make a change. This lack of motivation and purpose can lead to a workplace where the status quo reigns, creativity is stifled, and performance suffers.

In this blog I want to focus on exploring how inertia impacts company culture and what you can do to address it.

Retention for the right reasons

At TextNow, we understand the importance of retention, but we also recognize that it’s not just about keeping employees—it’s about keeping them for the right reasons. We pride ourselves on fostering an environment where employees are genuinely engaged, motivated, and aligned with our mission. This is why we don’t face the typical retention challenges seen in many other companies

However, we’re not complacent. We know that as destructive and insidious as inertia can be, it’s surprisingly common in workplaces everywhere. People can fall into routines, working in jobs for no good reason other than habit. Recognizing this, we’ve taken proactive steps to ensure that our team members are here because they want to be, not because they feel stuck or unmotivated.

1. Start early

I believe that fostering a strong company culture starts right from the interview process. During our hiring process, we conduct Culture Add interviews, where we focus on understanding the “why” behind a candidate’s desire to work with us. As a mission-driven company, we place significant emphasis on understanding what motivates candidates to join our team. We ask questions like: Why does it matter to you to work here? Have you tried our app? How do you feel about our company values? What are your personal values?  We want to ensure that every person who joins the team feels a strong connection to our purpose and shares the same drive to contribute to our goals.

2. Train employees on things that matter to you (values and mission)

At TextNow, values aren’t just words on a wall; they’re integral to how we operate daily. That’s why we’ve developed a Values Bootcamp training program. This program helps employees define their own personal values, gain deeper insights into themselves, and learn how to align with our company values. It also teaches them how to incorporate these values into their daily decision-making processes, ensuring that everyone is consistently living our mission and values.

3. Encourage difficult conversations

Encourage your People Business Partner team to engage leaders in tough, meaningful conversations about their teams. The better leaders understand their employees, the more insight they gain into what motivates them to stay with the company. Push your leaders to ask challenging questions and confront the status quo. It’s essential to periodically shake things up—present employees with new and different challenges. By fostering an environment where open dialogue and continuous growth are prioritized, you can ensure that your team remains engaged and motivated.

4. Empower employees to leave

Wait, what? You read that right. Not every employee will always feel aligned with your company’s mission—and that’s okay. To ensure team members never feel trapped or disengaged, consider implementing a Voluntary Exit Program. This program offers a severance package to those who feel it’s time to move on, providing them with the financial support to make that decision confidently. By doing this, you put the power back in the hands of your employees, ensuring that those who stay are here because they genuinely want to be, not because they feel stuck.

Inertia is a silent but powerful force that can erode company culture and hinder long-term success. As leaders, it’s not just about retaining employees—it’s about retaining them for the right reasons. A truly engaged workforce is motivated by the company’s mission, knows how to use company values to guide their decisions, and aligns their personal values with the organization’s goals. By recognizing the dangers of inertia and taking proactive steps to combat it, you can keep your company culture strong, dynamic, and forward-thinking.

I encourage you to look beyond simple retention numbers in your own organizations and consider the deeper reasons why your employees are staying. Are they driven by purpose, or just holding on?