From Discourse to Experience: How to Live the Purpose
When Purpose Wears Out (If It Isn’t Lived)
January 27, 2026
Verónica González Macero, Employee Experience & Employer Branding Specialist at ILUNION Hotels, has contributed as an author to the latest issue of DCH | Human Insights, the digital magazine of DCH – International Organization of Human Capital Executives.
In her article, Verónica reflects on one of the greatest challenges for today’s organizations: how to transform corporate purpose into a real and consistent experience, moving beyond inspiring speeches.
Throughout the text, she addresses key issues such as:
- The gap between what organizations communicate and what people actually experience.
- The impact of purpose on talent engagement and retention.
- The importance of designing inclusion as a structural practice.
- And the value of real stories as a catalyst for cultural connection.
Tools that Transform: The DEIB Coach Role
The article includes examples of initiatives aimed at turning culture into an experience, such as the DEIB Coach project—a key role within the People department that supports teams in managing diversity, inclusion, and well-being, integrating a social perspective into the day-to-day operations of the hotels.
In this context, it also mentions Soñadores, the audiovisual project driven by ILUNION Hotels that gives visibility to the real stories of professionals who embody the purpose in their daily work.
