Purpose Before Profit: Silvija Martincevic Of Deputy On The Benefits Of Running A Purpose-Driven Business
An Interview With Chad Silverstein
Purpose Starts from Within: A purpose-driven business begins with empowered employees, so give them the tools and autonomy to carry out your mission. When employees see their roles as more than just jobs, they feel more valued, and in turn, they’re motivated to grow both personally and within the company. It’s about creating an environment where development is a priority and where they know the employer is invested in their success.
In today’s competitive business landscape, the race for profits often takes center stage. However, there are some leaders who also prioritize a mission-driven purpose. They use their business to make a positive social impact and recognize that success isn’t only about making money. In this interview series, we are talking with some of these distinct leaders and I had the pleasure of interviewing Silvija Martincevic.
Silvija Martincevic is the CEO of Deputy, the global people platform for hourly work. Deputy’s intuitive software strengthens employer-employee connections, streamlines compliance obligations, and revolutionizes how hourly workers and businesses operate together, creating workplaces that thrive. Over 350,000 workplaces use Deputy to create better work-life experiences for 1.5 million scheduled workers globally.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?
I was born and raised in Croatia, where both of my parents were hourly workers, also known as shift workers; my mother worked in a shoe factory, and my father was a truck driver. When I was 17, I had the life-changing opportunity to receive a scholarship that allowed me to come to the U.S. to learn English. It changed everything for me, and it was made possible by my family’s sacrifice — they pooled their shift wages to buy me a plane ticket.
Coming from this background, I’ve always wanted to work in companies that can make a real difference for people. In college, I studied economics and statistics, and the first decade of my career was spent finding ways to invest in economically disadvantaged communities. That passion for social impact stayed with me throughout my career, and it’s a big part of why joining Deputy felt so natural. At Deputy, our focus on supporting the hourly workforce perfectly aligns with my passion for using technology for good.
Today, 80% of the global workforce is hourly workers, and I feel a strong connection to the communities we build products for. Shift workers form the backbone of many of the world’s largest industries and were on the frontlines during COVID. Yet, they’ve largely been excluded from digital transformation, still relying on outdated tools and technologies. At Deputy, we are transforming the way shift work is managed, from improving communication and employee engagement to reducing bias in scheduling. It’s about increasing flexibility and efficiency for both workers and managers, and that’s something I care deeply about. As CEO, I am committed to improving the lives of shift workers who keep the world running every day.
Can you share the most interesting story that happened to you since you began leading your company or organization?
At Deputy, we are motivated by our mission: improving the world of work, one shift at a time. My most interesting and powerful stories reinforce the importance of our mission and the fact that we are successfully executing it.
One such example came when I visited one of our largest customers in the UK — HC-One, a leading elderly care provider. We can all recall how care facilities and care workers were impacted during the early days of COVID. They were scrambling to make sure their patients and residents were taken care of, and at the same time, they had to keep their workers safe while avoiding total burnout. For HC-One, Deputy was critical in allowing them to manage their business, keep their workers safe, and, most importantly, keep their residents alive! When one of our partners at HC-One told me this story, she said, “Deputy saved lives.” I carry that with me every day.
My next example is about a wonderful shift worker I met on my first day on the job — Ana P., a passionate fan and advocate of Deputy. Ana’s enthusiasm for Deputy was so contagious that we couldn’t resist asking for a photo with her and recording a video testimonial. Her genuine love for our product informed our product roadmap and also inspired Deputies across the globe to continue developing the best solutions for shift workers.
Fast forward to December 2023, my Chief of Staff ran into Ana in another restaurant while visiting our Sydney office and learned she was in school for data science. A full circle moment — we hired Ana as an intern at Deputy, working with our SMB team!
We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?
A mistake I made early in my career was holding onto a team member for too long because I focused on preserving relationships instead of making the right business decisions. They were a valuable contributor during an earlier stage, but as the company evolved, it became clear that their skill set no longer aligned with where we needed to go.
The experience taught me that leadership requires balancing empathy with decisiveness. We’re in the people business, and some of the toughest decisions we make are around people. The true measure of a company is not just how you bring people in but how you treat them on the way out.
As a company scales, you need to continually reassess whether the talent you have is aligned with the business’s direction. The hardest part is discerning when someone’s superpowers match the business’s requirements and when they don’t anymore. It’s a leader’s responsibility to call that out courageously and compassionately.
When handled correctly, these transitions can be done with dignity and respect. I learned that if you take great care and treat people well even when the fit is no longer there, you can turn what feels like a loss into a valuable opportunity for growth on both sides.
As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?
As a leader, I’ve always held a few core values very close, both in my professional and personal life. First and foremost, empathy. Growing up with parents who were shift workers, I’ve seen firsthand how important it is to understand people’s challenges, no matter where they come from or what role they play. Empathy helps build trust and fosters strong, genuine relationships, and I believe you cannot lead effectively without it.
Another value I never compromise on is integrity. Being true to your word and doing what’s right, especially when it’s difficult or inconvenient, is non-negotiable for me. Integrity is the foundation of trust, and trust is what drives successful teams and organizations.
Lastly, resilience. Through my journey — from moving to a new country by myself at 17 to navigating the thorny challenges of building businesses — I’ve learned that setbacks are inevitable. What matters is how you get back up and learn from those experiences. Even the toughest moments do pass, but we are left with more wisdom, strength and humility.
These values aren’t just professional principles; they guide me in life and have shaped how I approach leadership and decision-making.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? Can you share a personal story or experience that led you to prioritize social impact in your business?
Deputy is a for-profit organization, but we believe in creating a business that not only generates substantial economic value but also drives significant societal impact. It is a natural fit for me to call Deputy home, given my lifelong obsession for solving problems that help underserved communities, making the world better, and doing it all with the support of exceptional technology and a purpose-driven culture. At the heart of what we do is empowering those who have historically been underserved by technology, enhancing their work life and experiences.
My inspiration and passion for leading a purpose-driven business are deeply rooted in my upbringing and personal experiences. The drive to create a company that improves the lives of the world’s 2.7 billion shift workers and reshapes the future of work is incredibly personal to me. Some of my first memories as a child were seeing my mom sew shoes at night. Later as I grew up, I helped her sew shoes as well as she struggled to hit her quotas, and her wages would be impacted. Many people across the world live like this — worrying about their income insecurity (in fact, 62% of hourly workers cannot cover their living expenses per our latest research).
Frontline workers face daily struggles, long hours, and a lack of support at work. This understanding fueled my commitment to work in sectors where I could make a real difference. I want to create something that empowers individuals like my parents, whose hard work forms the backbone of our economy yet often goes unrecognized. By focusing on social impact, I believe we can drive meaningful change for those who truly deserve it.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
Leading a purpose-driven business is about making a meaningful impact in the world, ultimately enriching both the organization and the communities we serve. This is how we create a more sustainable and equitable future for everyone involved. Here are a few key benefits that I find particularly compelling:
Increased Employee Engagement: Employees are more motivated and committed when they believe in the company’s mission. A strong sense of purpose fosters a culture of engagement, which can lead to higher productivity and lower turnover rates. Research from Gallup notes that organizations with engaged employees see 21% higher profitability.
Stronger Customer Loyalty: Consumers today — especially Gen Z — are looking for brands that align with their values and contribute positively to society. A purpose-driven approach can help cultivate deeper customer relationships, leading to enhanced loyalty.
Attracting Top Talent: Purpose-driven companies often attract employees who are not only talented but also share the organization’s values. This alignment can create a more cohesive and dedicated workforce. Job candidates across industries are increasingly prioritizing mission-driven companies when job hunting.
How has your company’s mission or purpose affected its overall success? Can you explain the methods or metrics you use to evaluate the impact of this purpose-driven strategy on your organization?
Our mission to improve the world of work, one shift at a time, is our guiding light. This purpose drives everything we do and has been instrumental in shaping our success and growth as a company. We believe that by empowering businesses to manage their teams better, we impact our customers’ efficiency and profitability and improve the quality of life for employees — making work easier, more predictable, and fairer.
To measure this, we track NPS and CSAT scores to assess customer satisfaction and alignment with our values. Internally, we also track employee engagement to ensure our teams are connected to our purpose and feel empowered to live it out in their daily work. On the product side, we track product utilization and adoption rates to evaluate how much value customers derive from our features, measuring the time saved and operational efficiencies gained through our platform.
Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact? Can you share a specific example or story that deeply resonated with you personally?
It’s such a special feeling when I am out and about, like in Sydney, and someone stops me because I am wearing a Deputy t-shirt with our spark logo. Hearing things like, “Hey, we use Deputy at my job! It’s my north star for work!” brings so much joy, not just to me, but to our entire team. It’s a reminder of the real impact we’re making on people’s lives every day.
Have you ever faced a situation where your commitment to your purpose and creating a positive social impact clashed with the profitability in your business? Have you ever been challenged by anyone on your team or have to make a tough decision that had a significant impact on finances? If so, how did you address and reconcile this conflict?
No, because I don’t view this as an either/or OR zero-sum game. Too often, things are positioned as mutually exclusive, but I believe in a “both/and” approach. At Deputy, we live in a “both/and” world. Our business is built on the fundamental premise that when you treat your people well, they will treat your customers well, leading to a thriving and profitable business. Purpose and profitability don’t need to be at odds — they can and should go hand-in-hand.
I’d also like to add that findings from a recent survey by Forbes and Microsoft show that companies empowering shift and frontline workers with technology are three times more likely to deliver annual growth in excess of 20% (compared to their other counterparts). Empowering workers through tech is not a luxury; it’s a necessity for companies to succeed today. Creating a technology-enabled thriving workplace for both shift workers and employers is a good thing to do and is good for business.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business?
Starting a purpose-driven business is a rewarding yet challenging journey. It begins with identifying your core motivation and understanding the societal issue you aim to address is essential. This clarity guides your decisions and helps build a loyal community around your brand. Authenticity is vital in this process as consumers seek genuine connections with brands aligning with their values. Being transparent about your mission fosters trust, which is crucial for long-term success.
Engaging with your community is another key aspect. Listening to their needs and feedback helps refine your offerings while creating a supportive network that amplifies your impact. As you navigate the ups and downs of entrepreneurship, resilience will serve as your anchor. Embrace setbacks as learning opportunities, and remain adaptable in your approach. Lastly, consider measuring your impact to demonstrate your commitment to stakeholders. By fostering a passionate, purpose-driven team, you can create a strong foundation for a business that not only thrives but also contributes positively to society.
What are your “5 Things You Need To Create A Highly Successful Purpose-Driven Business.” If you can, please share a story or example for each.
1 . Our Mission is Our “Why”: Everything starts with our purpose. It’s what keeps us grounded and focused, no matter how big or small the challenge. Our technological advancements underscore Deputy’s mission to make work better for hourly employees by putting people first and using tech to foster better communication and stronger, more predictable working conditions.
2 . Transparency Builds Trust: When you’re transparent, people trust you — that is what keeps teams and customers loyal. As leaders, we can’t shy away from criticism because it’s often where the most valuable insights lie. Our customers are the people using our products every day, and their experiences give us a direct line to what’s working and what isn’t. When we embrace feedback, we show our customers that we’re not just listening but truly committed to improving.
3 . Purpose Starts from Within: A purpose-driven business begins with empowered employees, so give them the tools and autonomy to carry out your mission. When employees see their roles as more than just jobs, they feel more valued, and in turn, they’re motivated to grow both personally and within the company. It’s about creating an environment where development is a priority and where they know the employer is invested in their success.
4 . Innovate for Impact, Not Just Profit: It is crucial to focus on solving real-world problems. At Deputy, we aim to address the everyday challenges that shift workers and their employers face. We are determined to make work life easier and more predictable through technology that solves workplace issues. By staying connected to our customers’ real needs, we create meaningful, lasting solutions. The rest, like profit, will follow if you are making an impact.
5 . Make Your Impact Visible: It’s not enough to talk about impact. Show the world the difference you’re making, and let the results speak for themselves. Shift Worker Sunday on November 24 is a perfect example — an initiative that’s not just about raising awareness but actively giving back and celebrating the contributions of the hourly workforce. Through this, we’re showing the world how we support the people who keep businesses running, letting our results speak for themselves and setting the standard for what true impact looks like.
I’m interested in how you instill a strong sense of connection with your team. How do you nurture a culture where everyone feels connected to your mission? Could you share an example or story that showcases how your purpose has positively influenced or motivated people on your team to contribute?
It’s all about the people. One of my first jobs was sweeping floors and washing dishes in a college cafeteria. I was raised by shift workers, and at one point, I was one, too. That experience shaped how I lead and connect with my team at Deputy. And, on that note, many of our Deputies have this similar experience — they clocked in and out of shifts at one point in time, too! We quite literally have built a team that looks like the community we serve.
Imagine we’re sitting down together two years from now, looking back at your company’s last 24 months. What specific accomplishments would have to happen for you to be happy with your progress?
Over the last two years, I’m incredibly proud of our strides in expanding our impact globally. We’ve grown to support 1.5 million shift workers and business owners across 100 countries, making a real difference in how they manage their work lives. Our success is measured by the productivity and engagement of the teams we support, and it’s been rewarding to see how our efforts have translated into better outcomes for them — whether it’s giving managers more time to focus on their teams or enabling employees to have more flexibility and visibility into their schedules.
Looking ahead, I hope the next 24 months are marked by exponential growth in our impact. I want us to continue pushing the boundaries of what’s possible — not just in terms of the number of workers we support but by creating more engaged and happier workplaces everywhere we operate. Our goal is to be at the forefront of shaping a world where shift work is synonymous with flexibility, opportunity, and satisfaction.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Promoting a mindset of “Yes, And” thinking would bring me immense joy. We need to move away from a world that sees everything as a zero-sum game, a world of winners and losers. Instead, we need to embrace the gray areas, become comfortable with complexity, and seek solutions that amplify “positive-sum” outcomes.
In my experience working with different partners and companies, I’ve learned that if you think hard enough and are willing to listen, there’s almost always a win/win to be found. It’s about moving beyond the simplistic binary of either/or and building the muscle to see mutually beneficial scenarios — in business and in life. I believe this way of thinking should be instilled in people from an early age, teaching kids to see opportunities for mutual gain instead of falling into divisive thinking.
This is particularly relevant in the relationship between workers and businesses. Historically, they’ve been pitted against each other, as if one’s success must come at the expense of the other. I want to change that narrative. At Deputy, we’re a force for good, building connective tissue between these workers and businesses. We believe that when businesses treat their workers well, those workers, in turn, treat customers well, creating a thriving business. You can have both!
In a world that too often defaults to “either/or,” I want to inspire a shift to “Yes, And.” This mindset pushes us to see more possibilities, bridge divides, and ultimately create a future where success isn’t about who wins and who loses but about how we win together.
How can our readers further follow your work or your company online?
If you’re passionate about empowering hourly workers, driving social impact, or sharing HR-tech insights, please connect with me on LinkedIn!
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
About the Interviewer: Chad Silverstein is a seasoned entrepreneur and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program.
To learn more and connect with Chad visit: chadsilverstein.io
Purpose Before Profit: Silvija Martincevic Of Deputy On The Benefits Of Running A Purpose-Driven… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.