By: Zenia Pearl V. Nicolas
In today’s HR landscape—where dashboards track behavior and AI recommends your next hire—Michael Angelo E. Malicsi, Chief Human Resource Officer of UnionDigital Bank, reminded everyone in the room of something timeless.
“Purpose is the WHY behind what we do.”
At hrX Philippines 2025, hosted by rockbird media at the Grand Hyatt BGC, Malicsi delivered a keynote that wasn’t addressed in a corporate lingo or trend-chasing tech–it was raw, rooted and real.
From the moment he stepped onstage, Malicsi made it clear that his talk came not from obligation, but conviction.
“I didn’t hesitate when I was invited—because this resonates with my heart.”
And it showed. His message wasn’t just informative; it was soul-restoring.
Finding the WHY in a World Obsessed With the HOW
Malicsi’s keynote, titled “Empowering a Culture of a Purpose-driven Organization,” opened with a truth that struck a chord across the audience: many employees today are showing up, but not truly connecting.
“Why do we do what we do? If we don’t answer that, we lose them emotionally.”
He explained how purpose acts as the emotional bridge between a person and their role, especially in a world of fast pivots, burnout and remote realities.
This wasn’t just theory—it was a reflection of UnionDigital Bank’s own journey, where the team weathered “several seasons of change” and leaned on purpose to stay grounded.
According to McKinsey, 70% of employees define their purpose through work—but less than 15% feel they’re actually living at work.
When Leadership Is Human, Culture Becomes Natural
Malicsi likened leadership to a delicate glass—something precious, fragile and essential to handle with care.
“If leadership isn’t aligned with purpose, culture won’t follow.”
His point was clear: true empowerment doesn’t begin with policies—it begins with people. And those people must feel seen, valued and part of something bigger than deadlines.
In UnionDigital Bank, this belief is modeled through leadership that listens, shares ownership and walks the talk. Culture flows not because it’s enforced—but because it’s felt.
The Building Blocks of “ONE UD” Culture
Malicsi shared how UnionDigital Bank has been intentional in shaping its “ONE UD” identity—from its symbolic butterfly emblem representing transformation, to their soon-to-launch Peer Recognition Program and everyday rituals that remind people of their purpose.
“Culture isn’t a memo. It’s what happens in the spaces in between.”
And he was firm: HR alone can’t build culture. It must be co-created, with every person invited to contribute, share ideas and celebrate progress.
His words held weight:
“Are we still true to our purpose? Is it still at the core of what we do?”
When those questions are asked regularly, legacy becomes intentional—not accidental
Removing the Culture Killers
In a vulnerable moment, Malicsi identified the hidden enemies of great cultures:
“Nothing kills purpose faster than bureaucracy, hypocrisy or silence.”
These aren’t abstract problems. They’re everyday realities: endless approval chains, unspoken resentment or a disconnect between what’s said and what’s practiced.
His solution? Simplify, communicate and celebrate truth.
Give people space to share. Let employees tell their own stories of why their work matters.
Because when purpose is shared—it’s no longer just a vision. It’s a living, breathing force.
How Ownership and Legacy Are Created
“Everyone should be a steward of the mission”
Malicsi underscored the value of shared ownership—a culture where employees see themselves not just as workers, but as builders of legacy.
By encouraging storytelling, feedback and active recognition, UnionDigital Bank is nurturing a workplace where people feel proud of the impact they make.
And what happens, performance isn’t pushed—it’s inspired.
Culture in Motion: From Intention to Action
His final message was deeply resonant:
“Culture is what we do every day. Intention to action; self to service.”
In one powerful line, he redefined culture not as a goal but as a daily habit. A shared rhythm where every action, no matter how small, echoes the purpose of the organization.
He reminded everyone in the room—HR leaders, business heads, people advocates—that building a culture is not about perfection. It’s about persistence.
“When we build culture from the ground, when we tie it to purpose—it lasts.”
He didn’t just give a talk—he gave us a mirror. One that invited every HR professional in the room to pause and ask:
“Are we still true to our purpose?”
“Are we enabling cultures that outlive our roles?”
a world racing toward automation, datafication and speed, Malicsi reminded us to slow down—just enough to lead with meaning.
Because when people are connected to something deeper, they don’t just show up.
They light up.
