Why do people really choose one company over another?
It’s rarely just about salary or perks. Today’s job seekers want alignment. They want to work for a company that reflects their values, gives them a reason to care, and makes them feel something. That all starts with purpose.
This post is the first in a four-part series exploring The Talent Attraction Blueprint, a framework designed to help companies attract, engage, and retain the right people by building an employer brand that works. The four phases are: Purpose, People, Platform, and Proof. We start, as every great story does, with why.
I learned something about emotional connection the first time I walked into the Harbor Theater in Muskegon to see The Empire Strikes Back. I was eight. It wasn’t just the smell of popcorn or the Fun Dip I was sneaking in. It was the moment Darth Vader appeared on screen, breathing that robotic, unforgettable breath. I was pulled in completely. From that day forward, stories had me.
What I didn’t realize then is what I know now: people connect deeply to stories with meaning. That’s what purpose does for your employer brand. It makes your story stick.
What Is the Red Thread in Employer Branding?
“The Red Thread” is the emotional and cultural narrative that runs through your organization’s story. It’s not your mission statement, your list of values, or your tagline. It’s what employees say about your company when no one’s listening. It’s “the why” that holds everything together.
A strong Red Thread doesn’t just define who you are. It helps people see themselves in your story. That’s what separates an employer brand from a recruiting message. One tells. The other resonates.
Why Purpose Drives Talent Attraction
Purpose isn’t fluff. It’s one of the most powerful filters you have in hiring and retention.
- 70 percent of employees say their sense of purpose is defined by their work
- 52 percent of job seekers say they wouldn’t accept a job at a company whose values don’t align with theirs
- Purpose-driven companies report 40 percent higher retention and 30 percent more innovation
When you lead with purpose, your employer brand does more than attract talent. It attracts the right talent. People want to work for companies that stand for something. They want to believe their time matters and their effort has impact.
That belief starts with clarity. A well-defined purpose aligns people around a shared mission. It makes your values real. It builds culture. And it gives every touchpoint, from job posts to interviews to onboarding, an authentic, consistent voice.
How Employer Branding Became a Game Changer for RENK America
RENK America wanted to attract people who were proud to support the military and interested in advanced manufacturing. But their messaging wasn’t connecting. Their purpose was strong. It just wasn’t clear to candidates.
We partnered with RENK to bring that purpose to life. The result was a campaign built around what powers freedom. We used real employee stories to show the pride and mission behind their work.
The impact?
- A 300 percent increase in applicants
- Stronger cultural alignment in hires
- Lower recruiting costs and shorter time to fill
RENK America didn’t just tweak their messaging. They committed to telling the truth about who they are and why that matters. Purpose gave them a voice. And candidates responded.
How to Find Your Red Thread
If you’re trying to uncover your company’s purpose, start by listening.
Talk to your team
Ask questions that get to the heart of their experience.
- What made you say yes to this job?
- When have you felt most proud of your work here?
- What does our work make possible in the world?
Reflect on your impact
Think beyond what you do and focus on why you do it. Look to your company’s origin story or the lives you’ve changed, whether that’s a customer, a community, or your own team.
Make it emotional
Purpose lives in moments. You’ll find it in the hallway conversations, the customer stories, and the quiet pride your people carry. Don’t chase buzzwords. Capture what’s real.
Where to Showcase Your Purpose
Once you’ve found your Red Thread, weave it throughout the candidate experience.
- Careers page copy
- Job description intros
- Social media storytelling
- Interview conversations
- Photography and video content
Consistency is the key. When your purpose is visible across all touchpoints, it builds trust. When it feels fragmented or forced, people tune out.
Your culture is brandable. Make sure it’s branded with intention.
Partner With Revel to Bring Your Purpose to Life
If you’re leading HR today, you’re not just managing policies and people. You’re shaping culture, building brand, and competing for talent in one of the most challenging labor markets in memory.
That’s why your employer brand can’t be an afterthought. And your purpose can’t be buried in a PDF somewhere on the server.
At Revel, we help HR leaders turn company culture into a competitive advantage. We work with you to uncover your Red Thread and bring it to life through:
- Brand discovery and message development
- EVP frameworks built on employee insight
- Human-centered storytelling through video, photography, and design
- Careers pages and campaign execution
You don’t need a bigger recruiting budget. You need a clearer message. One that reflects who you are and why people should want to be part of it.
Ready to uncover your Red Thread? Request a Free Employer Brand Audit today.
