Why Purpose-Driven Hiring Is the Future of Talent Strategy

Ryan Landau, founder of Purpose Jobs, is on a mission to change how companies and candidates connect, not just by roles or résumés, but by values. 

In a recent episode of America Back to Work, Landau shared how his Detroit-based startup is upending traditional hiring models. His insights offer a roadmap for building cultures rooted in purpose, navigating shifting workforce dynamics, and hiring more meaningfully in a post-pandemic world.

Redefining Hiring with Purpose

At the heart of Purpose Jobs is a simple question: “How can we match job seekers with companies on a deeper level?” 

For Landau, it’s about helping people find more than just a title; it’s about helping them discover meaning. 

“You spend so much time at work,” he explains. “It’s not just about skills or geography. It’s about connecting with a company’s culture and mission.”

This is the essence of purpose-driven hiring: finding alignment between an individual’s values and the company’s purpose. Landau urges companies to reverse-engineer their hiring criteria based on the traits of their top performers, not just technical skills, but also qualities such as curiosity, emotional intelligence, and adaptability.

“Every company defines a ‘good hire’ differently,” he says. “The key is being intentional and decoding what drives success in your environment.”

The Evolution of the Job Market

Landau’s perspective is rooted in the Midwest, where he sees incredible opportunity for startups and job seekers alike, especially as remote work levels the geographic playing field.

 “Detroit, Columbus, St. Louis, these are places where people can build great careers and lives without paying $5,000 for a one-bedroom apartment,” he points out.

Since the pandemic, Landau has seen a clear shift in what job seekers prioritize: stability, career growth, and alignment with company values. 

“People want more than perks. They want a path,” he says. 

He also notes that companies hiring in the Midwest often experience better retention, underscoring how lifestyle, affordability, and culture all contribute to a long-term workforce strategy.

Advice for Employers and Candidates Alike

Landau offers practical advice for employers seeking to cultivate authentic cultures and enhance hiring outcomes. For starters, document and share your company’s values, ensuring they’re not just written on a wall but also reflected in everyday decisions. 

“We call them ‘values in action’ at Purpose Jobs,” he shares. “If your team can’t give consistent examples of how your values show up daily, that’s a red flag.”

He also recommends using structured, project-based hiring practices. Asking candidates to complete realistic tasks during the interview process, such as writing sample content or solving coding challenges, not only reveals their capabilities but also reduces bias. Some companies even compensate candidates for this work, reinforcing fairness and respect.

When it comes to onboarding, Landau stresses transparency: “Show job seekers the process before they join. Share the agenda. Eliminate surprises.”

A thoughtful, well-documented onboarding experience sets the tone for retention.

And for job seekers? Landau encourages them to identify what matters most in a role and use that lens when evaluating companies. 

“Write down what you value. Ask companies how they practice those values. Push for clarity and consistency,” he advises.

Purpose-Driven Hiring Isn’t Optional, It’s Strategic

In today’s labor market, where turnover is costly and engagement is everything, purpose isn’t a buzzword. It’s a competitive edge. Ryan Landau and Purpose Jobs are proving that when companies align their hiring practices with their deeper mission, and when job seekers choose roles that resonate with their values, both sides win.

“Hiring should be as thoughtful as your sales or marketing strategy,” Landau concludes. “It’s not about gut feelings. It’s about clarity, structure, and real alignment.”