This month I joined a panel speaker session at the Charities HR Networks annual conference for members, where we explored the role of organisational values and mission in attracting, recruiting and retaining staff with the right skills and behaviours within the non-profit sector.
Safe to say then, that this is a topic of interest amongst HR professionals and hiring managers across the charity sector and so, I thought I would find out what our expert, specialist consultants at TPP have to say on the subject!
As specialist recruiters, we have a unique vantage point in the sector. We are able to ‘look into’ multiple organisations, observing not just what they do, but how and why they do it. Even in times when our non-profit clients may have fewer hiring needs, the insights we offer remain highly valued, because our market knowledge is shaped by the breadth of employers we engage with and the volume of jobseekers we support, giving us a real time understanding of trends, challenges and opportunities across the sector.
Here’s what we know about the role of organisational values and mission on attracting and recruiting the best talent for your organisation.
Values are mentioned, but experience and skills still dominate
Our consultants, report that values and mission alignment are referenced in around 80% of charity job descriptions, but only about half of recruitment briefs make them an explicit priority. Many organisations embed their values and mission in employer branding and marketing materials, rather than discuss and promote them directly in recruitment conversations. This can mean missed opportunities to connect with candidates who are genuinely motivated by the charity’s purpose and values.
Skills and experience remain the dominant criteria for most roles, and that is logical however if this is the sole focus, with little, to no emphasis on values and behaviours that support these, you may miss out on the best person for the role. However, for trustee appointments and senior leadership roles, alignment with the cause is seen as critical for long-term commitment and cultural fit.
Where values matter most
Values alignment is most emphasised in trustee and board roles, senior leadership positions, and frontline service delivery roles, particularly it seems, in charities focused on children, health, disability, and faith-based work. Interestingly, some consultants observe that junior roles may also attract candidates with a strong passion for the cause, while senior candidates often focus more on culture and stability.
Candidate motivation: The role of cause connection in the current climate
Many candidates express a desire to work for causes they believe in, sometimes unprompted during their meetings and conversations with consultants. It is also fairly common for candidates to have a little more clarity on causes they are definitely not interested in, rather than expressing this sort of clarity for the types of organisations they are highly motivated to work for.
Motivation for a particular cause can be a powerful driver of engagement and performance. However, in the current climate, characterised by fewer roles, more job losses and general uncertainly, candidates are being less selective about cause alignment, prioritising job security and salary instead - as one of our consultants put it, ‘purpose still matters, but pragmatism is creeping in.’ - candidates are balancing ideals with financial reality. Nevertheless, many still seek meaningful work and will return to prioritising values when the market improves.
Retention and engagement: The impact of values alignment
Strong alignment between personal values and organisational mission is linked to higher retention, motivation, and resilience. Candidates who feel their work makes a difference are more likely to stay through challenging times. Lived experience and personal connection to the cause can deepen this commitment, making staff more invested and engaged.
There are obvious concerns with this level of commitment and passion, particularly when there has been a prolonged period of pressure because of stretched resources, limited budgets and increasing demand for services and support from service users. It is important to ensure that wellbeing and healthy working practices are prioritised, to avoid burn-out and ultimately losing great talent.
Here, leaders play a vital role in making values real. When they reference values in decision-making and celebrate behaviours that reflect them, it builds consistency and trust throughout the organisation
Communication gaps and risks
One of the most common gaps identified is the poor communication of values in job adverts and interviews. Some charities rely on generic value statements that lack authenticity or differentiation, while others miss the chance to discuss values during interviews, involve service users in recruitment panels which will help foster a stronger connection with the mission and allow you to get a sense of how their approach to work aligns with the values of the organsiation. Making values tangible and relevant, rather than just aspirational, is key to attracting the right candidates.
On the other spectrum, it is also important to note that while values and cause alignment are important, overemphasising them can narrow the candidate pool and exclude highly skilled applicants. There’s also a risk of assuming passion compensates for workload or poor culture, and of overlooking other motivating factors such as salary and career progression. Employers must be careful not to rely too heavily on values alignment at the expense of diversity and much needed skills.
What should employers consider?
Based on these insights, here are some practical considerations for HR leaders and hiring managers:
Values and cause alignment are powerful tools for attracting, engaging, and retaining talent in the non-profit sector. But they must be balanced with skills, experience, and a commitment to diversity and wellbeing. By communicating values authentically and supporting staff in meaningful ways, employers can build teams that are not only skilled but also deeply connected to their mission.
If you would like to speak with us about how you can improve your recruitment outcomes with a focus on your values and cause, we would always be happy to advise.
And, lastly, if you are interested in membership with CHRN to get access to the freshest thinking on topics like these and many more, you can find out more here.
