Why “why” matters
Ben Kershaw
Cutting to the Core of Culture and Fit
So, this piece is about why we start with why—or why the why matters, I suppose. It all starts with Simon Sinek’s Golden Circle and the importance of articulating your ‘why’ from a marketing perspective. Successful companies with great culture don’t just focus on the ‘what’ and the ‘how’—they lead with the ‘why.’
The idea resonated deeply with me. The power of connecting people through purpose is undeniable. But it goes beyond marketing; it’s about attracting the right people and goes to the heart of culture fit. Smart companies define and communicate their why so clearly that people buy into them, often regardless of cost. Apple is a classic example— if I am an “Apple guy” I’ll queue for 12 hours to get the latest iPhone, even knowing I could get it cheaper in a year, because their why resonates with me at a fundamental level.
Now, let’s talk recruitment. Because the why matters here just as much—if not more.
The Why Cascade in Recruitment
At Moxie, when we talk about the why, it’s not just employer branding; it’s a cascading series of whys:
- The Company Why – Why does this business exist? What is its mission? Why does it matter?
- The Opportunity Why – Why does this specific role exist? How does it contribute to the company’s broader mission?
- The Client’s Why for the Candidate – Why is this opportunity compelling from a candidate’s perspective?
- The Candidate’s Big Picture Why – What’s driving them at this stage in their career? What’s their deeper motivation?
- The Why of the Interaction – Why are we having this conversation right now? Why is this moment the right time to explore this opportunity?
When we work with clients, we push them to go deeper. Why does this role exist? What purpose does it serve? And then we flip it—why would a candidate want this role? Not just from the employer’s perspective, but from the candidate’s shoes. More often than not, that insight becomes the golden thread that attracts the right candidate.
The real magic happens when we align all these whys. When the company’s mission aligns with the purpose of the role, and that aligns with what truly matters to a candidate, we create a level of connection that goes beyond the usual transactional hiring process. This is the foundation of retention and culture fit.
Why This Approach Works
Even before recruitment, I was trained to uncover the why. At BNZ, we learned to move beyond just selling products and instead uncover what was truly driving our customers’ decisions. Later, working at NZ Home Loans, I learned from some of the best salespeople in the business. They drilled into us the importance of uncovering the why behind financial decisions. And that lesson has stuck with me ever since.
In recruitment, it’s the same principle. A job is rarely just a job. Some people work because their career is their passion—it’s their identity. Others work to fund their lifestyle, and as long as the job is tolerable and pays well, they’re content. Some see a role as a stepping stone. Others work simply for purpose, connection, or structure. Whatever the case, if you don’t uncover their why, you’ll never truly understand what’s motivating them.
Many recruiters and hiring managers operate on assumptions, transactional questions, and gut feelings. But if you are recruiting a critical, leadership or specialist role, if you don’t dig into the why, you’re flying blind. If you are looking to relocate someone, all you have is why. Understanding the why gives us clarity, and that clarity allows us to create the right connections.
The Moxie Difference
At Moxie, this is what we do. We start with why. We help our clients understand their own why, we uncover the why behind every opportunity, and we work with candidates to understand what truly drives them. When we align those whys, everything else falls into place. Clients have meaningful conversations with the right candidates, and candidates engage with opportunities that genuinely excite them. And when that happens, things like salary negotiations, counteroffers, and cold feet become far less of an issue—because the foundation is solid.
This isn’t just a recruitment philosophy; it’s the difference between hiring someone who stays for years and someone who leaves after 12 months. Between engaging top talent and settling for whoever is available. Between a business that thrives and one that stagnates.
Starting with why isn’t a gimmick. It’s the only way to truly connect people with the right opportunities. And at Moxie, that’s exactly what we do.
If you are hiring a specialist or a leader get in touch with us. Because fit matters
