For those who are avid business book readers or keen consumers of business insights, you’ve likely encountered Simon Sinek’s Golden Circle model. If you haven’t, it’s worth a quick search—there are plenty of articles and videos that explain it in depth.
In essence, Sinek’s model suggests that the most successful individuals and organizations begin with “Why”—their core purpose or belief—before moving on to “How” they achieve their goals and “What” they offer. At the center of the Golden Circle is the “Why,” representing the fundamental motivations and values driving a person or organization. Importantly, Sinek emphasizes that “Why” isn’t about money. It’s about passion, purpose, and alignment with core beliefs. This framework is especially useful when considering your current career path or evaluating new opportunities.
Over the past five years, I’ve noticed a curious recruiting pattern that seems to align with Sinek’s Golden Circle. It’s an insight into how a candidate’s initial response to my outreach can be a strong indicator of their suitability for a role. In fact, there’s a particular response that almost guarantees they won’t get the job. Let me explain.
Before I start reaching out to candidates, I spend one to two weeks developing detailed materials about the company and the role. Instead of standard job descriptions, I create competency models and use real-world examples to illustrate potential career paths. I develop video interviews with hiring executives about the opportunity and culture, profile the company’s growth and financials, and outline any challenges the company is facing and how they are addressing them. I aim to create a comprehensive story around the role and present all the information on a web page, enabling candidates to quickly assess whether the culture, values, and long-term responsibilities align with their goals.
Given the effort I put into preparing these materials, I strive to make the process as straightforward as possible for candidates. My outreach message is simple: I ask if they’re open to learning more about the role, and if they are, I send them a link to my website so they can review the materials. It’s nearly frictionless—no sales pitch, no pressure. The process starts with educating the candidate, which is how I believe recruiting should be.
As expected, I receive a range of responses. Most candidates simply click a button to indicate they’re interested. I thank them, send the link, and set up calls with those who want to learn more. Some respond that they’re not interested, perhaps because they’re content in their current role, anticipating a promotion, or facing personal commitments. I always thank them and express my hope to share other opportunities in the future.
Then there’s the dreaded response: “What does the position pay?”
I typically reply with a polite thank you and provide a detailed breakdown of the base salary, bonus potential, benefits, and any first-year guarantees. I do this because I have a good sense of the candidate’s current compensation based on market data, and I know the salary offered by my client is competitive. Once I share this information, the majority of these individuals express interest in reviewing the materials, and many want to move forward in the process.
But here’s the catch—I know something they don’t. The odds are against them advancing far in the recruitment process. For five years, I’ve tracked this trend, and every candidate who leads with a question about salary fails to reach the offer stage.
Why does this happen? Perhaps it’s because candidates who prioritize salary over other crucial factors like company culture, role fit, and long-term growth are misaligned with what values-driven organizations are looking for. Companies can often sense when someone is more motivated by money than by purpose. While I can’t pinpoint the exact reason, the disconnect between money-focused candidates and values-driven organizations tends to surface eventually.
Hire Thought
Core beliefs and purpose often carry more weight in recruiting than pure financial considerations. While money is undeniably important and can be a key factor in a final decision, leading with salary questions might signal a misalignment with the deeper values of the organization. Remember, the recruitment process is not just about securing a job; it’s about finding a role where your passion and values resonate with the company’s mission. In the long run, this alignment will be more fulfilling and sustainable. It’s an insight worth pondering as you navigate your career path. What you choose to do with this information is entirely up to you.
