Think Future-Back to Attract Top Talent
Apr 06, 2025
You know that feeling when you open the front door to welcome a new team member, and there's no one there?
That "Hello?" sensation when qualified applicants aren't knocking despite your competitive offers?
That knot in your stomach as another candidate chooses your competitor?
That's what happened to Ivy, an HR leader at a financial services company, on a Tuesday morning. Her top candidate declined their offer, and it wasn't about money. "Your company seems focused only on today," he told her. "I need to know where I'll be in five years."
Ivy realized something profound: Organizations that design their future instead of just react to their present attract top talent.
Why This Matters to You
Whether you lead a team of two or two thousand, you face a crucial question: How do you do more than just fill positions but attract talent that grows people and profits?
As Dr. Bob Johansen, futurist and former President of the Institute for the Future, shared with me in our Work Positive Podcast conversation, "Most organizations are still thinking about the traditional office with people who are familiar with each other. They've really been designed for similarity, for familiarity. But if you think future-back, we are going to be diverse whether we want to be or not."
Top talent today is drawn to work cultures designed with intention instead of tradition.
Design with the Future in Mind
Dr. Bob describes today's talent landscape as "VUCA" which is an acronym for Volatile, Uncertain, Complex, and Ambiguous. This VUCA world requires a different approach to attract top talent.
The solution? Think future-back.
This future-back approach completely transforms how you attract talent:
Traditional Approach:
- Identify current opening.
- Define requirements based on past needs.
- Post position and wait.
- Select from whoever applies.
Future-Back Approach:
- Envision your company 3-5 years ahead.
- Identify capabilities needed for that future.
- Create opportunities that lead toward that vision.
- Attract talent excited about building that future.
According to a Deloitte study, 94% of executives believe a positive work culture is vital to business success, and organizations with a clearly articulated future vision receive 50% more qualified applicants.
Start with Purpose
"The right starting point is purpose," Johansen emphasizes in our conversation. Dr. Bob envisions a future in which the definition of office expands. Top talent understands this new reality.
"Why office at all?" Dr. Bob encourages us to ask. "What's the purpose of the office?"
These questions extend beyond physical space to the very essence of work. Research from The Blue Zones Project shows that "purpose-driven people who work for purpose-driven organizations are happier, healthier, and the companies perform better."
Sarah, an HR director, transformed her company's talent attraction. She starts every conversation with a prospective team member with "What brings meaning to your work?" Then she shares how their mission aligns with that personal purpose. Applications from high-caliber talent increased 53% in six months.
Companies with strong positive cultures receive 50% more qualified applicants. Why? Purpose creates pull.
Your Future-Back Challenge
Ready to design a future that attracts top talent? Here are three front-door opening actions to take this week:
- Envision your three-year future: Gather your team to create a compelling picture of where you're heading. What capabilities will you need?
- Audit your talent messaging: Review your job postings and attraction materials. How much focus is there on an exciting future versus your current needs?
- Create one future-focused initiative: Develop a specific program that connects current work to future possibilities. Make this visible in your talent attraction efforts.
Ivy implemented these steps. Six months later, her candidate pipeline overflowed with forward-thinking talent eager to help build the company's future. Her front door opened.
Her key insight? "We stopped trying to fill positions and started opening doors to the future."
Taken from Dr. Joey's forthcoming new book, Open the Front Door: How to Attract Top Talent Today.
What's your question about how to create a positive work culture? Ask Dr. Joey here.
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