Ashley Ward of W Talent Solutions, On How to Build a Purpose-Driven Culture That Attracts Top Talent
An Interview With Chad Silverstein
It’s important for customers, clients and the broader community to understand what’s at the heart of the organizations they’re embracing as business partners or members of their community. A purpose-driven culture can make that understanding simple and easy and can lead to greater partnerships happening across the board.
Purpose has become the new currency of success in today’s workplace, and leaders who prioritize mission-driven cultures are standing out in the war for talent. To explore this important topic, we are interviewing Ashley Ward.
Ashley Ward is the founder and CEO of W Talent Solutions. Ashley founded W Talent Solutions in 2017 with a mission to start a philanthropic business that gives ten percent of its profit to nonprofits that empower women and children in the communities the firm serves. W Talent Solutions has since gone on to expand nationally and place executives in companies across the country while maintaining its roots as a mission-driven organization.
Thank you so much for joining us in this interview series. Before we dive into our discussion, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
I had a professor in college who was an insurance agent at New York Life and needed a recruiter. I needed a job, so I took it and that is how I fell into recruiting.
The role turned into a recruiting position where I spearheaded the program and called the shots on decision-making with the many different avenues to attract talent. I really cut my teeth on recruiting hard-to-fill positions.
I was using my psychology degree every day interviewing people and helping them figure out what their next step was in their career and what they actually wanted out of life. I loved recruiting and decided to pursue it full-time.
With a background in corporate, sales, and executive recruiting, I felt like I could do it better, that I could open a firm that actually advocated for its candidates and clients that we met every day.
I also had this idea of partnering with the non-profit domestic violence agency that changed my life several years prior to create a mission-driven business that had a mission and drive for philanthropy, and W Talent Solutions was born.
Can you share the most interesting story that happened to you since you began working in leadership, culture building, or purpose-driven organizations?
One of the most meaningful moments in my leadership journey happened during a volunteer day at the local domestic violence shelter — the same one that once changed my life. My team and I were decorating Valentine’s Day cookies with the kids, helping them make something special for their moms. One little girl carefully placed tiny hearts on a cookie and said, “This is for my mom because she’s the bravest person I know.”
In that moment, I saw the full-circle impact of our work — not just as a company, but as people. Watching my team give back so wholeheartedly to a place that once helped me was incredibly powerful. It reinforced that purpose isn’t just something we talk about in business — it’s something we live.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
1. Resilience — Bouncing Back from Setbacks
There was a time in the early days of W Talent Solutions when we lost a major client unexpectedly. It was a defining moment — one that could have easily derailed the business. But instead of panicking, I used it as an opportunity to re-evaluate our approach and refine our value proposition. I leaned into our mission, doubled down on relationship-building, and ultimately secured even larger clients because of the lessons learned. That experience taught me that setbacks aren’t roadblocks; they’re setups for comebacks.
2. Emotional Intelligence — Reading the Room & Making Impactful Decisions
One of the most challenging yet rewarding experiences I’ve had was coaching a leadership team through a major internal conflict. The CEO and their executive team were at odds, and the tension was affecting the entire organization. Instead of immediately offering solutions, I took the time to listen deeply, understand the underlying dynamics, and create a space for honest conversations. By helping them recognize their own behavioral tendencies (using Predictive Index) and guiding them toward a resolution, we were able to rebuild trust. That moment solidified for me how critical emotional intelligence is in leadership — being able to read a room, understand different perspectives, and guide people toward alignment.
5. Authenticity — Leading with Transparency & Honesty
I don’t believe in “corporate speak” or pretending to have all the answers. I’ve found that leading with authenticity creates a culture where employees feel safe to be real, too. A few years ago, we had a difficult time balancing workloads, and instead of pretending everything was fine, I was open about the challenges. I asked for my team’s input on how we could improve things, and together, we came up with solutions that made everyone feel heard and valued. That transparency has built a culture where people feel invested in the business, not just like employees.
Let’s now jump into the focus of our interview. What does a “purpose-driven culture” mean to you personally, and why do you think it’s critical for attracting top talent?
The W in W Talent Solutions not only stands for my first initial in ‘Ward,’ but also represents why we do what we do. Every single day, my team and I persist toward our deeper why: helping company leaders uncover and hire the best talent to get them to the next level. The why also represents the commitment we’ve made to our philanthropic endeavors, marrying business with philanthropy.
This purpose-driven culture has allowed team members to explore their own why. We volunteer as a team, and the impact we have on the organizations we partner with has inspired our team to make an impact across several organizations that they personally connect with as well.
I find that top talent is looking for more than a job to clock in and out of. They are looking to align with a team that makes an impact and has a deep mission and purpose running through every aspect of their culture.
How did you identify and define the mission or purpose for your organization? Was it inspired by a particular event, challenge, or insight?
I have personally been touched by many nonprofits throughout my life during times of adversity, and I wouldn’t be where I am today without them. The conception of W Talent Solutions represented a monumental moment for me to take my life into my own hands, to blaze a new trail for myself that I never thought possible when I was in the midst of my life’s earlier adversities. My company and its underlying mission were birthed in hopes to make the same impact in the lives of others that a handful of select nonprofits were kind enough to give to me.
This commitment was born out of my personal experience but transcends my individual story. The more my work and the work of my company intersects with our communities, the more we understand the painful reverberations of domestic violence and trauma, and the positive impact of support and understanding.
What are the key steps leaders can take to embed purpose into the day-to-day operations and decision-making of their companies?
First, leaders must identify what mission resonates most with them and will keep them inspired for years to come. Then, they must decide how that cause is woven into the organization.
For W Talent Solutions, we decided from day one that part of our mission would be to donate 10% of profits to local organizations who are supporting our cause. This generated sustainable, consistent funding to these organizations. The hope is that our financial support can allow these organizations to continue to reach and change lives the way they did for me years ago.
We also decided that volunteering monthly as a team would be a crucial part of our company culture and mission. This experience has allowed the team to connect outside of work, and see their work in action in the lives that they are touching.
What role does leadership play in championing and modeling a purpose-driven culture? Can you share an example of how you or another leader helped reinforce your organization’s purpose?
Leadership is a non-negotiable in establishing a purpose-driven culture. Just as a leader takes a business idea and believes in it so much it’s contagious, the same must be done for the organization’s purpose.
At W Talent Solutions, I don’t just talk about giving back — I actively engage in it. Our team volunteers monthly at a domestic violence agency, a place that once helped me personally. Seeing my involvement firsthand has inspired my team to fully embrace this cause, making it more than just a corporate initiative. Their enthusiasm has reinforced our company’s culture of service, impact, and purpose-driven work.
When leaders authentically live the mission, employees follow, creating a workplace where purpose is genuine and obvious.
How do you handle skepticism or resistance from team members or stakeholders who may not immediately understand the value of focusing on purpose?
The benefit of having such a strong mission and purpose throughout an organization is that it can quickly weed out potential business partners or new employees who won’t align well with your culture. It’s important to us to do business with organizations that want to see the best for individuals who need help in our local communities. It’s even more important to us to have a team full of highly talented experts who care deeply about the people and the communities we serve.
The value of focusing on purpose speaks for itself with our organization, as we have grown incredibly in the last 8 years and are looking at even further expansion in the coming years.
Ok, let’s talk strategy. Based on your experience, can you share “5 Steps to Build a Purpose-Driven Culture That Attracts Top Talent”? If possible, please include examples or stories for each.
1. Define & Live Your Purpose
Top talent wants to work for companies with a clear, authentic mission. Your purpose should guide decisions, not just sit in a mission statement.
Example: At W Talent Solutions, we focus on placing leaders in organizations that align with their values, attracting employees who share that same commitment.
2. Hire for Cultural Alignment, Not Just Skill
Skills can be taught, but purpose-driven employees are built on shared values. Hire people who genuinely believe in your mission.
Example: We use Predictive Index to assess fit beyond résumés, ensuring we bring in people who align with our culture.
3. Empower Employees with Ownership
People thrive when they feel trusted and valued. Give them autonomy, encourage decision-making, and show them their impact.
Example: Instead of micromanaging, I empower my team to lead, giving them confidence and ownership in their work.
4. Lead by Example
A purpose-driven culture starts at the top. Leaders must embody company values daily — employees will follow what they see, not just what they hear.
Example: My team sees me deeply involved in community service, which has inspired them to engage with causes that matter to them.
5. Recognize & Celebrate Purpose in Action
Reinforce the culture by highlighting employees who embody your mission. Small moments of recognition create long-term engagement.
Example: We regularly share impact stories — like our volunteer days — so employees see the bigger picture of their work.
Can you share a specific example of how embracing a purpose-driven culture helped your company attract exceptional talent or achieve a significant business goal?
We started as a local organization, but recently expanded nationally. Our primary partner was the local YWCA, but they also happened to have a national reach and had an office in each location we were targeting for expansion when we decided to expand. This made translating our national reach to each new area seamless and definitely helped us grow at a fast pace.
What advice would you give to leaders of smaller companies or startups who want to build a purpose-driven culture but don’t know where to start?
Start small and start where you can. Of course, my 10% of profits wasn’t a large number in the first few years, but I knew that if I stayed true to my mission and delivered the best talent services, that number would grow and it has.
What are some common mistakes leaders make when trying to create a purpose-driven culture, and how can they avoid them?
I think leaders miss when they choose to create a purpose-driven culture for a purpose that the team or local community doesn’t see or connect with. This is where a local-first approach might be most beneficial. Even for organizations with a national presence, finding a cause that affects all the communities where there are offices will be greatly beneficial in succeeding in creating this purpose-driven culture. The truth is, need exists deeply almost everywhere. It’s important to recognize and address the need that’s right outside your front door.
How do you ensure that your organization’s purpose evolves and remains relevant as your company grows and the world changes?
I hope that the organizations we align with will one day become irrelevant because that signals there would no longer be individuals facing domestic violence or similar adversities in their life. Unfortunately, the need for these organizations has always been there and will likely always continue to be prevalent.
What trends or shifts are you seeing in the workplace regarding purpose, and how do you think these will shape the future of business?
Workplace trends have certainly undergone huge transformation in the past five years. When it’s an employee market, we see companies getting creative in offering extra incentives and building in cultural perks throughout their organization. When it’s an employer’s market or we’re in less of a growth phase in America, we see some of that scale back and companies doing away with extra programs to attract and retain talent. However, the winning formula is abiding by the organization’s purpose and principles no matter what. Companies that remain steadfast in the culture, purpose and perks they offer employers will come out as the winners, no matter what shift we see in the market.
In your opinion, how does having a purpose-driven culture impact not just employees, but customers, clients, and the broader community?
It’s important for customers, clients and the broader community to understand what’s at the heart of the organizations they’re embracing as business partners or members of their community. A purpose-driven culture can make that understanding simple and easy and can lead to greater partnerships happening across the board.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people by building purpose-driven workplaces, what would that be? You never know what your idea can trigger. 🙂
I would recommend that every business, big or small, build in consistent ways to give back to organizations and communities that need them, and actively engage staff in volunteer opportunities. The more we do, the more people we can help, and if everyone decided to just give or do a little bit, we could spark broad sweeping change.
How can our readers further follow you online?
Readers can learn more about W Talent Solutions at wtalentsolutions.com and can follow me on LinkedIn at linkedin.com/in/ashleywardrecruiting/.
This was great. Thank you so much for the time you spent sharing with us.
Ashley Ward of W Talent Solutions, On How to Build a Purpose-Driven Culture That Attracts Top… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.