Sara Menke of Premier Talent Partners On How to Build a Purpose-Driven Culture That Attracts Top…

Sara Menke of Premier Talent Partners On How to Build a Purpose-Driven Culture That Attracts Top Talent

An Interview With Chad Silverstein

We Listen, Adapt, and Act. We prioritize continuous feedback from employees, clients, and candidates to understand how expectations, challenges, and opportunities are evolving. Purpose is only meaningful if it stays aligned with the real needs of the people we serve.

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. We are interviewing Sara Menke, Founder and CEO of Premier Talent Partners, and Ajna Technologies to explore this important topic.

Sara Menke is a visionary leader and strategist in the staffing and recruitment industry, known for her ability to scale businesses, drive innovation, and connect top talent with opportunity. As the Founder and CEO of Premier Talent Partners and Ajna, she has transformed a one-woman operation into a nationally recognized firm while pioneering AI-driven hiring technology that streamlines and optimizes the recruitment process. Rooted in resilience, selfless leadership, and a relentless belief in growth and reinvention, Sara continues to challenge the status quo, empowering businesses and individuals to thrive — one career at a time.

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?

My journey into recruiting wasn’t planned — it was instinctual, shaped by resilience, and guided by those who saw my strengths before I did. I have an unseen disability, and while I struggled in school, my parents — loving, brilliant, and deeply attuned to who I was — recognized something in me: a natural ability to connect, communicate, and see potential where others might not.

Wanting to plant a seed of optimism, my dad introduced me to a friend in executive search when I was in fifth or sixth grade. That conversation changed everything. I learned that recruiting wasn’t just about filling jobs — it was about building relationships, listening deeply, being strategic, and resilient, and investing in the growth of others. The idea stuck with me. Years later, as I interviewed for corporate roles in college, I kept finding myself saying the same thing: “I want to be in your job. I want to be a recruiter.”

But my path took a detour. I started in management, where I honed my leadership skills and learned how to navigate complexity. After a year, I made the leap into staffing — a world I hadn’t even known existed but, in hindsight, was exactly where I was meant to be. That single introduction in childhood had come full circle, shaping a career defined by strategy, vision, and an unshakable belief in human potential. Now, as the Founder and CEO of Premier Talent Partners and Ajna, I’m committed to challenging the status quo — redefining how businesses hire, how talent is valued, and how careers are built.

Can you share the most interesting story that happened to you since you began working in leadership, culture building, or purpose-driven organizations?

I stepped into leadership quickly after founding Premier Talent Partners, and over the years, I’ve seen a consistent truth: building a purpose-driven culture is never “one and done” — it’s an ongoing commitment, a continuous evolution.

Simon Sinek speaks about the infinite game in business — the idea that there is no final destination, only constant growth, adaptation, and reinvention. I’ve found this to be true in leadership as well. The strongest cultures, the most impactful businesses, and the most resilient leaders understand that purpose isn’t a milestone — it’s a practice. It requires daily investment, fresh perspectives, and a willingness to navigate challenges and risks as they come.

At Premier, we’ve built a culture rooted in strategy, intention, and adaptability — working with companies that share this commitment. But even with a strong foundation, an exceptional leadership team, and deeply ingrained values, the reality is this: culture isn’t static. It’s an ongoing pursuit, one that demands attention, evolution, and a relentless dedication to growth.

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?

Sustained success isn’t about luck or talent alone — it’s about the character traits that guide decisions, shape culture, and define impact. Three qualities stand out as essential in any enduring business: integrity, gratitude and optimism, and an unwavering commitment to excellence.

Integrity is non-negotiable. In business, as in life, compromises in integrity lead to short-term wins but long-term failure. A company built on strong ethics must be willing to walk away — whether from a deal, a partnership, or a payment — when it doesn’t align with its core values. The best organizations refuse to succeed at the expense of what’s right.

Gratitude and optimism fuel resilience. Gratitude isn’t passive appreciation; it’s an active mindset that shapes how businesses navigate uncertainty. Optimism — the ability to see possibility where others see limitation — isn’t learned; it’s intrinsic. In the face of obstacles, teams with a deep-rooted belief in potential can push through, adapt, and emerge stronger.

Excellence means never settling. It’s about continuous reinvention, relentless pursuit of impact, and the refusal to accept “good enough.” The most successful leaders and businesses operate with an infinite mindset, knowing that there’s always another level of growth, another challenge to overcome, and another way to elevate the work being done. Even when an idea seems to have reached its end, if it aligns with integrity and purpose, it demands forward momentum.

Businesses that embody these traits don’t just succeed — they create lasting impact, not measured in transactions, but in the lives they transform and the legacies they build.

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?

To me, a purpose-driven culture is one built with intention, equity, and the ability for every individual to contribute meaningfully. It’s about giving everyone a seat at the table, recognizing the whole person, and understanding how and when they perform at their best.

This mindset is essential for attracting top talent, which comes in many forms. The best talent doesn’t fit a mold — they are outliers, impact players, and self-motivated individuals who push boundaries and make things happen. They bring diverse skill sets, perspectives, and a natural curiosity that drives innovation. When companies create a monolithic culture, they risk missing out on these high performers simply because they don’t fit a predefined model.

That’s why purpose-driven cultures must be inclusive, dynamic, and intentional — ensuring that opportunities, leadership, and recognition reflect the full spectrum of talent. Top performers don’t follow the crowd; they shape the future. A company’s culture should empower them to do just that.

How did you identify and define the mission or purpose for your organization? Was it inspired by a particular event, challenge, or insight?

Our mission — to change lives — wasn’t something we had to create; it was already embedded in the very nature of our work. Staffing is more than filling positions — it’s about solving real problems. A company needs the right talent to succeed, and an individual seeks meaningful work to thrive. When we bring them together, the impact goes beyond just employment — we transform lives, three at a time: the candidate’s, the employer’s, and our own.

This purpose became clear through years of witnessing firsthand how the right opportunity can change someone’s trajectory. Whether it’s helping a company grow through exceptional talent or providing someone with a career path they never thought possible, every placement is a chance to create a lasting impact. That realization shaped not just our mission, but our entire approach to business.

For us, purpose isn’t just a statement — it’s embedded in everything we do. Every interaction is an opportunity to add value, to uplift, and to make a difference. That’s what drives us every day, and that’s why we do what we do.

What are the key steps leaders can take to embed purpose into the day-to-day operations and decision-making of their companies?

Leaders can embed purpose into daily operations by ensuring that every action, decision, and interaction aligns with the company’s core mission. Here’s how:

Lead with Purpose, Not Just Profit. Purpose must be more than a statement — it should guide hiring, strategy, and decision-making. Leaders should consistently tie business goals back to the mission, reinforcing why the work matters beyond revenue.
Make Purpose a Daily Habit. Encourage a culture of gratitude and impact. Recognizing the real-world effect of your work keeps teams motivated. When employees see how their efforts transform lives, they become invested in the mission.
Empower Your Team to Own the Mission. Give employees a voice in shaping how purpose is lived out in their roles. Listen first, let them lead, and encourage them to share ideas for continuous improvement. Trust breeds ownership, and ownership fuels impact.
Create a Safe Space for Growth & Innovation. Celebrate failure as part of the learning process. Make it clear that pivots and fresh ideas are welcome. This fosters agility and ensures the company evolves with changing market needs.
Stay Agile & Forward-Thinking. Market shifts and innovations are inevitable. Instead of resisting change, embrace it, lean in, and adapt. The strongest organizations are those that see change as opportunity, not disruption.

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 the driving force behind a purpose-driven culture. Leaders don’t just set the vision — they live it, model it, and reinforce it through their actions, decisions, and interactions. When leadership consistently aligns with the company’s mission, it becomes ingrained in the organization’s DNA, influencing how teams operate and how success is measured.

One example of reinforcing our purpose came during a challenging market shift. When hiring demand slowed, many companies resorted to cutting staff. Instead of reacting out of fear, we leaned into our mission — changing lives through meaningful work. We doubled down on skills-based hiring, proactively identifying opportunities for candidates in emerging industries. Many of our clients embraced this effort and continued to send business our way. By focusing on solutions instead of setbacks, we not only placed people in jobs but helped businesses adapt to new workforce needs.

Great leadership isn’t just about strategy — it’s about showing up with purpose, leading with integrity, and ensuring that every decision reflects the mission you stand for.

How do you handle skepticism or resistance from team members or stakeholders who may not immediately understand the value of focusing on purpose?

At Premier, what sets us apart is our commitment to hiring and retaining individuals who genuinely understand and embrace our purpose. We seek out people who align with our values and are driven by the mission of transforming lives every day.

When faced with skepticism or resistance, we don’t try to force belief — we lead by example. Purpose isn’t something you can mandate; it’s something you demonstrate through actions, consistency, and impact. When team members see firsthand how their work changes lives — whether by helping a company grow or giving a candidate a life-changing opportunity — their mindset shifts naturally.

For stakeholders who may not immediately recognize the value of a purpose-driven approach, we focus on results. Purpose isn’t just a feel-good concept; it’s a proven driver of engagement, retention, and business success. By showing how aligning with purpose leads to stronger relationships, better hiring outcomes, and long-term growth, we turn skepticism into conviction.

At the end of the day, culture is a choice, and we choose to build a team that believes in making an impact. Those who align with that mission thrive — because when you lead with purpose, success follows.

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.

5 Steps to Build a Purpose-Driven Culture That Attracts Top Talent

A purpose-driven culture isn’t just a buzzword — it’s a competitive advantage. When employees feel connected to a greater mission, they are more engaged, motivated, and committed. Here are five key steps to building a culture that attracts and retains top talent:

1. Define and Live Your Purpose

Your mission needs to be more than words on a website — it should guide every decision, interaction, and business goal. Leaders must embody the mission daily, making it clear that purpose is a non-negotiable part of the company’s DNA.

Example: At Premier, our mission is to transform lives. This isn’t just about placing candidates — it’s about helping businesses thrive and giving people opportunities they never thought possible. We remind our team of this purpose in daily meetings, client interactions, and performance reviews, ensuring it remains central to everything we do.

2. Hire for Cultural Fit and Purpose Alignment

Skills can be trained, but purpose-driven people fuel long-term success. Prioritize hiring individuals who not only have the right experience but also resonate with your mission and values.

Example: We intentionally recruit people who believe in the power of meaningful work, because if they don’t find joy in impact, they won’t thrive in our culture.

3. Create a Work Environment That Reinforces Purpose

Culture isn’t built through words alone — it’s reinforced through daily actions, recognition, and leadership behaviors. Employees should see, feel, and experience the company’s mission in every aspect of their work.

Example: At Premier, we embed gratitude into our operations. We highlight success stories — whether it’s a candidate landing their dream job or a company thriving with the right hire — so our team sees the real-world impact of their work.

4. Encourage Leadership at Every Level

Purpose-driven cultures thrive when employees feel empowered to contribute beyond their job descriptions. When team members have a voice in shaping company initiatives, they become invested in the mission.

Example: We encourage our recruiters to take ownership of client relationships and candidate experiences, giving them the autonomy to problem-solve and innovate. This sense of ownership fuels engagement and long-term success.

5. Adapt, Innovate, and Stay Future-Focused

Purpose-driven cultures aren’t stagnant — they evolve with market shifts, employee needs, and business trends. Leaders must embrace change while staying rooted in their mission.

Example: When market conditions changed, rather than reacting with fear, we leaned into our mission and focused on emerging industries. This flexibility helped us continue placing talent in high-impact roles while staying true to our core purpose.

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?

Starting and sustaining a purpose-driven culture doesn’t require a massive budget or a large team — it starts with clear intention and consistent action. Here’s my advice for leaders who want to embed purpose into their company from day one:

1. Define Your Purpose and Keep It Simple

Your mission should be clear, actionable, and deeply connected to the problem you solve. Ask, “What impact do we want to make, and why does it matter?” Keep this front and center in every decision, communication, and strategy.

2. Hire and Lead with Purpose

A strong culture starts with people who believe in the mission. Hire individuals whose values align with your purpose — skills can be trained, but passion can’t. As a leader, embody the culture you want to create — your actions will set the standard for your team.

3. Integrate Purpose into Daily Work and Stay Agile

Purpose isn’t just a statement — it should guide every decision, interaction, and milestone. Celebrate wins that align with your mission, share impact stories, and ensure your team sees why their work matters. As your business grows, stay adaptable — embrace change while staying true to your core values.

What are some common mistakes leaders make when trying to create a purpose-driven culture, and how can they avoid them?

3 Common Mistakes Leaders Make When Building a Purpose-Driven Culture:

1. Treating Purpose as a Slogan Instead of a Strategy

Mistake: Leaders craft an inspiring mission statement but fail to embed it into daily operations, decision-making, and performance expectations.

Solution: Live your purpose daily. Purpose should drive hiring, leadership behaviors, and business strategy — not just be a tagline. Align actions with values to create a culture that employees and customers trust.

2. Hiring for Skills Over Mission Alignment

Mistake: Prioritizing technical expertise without considering whether a candidate believes in the company’s mission leads to misalignment and disengagement.

Solution: Hire people who share your vision. Skills can be taught, but passion for impact is intrinsic. Ask candidates about their personal mission and how it aligns with your company’s purpose.

3. Resisting Change Instead of Innovating with It

Mistake: Holding onto outdated processes instead of evolving with market shifts, technology, and workforce trends, causing stagnation and disconnect.

Solution: Stay adaptable while staying true to your mission. Purpose should be the constant, but how you fulfill it should evolve with industry advancements. Lean into innovation, not against it.

How do you ensure that your organization’s purpose evolves and remains relevant as your company grows and the world changes?

At Premier our purpose has evolved regardless of market shifts, workforce trends, and business growth. By staying committed to our core values, actively listening, and empowering innovation, we have ensured that our mission grows alongside our company and that it remains impactful. Here’s how we ensure our purpose remains relevant:

1. We stay Rooted in Core Values, But Flexible in Execution

Our mission — Transforming lives through meaningful work — remains constant, but how we achieve it adapts with industry innovations and client needs. This allows us to embrace new technology, hiring models, and workforce trends while staying true to our purpose.

As automation and AI transformed staffing, we didn’t resist change — we integrated skills-based hiring and real-time talent matching to increase efficiency without sacrificing human connection.

2. We Listen, Adapt, and Act

We prioritize continuous feedback from employees, clients, and candidates to understand how expectations, challenges, and opportunities are evolving. Purpose is only meaningful if it stays aligned with the real needs of the people we serve.

When remote work surged, we adapted by helping companies build their hybrid workforce strategies, ensuring our mission of connecting top talent remained relevant in a changing work environment.

3. We Empower our Employees to Shape the Future

A purpose-driven culture thrives when everyone has a voice. We encourage our team to bring forward ideas, challenge processes, and innovate within their roles — ensuring that purpose isn’t just upheld by leadership, but by the entire organization.

Our recruiters are consultants who help us identify hiring trends, talent gaps, and new ways to create impact. Their insights help us refine our strategy and keep our purpose aligned with the industry’s direction.

What trends or shifts are you seeing in the workplace regarding purpose, and how do you think these will shape the future of business?

Purpose-driven culture has a Hidden Multiplier Effect!

For years, the focus of purpose-driven culture has been on employee engagement, retention, and brand reputation. But the real, underexplored impact lies in its compounding effect on decision-making at every level of an organization.

A Purpose-Driven Culture Doesn’t Just Attract Talent — It Sharpens Judgment

When purpose is deeply embedded in a company’s DNA, it becomes a filter for every decision made — big or small. Employees, from entry-level to leadership, make faster, more aligned, and more ethical choices because they aren’t just following rules — they’re following a mission.

AI is Accelerating the Need for Purpose-Driven Decision Making

As AI automates tasks and replaces traditional oversight roles, companies will rely more on employees at every level to make quick, independent decisions. Without a strong cultural foundation, this will lead to misalignment, ethical lapses, and operational inefficiencies.

The Future: Purpose as the Operating System of Business

A truly purpose-driven culture doesn’t just inspire people — it structures how work gets done. Companies that recognize this will build agile, mission-aligned organizations that thrive in the next decade of disruption.

Purpose isn’t just about motivation — it’s about clarity, speed, and trust in decision-making. The companies that understand this will move faster, adapt smarter, and lead with integrity in a rapidly changing world.

In your opinion, how does having a purpose-driven culture impact not just employees, but customers, clients, and the broader community?

A purpose-driven culture isn’t just about keeping employees engaged — it creates a ripple effect that touches customers, clients, and the broader community. When a company is deeply connected to its mission, it shows in how it hires, how it serves, and how it impacts the world around it.

1. Employees Feel More Invested and Inspired

When people believe their work matters, they don’t just show up for a paycheck — they show up with passion, energy, and commitment. Purpose-driven teams are more engaged, productive, and willing to go the extra mile because they see their role as part of something bigger.

A recruiter who feels their work is changing lives won’t just fill job orders — they’ll find the best possible match, ensuring both the client and the candidate succeed.

2. Customers and Clients Experience More Meaningful Partnerships

A company that operates with purpose builds deeper relationships with its clients. Trust grows when people see a business stand by its values, prioritize quality, and deliver with integrity. Clients aren’t just buying a product or service; they’re investing in a company they believe in.

When businesses truly care about their customers, they listen better, solve problems proactively, and create long-term loyalty. This turns one-time buyers into lifetime partners.

3. The Community Benefits from Stronger, More Ethical Businesses

Purpose-driven companies naturally contribute to the world around them. Whether through ethical hiring practices, community outreach, or creating more inclusive opportunities, these businesses become forces for good.

When businesses focus on doing the right thing, they inspire other companies to do the same — leading to better workplaces, stronger economies, and more opportunities for people to thrive.

A purpose-driven culture doesn’t just make work more fulfilling — it creates a positive chain reaction that impacts everyone it touches. Employees feel empowered, clients receive better service, and communities grow stronger.

When businesses lead with purpose, they don’t just succeed — they make a difference.

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 start a movement called The Purpose Economy. It would focus on embedding purpose into the core of business strategy — not as an idealistic vision, but as a practical, results-driven framework that fuels growth, innovation, and long-term success.

1. Purpose Will Become a Business Imperative, Not a Buzzword

Companies that clearly define their mission and align their operations with it will outperform those that don’t. Purpose-driven businesses will attract more engaged employees, build stronger client relationships, and create lasting brand loyalty.

2. AI Will Reshape Work — But Purpose Will Retain Talent

AI will continue to automate tasks, forcing companies to rethink how they engage and retain employees. Businesses that successfully integrate AI will free employees from repetitive work, allowing them to focus on higher-value, purpose-driven roles.

3. Hiring Will Shift from Credentials to Skills and Mission Alignment

Companies will move beyond traditional résumés and focus on hiring based on capabilities, adaptability, and alignment with company values..

How can our readers further follow you online?

This was great. Thank you so much for the time you spent sharing with us.

About the Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.

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