**The big picture:** HX5, a defense contractor, is successfully recruiting scarce STEM talent by emphasizing its mission-driven work for NASA and the Department of Defense, rather than competing solely on salary with commercial tech firms. **Why it matters:** This strategy offers a blueprint for organizations in competitive talent markets to attract and retain skilled workers, particularly younger generations, by leveraging purpose and values. **Between the lines:** - HX5 employs over 1,000 people across 34 states and 90 government locations. - Commercial tech companies often offer higher salaries and faster hiring processes due to security clearance requirements. - A Deloitte study indicates 77% of Gen Z prioritize working for companies with matching values. **Staffing & HR impact:** Staffing firms and HR leaders can adapt this mission-centric approach to improve recruiter mobility and talent acquisition in niche markets, potentially reducing reliance on salary-only competition. This strategy can also enhance retention by fostering a sense of purpose among employees. **The bottom line:** Purpose-driven work is a powerful differentiator in the war for talent, especially for Gen Z.