Trust Unlocks Your Front Door to Top Talent
Aug 17, 2025
Why do top candidates get excited after the first interview but withdraw after meeting your team?
Everything seemed perfect. They loved the role. The compensation was right. They asked all the right questions. They spent a day with your team for the "culture fit" interview.
Then, crickets.
When you finally heard back, it was that feedback that makes your stomach drop: "Something doesn't feel right about how people interact there."
That's exactly what happened to Patricia, an HR director at a logistics company, on a Monday morning that would transform her approach to talent attraction. Three top candidates in two months, all responded the same after meeting the team.
Patricia realized a profound truth that every successful top talent attractor knows: You only attract top talent when you first build a culture of trust.
Everything Starts with Leadership
Chuck Cooper, founder of Whitewater Consulting, cuts straight to the point: "The culture and the organization, everything starts at the leadership level."
You can't fake trust no matter how many team-building exercises you do or motivational posters you put up. Trust flows from authentic leadership behaviors that create psychological safety where people feel genuinely valued and connected.
High-trust organizations experience 50% higher productivity, 76% higher engagement, and 74% less stress, and also receive 47% more applications from qualified candidates.
Why? Because trust creates a magnetic pull that top talent can sense from the first conversation.
Trust opens the front door to top talent.
The 5 C's That Build Magnetic Trust
Chuck's research reveals five key elements that create a culture of trust which naturally attracts top performers:
1. Connection
"The connection piece is really focused on, as a leader, connecting with our people," Chuck explains. "That requires, in some cases, coming out of their office and actually spending time with people."
True connection goes beyond casual office chat. It's about leaders genuinely investing time to understand team members as whole people, not just employees.
2. Communication
Trust builds when expectations become crystal clear. "A great source of frustration is an unmet expectation," Chuck points out.
According to Gallup, only 50% of employees clearly understand what's expected of them at work. This clarity gap creates a major opportunity for talent attraction.
3. Commitment
"Understand what your mission, vision, and values are as an organization and make sure they're crystal clear and that you're 100% committed to those," Chuck emphasizes.
Top talent today, particularly younger generations, evaluates organizations based on their commitment to stated values. Research shows 86% of candidates research a company's mission and values before applying, and 79% won't consider employers whose values don't align with their own.
4. Care
"The care comes from internal values, comes from the heart," Chuck shares.
This dimension might sound soft, but its impact on talent attraction is undeniable. Organizations demonstrating genuine care for employees receive 47% more applications and experience 28% higher offer acceptance rates.
Chuck shares a powerful story about a client who gave across-the-board pay raises to 70+ employees, assuming money was the primary motivator. Result? Not one person said thank you.
When the leader asked what would have been more meaningful, one employee shared: "I have a child at home with medical issues. I need to be able to come in about an hour later in the day. I'm happy to stay late, but I just need to shift my work hours."
Care defies one-size-fits-all. It's personally tailored to what each person truly needs.
5. Curiosity
"When you get to the curiosity standpoint, innovation actually comes about within the company," Chuck explains.
Organizations with strong curiosity cultures receive 59% more applications from innovative professionals. Why? Because talented people want environments where they can grow, experiment, and contribute ideas.
Your Trust-Building Challenge
Ready to strengthen your trust culture and naturally attract top talent to your front door? Try these three door-opening actions this week:
- Audit Your Connection Practices: How often do leaders genuinely connect with team members? Create one new regular connection opportunity this month.
- Implement "Values in Action" Stories: Start documenting specific examples of how your organization lives its values. Integrate these into your attraction materials.
- Launch a "5 C's" Leader Check-In: Have managers rate themselves on each of the 5 C's monthly. Invite them to set one specific improvement goal.
The Bottom Line
Trust is more than a nice-to-have in talent attraction. It's the foundation on which everything else stands. Candidates see an open front door when they sense genuine trust within your team. That door slams shut when they sense distrust or dysfunction.
Build trust first. Attraction follows.
What's your question about building trust to attract top talent? Ask Dr. Joey here.
Taken from Dr. Joey's latest book, Open the Front Door: How to Attract Top Talent Today, that’s available here on Amazon.
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