More than ever, people join an organization because its values matches theirs.
The work of identifying these organizational values, of embedding them in the organization, of protecting them, started long before the applicant knocked on the door.
If we want the right people to knock on our door next year or in 5 years, we must continue this work. We must know who we are and who we want to be. We must adopt policies and procedures that align with our ideals.
Only then will we have a sustaining cycle of caring for people who care about our mission.
Only then will our reputation match our marketing.