The Five F's of Selling—Why Top Talent Needs More Than Just a Paycheck to Sign On

Attracting high performers goes way beyond dangling a bigger paycheck or a fancy title. Research—and countless missed hires—shows that successful recruitment really comes down to addressing five crucial needs: fit, family, freedom, fortune, and fun. The best candidates want to know not just that they ‘can’ do the job, but that this role is the perfect next step for their ambitions and their life.

A culture misfit or a dissatisfied family can derail even the best offers, no matter how attractive they look on paper. For example, an executive who loves the city and whose spouse is deeply involved locally needs real understanding before relocating for a new job. Meanwhile, star performers crave trust and freedom—to do what they do best—without constant interference. When these needs are ignored, offers get rejected at the last minute or new hires leave within months.

Leaders who understand the five F’s and persistently address them—from the very first chat to the onboarding process—are the ones who consistently hire and keep 'A Players.' This approach is rooted in motivational psychology: work satisfaction and engagement depend on autonomy, purpose-fit, and positive social connections as much as on money. If any one of those is missing, even highly skilled hires may opt out or underperform.

In your next hiring conversation, cover these five areas: walk the candidate through exactly how they fit the mission, address any family or personal barriers, explain in plain terms the decision-making freedom they’ll have, tie compensation to real achievements, and share what makes your team fun and unique. Don’t rush through—ask real questions and listen carefully so you can adjust your offer accordingly. Addressing even one often-overlooked F can mean the difference between landing a star and losing them at the last minute. Give this holistic approach a shot during your next hire.