Business leaders often view recruitment as a necessary expense, focusing solely on skills and qualifications to fill vacant positions. But what if this approach fundamentally misses the point? Hugh Andrée, co-founder of weServed and CEO of ForceSelect, believes the future of recruitment lies in something deeper: hiring through a values-led lens that prioritizes character alongside capability.
From Military Service to Recruitment Leadership
Hugh’s journey into recruitment began after nearly a decade as an officer in the British Army. That experience taught him firsthand what makes teams thrive under pressure and shaped the rest of his career. For more than 20 years, he has focused on helping veterans transition successfully into civilian life. Through ForceSelect, the recruitment agency he founded for service leavers, Hugh has supported over 100,000 veterans in finding meaningful roles across industries such as logistics, engineering, and defence. His deep experience working with former military personnel gave him a rare perspective on what truly matters to employers. He saw the disconnect between what companies think they need and what actually drives performance. That insight became the foundation for his approach to recruitment, one that prioritizes real-world potential over checklists and assumptions.
Values Must Drive Hiring Decisions
Traditional recruitment focuses almost exclusively on technical skills and experience. Hugh challenges this approach with a simple framework. “I use the words attitude and aptitude,” he explains, emphasizing that culture fit, shared purpose, and values alignment drive long-term success far more than any resume bullet point. The evidence comes from watching veterans in civilian roles. “At ForceSelect, we found that veterans often outperform expectations not just because of their training, but because of their discipline, loyalty, resilience, and most of all their aptitude to learn,” he notes. These qualities represent values, not just personality traits. Companies that recognize this distinction build more sustainable teams by learning to hire beyond what’s written on paper.
Purpose Attracts Performance
Modern workers, especially younger employees, increasingly seek employers who stand for something meaningful. Hugh believes this shift represents a fundamental change in workplace expectations. “Purpose attracts performance. People want to work for companies that stand for something, whether it’s social impact, innovation, or inclusion,” he observes. This trend creates opportunities for companies willing to embed their values into recruitment strategy. Instead of just attracting any available talent, values-driven hiring draws candidates who align with company culture and mission. Hugh poses a critical question for business leaders: “Every employee knows what their companies do, but do they know why?” That deeper understanding of purpose transforms how people approach their work.
Changing Perceptions About Veterans
One of Hugh’s biggest challenges involves shifting workplace perceptions about military veterans. The current narrative often positions former service members as needing special accommodation or sympathy. He argues this perspective misses the mark entirely. “The narrative must shift from vulnerable to valuable,” he states firmly. The reality contradicts common misconceptions about veterans in civilian workplaces. “Most veterans don’t need sympathy. They chose to join the armed forces. They just need an opportunity,” Hugh explains. When organizations embrace values-led hiring, they start seeing these individuals as assets rather than charity cases. This shift in perspective opens doors to accessing a talent pool with proven leadership experience, problem-solving abilities, and adaptability.
Recruitment as Leadership
He sees recruitment differently than most people. It’s not an HR function or an administrative task. “At its core, recruitment is an act of leadership. It’s about shaping the future of your organization.” That military background shows up in how he thinks about teams. “In the military, it’s all about the people. The team is everything. And it’s the same in business.” Leaders who understand this create workplaces where people actually want to stay. But here’s what really concerns Hugh. Too many companies treat recruitment as a necessary evil instead of strategic investment. “If a company sees recruitment as a cost, I personally would walk away from them as a client, and I’d advise my veterans not to join that organization. Recruitment is an investment because your people are your company.”
Hugh has a straightforward argument for business leaders who might be listening. “We as taxpayers have all invested in our armed forces. Now it’s time for you to get a return on that investment. It’s time for you to give veterans an opportunity to contribute to the success and growth of your businesses.” The future of recruitment isn’t about filling slots or checking boxes. It’s about finding people who share your values and giving them room to grow. Hugh believes businesses that figure this out first will have a significant advantage over competitors still stuck in the old way of thinking. Whether you’re hiring veterans or anyone else, the principle remains the same. Skills can be taught, but values run deeper. Smart companies are starting to hire accordingly.
Follow Hugh Andrée on LinkedIn to explore how values-led hiring can help your company unlock untapped potential.
