How to Attract the Right Talent with Walt Brown

Attracting great talent and keeping them engaged are two of the biggest challenges facing leaders today. It’s no longer just about posting a job and hoping for the best—it’s about clarity, culture, and connection. 

In this episode of The Leadership Habit Podcast, host Jenn DeWall sits down with author, coach, and culture expert Walt Brown to explore how leaders can create organizations that naturally attract the right people—and, just as importantly, repel the wrong ones.

Meet Walt Brown

Walt Brown is a leadership coach, strategic advisor, and the author of Attract or Repel: The 7 Promises You Must Make to Build a Magnetic Culture. With experience working with nearly 200 companies over the last 18 years, Walt specializes in helping executive teams build scalable, high-trust organizations with clearly defined roles, responsibilities, and values. His approach helps teams gain alignment around culture and strategy, leading to stronger retention, engagement, and business performance.

Creating a Culture That Attracts—and Repels

The key to attracting the right talent isn’t just flashy perks or competitive pay. According to Walt, “It starts with being really clear about who you are as an organization—and then turning that clarity into promises you actually keep.” His book is centered around seven critical needs employees must feel aligned with to thrive:

1. Belonging
   Employees need to feel like they’re part of something—aligned with the company’s values and surrounded by people who share them.
2. Belief (in where the company is going)
   It’s essential for people to believe in the company’s mission and direction. When leaders clearly communicate strategy and purpose, trust and motivation grow.
3. Accountability
   Clarity around roles, responsibilities, and expectations helps team members take ownership of their contributions without confusion or overlap.
4. Measurement
   Employees want to know how their performance is evaluated and how their efforts tie into the bigger picture. Transparency here builds confidence and direction.
5. Being Heard
   People want to know their voices matter. This means having systems and communication channels in place that allow for meaningful input and feedback.
6. Development
   Career growth is a priority. Employees need to see how they can develop their skills and take on new challenges within the organization.
7. Balance
   Defining and communicating what work-life balance truly looks like—compensation, workload, wellness support—helps avoid misunderstandings and burnout.

“If even one of these needs is out of sync,” Walt explains, “you risk disengaging your best people—or attracting the wrong ones altogether.” Jenn adds, “That’s such an important insight because when we don’t take the time to clarify our culture, we end up sending mixed signals—and that creates friction before someone even walks in the door.”

Rethinking the Job Description

Another major takeaway from the episode is Walt’s rejection of the traditional job description. “The old job description is dead,” he says. “Instead, we should be talking about roles—fluid, dynamic responsibilities that shift based on what the organization needs every 90 days.”

This approach helps organizations adapt more quickly and encourages employees to develop flexibility and problem-solving skills. “Great talent today means being willing to learn, contribute in new ways, and stay aligned to the company’s purpose—even as roles evolve,” says Walt.

Don’t Ignore the Office Jerk

Walt and Jenn also address a common blind spot in talent management: failing to act when someone is clearly a poor culture fit. “If you allow negative behavior to go unchecked, it drags down your top talent,” Walt warns. “You’re sending a message that you value performance over values—and people notice.”

The solution? Encourage self-selection. By clearly communicating your cultural promises, the wrong people will often take themselves out of the equation. And if they don’t, you need to have the courage to “scoop the fly out of the pudding,” as Walt humorously puts it.

Where to Learn More from Walt Brown

To dive deeper into Walt’s framework, pick up a copy of his book, Attract or Repel, available from BenBella Books and major retailers. You can also learn more about his consulting work and leadership insights at waltbrown.co.

Build a Talent-Attracting Team with Crestcom

Creating a workplace that draws in the right people and discourages the wrong fit takes more than good intentions—it takes leadership. Crestcom’s year-long leadership development program equips managers with the communication, coaching, and strategic thinking skills they need to build high-performing teams that live your values and drive results.

Want to get started? Join us for a complimentary 2-hour Leadership Skills Workshop. It’s a powerful, interactive experience designed to help you and your team elevate performance, improve decision-making, and increase accountability.

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