A bigger paycheck is often the easiest way to win over a job candidate, but Margarita Howard has built HX5’s recruiting pitch around something else entirely. As sole owner, CEO, and president of the company, she tells prospective hires that the work itself, not the salary, should be the reason they show up excited every day.

HX5 is a Florida-based, service-disabled veteran and women-owned defense contractor supporting NASA and the Department of Defense across 34 states and 90 government locations, with a workforce of more than 1,000 people. Its programs sit at the center of national security and space exploration efforts, work Howard argues offers a kind of purpose commercial tech jobs rarely match.

Making the Mission the Pitch

Howard regularly pitches candidates on the chance to support NASA missions and defense operations directly, using that connection as a hook for candidates who might otherwise choose a higher-paying tech job. That approach has taken on more weight as a Deloitte study found 77 percent of Gen Z workers say it matters that their employer’s values match their own.

The pitch only works if the company can back it up, and Howard has paired the messaging with real changes, including hybrid scheduling where security allows and updated communication tools built for digital-native employees. She still prefers candidates who already carry NASA or Department of Defense experience, arguing that background helps new hires connect with the mission faster than someone arriving straight from the commercial world.

A Long Game Worth Playing

The strategy appears to pay off in retention, with some HX5 employees staying more than 15 years. For Margarita Howard, selling the mission isn’t just marketing language. It’s the foundation HX5 has built its entire hiring approach around, especially as competition for STEM talent keeps intensifying across the defense industrial base. Howard has also pointed to updated communication tools and flexible scheduling as proof that HX5 backs its message with real changes, not just a slogan aimed at younger applicants weighing multiple job offers. Refer to this article for more information.

Find more information about HX5 on https://homebusinessmag.com/success-stories-lifestyles/defense-contractors-margarita-howard-adapts-gen-z-amid-competition-stem-talent/