by Rebecca Sprigg

Four airports in one trip taught me something unexpected about recruiting.

A recent summer vacation to visit old friends had me routed through Los Angeles International, Chicago O’Hare, Columbia Regional in Missouri, and Kansas City International, during the opening days of the World Cup. Everywhere I looked, soccer fans in national team jerseys watched matches in airport lounges and good-naturedly teased rival supporters.

It should have been an exhausting trip—a delayed flight, a red-eye, more time in airports than I care to admit. Yet I arrived at my destination and returned home, feeling energized rather than worn out.

The only explanation I can come up with is that enthusiasm is contagious. Being surrounded by people genuinely excited about something lifted everyone’s mood, including mine.

It also reminded me that first impressions aren’t always formed by facts. Sometimes they’re formed by feelings.

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That’s true in recruiting, too.

Long before candidates compare salaries, review benefits, or study job descriptions, they’re asking themselves a simple question:

“What would it feel like to work here?”

If everything they see—your website, recruitment materials, social media, job postings—feels formal and transactional, they’ll assume the workplace feels that way, too.

On the other hand, when candidates see employees laughing together, celebrating accomplishments, mentoring one another, or simply enjoying each other’s company, they begin to picture themselves as part of that team. Just as I was lifted by the excitement of thousands of strangers, job seekers are drawn to organizations where positive energy is visible.

That doesn’t mean every workplace has to be a party. Candidates know every job has deadlines and stressful days. They’re looking for signs that people enjoy working together, support one another, and take pride in what they do.

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If your organization has that kind of culture, don’t keep it hidden. Let candidates experience it before they apply. Here are a few simple ways to communicate that positive energy:

Show the human side, visually.

• Include candid photos of employees working together—not just formal headshots.
• Share pictures from appreciation events, volunteer days, wellness activities, or holiday celebrations.
• Showcase collaborative workspaces where people are actively engaged.

Let employees speak for themselves.

• Feature short employee stories about what they enjoy most about working there.
• Post brief videos capturing everyday teamwork.
• Encourage employees to share why they chose your organization—and why they’ve stayed.

Highlight the moments that build culture.

• Highlight traditions employees look forward to each year.
• Let candidates see managers recognizing accomplishments and celebrating success.

None of this requires a large marketing budget—just a willingness to show candidates the human side of your organization.

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The World Cup reminded me that excitement spreads from person to person. The same thing happens in recruiting. Don’t be afraid to let prospective employees catch it.