The document discusses how focusing on purpose can transform employer branding, job advertising, and candidate engagement. It argues that these areas typically focus on what and how rather than why. The key takeaways are that job ads, employer branding, and candidate communications should lead with the organizational purpose or why in order to attract the best talent. Leading with why means explaining how working for the organization will impact customers, change lives, or make a difference in the world. Examples are provided of how to communicate purpose in these areas. Resources for further learning about using purpose are also included.