Richmond Associates: Connecting People to Purpose, Not Just Jobs
Recruitment is often reduced to speed and scale, but Richmond Associates stands apart. Founded on a simple but powerful insight—that purpose matters as much as skill—the firm has quietly redefined what executive search can and should be. Specialising in recruiting, fundraising, advancement and engagement roles across mission-driven non-profit organisations, Richmond Associates do not simply match candidates to job descriptions—they match people to missions.
It all started with a question repeatedly asked in different conversations. Friends and colleagues frequently approached Moyra Brown, the Founder of Richmond Associates and a seasoned professional in the sector asking, “Do you know anyone good for this role?” Everyone was struggling with the same challenge: finding the right talent – people who do the job, and fit the values, culture and mission of the organisation. What began as informal referrals evolved into a dedicated search practice, built to serve organisations making a tangible social impact.
From fundraising and alumni engagement to marketing and enrolment management, Richmond Associates focuses on roles that help institutions grow their reach, deepen their relationships, and deliver on their mission. What makes Richmond Associates different is not only their sector expertise, but their approach: deeply human, intentional, and driven by alignment. “We’re not a volume business” explains Managing Director Sonja. Their goal isn’t to flood clients with a long list of candidates, but to find two or three truly appointable people who bring the competencies needed and believe in the organisation’s purpose.
Managing Director of Richmond Associates
(Photo: Sonja)
Every search is rooted in trust, long-term partnership, and a genuine understanding of both client and candidate needs. They advise clients to pause recruitment if conditions aren’t right, and they champion candidates who may not check every box but bring passion, integrity, and alignment. In a rapidly evolving hiring landscape, Richmond Associates isn’t chasing trends. They’re holding fast to what matters: values, relationships, and impact. And in doing so, they are reshaping the standard for what executive recruitment can achieve.
From Checklist to Chemistry: Aligning Values and Mission
One of the most defining shifts in today’s workforce is the broadening spectrum of expectations across generations. As Sonja notes, “We’re on the cusp of having five generations in the workforce,” each bringing unique motivations and definitions of career success. The world of work is shifting. Remote work, digital transformation, generational change, and a rising demand for meaningful employment are redefining what candidates want and how they want to engage. Executive search, once seen as the gold standard for high-level hiring, is also evolving. Richmond Associates is exploring new ways to innovate—not just in process, but in how they communicate and connect. “We create detailed candidate information packs to show people the bigger picture. Some want the vision. Others want just the facts. We’re learning to tailor to both,” Sonja explains.
Today’s job seekers want more than salary and stability. While previous generations may have prioritised job security and linear progression, today’s professionals increasingly seek flexibility, psychological safety and purpose. They aren’t just asking what the job is; they’re asking why it matters. This is where “purpose-fit” becomes more than a buzzword. For Richmond Associates, it is a guiding principle. More than matching skills to tasks, it’s about aligning people with missions they believe in. In a post-pandemic, value-driven era, this shift is not optional—it’s strategic. Candidates are no longer building lifelong careers within one institution; they’re curating meaningful experiences that align with their personal goals and ethics. In this context, recruitment is not just about filling roles—it’s about building resilient, engaged teams who stay, grow, and lead with conviction.
Richmond Associates puts this philosophy into practice by refusing to approach recruitment as a numbers game. Rather than chasing volume, they focus on quality, sometimes presenting just two or three exceptional candidates per role. Sometimes these candidates don’t tick every box on paper, but they possess the values, curiosity, and potential to thrive. And Richmond Associates encourages clients to stay open—to see beyond checklists and explore possibilities rooted in shared purpose.
Fit Isn’t One-Sided: Readiness and Mutual Alignment
In this evolving landscape, fit is no longer a one-sided evaluation. Candidates are not passive applicants, instead, they are active participants, assessing whether an organisation’s mission, culture, and leadership align with their own aspirations. The hiring process has become a dialogue. As Sonja explains, “It’s a two-way, chemistry conversation.” This shift demands introspection from employers. Are you truly ready to bring someone on board—not just structurally, but culturally? Richmond Associates frequently advises clients to pause and reflect before rushing to recruit. In one recent example, they met with a client to brief a senior role. However, during conversations with stakeholders, it became clear the organisation was not ready. They were navigating leadership changes and lacked the foundational clarity to support a new hire. Rather than push forward for a fee, Richmond Associates recommended delaying the search until a new leader could define the vision. In the interim, they facilitated temporary support. It wasn’t the lucrative choice—but it was the right one.
This commitment to integrity and long-term thinking is part of what sets Richmond Associates apart. They don’t work with everyone. They resist the temptation to fill roles at all costs, choosing instead to hold off when the organisational environment is not ready to support a successful hire. Their goal is not simply to “make a placement”—it’s to ensure the right person, in the right role, in the right environment. The most talented candidates have options. If your organisation isn’t clear in its purpose, authentic in its culture, or ready to support growth, they will walk away. The strongest recruitment outcomes happen not when the right person is chosen, but when the right person chooses you back.
Recruitment Is a Relationship, Not a Transaction
At Richmond Associates, recruitment is not just about filling a vacancy. The organisation prioritises fostering long-term relationships that add value for both the organisation and the individual. Sonja described their approach as challenging the traditional “hire and hope” mindset, urging leaders to reflect:Are you recruiting to simply get a job done, or are you bringing in someone who can truly make a difference?This distinction is critical. This commitment to integrity extends into how they navigate diversity and inclusion. Rather than chasing checkboxes, they begin by asking clients, “What does diversity mean to you?” Whether it’s neurodiversity or differences in international or lived experiences, the goal is to match people and environments in a way that sets both up for success. This doesn’t stop at placement.
From facilitating support networks to making peer introductions, they help candidates feel championed, not just hired. It’s this level of care, connection, and long-term investment that builds lasting impact—both in teams and careers. A standout example is a candidate Sonja has known since her early career in administrative positions. Sonja watched her grow in her career, supporting her next steps and she eventually rose to a transformative leadership position where she catalysed a cultural shift within a major UK heritage and conservation organisation. That individual not only changed the institution’s approach to philanthropy but also weathered the challenges of COVID-19 with resilience—proof that hiring the right person, at the right time, in the right way, isn’t just recruitment. It’s strategy, legacy, and leadership in action.
From Process to Purpose: Richmond Associates’ Hiring Insights
Companies can learn valuable lessons from Richmond Associates’ approach to recruitment.
1. Purpose Comes First
Before starting recruitment, clearly define the role you want to fill and how it supports your organisation’s mission. When organisations hire without a clear understanding of the position, it can lead to vague job descriptions and shifting responsibilities. This confusion can leave new hires unsure of their purpose, hurting engagement and performance. A clear, mission-focused role from the start helps align expectations, boosting retention and success.
2. Recruitment is a Two-Way Conversation and Decision
Recruitment today cannot be reduced to a simple checklist of qualifications and skills. Since many candidates have similar credentials, the key is to understand what unique experiences, perspectives, and potential each person brings. It’s about finding candidates whose values and strengths align with your organisation’s culture and goals. This deeper approach ensures a mutual fit, leading to stronger, lasting partnerships rather than one-sided decisions.
3. Be Prepared to Pause
Sometimes, the most responsible hiring decision is to pause and delay recruitment until your organisation is genuinely prepared. Rushing to fill a role without a clear vision, leadership stability, or a supportive structure often leads to confusion and frustration for both the new hire and the team. Without proper guidance and alignment, even the most qualified candidate will struggle to succeed, which can create unnecessary disruption rather than positive impact.
4. Build Authentic Relationships
Treat candidates as future partners, not just applicants. Even if they aren’t the right fit today, investing in meaningful, ongoing relationships builds trust and goodwill that can lead to valuable referrals and long-term opportunities down the line.
5. Go Beyond Traditional Diversity Metrics
Understand what diversity truly means for your organisation. It may not always be about age, gender, or ethnicity—diversity also includes different perspectives, lived experiences, and cultural backgrounds that can bring fresh insights and enrich your team’s impact. Being open to these unexpected dimensions of diversity helps create a more inclusive and innovative workplace.
Conclusion: Every Hire Matters
In a time when organisational resilience and adaptability are more vital than ever, recruitment cannot remain a reactive exercise. It must evolve into a thoughtful, values-led strategy. As we’ve explored through Richmond Associates’ human-centred approach, the difference between simply filling a vacancy and intentionally building a team lies in one critical factor: alignment.
When organisations hire without clarity, when they prioritise speed over suitability, they risk misalignment that leads to disengagement, underperformance, and ultimately, turnover. The cost is both financial and cultural. Poor hires can dilute an organisation’s mission, while the right ones can accelerate it. Taking time to understand what your organisation truly needs, assessing readiness, and identifying not just what a candidate can do but what they believe in, results in hires who will stay, grow, and lead.
Candidates today are not passive resources to be slotted into roles; they are co-creators of your vision. They seek meaning, connection, and environments that align with their values. When organisations realise that recruitment is a two-way dialogue, and that every hire has the potential to shape culture and drive impact, they move from transactional hiring to transformational leadership. Purpose-led recruitment is a necessity, because when purpose aligns with people, organisations can thrive with intention.
Stay ahead with exclusive insights! Sign up for our mailing list and never miss an article. Be the first to discover inspiring stories, valuable insights and expert tips – straight to your inbox!
