this moment stayed with me.

Some time ago, I was supporting a candidate through the hiring process for a leadership role in hospitality.

Each stage went well and the values, ambition and energy all seemed aligned. The company had a strong external brand and a B-Corp certification that spoke of their purpose-led principles. There was excitement in every conversation.

Until the final meeting.

Over breakfast with the candidate, the CEO interacted with team members in a sharp, dismissive tone. The atmosphere instantly changed, and this moment told the candidate more than any interview ever could.

And they walked away.

Disappointed. Disengaged. And ultimately declining a role they’d fallen in love with at a brand they had previously respected.

This stayed with me because it served as a lesson on the importance of culture.

No matter how you market your brand or how well you articulate your values, if the day-to-day culture doesn’t live up to those promises, especially at leadership level, they become meaningless.

Culture isn’t built through policies. It’s built from within. It’s grown through behaviour. And it’s shaped most visibly by those at the top.

As a recruiter for senior hospitality roles, I’ve learned that assessing culture means asking different, deeper questions of both candidates and employers. It’s about observing their presence. How do they behave in a range of situations? How do they treat others, especially when they think nobody is watching?

I look for signs of integrity, empathy, and accountability; in the boardroom, in the B-Corp status, and at the breakfast table.

Because leadership defines culture and culture drives everything else.