“Regardless of industry your company is now a software company, and pretending that it’s not, spells serious peril.” (David Kirkpatrick, Forbes 2011)With that sunny outlook, who do you need to attract to be part of your team? Digital talent. Defining digital talent for this purpose we can summarise as those who are digital native, who see shortcomings in life and work as opportunities to resolve through clever lines of code. The key phrase from the early 2010’s was “there’s an app for that”, this has now evolved to “there’s a start-up solving that now” or even more telling of the attitude and opportunistic view of an interconnected world, “let’s create a start-up to solve this”. Living mostly at the intersection of Millennial’s and digital native, attracting digital talent will become a priority concern for all people leaders who do not wish to be left behind in the talent war. HBR suggests that in order to attract “top talent” a key step is understanding exactly what you need, as well as stating clearly what you can give to the candidates as their career progresses within your company. If you don’t know what they want, this task is impossible. The catch-all that can fast-track understanding of how to connect with Millennial talent, is the concept of purposeful business. Work life balance is today work life blend in a culture of always-on connectedness. If you’re going to be working all the time, you need to believe in what you do. With Millennials prepared to sacrifice pay (up to six thousand pounds, according to ) to join a company that aligns with their values and their vision of flexible high performing teams at work, in a fun and energetic culture, purposeful business is key to developing an employee value proposition that doesn’t hinge on remuneration.