Candidates take a job for any number of reasons: high salary, great benefits, opportunities for career growth, the ability to work from home – to name just a few. But there’s one other factor that drives candidates – particularly Millennials – to accept a job, and it has the potential to transform hiring practices and business alike. That factor is purpose.

According to a recent joint study by LinkedIn and Imperative, “Purpose-driven workers, those motivated by their work itself rather than pay or promotion, perform significantly better than other workers,” writes Inc. columnist Paul Grossinger. “And entrepreneurs and employers who recruit for purpose will see improvement in their bottom lines.”

Specifically, the survey found that purpose-oriented employees are 30% more likely to be high performers and 54% more likely to stay at a company for 5-plus years.

LinkedIn co-founder Reid Hoffman writes, “The key to a successful tour of duty is a high degree of alignment between employer and employee. And the key to a high degree of alignment is a shared sense of purpose. When that shared sense of purpose exists, employees stay at a company longer. Their high level of engagement leads to higher levels of loyalty and performance.”

Employees and employers with a shared sense of purpose have a vested interest in working toward the same goal. When this is the case, employees are intrinsically motivated, and tend to be more creative and willing to take risks.

This is all well and good but the question that remains is how to hire for purpose? Candidates can give lip service to your company’s objectives and guiding values on their resume, but how do you know when there’s genuine alignment between a candidate and your company’s sense of purpose?

This is where face-to-face interviews come into play. E-commerce lingerie site Adore Me vets all candidates by the company’s COO and often the CEO to ensure that prospective employees are a good fit for the company’s culture.

Vetting every candidate can be time consuming, particularly for executives whose companies are experiencing rapid growth. But video collaboration tools can make face-to-face interviews easy and convenient for everyone. Whether the executive is traveling to a conference or the candidate is squeezing in an interview on a lunch break, both parties get the benefit of a face-to-face meeting. They can read each other’s non-verbal cues to get an idea of whether they ‘click’ and share the same aspirations.

Google hires for purpose by seeking “people often described as smart, goofy, collaborative, and not afraid to experiment.” These characteristics aren’t readily apparent from a resume. To truly uncover these traits, HR and hiring managers need to conduct face-to-face interviews. The personal interaction that video affords gives candidates the opportunity to communicate with their whole self. Those nonverbal cues and even the candidate’s backdrop and chosen attire can provide valuable clues into his/her personality, creativity and appetite for risk.

Going forward, companies that out-perform their competitors will do so because they have a team of people who see value in the work they do and their company’s purpose. They work hard, not for the sole purpose of earning a paycheck, but because they believe that the company’s success will make the world a better place. Video can play an integral role in bringing these people and companies together.