As most technology companies know, recruiting young talent isn’t easy. In such a highly competitive market, many companies focus recruitment efforts on contemporizing their brands—on appearing more hip, more youthful, more fun.

But is this the right strategy?

We recently interviewed students about to enter the engineering workforce from college and grad schools—and they quickly had us questioning our assumptions.

These millennials knew they could head straight to Silicon Valley, work in offices that feel like college campuses and get all the free lunch they could eat. But they also knew the cost of all that—that most Silicon Valley employers own their employees, and typically fail to offer much in the way career options.

So, what were millennials really looking for?

As it turns out, a place where they can work directly with more seasoned engineers—and get hands-on experience with state-of-the-art technologies. A place where they can truly advance their career, even if it evolves over time. A place where they can make a positive impact on the world around them.

These insights became the backbone of our talent acquisition campaign for The Aerospace Corporation. The message? Work in a cutting-edge environment. Work with the smartest people in the industry. Work on products that change the world.

The line?

Right Place. Right Path. Right Purpose.