Generation Z workers are far more likely than prior generations to judge employers by their values, and Margarita Howard says HX5 has taken that shift seriously. Howard is the sole owner, CEO and president of the Florida-based, service-disabled veteran and women-owned defense contractor.

A Deloitte study found that 77% of Gen Z respondents consider it important to work for a company whose values match their own, a figure that helps explain why Margarita Howard has leaned into HX5’s mission-driven identity when courting new applicants. Howard says that figure shaped how HX5 rewrote parts of its recruiting materials over the past year to emphasize purpose alongside pay.

Selling the Mission

“Let’s get to the moon, let’s accomplish this mission overseas,” Howard tells recruits, describing how she frames HX5’s work supporting NASA and Department of Defense programs. The company operates across 34 states and 90 government sites with more than 1,000 employees in STEM roles of varying seniority.

Howard argues that framing matters because Gen Z candidates want to see purpose attached to daily tasks, not simply a paycheck or title. HX5’s projects, tied directly to space exploration and national security, give the company a built-in advantage over generic technology employers chasing the same graduates. Howard says interviewers now spend more time discussing mission context upfront, rather than saving it for later rounds, because candidates increasingly ask about purpose before they ask about salary.

Modern Tools, Traditional Standards

To back up that pitch, HX5 has adopted instant messaging and project management platforms suited to digital-native habits, while still requiring the security discipline federal work demands. Margarita Howard believes that combination, purpose paired with modern tools, gives HX5 a credible answer when Gen Z applicants ask why the work matters to them personally.

Howard also credits HX5’s long-tenured staff with reinforcing that message during interviews, since candidates often hear directly from employees who have spent over a decade with the company about why the mission-driven culture kept them from leaving for other offers. Refer to this article for related information.

Find more information about Howard on https://dataconomy.com/2026/02/23/infrastructure-as-competitive-advantage-margarita-howards-early-investment-philosophy-at-hx5/