When was the last time you hired someone and thought, “This person will change my business”? For most small business owners that moment rarely comes from a degree or a perfectly polished CV. It comes from something far more human: character.
Our recent findings reveal something fascinating: honesty is the number one attribute small business owners look for when hiring (49%) followed by a good personality (38%). Compare that to just 6% who care about an undergraduate degree and you will see the shift happening right before our eyes.
Top 5 Attributes Small Business Owners Value
- Honesty – 44%
- Good personality – 38%
- Skill set matching the job – 37%
- Experience in a similar position – 37%
- Strong verbal communication – 34%
1. Why Honesty Beats a Degree
In a small business trust is not optional. It is oxygen. When you are building a team of five, ten or even fifty people one dishonest hire can shake the entire foundation. Skills can be taught. Software can be learned. But honesty? That is a value not a skill.
I often tell business owners: hire for character and train for competence. Because when you hire someone who shares your values you are not just filling a role. You are building a culture.
2. Personality: The Silent Growth Driver
The second most valued trait is personality. Why? Because small businesses thrive on relationships within the team and with customers. A positive adaptable personality can turn challenges into opportunities. It can make clients feel valued and colleagues feel supported.
Think about the last time you worked with someone who brought energy and optimism to the table. Did it not make everything easier? That is the power of personality. Checkout the chart below to see which personality fits which role best.
3. Degrees Are Losing Their Shine
Here is the reality: only 6% of owners prioritise a degree while 37% look for experience in a similar role and 37% want a skill set that matches the job description. This is not about lowering standards. It is about raising relevance. Small businesses need people who can deliver today not just promise tomorrow.
4. The Cost of a Wrong Hire
Hiring mistakes are not just expensive. They are exhausting. One in six business owners say poor hires prevent future growth and one in ten admit it leads to fewer sales. That is not just a statistic. It is a wake-up call.
Every hire is a growth decision. Get it right and you accelerate. Get it wrong and you stall. So ensure you always hire someone experienced for the role.
5. Strong Verbal Communication
With 575,000 small business vacancies up 72% from last year the competition for talent is fierce. But here is the good news: the best candidates are not always the ones with the fanciest degrees. They are the ones who can speak when it’s needed. Communication is the glue that holds small teams together. Misunderstandings cost time, money, and sometimes clients.
What This Means for Business Owners
Hiring for character is not just a nice idea. It is a growth strategy. Here is how to make it work:
- Ask better questions. Go beyond technical skills. Explore values and decision-making.
- Look for cultural fit. Skills matter but attitude determines success.
- Invest in onboarding. Even the best hires need clarity and support.
We Can Help You Build a Team That Drives Growth
Stop hiring for degrees and start hiring for impact. Focus on honesty personality and communication skills to create a team that truly moves your business forward.
Need help refining your hiring strategy? Let us talk. Book a consultation today and discover how to attract the right talent for long-term success.
Next steps…
Book a complimentary breakthrough business discovery call and gain the clarity you need to take your business forward →
