Culture, Coaching & Core Values: How Highfill Retains Talent Through Purpose

Forget ping-pong tables and pay raises—this is what actual retention looks like.

In this episode of The People Strategy Podcast, Traci Austin sits down with Ray Cox, Co-founder and Senior VP of Marketing at Highfill Infrastructure Engineering, for a powerful conversation on what it means to build a people-first company in a technical world.

Highfill didn’t avoid the storm of COVID-19. Like many in the trades, they were hit hard. But instead of defaulting to quick fixes or chasing trends, they doubled down on what mattered most: culture, trust, and long-term development.

This episode pulls back the curtain on how Highfill rebuilt itself stronger by investing in relationships, not just resources. Ray breaks down how they've embedded coaching into their DNA, created career paths grounded in purpose—not pressure—and fostered a culture where people know they belong.

If you’ve ever struggled with turnover, disengagement, or leading multi-generational teams, this conversation will reframe what’s possible. It’s not about surface-level perks. It’s about leading with values and being bold enough to follow through.

This is culture done right—not as a corporate cliché but as a competitive edge.