Today's restoration workers, especially younger generations entering the workforce, are looking for more than just a paycheck. They’re asking, “What else does your business have to offer?”

Welcome back to “Winning with Workers,” the KnowHow monthly series that explores the eight foundational principles for attracting and keeping the best talent in the restoration industry. Each edition, inspired by our book Winning with Workers, spotlights a different leader in restoration. These featured leaders not only embody core principles but also share their actionable strategies for success—so you can achieve similar results with your workforce.

This month, we’re thrilled to bring you Holly Murry, President of FRSTeam, to discuss our next principle: connect work to meaning. 

Connecting Daily Efforts with Meaningful Outcomes

Is a paycheck not enough anymore? 

As workforces shift and expectations evolve, data tells us that employees need a sense of purpose – to be fulfilled on the job. Research from McKinsey shows that a staggering 70% of employees define their sense of purpose by the work that they do. Purpose and its impact on engaging and retaining employees should be a pressing priority for your restoration business. 

FRSTeam, with over 50 locations across the nation, is a prime example of how anchoring a business in a purpose-driven mission can distinguish and elevate an organization. 

What began as a restoration dry-cleaning service, FRSTeam has now evolved into a comprehensive contents restoration leader. They’re renowned for their technical skill and expertise—but here’s the special sauce. Their unique approach focuses on restoring the joy and comfort of homeowners after a disaster, not just restoring items. Connecting their daily efforts to a greater purpose has set FRSTeam apart in the industry.

Holly Murry: Leading with Purpose at FRSTeam

At the heart of FRSTeam's ethos is Holly Murry. With her 28 years of dedication to the field, Holly is living proof of the profound impact that connecting work to a greater purpose can have.

Holly began her career fresh out of college as a technician, and she still remembers herself going through the interview process as a bright-eyed 22-year-old. “I called my dad that day on the way home,” Holly reflects. She also remembers her dad, “who’s a bit of a pessimist,” stuck on asking about the practicalities of the job. 

As for Holly, she was too busy being excited about her new sense of purpose: “[I kept thinking] I interviewed with [an] amazing person and I’m going to get to help people restore their homes and lives after a tragedy.”

That sense of purpose has carried her far in her career. Now the President of FRSTeam, Holly has cultivated the company with the same dedication to service, growth, and the pursuit of bringing joy to others—and is living proof of how effective connecting work to meaning can be for retaining and developing top talent.

Harnessing Purpose to Build a Winning Workforce

At FRSTeam, every team member is driven by a mission that goes beyond the practicalities of their role. This sense of a greater purpose not only shapes the company’s culture but also attracts like-minded individuals to their ranks.

Here’s how to contribute to a story where each of your employees becomes a hero in the eyes of the people they help—and a hero for your business.

1. Cultivate a Belief-Driven Workforce

Over 60% of workers make the decision to join, stay with, or leave a company solely based on whether their values and beliefs are aligned. Restoration business leaders need to communicate that they’re a belief-driven workforce, starting at the very beginning—from the job description. 

Instead of simply listing tasks and responsibilities, you connect work to meaningful outcomes and “communicate that we're here to restore people's lives, that [workers] get to help people in their most difficult situations," Holly says.

Employees guided by shared beliefs and values care on a deeper level. They can be powerhouses of loyalty, advocacy, and productivity, contributing to a positive brand image and enhanced customer satisfaction.

2. Emphasize Meaning in Your Mission

FRSTeam is guided by a people-first mission, which helps workers understand the ‘why’ behind what they do on a daily basis: "It’s always revolved around helping people,” Holly says. “Being able to help somebody else really brings you joy." And joy is contagious—for both your team and the customers you serve.

Highlighting a more human-centered mission and celebrating the ways your organization can improve lives can attract and retain talent, particularly as the workforce shifts to craving more purposeful work.

3. Celebrate ‘Goosebump Moments’ 

What Holly calls ‘goosebump moments’ are special instances where the impact of her team has touched lives profoundly. It’s the embodiment and core of meaningful work. That’s why FRSTeam employees are trained to identify the most meaningful items in someone’s home and treat them with care and respect.

Creating a ‘goosebump moment’ is important—but don’t let it be fleeting. Document and share these stories with your team. It not only inspires but reinforces the value of their efforts, creating a culture of recognition and belonging. Different ways to share include:

  • Company meetings
  • Newsletters
  • Social media

4. Prioritize Character and Culture in Hiring

“Hire for character and culture,” Holly advises. “You can train for skill.”

Soft skills like effective communication, the ability to work on a team, and alignment with mission and values are more in demand than ever—yet are extremely hard to teach. FRSTeam's approach to hiring based on character ensures that every member is genuinely invested in the collective purpose and mission.

5. Invest in Your People 

Beyond just skill training, invest in your team's understanding of the company mission and emphasize their importance within that mission. It all comes back to your workers understanding the ‘why’. “If they’re missing the ‘why’ of what we do in the restoration industry,” Holly says, “they’re not going to stick around for that long.”

Your investment in your people can pay dividends in employee engagement, loyalty, and overall performance.

Takeaways: Connecting Work With Meaning

Holly provides three clear things she stops, starts, and invests in to center a culture that connects work with meaning: 

  • Stop focusing on yourself or individuals. Be present with your team. Having a people-centric mission doesn’t just include your customers—it includes your workers, too.
  • Start highlighting ‘goosebump moments’ today. It’s an immediate action you can take to recognize moments of meaningful impact and help those moments multiply.
  • Invest in your culture as a brand. Ensure you are training staff to build meaning into their everyday tasks and explain the ‘why’ behind what they’re doing.

Holly Murry's insights show the undeniable link between meaningful work and business success in the restoration industry. The shift towards a more purpose-driven workforce is not just a trend—it’s a movement that restoration businesses like FRSTeam are leading. And remember: connecting work to meaning is not a one-time effort. It’s a continuous journey that will keep on delivering ROI if you nurture it.

Craving more from Holly? Listen to the full interview on YouTube or wherever you get your podcasts.

Invested in learning more about other restoration leaders demonstrating the principle of connecting work with meaning? Check out our podcast episode with Bess Leiti from Seaside Restoration. Bess’s dedication to excellence starts with emphasizing the importance of communication, empathy, and building relationships for better business outcomes.

See you in a month for our next installment! For more resources on building a competent and confident workforce, visit