Developing a people strategy (for a small business)

Often, the hardest part about building and managing a team is knowing where to begin.

Having a people strategy is critical. Why? Because your employees are likely your business’s single biggest expense. Winging it or getting it wrong can be extremely costly (if not, business-ending).

What is involved in a People Strategy? 🤷🏻

To have people working for your small business, you need to consider:

• Sourcing and attraction: Define your company’s Employee Value Proposition (EVP) and how it positions you in the market.
• Talent acquisition: Get the right people through the door at the right time.
• Onboarding: Ensure new hires are up to speed quickly and enjoy the experience, or they might leave.
• Training and support: Provide ongoing coaching to maintain high performance.
• Leadership development: Ensure your leaders are truly leading—identify and address skill gaps before they become bigger issues.
• Succession planning: Prepare for the future by having a stream of high performers ready to step up if key players leave. No stress!
• Engagement and retention: Keep employees engaged to retain their knowledge and intellectual property. Losing them is costly.
• Diversity, equity & inclusion (DEI): These principles should be woven through every aspect of your strategy. Diverse teams are more innovative, and a homogenous workforce is a risk, especially for small or scaling businesses.

💸 Now, imagine the cost associated with each of these points. More importantly, consider the cost of not having a strategy for something so critical. Madness, right?

That’s why developing a clear, concise people strategy that everyone can get behind is a non-negotiable for any small business.

So what tips do the experts in this space have to share?

We asked Tim Guille (Head of People Advisory at We Are Charlotte ) to share his top recommendations from his 20+ years of HR experience:

Link to organisational goals

“Your people strategy should align with the overarching objectives of your business. For example, if your business is focused on growth, your people strategy might include succession planning, talent management, workforce planning, and hiring initiatives that support that growth.”

Metrics and targets

“Include metrics that allow you to measure the success and impact of your people strategy. For instance, if your strategy focuses on DEI, set clear metrics like reducing the gender pay gap or increasing female representation in leadership.”

Keeping it simple

“Even with a range of initiatives, it’s essential to leave room for the business-as-usual (BAU) activities that often consume significant time.”

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We also hit up Kacey D’Odorico (Head of People Advisory at We Are Charlotte ) for her insights on communicating and embedding a people strategy in the creative industries.

Implementing and communicating your strategy

“After your strategy is finalised and signed off by the executive team, here is how you can communicate it effectively to your team:

• Provide a clear, concise summary — such as a 'Plan on a Page' — that outlines key elements and objectives.
• Present this summary in an all-company meeting, highlighting focus areas and their significance.
• Ensure that everyone understands how the strategy aligns with the company’s goals and what it means for them.
• Use practical examples and address potential questions to foster understanding and buy-in.
• Maintain momentum with regular updates, sharing successes, milestones, and adjustments to keep everyone informed and engaged.”

Overlaying DEI and culture

“DEI and culture should either have their own dedicated focus pillar or be integrated across every pillar. Embed DEI objectives into all aspects of the strategy, including metrics. This could involve inclusive recruitment practices, DEI training for leaders, and equitable development opportunities.”

Gaining buy-in for your people strategy

“Align your people strategy with the overall business strategy and clearly demonstrate how it supports company goals. Engage with leadership and key stakeholders to understand their challenges and use data—like engagement surveys, exit interviews, and capability gaps — to accurately target impactful areas. A data-driven approach ensures that your strategy is focused and meaningful.”

Risks and rewards

“The risk lies in overcomplicating your strategy. Focus on clear, essential objectives that align with your business needs. This ensures each initiative is purposeful and impactful.”

“I’ve fortunately only seen it go right, and that’s when you solve the right problems and have mechanisms for monitoring and adapting the strategy as needed. Regular check-ins ensure you can pivot effectively and stay aligned with your goals.”

Quick wins for small businesses

To summarise, here are some quick wins you can action today:

• Keep it simple.
• Use data and feedback from leaders and stakeholders.
• Define your core people pillars.
• Link initiatives to overall business strategy.
• Define simple metrics to measure success.
• Gain sign-off and buy-in from senior leaders.
• Clearly communicate the strategy to your team with a simple one-page plan.
• Implement, monitor, and regularly communicate progress.

If you want to know more about people strategies, and how they might apply to your small business ... you know where to go to speak to the experts. 😄