At the Unleash World HR Tech and AI Conference in Paris, Anastasia Belousova, Chief People Officer at Growe, took the stage to present on “Scaling Company Culture: Navigating Growth and Leadership Changes.” Her session focused on the challenges of maintaining and scaling company culture amidst rapid growth and organisational change. Drawing from her extensive experience in managing people and culture in fast-scaling companies, Belousova shared real-life case studies and practical strategies to foster alignment, reinforce values, and drive business success.
Claire Harrison, Harrisons’ Managing Director attended the session to gain insights into how companies can successfully navigate periods of growth while preserving their cultural foundations.
The Importance of Culture in Scaling a Company
Belousova began her presentation by emphasising the pivotal role that culture plays in a company’s success. She noted that all companies have cultures, even if they aren’t consciously aware of them. “Culture isn’t just one aspect of a company,” she said. “It’s a fundamental part of it, and it’s often what differentiates successful companies from the rest.”
She shared her experience working with a rapidly growing company in the energy industry, which expanded from 30 to over 1,000 employees in just two years. This growth posed challenges in maintaining the original values and aligning the newly onboarded employees with the company’s culture.
“When you’re scaling quickly, it’s easy to lose sight of your core values,” Belousova warned. “It’s crucial to be intentional about preserving and nurturing those values, even as you expand.”
Aligning Culture with Business Strategy
One of the key challenges Belousova highlighted was aligning culture with business strategy. She stressed that having clearly defined values is essential, but it’s equally important to ensure those values are embedded into every aspect of the business. To achieve this, Belousova recommended regularly assessing and refining company values through structured, strategic sessions with employees.
She shared how Growe conducted an offline strategic session to gather input from employees on what values mattered most to them. “We involved employees at all levels to define the values and behaviours they wanted to see reflected in the company,” she explained. The process was transparent, with every team member’s opinions considered, ensuring that the final set of values resonated with the entire workforce.
Belousova’s emphasis on employee involvement in defining company values underscores the importance of creating a sense of ownership and accountability among staff. “Values can’t just come from the top down,” she noted. “They need to be co-created with the people who live them every day.”
Scaling Culture During Rapid Growth
As Growe expanded, Belousova and her team implemented several initiatives to ensure new employees were aligned with the company’s values from day one. One key initiative was a revamped onboarding process that not only introduced new hires to the company’s products and processes but also emphasised the importance of understanding and embracing the company’s core values.
“We made it clear that our values weren’t just words on a wall,” Belousova said. “They were expectations, and every new hire was expected to live them.” This approach helped maintain a sense of continuity and consistency as the company expanded into new markets across Asia, Africa, and Latin America.
Belousova also discussed the importance of hiring and retaining individuals who align with the company’s culture. She shared how Growe created a list of necessary skills and values to guide their recruitment strategy, ensuring that new hires brought both the competencies and cultural fit needed for success.
Promoting Growth and Engagement Through Strategic Communication
Belousova shared insights into how internal communication was used to reinforce culture and foster alignment within Growe. “Internal communication is key,” she emphasised. Quarterly online town hall sessions were held to share plans, achievements, and future strategies, allowing employees to feel informed and included in the company’s direction.
Additionally, personal development plans (PDPs) were aligned with business goals to provide clear career growth opportunities within the company. “It’s about making sure every employee knows where they’re going and what they need to do to get there,” she said.
Navigating Leadership Changes and Cultural Continuity
Another key point in Belousova’s presentation was the importance of maintaining cultural continuity during periods of leadership change. She noted that changes in the leadership team can often create uncertainty and disrupt company culture. “When leadership changes, you need to be honest and transparent with your team,” Belousova advised. “It’s essential to communicate openly and ensure that everyone understands the company’s direction and values.”
She shared how Growe successfully navigated a leadership transition by focusing on transparency and reinforcing the company’s core values. “The key is to keep the lines of communication open and make sure everyone feels heard,” she explained.
Claire’s Top 5 Takeaways from the Presentation
After attending Belousova’s presentation, Claire reflected on the key takeaways for businesses looking to scale their culture during periods of growth:
- Involve Employees in Defining Values: Engage employees at all levels in defining and refining company values. This creates a sense of ownership and ensures that the values resonate with everyone.
- Align Culture with Strategy: Embed values into business strategies and decision-making processes. Ensure that every action and initiative aligns with the company’s core values.
- Reinforce Values During Onboarding: Emphasise company values during onboarding to ensure new hires understand and embrace them from the start. Make values an integral part of the recruitment process.
- Communicate Transparently During Change: When facing leadership changes or rapid growth, maintain open and transparent communication to keep employees aligned and informed.
- Use Personal Development Plans Strategically: Align PDPs with both business and personal goals to provide clear growth opportunities and retain top talent.
Scaling Culture Without Losing Your Way
Anastasia Belousova’s presentation at Unleash World highlighted the importance of intentionally scaling and nurturing company culture during periods of rapid growth. From defining and reinforcing values to aligning culture with strategy and fostering transparent communication, Belousova’s insights offer a roadmap for companies looking to maintain cultural continuity amidst change.
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Claire Harrison is the Founder and Managing Director of Harrisons, a flourishing HR consulting business that sprouted in 2009 from Claire’s passionate belief that inspiring leaders and superstar employees are the key success factor to any business. With over 20 years’ experience, Claire has worked as a HR Director of multi-national organisations, as a Non-Executive Board Director, and a small business owner. Claire’s corporate career includes working with companies such as BHP, Westpac, Fonterra and Mayne Nickless.
