Randi Seran
VP, People
Workrise
Episode 104
People strategy isn't HR's job: It's the engine for business success.
Current chapter: Built by People podcast features insights from world's top HR leaders
Built By PeopleJuly 17, 2025 · 14:04
Thesis
“The effective balancing of people strategy with business strategy, particularly in scaling organizations, is crucial, as thoughtful investment in leadership and culture, grounded in transparency and accountability, directly drives employee engagement, retention, and ultimately, business success.”
Show notes
ChannelAdvisor went through a significant reduction in force. Employee morale tanked. Trust in leadership eroded. The natural HR instinct in that moment: pause the engagement survey. Randi Seran did the opposite — she doubled down on surveying, then actually acted on what she heard.
Over the next 18 months, she and her team focused on three things: rebuilding the bonus program to create a genuine pay-for-performance dynamic tied to net revenue retention (when the company won, employees shared in it), launching a Leadership Academy to give managers the tools they actually needed to lead, and establishing a consistent communication rhythm so employees understood exactly how their work connected to company outcomes. The result: a Best Place to Work award from a workforce that was, not long before, broken in trust.
Her broader framework is worth hearing out: "Balancing the people side of HR with the business impact isn't an either/or. Done well, they're deeply connected." It's not a clever line — she has a detailed playbook for what that integration looks like operationally. And her caution to fast-scaling tech companies is pointed: sustainable growth requires thoughtful investment in people and leadership from the start, not as a remediation after things go wrong.
- Why you should survey employees more during difficult moments, not less — and how to act on the results
- How redesigning ChannelAdvisor's bonus program around revenue retention changed employee motivation
- The Leadership Academy model: what it covered, how it was structured, and the measurable engagement impact
- Why strong leadership isn't accidental — and what it means to develop it with intention
- How to integrate people strategy with business strategy from the outset, especially in high-growth environments
This episode is brought to you by Previ — an employer network that saves employees thousands on the necessities they already pay for, at no cost to the company.
What you'll take away
- 1Transforming low employee engagement requires intentional culture work grounded in transparency and accountability, not just tactical fixes.
- 2Aligning performance and reward systems, such as bonus programs tied directly to company results, significantly boosts motivation and engagement.
- 3Investing in leadership development, especially for internal promotions, provides managers with critical tools to lead effectively and strengthen employee-manager relationships.
- 4A strong, consistent communication rhythm is essential to rebuild trust and ensure employees understand their individual contribution to business goals.
- 5Integrating people strategy with the overarching business strategy from the outset is critical for thoughtful investment in leadership and culture, driving sustainable growth and resilience.
What most organizations get wrong
- •Rather than pausing engagement surveys out of fear of negative feedback during challenging times, organizations should double down on surveying employees and taking action on their input.
- •HR leaders should avoid a 'one-size-fits-all' playbook and instead customize their strategies to each company's unique norms, dynamics, and business objectives for maximum impact.
In Randi's words
“I feel very fortunate that I've always known that HR is my jam. I've been in it since high school.”
Highlights her lifelong passion and dedication to the HR field, setting the tone for her expertise.
“it was deep, intentional culture work grounded not just in transparency, but accountability.”
Defines the core philosophy for effectively turning around low employee morale and rebuilding trust.
“Our engagement data consistently reinforce that employee-manager relationship is just one of the most critical and strongest drivers, actually, of retention, performance, and culture.”
Emphasizes the paramount importance of the manager-employee bond as a foundation for organizational success.
“I'm a firm believer 80% of employees that are hired based on behavioral-based questions are more successful.”
Provides a concrete, data-backed approach to improve hiring success rates and talent identification.
“I don't think that strong leadership is accidental. I think it's developed with intention.”
Underscores the deliberate effort and thoughtful design required to cultivate effective and impactful leaders.
“balancing the people side of HR with the business impact isn't an either/or. So, done well, I think they're deeply connected.”
Articulates her holistic view of HR's strategic role, demonstrating that people strategy and business outcomes are interdependent.
The problems this episode addresses
- •Experiencing low employee morale and broken trust in leadership, particularly following a reduction in force or significant organizational change.
- •Struggling with employee engagement and motivation due to bonus programs not effectively aligning individual efforts with business success.
- •A lack of clear career progression frameworks and growth opportunities, leading to employees feeling a lack of purpose and investment.
- •Managers, especially those promoted internally, lacking the necessary leadership skills and tools to effectively coach and develop their direct reports.
- •Scaling tech companies prioritizing rapid growth over thoughtful investment in people and culture, leading to unsustainable practices and high costs.
- •Challenges in retaining top talent and creating clarity for employees during periods of rapid organizational change or global expansion.
In this episode
Built by People podcast features insights from world's top HR leaders
Built by People
ChannelAdvisor transformed low employee engagement into winning a best place to work award
ChannelAdvisor Wins Best Place to Work
Leadership Academy helps strengthen the relationship between managers and their direct reports
The Center for Leadership Academy
ChannelAdvisor redesigned its bonus program around net revenue retention
ChannelAdvisor Bonus Program Revitalization
How do you balance the people side of HR with the business impact side
How to Balance the People Side of HR with the Business Impact
Randy says executive HR leaders have a deep understanding of who they serve
Built by People: The Executive HR Lead
Topics covered
Organizations and entities mentioned
Full transcript
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