How Mid-Size and Startup Businesses Can Build a Strong Team for Lasting Success
Why Your Team is Your Real Competitive Advantage
If you’re a business owner or a growing brand, you know better than anyone the value your team can provide from a logistics perspective. But often, brands and business owners overlook the critical advantages of a strong team and overall company success in the marketplace.
Recent studies have shown that high employee turnover and low team morale aren’t just difficult to deal with as a business owner or manager; they’re actually costing you money and hurting your credibility. According to SHRM, you could be spending a minimum of $1,500 each time you lose and replace an employee.
As a mid-sized business or start-up, you really can’t afford to get this team-building business wrong. But don’t fret! At GSPR, we pride ourselves on our strong and collaborative culture, which is how we’ve grown into a respected public relations agency with not just loyal clients and also lasting team members. It comes down to how you hire, how you lead, the culture you foster, and your overall growth strategy. Let’s dig into how this all works together.
Start with Strategy: Define What Success Looks Like
You know the feeling; your team is overwhelmed and needs more support. You know you need to hire, and it’s tempting to throw a resume out there and lock in the first interested applicant. It’s tempting, but hiring randomly only pans out half the time. And, if you hire without thinking about where your brand is headed, you’re likely going to keep your team and your business stuck in a cycle of same-ness instead of strategic growth and success.
So, where should you start if you want to hire for an overall strong team strategically?
Critical roles for your next growth stage - You’re either growing or dying as a brand, right?! So, what does your next growth stage look like? Your team roles need to track back to your goals and plans. Think, revenue growth, retention, customer or client relations, etc.
Please note that if you are unsure what your next stage should look like, read this blog about business growth stages from Summary Content Marketing.
Map it out—Create a 12-18-month team-building map before you write a job description. You’ll thank us later!
Align job descriptions and timing - What do you need to accomplish in the next year? Is it mapped out in alignment with your hiring plan? Hiring the right person to amplify this goal at the right time will propel your business and brand forward.
Hire with Intention: People Who Match the Mission
When recruiters and industry leaders talk about hiring for a “culture fit,” what do they mean? Business.com explains, "Cultural fit refers to someone who matches an organization’s values, priorities, and work style with a job candidate’s characteristics.”
In other words, ensure you’re clear on what you value as a brand. What are your values? How do you interact with your customers and core audience groups? Are you innovative and driven or fun and charismatic? Does attention to detail matter to your brand or just getting the job done? The list goes on, but you get the picture.
Bonus Tip: Ask value-based questions in interviews, not just skill assessments.
Build a Culture of Ownership, Not Just Employment
If you’re a startup or mid-sized business, then likely you need a team that is lean. Hiring individuals who are capable of wearing a lot of professional hats, and helping you develop and grow your brand is essential. We love small teams! We’re a small but mighty team at GSPR ourselves. But small teams can only thrive if they feel trusted and empowered.
How can you foster trust and empowerment on your small team? It comes down to a couple of key management factors:
Encourage entrepreneurial thinking - avoid micromanagement tactics.
Create space for autonomy. Teams are more innovative and creative when they feel they can build things their way.
Provide clear accountability. The above two bullet points can lead to disorganization and unfinished goals unless you pair your team's entrepreneurial elements and autonomy with clear guidelines and accountability.
Real Talk: A strong team is built, not found. Culture is what you consistently reinforce.
Invest in Your Team Like They're the Product
Like anything in life, the more you put into it, the more you will get out of it. Investing in your team is no different. You wouldn’t expect your customers to keep buying from you if you you weren’t constantly adjusting and improving your products or services, so treat your team with the same consideration and respect.
Investing in industry training for your team members, opportunities for mentorship, and ongoing feedback loops not only elevate your brand because your team is constantly learning and growing, it is also one of the most effective ways to ensure employee retention. Why?
Studies show that, “By providing employees with the skills and knowledge they need to succeed, organisations can foster a loyal, motivated, and high-performing workforce.” (The HR Director)
Leadership That Actually Leads
Maya Angelou said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” In business, this is just as true as it is in personal relationships, a leader who is transparent, consistent, and works on managing their team with emotional intelligence, is going to see far more success with their business, and team hapiness and retention, than the leader that avoids learning, growing and understanding.
So what is emotional intelligence, and how does it affect leadership and team building?
A Great Place to Work states that, “Emotional intelligence (often referred to as EQ) is the ability to understand, regulate, and respond to emotions — both in yourself and in others.”
This translates to a few key elements that can make all the difference in your leadership style and effectiveness:
Self-awareness - Take the time to reflect daily or weekly on what you did well as a leader, and what you may not be as proud of.
Self-regulation - Even if you own the company, that doesn’t give you the right to treat your team with disrespect or volatility. If this is something you struggle with, seek guidance or outside support on self-regulation.
Empathy - Everyone is going through something different, and an empathetic leader will get more out of their team and see long-term benefits from leading with empathy.
Social awareness - Ever heard the saying, “read the room,” it’s just as true in leadership as it is in life and social interactions.
Tools, Tech & Processes That Make Small Teams More Powerful
Okay, now that we’ve addressed the high-level strategy behind building a strong team, let’s get into the nitty gritty: how you actually make that team work day in and day out. Because here's the truth—great people can only go so far without great systems. Even the most talented, mission-driven teams will hit a wall if they’re constantly bogged down by confusion, redundancy, or the dreaded email vortex.
Standard Operating Procedures (SOPs): Create Them Before You Need Them
Recurring tasks (social posts, reporting, client onboarding)
Communication protocols (how/when to use Slack vs. email)
Internal approvals and review cycles
Communication Tools: Clarity Over Chaos
Slack or Microsoft Teams for real-time, topic-specific conversations
Loom for async video walkthroughs or team updates (great for remote teams)
Email for external communication only—don’t let it run your internal ops
Project Management: The Backbone of a High-Functioning Team
Efficiency Tools: Automate the Repetitive, Empower the Creative
When and How to Let Go
Firing fast when it’s not working isn’t cold—it’s clarity.
Dragging your feet can create resentment among your top performers, disrupt your culture, and drain your time and resources. The cost of a bad hire isn’t just a salary line item—it’s the missed opportunities, dropped balls, and stress placed on your entire team.
If your gut’s telling you someone isn’t aligned, here’s how to move forward:
Document everything – performance issues, feedback given, support provided.
Communicate clearly and respectfully – no need for drama, just clarity and kindness.
Exit with grace – how you part ways says as much about your leadership as how you bring people on.
And remember: protecting your team’s morale during this process is key. Be honest (without oversharing) and reinforce your values. Strong teams respect strong boundaries.
Build a Team That Builds the Brand
Building a strong team isn’t a one-time hire—it’s a long game of strategic decisions, thoughtful leadership, and people-first processes. When you lead with intention, create clarity around roles and expectations, and invest in the systems that support your team’s success, you’re not just building a company. You’re building a culture. A movement. A brand that lasts.
And if you’re in the thick of scaling, evolving, or realigning your team—we’ve got you.
Let Godfrey Social PR help you connect the dots between your brand values, internal culture, and external presence. Let’s chat!