Human Reef was founded in 2015 by Els De Geyter. Human Reef focusses on companies that are looking to implement a completely new way of doing HR. According to Human Reef, we should not be thinking in terms of climbing the corporate ladder anymore, but we should be organising our co-workers in dynamic teams. By doing so, you will create new opportunities and experiences for your people. This approach is founded on “agile leadership” and chooses to focus on the roles that any employee can fulfil in 1 or more team thus making the company even stronger.
When Els contacted us, she was looking for an answer to multiple questions. She had noticed that her approach clearly worked for several companies, but also that this seemed to be directly linked to her as a person. Her customers wanted to work with Els, niet with Human Reef per se. She was struggling with how she could make sure that her company would be able to grow without being fully dependent of her as a person.
Furthermore, she felt that she had to create a clearer offering so that prospects would be able to understand and value what she can do for them. She was looking for a very specific story that had to be simple yet complete. Above all, it obviously had to answer to the expectations of her potential customers. What is the exact offering companies were expecting from Human Reef?
Firs of all, we spent quite some time with Els to define the exact questions she was struggling with. We filled in the Profit Making Machine Canvas together to create a detailled and complete picture of the current situation. We quickly found that we needed to work on the description of her offering (number 3 in the Profit Making Machine Canvas), the way she should bring this offering to the market (4 – format) and how she should build up her own team of employees and consultants (5 – Infrastructure).
By means of a series of brainstorm session, we created a concrete proposal on what Human Reef should be offering to their customers. The next step was to validate this proposal in the market. We organised a series of in-depth interviews with customers and potential customers to gather feedback on the new concept. In between interviews we sat down with Els to review the feedback and to tweak the proposal we were presenting to the market.
After completing all interviews, we were able to give Els clear advice. We also listed all action points with regards to what needed to be done on an organisational level. What profiles would be necessary, what business lines we saw that needed to be created and how this structure could be realised. By doing so, we were able to answer all questions Els had at the beginning of the mission.
Today, we can state that Human Reef has a clear offering for their customers and the growth of the company is being guided in a controlled way. Human Reef chose to go for a clear consultancy offering and a series of trainings with regular “summits” or conferences. Plans have also been made to create a very specific digital tool that will facilitate the scaleability of Human Reef.
The first feedback we got from Els after launching this new offering and approach are positive and promising. Els has confirmed that she will surely contact us again in the near future to keep on supporting her as her company grows.
Els De Geyter - CEO Human Reef