What Works in Startup Talent Engagement? Lessons from the SHRM Talent Summit

Startups in India are booming, fueled by a surge of entrepreneurial spirit. Organizations are using innovation not just to disrupt industries but also to transform workplaces. India boasts the third-largest startup landscape in the world, with more than 1.59 lakh registered startups recognized by the Department for Promotion of Industry and Internal Trade (DPIIT). However, while India is emerging as an entrepreneurial hub, the startup ecosystem has several challenges, especially in engaging and retaining talent. 

At the recently concluded SHRM Talent Visionary Summit 2025, Megha Latawa, Group Chief Human Resources Officer, iD Fresh Food, led a panel discussion on the unique challenges and opportunities in talent engagement within startups. The session featured insights from industry leaders Anusha Shetty, Chairperson & CEO, Grey India (Grey and AutumnGrey), and Bhavna Talwar, Vice President Human Resources, Zynga, who shared their experiences and strategies for creating an engaged workforce in the fast-paced world of startups.

What Challenges Do Startups Face?

Megha opened the discussion by framing the problem statement: "Despite limited resources, constant pivots, and fierce competition for talent in the industry, how does one help each individual have their personal lives closely resonate with the organization's purpose and mission?" This question sets the stage for a conversation on the challenges startups face compared to established organizations.

Anusha discusses the strenuous budget constraints startups face. "Startups never have enough budgets. We are always challenged with budgets," she said. Despite these limitations, she emphasized the importance of passion and alignment within the team. "We brought people fresh out of college... and we know that it's a riskier situation, but that's the risk you take," she explained. By nurturing a collaborative and non-hierarchical environment, startups can thrive.

Turning Challenges into Opportunities

Bhavna added that the lack of structure in startups can be a double-edged sword. While challenging, it also provides a broader canvas for employees. "For the right people, this lack of structure provides autonomy and energy. Combine that with forgiveness for mistakes, and you create a culture of learning and growth," Bhavna explained.

Anusha also emphasized the importance of meaningful work and fulfillment. "In our agency, I can guarantee you that, on average, a creative person will probably make his or her first film in the first three months after joining us," she said. This immediate opportunity for impactful work can be a powerful motivator for employees.

What Role Do Flexibility and Technology Play?

The panel also discussed the growing importance of flexibility as an advantage, especially during the COVID-19 pandemic. "COVID particularly brought in two big challenges: work-life balance and the whole work-from-home syndrome," Anusha observed. While work-life balance has become more manageable, the challenge of bringing employees back to the office remains. "We have to plead... to bring people back to work," she admitted.

Bhavna highlighted the role of technology in supporting flexibility and engagement. "There has to be a certain amount of accountability and trust that people can be assigned things, or they can take on certain ownership of tasks and then do it from various places," she explained. However, she cautioned against viewing flexibility solely as a return-to-office discussion. "I don't want flexibility to be a return-to-office discussion. I want flexibility in taking this further because everyone values it," she said.

Navigating Rapid Change and Uncertainty

The panelists also shared their experiences navigating the constant changes and uncertainty. Anusha pointed out that while work-from-home initially boosted productivity, it has become challenging. "I do believe human beings are social animals... people need to meet, talk, learn, and work together," she said. The isolation of remote work can lead to a lack of collaboration and innovation.

Bhavna discussed the impact of market fluctuations on the gaming industry, noting that rapid changes can significantly affect hiring practices and employee engagement. "It's like you are still forming your plans for the ascent, and the descent has already begun," she said. She emphasized the importance of transparency and measured responses to navigate these challenges. "We try to make sure that our responses are measured... go slow to go fast is one of the things that we do," she explained.

Building a Culture of Engagement

Both panelists agreed that building a culture of engagement starts with the recruitment process. "When somebody is applying and choosing to spend the next few years of their life with you, that is when your whys align," Bhavna said. Transparency during recruitment helps set the stage for a strong alignment between individual and organizational goals.

Anusha shared that her company's culture of mutual respect and collaboration has been key to retaining talent. "A lot of my leaders are still with me... what keeps them here is this default playbook," she said. This culture, built on respect and collaboration, creates an environment where employees feel valued and engaged.

Meaningful Opportunities for Employees

Anusha shared an example of how her startup provided employees with impactful projects early in their tenure, fostering a sense of purpose and belonging.

"We didn’t have time for formal playbooks, but our collaborative and respectful way of working became our default playbook," she explained.

Balancing Short-Term and Long-Term Goals

Startups often face pressure to make quick decisions in response to market demands. While necessary, these decisions can sometimes lead to instability if not communicated effectively.

Bhavna emphasized balancing short-term business needs with long-term employee engagement, ensuring clarity and alignment. "Employees thrive when they understand the 'why' behind decisions and feel connected to the larger vision," she said.

Practical Takeaways for Startups

1. Hire Aligned Talent: Look for individuals whose values and aspirations resonate with your mission.

2. Over-communicate: Ensure transparency and clarity at all levels to build trust and alignment.

3. Empower Autonomy: Give employees ownership of their roles and opportunities to grow.

4. Document Culture: While culture evolves organically, codifying it ensures consistency as the organization scales.

5. Balance Decisions: Weigh short-term business needs against long-term employee engagement and communicate the rationale.

Final Thoughts

The insights shared at the SHRM Talent Visionary Summit 2025 highlight the unique challenges and opportunities in talent engagement within startups. By building a culture of collaboration, providing meaningful work, and adopting flexibility in the workplace, startups can create an environment where employees feel motivated and engaged. As Anusha aptly said, "When you decentralize, let go and allow people to talk openly, you suddenly can fuel this entire young organization with passion and vision."