By Dr Alastair Jones – Instep, Leadership Trainer and Thought Leader
We can spend a long time milking a cow, only to kick the bucket over before we even get it out of the cowshed.
It’s an old expression, but it still holds true: we can put immense energy into finding and attracting the right people, only to lose them before we see the benefit. Talent attraction is only half the story. Once someone joins your team, the real work begins: creating an environment where they can grow, thrive and stay.
And yet, too often, we see businesses do the opposite. They invest heavily in recruitment, clever adverts, slick interviews, competitive salaries, but they fail to put the same energy into what comes after onboarding. Talented people join full of promise and potential, only to find there’s no clear path, no investment in their development, and no real sense of a future.
If we want to retain great people, we need to do more than welcome them—we need to grow them.
Which is where succession planning comes in.
Why Succession Planning is Strategic, Not Optional
Succession planning is sometimes seen as an operational or HR task, but it’s actually a core leadership responsibility. It’s about more than just business continuity, it’s about morale, momentum, and motivation. It is said that good leaders lead well, but great leaders create the next generation of leaders.
When people see a future for themselves within your business, and they’re given the support to grow into it, they’re far more likely to stay. That’s why succession planning isn’t just about replacing senior roles when someone leaves. It’s about building cultures where people are intentionally prepared for what’s next, not just in a crisis, but as part of their everyday development.
Here are three helpful questions every leadership team should ask themselves:
- Who are we preparing to lead next?
- How are we creating opportunities for growth before there’s a vacancy?
- What would it take to turn our team into a leadership incubator?
If you don’t have confident answers to these, your best people may already be eyeing the exit.
A Football Club Leading the Way
A great example of proactive succession planning can be found in football, specifically, at Brighton & Hove Albion FC.
Paul Barber, the club’s CEO, has spoken openly about their strategic approach. “We work very hard on succession planning,” he explains. Together with chairman Tony Bloom, they’ve identified 25 critical off-pitch roles that are simply too important to leave to chance. These include leadership, recruitment, and performance roles, all vital to the club’s success.
For each one, they’re continually reviewing succession options. Sometimes that’s an internal deputy or a development pipeline; sometimes it’s about tracking external talent that fits their values and culture. Either way, they’re ready, and that’s what gives them resilience.
So when a manager or head of recruitment moves on, there’s not a scramble – it’s a transition. The club retains momentum. Even better, people inside the organisation see clear pathways for growth. It’s not just good for continuity. It’s great for morale.
What People Want is Changing
Over 50% of today’s workforce are millennials, and extensive research tells us that this generation wants something different from the workplace.
They want to be seen.
They want to be mentored.
They want to be significant.
In many cases, once a baseline salary is met, research is indicating that millennials are driven more by significance than money. They want to know that their work matters, that they’re part of something bigger, and that someone is investing in their development.
Ruth Bader Ginsburg once said: “Fight for the things that you care about, but do it in a way that will lead others to join you.”
This kind of purpose-driven leadership is no longer optional… it’s expected. The best talent is looking for organisations that connect their role to a meaningful mission, not just a list of tasks.
The Power of Purpose: Two Cleaners, Two Mindsets
A well-known story illustrates this perfectly.
A Prime Minister visits a hospital and as they tour chats to two cleaners. When asked what they do, the first says, “I keep the wards clean and make the place pleasant for the patients.” A fair and valid answer. But the second cleaner responds, “I’m saving lives.”
Both are technically correct. But one clearly understands the purpose of their work on a deeper level, and that makes all the difference.
When people understand the why behind their work, they become more motivated, more engaged, and more committed. When they feel part of something meaningful, they do more than show up, they step up.
Stretch, Support, Succeed
At Instep, we’ve seen again and again how the right investment can ignite capability and confidence. Whether it’s mentoring, stepping-up opportunities, stretch assignments or leading a project, giving people meaningful responsibility changes everything.
It builds loyalty.
It builds skills.
It builds futures.
And here’s the crucial part: when people feel seen, stretched, and supported, they stay.
That’s the heart of retention.
It’s not about beanbags and free coffee (though those are nice). It’s about purpose, progression and belonging. People want to grow, not just coast. They want to be trusted, not just managed. They want a leader who sees their potential and helps them realise it.
Rosalynn Carter put it beautifully: “A leader takes people where they want to go. A great leader takes people where they don’t necessarily want to go, but ought to be.”
That’s the kind of leadership that transforms teams – and changes lives.
Next Steps: Investing in Your Future Leaders
If you’re serious about building a high-performing, resilient organisation, now is the time to invest in succession planning and talent retention.
At Instep, we work with organisations who want to grow their leadership capacity at every level. Whether it’s identifying rising stars, equipping emerging leaders, or creating sustainable development pathways, we help you prepare today for the leaders you’ll need tomorrow.
“The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle.” – Steve Jobs
Why not book a consultation call to explore how we can support your team with succession planning?
Let’s not waste the milk. Let’s build the kind of workplace where people stay, grow, and flourish.
