Turning Purpose into Strategy: WRKWLL collaborated with Roots HR to Build the Foundations for Sustainable Growth

Roots HR is a social enterprise dedicated to elevating people management across the not-for-profit sector. As a Community Interest Company (CIC), it combines commercial consultancy with a commitment to reinvesting profits into pro bono HR support and learning for managers and leaders across the social sector.

As Roots HR entered the next phase of its development, its Directors recognised the need to step back from day-to-day operations and take a strategic view of the organisation’s future. They partnered with WRKWLL to provide independent challenge, insight and facilitation — helping them understand their current position, explore future opportunities and develop a strategy that balanced sustainability with social purpose.

“WRKWLL brought together something that is genuinely difficult to find — deep professional services expertise combined with real understanding of the social sector and our values.”

Alison Smith, CEO and Director, Roots HR

The Challenge

Roots HR had established itself as a trusted HR partner for charities, social enterprises and mission-driven organisations. However, as it reached the end of its previous strategic cycle, the Board wanted to ensure the organisation was positioned for sustainable growth while continuing to maximise its social impact.

The Board needed support to:

• Understand Roots HR’s current position and future potential.
• Identify strategic opportunities and risks.
• Explore different growth options.
• Create a clear and achievable roadmap for the future.

WRKWLL was brought in to provide an external perspective, structured thinking and constructive challenge — helping the leadership team move from reflection to action.

WRKWLL’s Approach

WRKWLL combined strategic insight, research and facilitated discussion to help Roots HR make informed choices.

The project was led by WRKWLL Associates, bringing together executive advisory expertise, sector insight and research capability.

The approach focused on three principles:

Practical — creating recommendations that reflected Roots HR’s resources, capabilities and operating model.

Clear — developing a focused strategy with defined priorities to support decision-making and accountability.

Impact-led — ensuring future opportunities remained connected to Roots HR’s mission and social purpose.

To build a strong evidence base, WRKWLL undertook:

• Interviews and surveys with Directors, staff, clients and partners.
• Analysis of internal data and organisational performance.
• Review of sector trends, competitor approaches and market opportunities.
• Identification of strategic risks and areas for future development.

This enabled WRKWLL to challenge assumptions, identify opportunities and support the Board in making confident strategic decisions.

“WRKWLL helped us step back from the day-to-day running of the organisation, challenge our assumptions and build consensus around the future.”

Alison Smith, Roots HR

The Solution and Impact

WRKWLL translated research findings into strategic insight, highlighting Roots HR’s strengths, opportunities and priorities for the future.

Through a facilitated scenario-planning workshop with the Board, Directors explored possible futures, tested strategic choices and agreed a clear direction.

The outcome was a three-year strategy built around five strategic pillars and a practical implementation plan — providing a clear framework for sustainable growth while strengthening Roots HR’s social impact.

The review delivered significant value, including:

• Leadership alignment: All four Directors reached agreement on a shared strategic direction, creating greater confidence and focus across the organisation.
• A roadmap for growth: The strategy now informs annual operating plans and supports prioritisation of investment and activity.
• Stronger impact measurement: The work directly supported the development of Roots HR’s Academy offer and an impact framework to demonstrate the difference it creates.
• Greater confidence in decision-making: The Board now has a clearer framework for assessing opportunities while staying true to its purpose.

“We got exactly what we were looking for — a strategic plan that all four Directors agreed on and that now drives our annual operating plans.”

Alison Smith, Roots HR

Client Reflection

The success of the project came not only from the strategy created, but from shared values and confidence built throughout the process.

“They quickly understood our organisation, our values and our ambitions, and that made the work incredibly effective. We’d be delighted to work with WRKWLL again on future projects.”

Alison Smith, Roots HR

For WRKWLL, the project demonstrated the value of combining strategic expertise with genuine understanding of the social sector.

“Thoughtful planning and decision-making can have a tangible effect on impact and growth. It has been hugely encouraging to see the time, thought and care committed to this process by everyone at Roots HR.”

WRKWLL Associate

Through a collaborative strategic review, WRKWLL helped Roots HR translate ambition into action — creating a clear strategy, stronger leadership alignment and a practical roadmap for sustainable growth.

The result: a stronger foundation for Roots HR to continue delivering meaningful impact across the social sector.