Shereen Daniels is the bestselling author of The Antiracist Organization: Dismantling Systemic Racism in the Workplace, a three-time LinkedIn Top Voice, and a past winner of the Most Influential Thinker in HR Award.
As the Managing Director of an award-winning HR consultancy, Reconnecting Human ResourcesShe is committed to driving meaningful change within organizations.
HR Rewired is a leader in racial equity, helping public, private, and nonprofit organizations assess the impact of their practices on marginalized employee groups. Their work focuses on both internal impacts—how a company’s culture affects employees—and external impacts on societal equity and stakeholder perceptions. Using a proprietary methodology and diagnostic tools developed in collaboration with experts in anti-racism, ESG, human rights, and sustainability, the firm conducts comprehensive racial equity risk assessments to identify and mitigate racism, bias, and discrimination.
in addition to, Shereen He holds the position of Chairman of the Board of Directors. African Diaspora Economic Integration Foundationin furtherance of its commitment to inclusion and equality.
In this Q&A, we explore her inspiring journey and her vision for a more equitable workplace.
What is the inspiration behind reframing HR?
The origins of HR Rewired, a company dedicated to transforming the experiences of employees most impacted by racism, bias, and discrimination, are rooted in my personal and organizational experiences. The horrific events surrounding the killings of Breonna Taylor and George Floyd and the subsequent social protests were pivotal moments that sparked my journey.
In May 2020, I recorded a 20-minute video on my phone in my bedroom, talking about my experiences as a black woman dealing with the discomfort of race and racism in the UK. What started as one candid and honest video quickly turned into a YouTube series. One video turned into five, then 10, and soon I found myself recording for 100 days straight.
My videos were regularly re-shared on social media, catching the attention of Forbes and leading to me being recognised as a LinkedIn Influencer, where I have amassed over 100,000 followers. This new platform meant that CEOs, founders of global brands and household names sought my support and guidance.
Alongside publishing my bestselling book, The Anti-Racist Organization: Dismantling Systemic Racism in the Workplace, in 2022, my company has supported corporate brands from Google to Wagamama’s and De Beers to Vodafone as well as non-profits such as Prostate Cancer, the YMCA and the Duke of Edinburgh to help develop their workplace cultures that work for the many, not just the dominant few.
Looking back, is there anything you would have done differently?
My strong personal brand has a huge impact on the success of my business, and it’s a double-edged sword that brings both opportunities and challenges. While people naturally buy from those they trust, especially in a small business, this often means embodying the business until it grows enough to develop its own identity. You are the business in your customers’ eyes, and it can be difficult to navigate when you’re trying to scale and bring on new team members.
Reflecting on my journey, I wish I had been more aware of how much I wanted my company to be based on my brand. This would have allowed me to make slightly different marketing choices, for example, when it came to reframing HR. The company brand was in the background, which could have made it harder for me to hire people to run the company in the future. This isn’t an issue now, but I feel like I should have been more aware of it.
Addressing these challenges required clearly defining roles, understanding how my personal brand impacted the company, and strategically repositioning our products and services to meet market demands. It also required a willingness to take calculated risks and often put my personal feelings aside.
What defines your approach to business?
A steadfast commitment to making a tangible difference for employees whose racial identity negatively impacts their ability to perform and be accepted at work. My approach is based on core values of honesty, transparency, and the courage to say what is necessary, rather than what is more comfortable or acceptable.
I believe in running a business that aligns with the lifestyle I want to live. I work with clients who are willing to overcome their discomfort, work hard, and move from discussion to action. This means working with those who don’t just talk about change, but are committed to implementing it.
As a former cancer survivor (I had stage 4 lymphoma), I understand how stress and fatigue can affect the body, but I also understand the need to work in a way that allows for some freedom of choice and freedom of expression. So, the way I do business is more about the way I want to live my life.
What advice would you give to someone who is just starting out?
My advice to aspiring entrepreneurs is to be very clear about the problem you are trying to solve and make sure it aligns with the problems customers are willing to pay money to solve.
Remember, an idea is only as good as its execution, and execution is better than perfection. Keep honing your skills and maintaining discipline to build a brand that proves you are the undisputed authority in your field.
Accept the fact that entrepreneurship is full of challenges and often costly mistakes; failure is part of the process. Be bold enough to ask for help and humble enough to accept it when it is offered.
It is also important to look beyond the allure of the entrepreneur title and focus on creating real value that will attract customers. You need to fall in love with the impact, not the idea. You need to understand the difference between loving the idea of entrepreneurship and running a viable business.
Finally, build a strong support network. The entrepreneurial journey can be lonely, so having people to bounce ideas off of, seek support from, or even just chat with is essential to maintaining your sanity! Stick to your values and keep moving forward while recognizing when it’s time to change course.