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In the ever-evolving world of startups, the recent webinar hosted by Start Codon, featuring a panel of distinguished experts offered profound insights into the challenges and opportunities that lie ahead in 2024. This event, particularly significant for its timely focus on talent attraction and retention, brought to light the critical strategies startups must adopt to thrive in an increasingly competitive landscape. The diverse panel, including the insightful contributions of our CEO Sam Ingram, shared their predictions and firsthand experiences, providing attendees with a comprehensive understanding of what the future holds for startup growth and talent management. This gathering was not just a discussion but a roadmap for overcoming the complexities of the startup ecosystem in the upcoming year.

Chaired by Emma Plowman, Talent Director at Start Codon, and joined by Start Codon CEO, Jason Mellad, Sam Ingram CEO of Northreach, Paula Rogers-Brown: Head of Communities and Ecosystem Engagement from The Milner Therapeutics Institute, and Emma Longland: a UK, European patent attorney at Vinner Shipley.

The discussion primarily focused on the critical role of securing and maintaining the right talent for startups and scale-ups, especially during tough times. It highlighted how having the right team is essential for building a successful business capable of overcoming challenges.

“I think this year we’re going to see a tighter emphasis on getting the right talent and thinking about, OK, we know that the landscape is difficult. We know there are great people out there. They want to get involved with startups and scale-ups and be involved in this ecosystem. But how do we attract them? What can we do as employers by learning from what we’ve seen over the past three to four years now? And we’re going to see, I think, a real kind of change in the way we use technology, the way we think about flexible working, what our culture means, employer branding. I think we’re going to see a lot more of these kinds of elements that come into 2024 because I don’t think the chequebook is just going to be written out to go. You want to hire loads of people go do it. It is not going to be like that. There needs to be a structured way to think about it, not just to attract them, but how we’re going to keep them for the longer term.” – Sam Ingram: Co-founder and CEO of Northreach.

2024 Startup Predictions and Trends: Webinar hosted by Start Codon

The 2024 Startup Landscape: Key learnings.


1. Economic thawing and Market correction

In the webinar, Jason Mellad, Co-founder and CEO of Start Codon highlighted the current economic environment as a period of market correction, presenting unique opportunities for startups, particularly those in their early stages. He emphasised the critical importance of startups building strong investor relationships and focusing on key milestones to navigate this period successfully. Jason’s insights suggest that despite the challenges posed by market fluctuations, there are significant opportunities for growth and investment for startups that are prepared to adapt and innovate.

“The market is thawing out, which is very appropriate for this time of year… the same thing applies when it comes to looking at the startup ecosystem… Capital is not as easy as it is to come by. Investors are backing their existing portfolio companies… Whereas there’s still a lot of scope for early-stage opportunities… Now is the perfect time to get up and running, keep your head down, make sure you deliver on your key milestones, build those investor relationships because they have to deploy capital.” – Jason Mellad: Co-founder and CEO of Start Codon

To reinforce Jason’s points, recent data indicates that while market corrections can pose challenges, they often lead to periods of significant growth for well-prepared startups. For instance, a 2023 report by Crunchbase revealed that startups that maintained a clear focus on innovation and milestone achievement during market downturns were better positioned to attract investment and achieve long-term success.

This insight underlines the importance of strategic planning, adaptability, staying true to your company’s ethos, focus on building a strong core team, and the pursuit of innovation as key drivers for startup success in the face of economic uncertainties and market corrections.

2. Talent as the core of Startup success

Across the panel, there was unanimous agreement that the foundation of any startup’s success fundamentally rests on its people. The crucial role of talent in propelling a startup’s growth and ensuring its longevity cannot be overstated. Empirical evidence consistently shows that startups fortified by skilled teams, aligned with the company’s vision, culture, and project demands, have a higher likelihood of success.

“You’ve got to have, yes, a good front, marketing, and everything else, maybe people who look good on paper and make your pitch deck look nice. But fundamentally you must have substance to survive and thrive. You must have people who can deliver and bring benefit to your organisation and prove themselves by achieving the milestones that will unlock the capital. So don’t think that the way to get through this still challenging time is to put a bunch of people in your slide deck on your board who look nice, investors see through that and ultimately your company will fail. So, I would say that even more than ever before, talent is essential, particularly talent that delivers. “- Jason Mellad: Co-founder and CEO of Start Codon

Studies, including one from the Harvard Business Review, reveal that startups equipped with top-tier talent can achieve profitability and sustained growth threefold. LinkedIn’s research further supports this, demonstrating that a workforce with diverse abilities and experiences is more adept at innovation and overcoming market challenges.

Thus, investing in talent—not just in acquisition but in development and retention—is crucial. This goes beyond a strategy; it’s an essential infrastructure for startups. The direct link between team capability and startup achievement highlights the critical need for founders to make talent management a central part of their business strategy.

3. Embracing Flexibility

Embracing flexibility in work arrangements and innovating ways to attract niche talent have become essential strategies for startups looking to thrive in a competitive landscape. The consensus among the panelists highlights the importance of adapting to the evolving expectations of the workforce and leveraging creative recruitment tactics to secure hard-to-fill roles.

The digital era has redefined where and how work can be accomplished, with remote work and flexible schedules becoming increasingly commonplace. A LinkedIn Global Talent Trends report revealed that 72% of talent professionals agree that work flexibility (which includes remote work options) will be very important for the future of HR and recruiting.

“And obviously, the pink elephant in the room to a degree is this flexible working. And this is something that we’re seeing more companies are a bit uncertain in some cases of what this means. But this is the year to define that. To understand exactly what flexible working means for my organisation and stick to it ultimately.” – Sam Ingram: Co-founder and CEO of Northreach

Sam’s emphasis on defining what flexible working means for an organisation reflects a broader industry movement towards accommodating diverse working preferences and lifestyles. This approach not only broadens the talent pool by making positions accessible to individuals regardless of their geographical location but also contributes to employee satisfaction and retention by valuing work-life balance.

“If you want to attract the right skills, do they all need to be in Cambridge? If you are Cambridge-based, you know, is it about looking further afield? Can some of this be remote, going back to flexible working, can some folks be elsewhere in the country? You know, when I look at it through the lens of Connect health tech, we’re all about creating collaborations and connecting people across disciplines. Well, I’m very, very keen coming from the Midlands to connect the country because I think that is really what’s going to motivate us and create this life science superpower that, you know UK PLC driving is us to be. So, let’s get more pan-regional, Let’s look outside of our areas and regions, and look at where the skills and talents are now and for the future. Doesn’t have to be in your location. Can it be elsewhere? That adds to that flexibility and means you’re not putting all your eggs in one basket, right.” – Paula Rogers-Brown: Head of Communities and Ecosystem Engagement from The Milner Therapeutics Institute

Paula’s perspective on looking beyond traditional recruitment catchment areas underscores the potential of remote work to democratise access to opportunities, especially in sectors like the life sciences. By tapping into talent across regions, startups can diversify their teams and foster innovation, aligning with the vision of creating a UK-wide life science superpower and is a great medium to overcome talent shortage in STEM.

4. Creative strategies for engaging specialised Talent markets

The challenge of attracting talent for specialised positions requires a departure from conventional recruitment methods. Sam’s success with using video content to showcase company culture and work environments speaks to the power of visual storytelling in engaging potential candidates. This approach aligns with the content consumption trends of modern audiences, who are more likely to be captivated by dynamic and authentic glimpses into a company’s operations than by traditional job listings.

Furthermore, leveraging existing networks through employee referral programs can be a highly effective strategy for identifying qualified candidates. Such programs not only expedite the recruitment process but also ensure a cultural fit by involving current employees in the selection of their future colleagues.

Paula’s suggestion to deconstruct complex roles into more manageable components or to consider outsourcing certain tasks presents a pragmatic solution to overcoming skill shortages. This flexibility in role design can make positions more appealing to a wider array of candidates and can be particularly beneficial for startups that require specialised skills but face constraints in terms of budget and resources.

By embracing flexibility and innovation in talent attraction, startups can overcome the challenges of the current job market, making them more resilient and competitive in the long run.

5. Building a supportive ecosystem

The panelists from the webinar offered invaluable advice on building a supportive ecosystem for talent within startups. By emphasising career progression, leveraging employer branding, and fostering a culture of inclusivity and collaboration, startups can create a nurturing environment that attracts, retains, and motivates talent. Such an ecosystem not only supports individual career growth but also propels the organisation forward through innovation and collective effort.

  • Emphasising career progression

Sam highlighted the importance of career progression, noting that employees are increasingly seeking clear paths for advancement within their roles. The desire for rapid career development, alongside meaningful work, is a significant motivator for talent, especially in the dynamic startup environment.

“Interesting enough a lot of the people that we’ve been talking to from a client and a candidate perspective think that career progression is ultimately the number one thing that employers need to do better when communicating with their employees. That’s the number one thing employees want. They want career progression they want clearer communication; they want it fast.” – Sam Ingram, CEO of Northreach.

Employers are encouraged to communicate potential career paths clearly and to provide opportunities for skill development and advancement. This approach not only attracts talent but also aids in retention, as employees feel their growth is a priority.

  • Leveraging Employer branding

In the panel discussion, the concept of ‘Employer branding’ was highlighted as a key element in drawing in specialised talent. According to a recent study by Zipdo, 80% of those in charge of hiring agree that a strong employer brand is crucial for attracting the best employees and reducing staff turnover by 28%. A strong employer brand communicates a company’s values, culture, and the unique benefits of working there. By effectively leveraging employer branding, startups can differentiate themselves in a crowded market, appealing directly to the values and interests of their desired talent pool.

  • Fostering a culture of inclusivity and collaboration

The panelists unanimously agreed on the importance of cultivating an inclusive and collaborative work environment. Paula’s emphasis on looking beyond traditional recruitment catchment areas and embracing remote work reflects a broader move towards inclusivity, enabling companies to tap into diverse talent pools across regions. This approach not only expands the talent pool but also brings diverse perspectives that can drive innovation.

Jason’s call for justice, equity, diversity, and inclusion (JEDI) as part of the company culture highlights the necessity of creating an environment where all employees feel valued and supported.

“This is our opportunity to really, truly embrace diversity and inclusion in every single facet of what we do. Not just because it’s morally the right thing to do, but it makes good business sense. If you are worried that your business is going to be facing some tough times this year. Then the best thing to do is bring in a diverse group of people to support you. Be inclusive. Make sure that’s not just gender and ethnicity, but neurodiversity, socioeconomic, you name it different backgrounds with interdisciplinary piece that Paul mentioned earlier. And treat the people around you as part of your team, not service functions.”- Jason Mellad: Cofounder and CEO of Start Codon

By prioritising JEDI, startups can ensure that their teams are not only diverse in composition but also harmonious and collaborative in function. This environment encourages sharing ideas, mutual support, and collective problem-solving, which are essential for innovation and growth.

In the journey of nurturing a thriving talent ecosystem within startups, an important aspect emerges from the philosophy of transcending individual goals in favour of collective growth and collaboration.

“I think for me it’s about thinking beyond yourself and doing it together. I think I spend my life saying we should collaborate, we should build, there should be an ecosystem, we should help each other.” – Emma Plowman, Talent Director at Start Codon.

Emphasising the ethos of unity and mutual support, the approach advocates for startups to look beyond their immediate boundaries and actively engage in creating a cohesive ecosystem. This means embarking on a path of genuine collaboration, where companies not only seek assistance but also actively contribute to the development of others, building a culture where help and support flow freely among community members. This collective endeavour aims not just to enhance the immediate environment of one’s own company but also to uplift the broader talent landscape, ensuring that opportunities are accessible to all, regardless of their geographic or institutional affiliation.

6. The role of government and policy

In addressing the role of government and policy within the startup ecosystem, it’s imperative to consider the landscape of potential political disruptions and their subsequent impact on innovation, entrepreneurship, and the broader market environment.

Jason Mellad’s quote vividly captures the essence of combating the political uncertainties: “I would say politically, there’s a lot of disruption coming our way. This is 2024, We’ve got a new government, potentially that could be coming in or listed very different government in the UK…. So, whatever you say, there’s going to be a lot of turmoil with two major European and Israeli wars on top. A whole lot of crazy head but embrace the chaos. Don’t lose your metal. Keep your head down. Keep forging ahead and make sure you surround yourself with incredible people who support you.”

This quote underscores the necessity for startups to remain resilient and adaptive in the face of political and global uncertainties. The advice to “embrace the chaos” and to continue pushing forward, despite potential upheavals, highlights a strategy of resilience that is crucial for startups trying to overcome unpredictable waters of government policies and international relations.

The implications of government support and policies on the startup ecosystem extend beyond the immediate political climate. As Emma Longland and other panelists have indicated, the government’s stance on innovation, entrepreneurship, and specific sectors can significantly influence the availability of resources, funding opportunities, and regulatory environments that startups and spinouts operate within. For instance, the government’s independent review of the startup landscape plays a pivotal role in shaping the future of innovation in the UK. This review aims to identify barriers to growth and propose measures to create a more conducive environment for startups and spinouts, potentially impacting everything from funding mechanisms to intellectual property rights and collaboration between academia and industry.

Government policies and support mechanisms are foundational to the startup ecosystem, providing the infrastructure and resources necessary for innovation and growth. Policies aimed at fostering entrepreneurship, such as tax incentives for investors, grants for research and development, and support for technology transfer, can accelerate the growth of startups, making it easier for them to bring new technologies and solutions to market.

Moreover, the emphasis on collaboration, as highlighted in Jason’s quote, is particularly relevant when considering the role of government and policy. In times of political disruption, building networks of support with other entrepreneurs, industry leaders, and policymakers can provide startups with the resilience and adaptability they need to thrive. These networks can offer critical insights, access to resources, and collective advocacy efforts to navigate policy changes and leverage government support effectively.

The startup ecosystem is intricately linked to the broader political and policy environment. As startups find their way through these complexities, the principles of resilience, adaptability, and collaboration remain key to leveraging government support and policies to foster innovation and growth. Embracing the inevitable disruptions and focusing on building a supportive network can empower startups to not only survive but thrive in the face of change.

Talent acquisition and retention strategies advised by the panel:


  1. Upskilling and Re-skilling

The emphasis on career progression by Sam underscores the necessity of continuous learning and development in the workplace. Startups and growing companies can foster an environment of growth by offering tailored upskilling and reskilling programs to their employees. This not only helps in filling the skill gaps within the organisation but also aids in retaining talent by demonstrating a commitment to their professional development. Such programs can include online courses, workshops, or even project-based learning opportunities that align with the company’s future needs and employee career aspirations.

  1. Partnership – Hiring contractors and freelancers

As highlighted by Jason, Sam, and Paula, looking beyond traditional employment models to include contractors and freelancers can provide startups and SMEs with the flexibility to scale their workforce according to project demands. This approach allows access to a broad pool of specialised talent without the long-term commitment and overheads associated with permanent hires. Establishing strong partnerships with these professionals can also lead to a more dynamic and agile organisational structure, enabling startups to rapidly adapt to changing market conditions.

Emma adds more depth to the conversation by addressing it from an intellectual property perspective.

“If you are collaborating with someone and you’re working on something, particularly in the health tech space, particularly scientific, you want something amazing to come out of this, something that you’re going to take forward that might suggest that there might be some patents coming out of that. So, who’s going to own it? ……. I think you just want to do it mindfully.” – Emma Longland: UK, European patent attorney at Vinner Shipley

She emphasises the need for startups to proceed with caution and foresight. This nuanced perspective underscores the importance of mindful collaboration, particularly when engaging with external talent that may contribute significantly to the company’s intellectual assets.

Emma points out, that this model also necessitates a strategic approach to IP management to safeguard the startup’s innovations and proprietary information. This includes clear agreements on the ownership of any intellectual property generated during the partnership, especially when the work involves areas with high potential for patentable outcomes or trade secrets. Ensuring clarity not only with the individual contractor or freelancer but also with any of their other potential employers or affiliations is crucial to prevent future disputes over IP ownership.

Moreover, Emma’s advice is to establish comprehensive employee handbooks and clear communication channels about the company’s IP policies that are extended to these non-traditional workers. By doing so, startups can maintain a secure environment for their intellectual assets while benefiting from the agility that external partnerships offer. This approach ensures that all parties are aware of their responsibilities and the importance of confidentiality regarding trade secrets and other sensitive information. This careful balance between openness to external talent and vigilance in IP protection is key to sustaining a healthy, innovative, and legally secure startup ecosystem.

  1. Well-being

The acknowledgment of the “pink elephant in the room” regarding flexible working by Sam reflects a broader recognition of the importance of well-being in the workplace. Startups can attract and retain talent by prioritising the physical, mental, and emotional health of their employees. Initiatives could include flexible working hours, remote work options, wellness programs, and creating an open culture where employees feel supported and valued. This not only enhances productivity and provides a competitive edge but also helps in building a loyal and motivated workforce.

  1. Employer Branding

It’s clear that organisations with robust employer branding are more successful in attracting high-quality candidates and keeping top-notch employees for extended periods. By effectively communicating the company’s mission, culture, and values, startups can attract talent that resonates with their vision. Employer branding strategies should showcase the unique aspects of working at the startup, including innovation, team dynamics, and growth opportunities, making the company an employer of choice.

  1. JEDI (Justice, Equity, Diversity, Inclusion)

Jason Mellad’s call for a focus on DEI/JEDI practices underscores their importance in creating an inclusive work environment. Startups should strive to build diverse teams and foster an inclusive culture where every employee feels valued and empowered. This can involve implementing unbiased recruitment processes, providing diversity training, and ensuring equitable opportunities for growth and development. Such practices not only enrich the workplace culture but also drive innovation by bringing diverse perspectives together.

  1. CSR (Corporate Social Responsibility)

The integration of CSR into business operations reflects a company’s commitment to making a positive impact on society. For startups, engaging in CSR activities can enhance their reputation and appeal to talent who prioritise working for socially responsible organisations. This could range from environmental initiatives to community engagement and social projects. By aligning CSR efforts with the company’s core values and mission, startups can attract and retain employees who are motivated by purpose as well as profit.

  1. Skill-first approach

Adopting a skill-first approach to hiring, as opposed to traditional credential-based methods, allows startups to tap into a wider talent pool, including self-taught professionals and those from non-traditional backgrounds. This strategy aligns with the idea of breaking down roles to match specific skills, as mentioned by Paula Rogers-Brown. By focusing on the skills and abilities that are directly relevant to the job, startups can uncover hidden talent, drive diversity, and meet their strategic needs more effectively.


The recent Start Codon webinar has provided us with invaluable insights into the evolving dynamics of the startup ecosystem as we approach 2024. The landscape is undergoing significant transformations, influenced by economic adjustments, emerging technologies, and shifting workforce expectations. A critical takeaway from this discussion is the imperative need for startups to be agile, both in how they secure and nurture talent, and in their readiness to adapt to the unpredictable political climate that lies ahead.

Firstly, the emphasis on upskilling and reskilling highlights a growing trend in the talent acquisition strategy, where the development of existing employees is just as crucial as bringing in new expertise. This approach not only aids in retention but also ensures that the workforce remains versatile and capable of tackling new challenges.

Secondly, the discussion brought to light the strategic advantage of embracing flexible work arrangements and the integration of contractors and freelancers. This model offers startups the agility needed to scale effectively, allowing them to respond to project demands without the long-term commitments of traditional hiring processes. However, as Emma Longland advised, this flexibility comes with the responsibility of mindful collaboration, especially regarding the management and protection of intellectual property.

Well-being initiatives, employer branding, and a strong commitment to DEI/JEDI principles and CSR were identified as essential elements in creating a supportive and attractive work environment. These strategies not only enhance a startup’s appeal to potential talent but also contribute to a culture that fosters innovation, collaboration, and sustained growth.

Moreover, the panelists underscored the importance of navigating the forthcoming political disruptions with resilience and strategic foresight. As startups prepare for potential governmental shifts in the UK and abroad, the ability to remain adaptable and focused on core business goals will be paramount.

In essence, the path to success in 2024 for startups involves a multifaceted approach: prioritising talent development, ensuring flexibility in workforce management, fostering a healthy and inclusive workplace culture, and maintaining agility in the face of external uncertainties. By embracing these strategies, startups can not only survive but thrive in the dynamic ecosystem of 2024 and beyond…

Start Codon Talent Partner