Developing, Inspiring and Retaining Talent Who “Meet Expectations”

In the quest for top-tier employees, much of the focus is often placed on attracting and retaining "A" players — those high-performing, standout individuals who consistently drive exceptional results. However, companies often overlook the significance of their "B" talent — employees who may not be in the spotlight but are critical to the organization’s success. These individuals represent the backbone of a business, reliably executing tasks, supporting key initiatives, and providing the continuity needed to maintain steady operations.

In an increasingly competitive talent market, retaining "B" players is just as crucial as holding on to top performers. These employees offer immense value through their consistency, loyalty, and potential for growth. The key is creating a work environment that not only nurtures their development but also recognizes their contributions and offers meaningful opportunities for advancement . In this article, we explore why retaining "B" talent is essential for long-term organizational success and provide strategies to keep them engaged and motivated.

As demonstrated by Google’s Aristotle Project—a study on what makes teams effective—this obsession with “A” talent ignores the immense value B talents can bring. In many organizations, stars often struggle to adapt to culture or may have trouble collaborating with colleagues. On the other hand, “B” talent tends to be more consistent, focusing on supporting customers, colleagues, and the organization’s overall mission. They are often more committed to the long-term health of the business rather than their personal career trajectory.

For example, during a complex transition with one of our customers, a 24-year employee in an individual contributor role lead a cross-functional team through the move to an automated picking system in the company’s distribution center. This employee, who had been transferred between different departments throughout her career, effectively managed all project management, communication, and testing processes. She had considered leaving the organization in prior years as she was passed over for a promotion. Thankfully, the organization valued her ability and continued to keep her engaged and committed to the organization.

Rather than trying to shape “B” talent into something they are not, organizations should focus on finding a rhythm that allows them to thrive, develop, and contribute at their best. Here are five key strategies to do just that:

1. Understand and Appreciate Them as Individuals

Mid-tier talent often have unique strengths that may not be immediately visible, especially if they are not the most vocal or visible team members. Take the time to learn about their personal preferences, concerns, and work styles. Ensure they are not overlooked simply because they do not fit a stereotypical “star” mold. By understanding and valuing these individuals, you can help them unlock hidden potential. As we have seen in many cases, a company’s mid-tier talent often stays committed for the long haul and delivers consistent, high-quality results when properly supported.

?2. Reassess Job Fit to Align with Strengths

Many in your organization may not always excel when placed in roles that do not align with their natural strengths. They could be in positions that emphasize their weaknesses, leading to frustration or underperformance. By reassessing their roles, you can help them find positions where they can leverage their strengths, whether as individual contributors or as team leaders. For example, moving someone from a high-stress, political environment to a more focused, product development role may allow them to shine again, as they can work without the distractions that were previously holding them back.

3. Address Potential Bias in Assignments

Bias, whether conscious or not, can often lead to many people with potential to grow being overlooked for critical assignments. Historically, women and people of color are often passed over for challenging projects due to assumptions about their readiness. It is essential to ensure that all team members are given equitable opportunities for growth and visibility. Supporting these individuals with the right opportunities can help them demonstrate their capabilities and move forward in their careers.

4. Provide Intentional Support and Development

A percentage of your employees may lack confidence or hold themselves back due to limiting beliefs. These individuals need intentional support and development to help them reach their full potential. For instance, a longtime employee might step into a leadership role during a transitional period, only to downplay their contributions out of insecurity. By offering the necessary support and feedback, organizations can unlock greater potential from these individuals and prevent them from being underappreciated. The goal is to help them see themselves as capable of more than they realize.

5. Give Permission to Lead

Unlike many top-tier talent, who may take initiative without waiting for permission, most individuals often wait for explicit approval to step up. They may not be comfortable in the spotlight, but they thrive when given a mission and the support to execute it. Leaders can help these people take the lead by creating space for them to step forward and contribute to the company’s success. Encouragement and clarity in expectations can empower them to move from the sidelines to the frontlines.

A Balanced Team: Striving for A+ Performance.

It is unrealistic to expect that every team will be made up solely of top-tier talent. Nor is that the right goal. Instead, by recognizing and nurturing the potential of role players, organizations can create a balanced, high-performing team where everyone is positioned to contribute their best. Through thoughtful development, leveraging strengths, and intentional development, all members of your workforce will be integral to the success of your organization, turning in an A+ performance alongside your stars.

Finding the right rhythm in talent development and retention is key to building a team that is engaged, aligned, and equipped to drive lasting success.

For more information on how your organization can build talent strategies that attract, develop and retain your workforce and activates a culture that adapts to changing business demands, contact LAK Group at www.lakgroup.com .