Let's talk people!

by people. for people

Your people are the edge. Use it.

Your people are not a soft topic, they’re your competitive edge.

Ignore that, and someone else won’t.

If you’re doing well today, good. Comfort is not a strategy.

Growth, performance, and development aren’t optional. They’re always on the table.

Employees

Growth doesn’t break companies.

Ignoring people does.

Attracting, engaging, and keeping the right talent gets harder as you scale.

Without a clear people strategy, misalignment isn’t a risk, it’s inevitable.

And turnover is the price you pay.

Leadership

Leaders are expected to deliver results, inspire people, and adapt nonstop.

Most are asked to do it without the right tools, support, or space to think.

Pressure goes up. Clarity goes down.

And performance pays the price.

Culture

Culture doesn’t scale by accident.

Without intention, clarity, and shared values, it erodes quietly.

Communication breaks. Trust thins out.

And growth slows long before anyone notices.

Let’s fix what’s holding you back!

How we work

People by People exists to focus on what actually creates value.

Not more policies. Not more administration.

Performance. Leadership. Culture And the behaviors that drive real results.

We work with companies that want progress, not paperwork.

PERFORMANCE FIRST

People initiatives only matter if they change outcomes.

We connect people to performance. Culture isn’t a nice-to-have, it’s a performance tool.

WE CUT THE NOISE

Most organisations don’t need more HR processes. They need clarity.

We strip away what doesn’t create value and focus on what does. Priorities, decisions and actions that leaders and teams can execute.

CULTURE THAT WORKS

Culture isn’t posters, values decks or slogans. It’s the people.

We help you build a culture that drives accountability, trust and momentum, the kind that strengthens results, not just morale.

BUILT FOR BUSINESS IMPACT

We don’t measure success in workshops or documents delivered.

We measure it in progress.

Better decisions. Stronger leaders. More focus. Better results.

What we help with

EMPLOYEES

From headcount to contribution

How we support you

Recruitment & headhunting
Talent mapping & role clarity
Employer branding & employee experience
Performance reviews that actually drive development
Interim HR support when you need hands-on help

OUTCOME

The right people, in the right roles, performing with focus and accountability.

LEADERSHIP

Better leaders create better results.

How we support you

Leadership development & coaching
Clarifying expectations, roles and decision-making
Performance management frameworks that leaders actually use
Support for managers navigating change and growth
Leading across remote teams

OUTCOME

Stronger leaders, better decisions and teams move in the same direction.

CULTURE

Culture is how work gets done.

How we support you

Defining what culture really means in your business
Turning values into everyday behaviors
Strengthening accountability, collaboration and ownership
Aligning culture with business goals and growth stage

OUTCOME

A culture that supports results, not one that needs constant fixing.

Our team

TIM JONASSON

Tim Jonasson is our senior HR expert and the driving force behind our people and business approach. With experience across global industries such as digital marketing, finance, and real estate, he brings a commercial perspective to HR, ensuring that people strategies are practical, scalable, and directly aligned with business outcomes.

FOUNDER & HR EXPERT

JAY PETTERSSON

Jay Petersson brings over 20 years of hands-on leadership experience, built not in lecture halls but in real organisations, real teams, and real business environments. While his background is not academic, his expertise comes from leading people, companies, and complex projects across diverse industries and cultures.

FOUNDER & HR PROFESSIONAL

ANJA AL-AKABI

Anja Al-Akabi is a leader shaped by real business growth and hands-on experience. A salesperson at heart, she began her career in door-to-door sales and went on to build and lead her own company to more than 500 employees, giving her a deep, practical understanding of leadership at scale.

LEADERSHIP & ORGANISATIONAL CONSULTANT

BRIAN BAWDEN

15+ years leading People, Operations, and M&A across Europe and LATAM. MBA + Executive Coach (ICF). I help companies, entrepreneurs, and CEOs turn ideas into functional, scalable structures by designing and activating the operating model their business needs to grow.

HR CONSULTANT

People by People is a HR consulting and people strategy firm helping companies improve performance through stronger leadership, clearer organisational structures and a culture that supports business growth across Spain and Sweden.