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Celestina Lee, Partner Resources (HR) Director, shares her hope that the team’s journey inspires others in HR to create workplaces that foster belonging, purpose, and personal growth.
Have you ever thought of calling your employees something more exciting besides the mundane term? Starbucks Singapore stands out not only for its exceptional coffee but also for its unique approach to employee relations. Unlike most companies, Starbucks refers to its staff as "partners," emphasising a collaborative and equitable working relationship. This innovative terminology reflects the company's commitment to building a culture that not only drives business results but also enriches lives, making it a place where people feel inspired to grow and make a difference every day.
This philosophy is what enabled the team of partners at Starbucks Singapore to earn the Gold award for the following at the 2024 Singapore HR Excellence Awards:
- Excellence in Women Empowerment Strategy, and
- Excellence in Retention Strategy
In addition, Celestina Lee, Partner Resources (HR) Director, Starbucks Singapore was nominated as a Finalist for HR Leader of the Year award.
The team at HRO caught up with Lee to share how prioritising people at the heart of business strategy can create a more supportive workplace that benefits not just individuals but the industry as a whole.
Q. What was the motivation that sparked your passion & business case for pursuing your outstanding people strategy?
At Starbucks, we believe our partners (employees) are our greatest strength. We call them “partners” because they are essential collaborators in creating a welcoming “third place” where customers can connect. This partnership reflects our shared commitment to the community and to making a positive impact on the world. By listening to our partners and investing in their growth and experience, we bring our mission, promises, and values to life. Creating a workplace where they feel valued, supported, and engaged is central to our strategy, as we know that when partners thrive, so does the company. By fostering an inclusive, empowering environment, we’re building a culture that not only drives business results but also enriches lives, making Starbucks a place where people are inspired to grow and make a difference every day.
Q. Looking back, can you share a challenge that you overcame in your journey of HR excellence? How did you triumph?
A major challenge was crafting a workplace that meets the unique needs of our multigenerational workforce, particularly our growing Gen Z team. This required a shift in traditional approaches to career development and flexibility. To address this, we took time to understand what our partners valued most, ultimately creating tailored programmes that fostered both professional growth and work-life balance. By embedding partner feedback into our approach, we strengthened engagement, reduced turnover, and built a workplace that partners are proud to be part of. This journey has underscored the importance of remaining agile and truly partner-focused in our HR practices.
Q. Beyond the recognition, what impact do you hope your feature in the HR Excellence Awards would have on the HR community and manpower landscape?
We want to share the value of prioritising people at the heart of business strategy. We hope that our journey inspires others in HR to create workplaces that foster belonging, purpose, and personal growth. More than just awards, the real impact comes from cultivating a culture where employees feel valued and engaged. We aim to contribute to an industry-wide conversation on advancing inclusivity, retaining talent, and building resilient teams for the future. Ultimately, we believe that creating supportive workplaces benefits not only individuals but the industry as a whole.
Q. Could you share some advice you would give to others aspiring to follow in your footsteps?
For those aspiring to make a difference in HR, start by really listening to your people and staying adaptable. Create strategies that evolve with your team’s needs and remember the importance of clear communication and building trust. Establishing strong relationships across the organisation helps ensure that every voice is heard, building a culture where everyone feels included. Celebrate each small achievement along the way, and keep your focus on fostering a workplace that values and motivates employees. Each step forward towards a people-centred culture is an investment in your organisation’s success, so commit to it wholeheartedly.
Q. Let's talk inspiration! Who has been a driving force behind your success?
Our partners are the true source of inspiration at Starbucks. Their energy, dedication, and commitment motivate us to continually raise the bar and create a workplace that reflects their enthusiasm. Each partner brings a unique perspective and talent, and supporting them in achieving their best is both a privilege and a reward. Seeing our partners succeed and knowing our efforts make a meaningful difference in their lives reaffirms our commitment to creating a positive, empowering workplace. Their passion is the heartbeat of Starbucks, and that’s what drives us every day.
This journey wouldn’t be possible without our HR team who tirelessly collaborate with all functions to drive initiatives to engage, recognise, and reward our partners. Together, they are the strategic force behind our success, championing efforts that support our partners at every step. I’m grateful for their dedication and want to recognise their hard work—they are essential to creating an environment where our partners can truly thrive.
Read more interviews on why organisations have won trophies for their HR practices - head over to our Winning Secrets section!
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