Retaining top talent is one of the biggest challenges for any CEO. Too often, I see CEOs focus on hiring A-players but miss the mark when it comes to keeping them. 

As a CEO, when you can’t find and retain A-players who fit the company’s culture, you end up stuck managing B- or C-players instead. They drain leadership energy, and most won’t make the leap to A-level performance. They’re often out of sync with the rest of the team because they’re more focused on what’s good for them than what’s good for the company. 

If someone doesn’t buy into the “why” or isn’t aligned with the company values, they’ll struggle with accountability. And if you can’t get accountability across the company and drive performance, hitting your growth goals and long-term vision becomes a real challenge. 

In his book Good to Great, author and researcher Jim Collins puts it this way: “People are not your most important asset. The right people are.”  

Let’s take a look at what it takes to keep your best people. 

Building a Culture for A-Players

Your team needs to know from day one that the company’s values are meant to be lived, not just talked about. If someone doesn’t fit those values, they won’t last. And if they do stay, they won’t deliver what the company needs.

There was a time I had to let go of a high-performing salesperson. They were hitting their targets and bringing in great numbers, but something wasn’t right. Their behavior clashed with our values, and it wasn’t going unnoticed. It wasn’t an easy call because they were bringing in results. But I knew we couldn’t compromise our culture just because someone was producing. I spoke to the team openly about the decision to let them go. It wasn’t just about one person, but about the message it sent to the rest of the team. After they left, the culture felt stronger. The team felt more aligned, and we actually saw better results in that sales territory a year later.

Lead the Way

The way you lead sets the example for your entire company. If you’re not living out the values you expect from your team, don’t be surprised when they don’t either. This is a responsibility you have to own. It’s in the decisions you make every day: how you handle problems, how you treat your team, and how you reinforce what really matters.

A few years ago, I made a decision that really stuck with me. We were working with a profitable client, but over time, I started seeing things that didn’t sit well with our values. They treated our team poorly, and I knew we couldn’t keep working with them. I explained to the team why we had to end the relationship, even though it was bringing in good money. The decision earned respect. It showed that we were serious about standing by our values, even when it wasn’t easy. When leadership sticks to what’s right, A-players see it. They know they’re part of something real, something that won’t compromise on the things that matter.

Spotting the Right Behavior

You’ll recognize A-players are those members of your team who steps up and lives out the company’s values. A-players aren’t just valuable because they hit their targets. It’s in how they think and act, even when nobody’s watching. 

Take a situation where a client overpays. Some might say nothing and pocket the extra income, but an A-player would bring it up, make sure the client gets their money back, and do the right thing. That’s the kind of behavior that matters.

Recognition doesn’t always need to be a grand gesture. A simple, “I noticed that,” can be enough to show you value both the work and the alignment with company values. When your team sees that you care about HOW they do things, not just WHAT they do, that’s when you keep your best people engaged.

Keeping your best people is something you have to be intentional about. You need to create an environment where your A-players see value in staying. Show them their work has meaning, lead by example, and recognise and reward A-player behavior. When you do this, they’ll stay with you for the long haul.

If building a culture that keeps your top talent engaged has you frustrated, let’s schedule a time to talk. Our team of Metronomics certified coaches will work with you to set the foundations you need to grow your company.