Corporate and error culture with Jelena Klingenberg (hppypple)
The corporate culture in start-ups represents the heart of this dynamic form of company, which is characterised by innovation, flexibility and a unique team spirit. Startups are characterised by their ability to react quickly to change, implement new ideas and continuously develop.
But how do you build a corporate culture and get your employees excited about it? We get to the bottom of this question with two experts. Firstly with Jelena Klingenberg, founder of the HR start-up hppypple from Bingen, a full-service HR agency that takes care of its customers‘ HR needs. This naturally includes building a corporate culture, the recruitment and application process and day-to-day issues in dealing with employees. We also spoke to systemic coach Gentiana Daumiller, who comes from Koblenz and is an expert in the field of error culture, among other things. We spoke to her about the challenges and issues surrounding the topic of ‘mistakes’. She gives us an insight into her day-to-day work and explains why and how mistakes help start-ups move forward.
Video 1: Introduction
hppyppl is an HR startup for smart and innovative HR management. Their portfolio ranges from HR services and consulting to new technological solutions. With their ‘HR as a virtual service’ concept, they enable even the smallest of companies to implement timely and people-centred people and culture management. The way they do consulting is also different, unusually integrative and yet efficient. They co-create with their co-companies (as they call their clients) without sacrificing efficiency.
Their vision is to make the world of work more human, because they are convinced that organisations in which people are happy to get involved are more successful. Ultimately, everyone has a right to a fulfilling job.
Video 2: Common mistakes and approach to human resources
Jelena gives an introduction to the topic of human resources in start-ups. The focus is on the following topics:
📍When do human resources and corporate culture become relevant?
📍Which areas of activity need to be covered?
📍The most common mistakes and observations
Video 3: Team constellation, values and skills
In this video, Jelena gives an insight into the following topics:
📍Team constellation
📍(Shared) values as the basis for successful collaboration
📍Deriving required skills from the ‘purpose’
Video 4: Corporate culture
In the ‘Corporate culture’ section, Jelena informs you about the following topics:
📍How do I build a corporate culture?
📍Defining values
📍Living values
📍Team phases according to Tuckman
Video 4.1.: How to build a team and teamretros
In this thematic excursus, Jelena gives a free and valuable tip for successful team leadership.
Video 5: How to build up a corporate culture
Why do you actually need a corporate culture? Jelena answers this question in this video. The following topics are also in focus:
📍What is corporate culture?
📍What are the benefits of corporate culture?
📍Example: Error culture
Video 6: Recruiting and employer branding
Many founders are faced with the challenge at some point: ‘How do you attract new employees to your startup?’. Jelena gives tips and explains how to attract the attention of applicants. The focus is on the following topics:
📍Recruiting
📍Employer branding
📍Recording hard and soft skills
📍Getting started with the recruiting process and initial tips
Video 6.1.: Team fit and toxic behaviour in the team
Video 6.2.: No-interruption-rule
Video 7: Ambidextry
In this video, Jelena explains what ambidexterity means in start-ups:
📍praiseworthy vs. blameworthy failures – an introduction to failure culture
📍fail often – fail early
📍Ambidexterity in startups
Video 7.1.: Analog vs. digital recruting
Team phases according to Tuckman
🔄 The Five Team Phases According to Tuckman
Developed in 1965 by psychologist Bruce Tuckman, this model describes how teams typically evolve. Originally it included four phases, with a fifth added later:
1. Forming (Orientation Phase)
– Team members get to know each other
– Roles, expectations, and goals are still unclear
– Polite interactions, minimal conflict
2. Storming (Conflict Phase)
– Tensions arise (e.g., due to different work styles or unclear goals)
– Roles are challenged
– Important: Address conflicts openly without escalation
3. Norming (Regulation Phase)
– The team agrees on rules and structures
– Trust builds, collaboration becomes smoother
– Roles and responsibilities are clarified
4. Performing (Performance Phase)
– The team works efficiently and independently
– Goal-oriented collaboration at a high level
– Creativity and productivity emerge
5. Adjourning (Closure Phase) (added later)
– Team is dissolved or restructured
– Reflection, farewell, and transition planning
🚀 Relevance for Startup Teams
📌Raising awareness: Founders benefit from knowing these phases – it helps them understand and actively guide team dynamics.
📌Normalizing conflict: The storming phase is natural – when handled consciously, it strengthens the team in the long run.
📌Team leadership: Founders can actively support the process through clear communication, feedback culture, and role clarity.
📌Resilience building: Teams that grow through these phases often develop strong foundations for future challenges (e.g., rapid scaling or investor interactions).
📌Exit or scaling situations: The adjourning phase may occur during team transitions or exits – effective management here protects know-how and team culture.