About Us
Work·flow
The biggest blocker to tech's full potential isn't ideas, funding, or competition — it's the ability to build organizations strong enough to execute at the level of our ambitions.
Workflow partners with early-stage tech companies to build people-first organizations from the ground up. Our clients don't just raise the bar — they set it. They become the companies the rest of the industry looks to.
The team behind Workflow has led People & Talent functions at some of the most successful tech companies in the world — through blood, sweat, and tears. We bring that hard-won expertise directly to the next generation of startup leaders.
"Workforce" is about grind, hustle, and control — a model that collapses under pressure. Workflow is built on something more durable: genuine collaboration, radical inclusivity, and the full realization of human potential. This is the future of work. Join us in building it.
Our founder
Jen (Kim) Serena
Jen is the Founder and Lead Instructor for Workflow’s programs. She holds additional roles as Venture Partner at Symphonic Capital, and Advisor/Executive Coach for top startups. Previously, she was the Head of People at Lever, a startup known for exceptional hiring, culture, and results in Diversity, Equity, and Inclusion. She is continuously expanding her work helping startups build ambitious, inclusive workplaces.
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Our approach
People Ops is broken — and the leaders tasked with fixing it are often set up to fail. Workflow exists to change that. Our instructors and peer community cut through the overwhelm and give startup builders exactly what they need: clear frameworks, real accountability, and a proven path forward.
Where workflow comes in.
Building a great company is a skill. It requires education, practice, and the right support system.
Workflow's curriculum goes beyond buzzwords and trends. It is built from real-world experience and refined into robust frameworks that are immediately applicable — designed for startup builders who need solutions that work today, not theory for someday.
People & Culture is an underrated competitive advantage.
Companies once won by building great Product. Then the edge moved to Growth. Now, in an increasingly connected and talent-driven world, the advantage belongs to those who can build exceptional Organizations — attracting the right people and creating the conditions for them to do their best work. The companies that master this will define the next era of tech.
Community is at the core of what we do.
Lasting change requires lasting support. The Workflow community is a highly engaged network of alumni united by a shared mission: transforming the way the world works. Bring your challenges, your questions, your hard days — and you will always find a listening ear and a clear path forward.
But don't just take it from us
“The content of the course is all killer, no filler. I would have paid a lot more for the value that my cofounder and I got out of the program.”
— Tory | Founder (FinTech)
“Throughout the process, the team listened carefully to our specific needs, then presented insightful, clear solutions that we couldn’t have come up with on our own.”
— Nicolas | Founder (LegalTech)
“Since I’ve been a recruiter for a while, I wasn’t sure if I’d come away from HireEd with any huge revelations. I was truly wrong! My brain cannot stop chomping at all the ideas I’m going to implement.”
— Lauren | Recruiter (FinTech)
“I needed the knowledge drop of this program so badly. I’m so pumped to start building my team with HireEd as my foundation.”
— Kell | Founder (Social app)
“I shudder thinking about the pain I would have endured trying to come up with a DEI strategy without this course."
— Krystle, PM
“Our partnership with Workflow has had an incredible impact in building a strong People focus that sets us up for long-term success.”
— Jennifer | VP of People (DevTools startup)