Leading with Heart: Anna Church of Genesis Global On The Power of Authentic Women’s Leadership

An Interview With Pirie Jones Grossman

Communication is the cornerstone of our company culture. We believe that every voice matters, which is why we foster open transparency in all our business decisions. Whether it’s discussing company policies, addressing concerns, or brainstorming ideas, we ensure that everyone feels heard and valued. After all, it’s this collaborative spirit that drives us forward as a team.

In today’s dynamic world, the concept of leadership is continuously evolving. While traditional leadership models have often been male-dominated, there is a growing recognition of the unique strengths and perspectives that women bring to these roles. This series aims to explore how women can become more effective leaders by authentically embracing their femininity and innate strengths, rather than conforming to traditional male leadership styles. In this series, we are talking to successful women leaders, coaches, authors, and experts who can provide insights and personal stories on how embracing their inherent feminine qualities has enhanced their leadership abilities. As part of this series, we had the pleasure of interviewing Anna Church, Founder and President, Genesis Global.

With over 20 years of experience in the executive search and workforce solutions business, Anna Church has a unique perspective that is foundational to Genesis Global, the business she founded in 1999. Drawing from her previous experience recruiting for both large and small companies, Anna created Genesis Global to have a focus on quality. She has instilled in the team the importance of fully understanding the needs of both the client and the candidate to provide the best fit for the position, for long-term success.

As a woman-owned business founder — Genesis Global has been a certified women-owned business for over 10 years — Anna has spent the last 20+ years coaching women as part of the company’s focus on diversity. In addition, Anna spends time with global organizations to strategize on how to design, build, and transform their workforce solutions.

Thank you so much for joining us in this interview series. Before we dive into our discussion about authentic, feminine leadership, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

When I got out of high school, I moved to Florida to be with my mom and help her financially — she didn’t drive or speak great English, and she wasn’t working. Although I wanted to go to college, I really didn’t have the time or means to do so. When I arrived in Florida, I sought out and accepted positions that allowed me to make commissions in sales for telemarketing roles and inside sales. While these roles were more like boiler room sales positions selling business opportunities, I am able to use the skills that I developed there in every aspect of my business today. It wasn’t a steady role or a career role by any means, but it did generate income for my age and level of work experience.

During this time, I met Tom Meredith and we became great friends. I spoke to him regularly about wanting to change careers and look for a position with a company that offered growth and longevity. Tom was all for it, suggesting I try a recruiting agency. I didn’t have a lot of confidence in my abilities since I didn’t go to college and everyone I knew had a four-year degree. But he had been placed by an agency, so I thought I would give it a shot.

I went to an agency, and they sent me on a couple interviews, but I didn’t get the jobs, and was very discouraged. I did however love what the agency did because I saw them helping people find employment while at the same time generating an excellent income. So I inquired about a job with the agency itself and one of the owners in Miami was very excited to give me the opportunity but didn’t have any openings at the time. He promised he would hire me in six months, but I didn’t want to wait six months and honestly, I thought it was just a nice way of letting me down.

So I decided to follow my passion for the industry and found this startup agency in Deerfield Beach. They took me in as their first inside sales rep, selling staffing services. It was old-school, flipping through the yellow pages and making cold calls. But I got results, securing job orders left and right.

Then, out of the blue, the agency in Miami called back with a job offer after just six weeks. Talk about a plot twist! They were established, offering more stability and opportunities. So, I took the leap, and the rest, as they say, is history. I found my groove in an industry I loved, reaping both financial and personal rewards. It’s been a lifeline for my family over the years, and I’m forever grateful.

I spent five years with the agency in Miami and the company was going through internal challenges so I decided to go off on my own. I discussed it with the owner since I had a non-compete and we came to an agreement that wouldn’t affect his business. I started Genesis in November 1999, out of my living room! I did very well, closed some big deals, and hired a rep within the first year to work in my home with me. Soon after I opened my first office and hired a few more recruiters. Things have gone very well ever since.

Can you share the most interesting story that happened to you since you started your career?

The first year of launching Genesis was nerve-wracking, to say the least. Every deal felt like a make-or-break moment. One particular memory sticks out vividly: landing a hefty order from a telecom company for a Director-level IT position. I dove into the search, found some stellar candidates, and felt a surge of excitement when they agreed to interview them. Things seemed to be lining up perfectly — until they didn’t. The dreaded call came, rejecting all my candidates. It was a gut punch, especially considering the potential fee would’ve been a game-changer for Genesis’s fledgling year.

But here’s where it gets interesting. One of the candidates was kind enough to reach out to me to let me know that a VP within the company had been rooting for him all along. Cue a whirlwind of mysterious twists and turns, entirely beyond my control. Suddenly, the client was back on the line, requesting that I recruit this very candidate they initially turned down. So, I went into action, orchestrating interviews, sealing the deal, and before I knew it, we had made the placement. The check arrived a few weeks later — I still have a copy of it — and it’s a tangible reminder of the unpredictable nature of this industry.

It’s funny how things unfold sometimes, isn’t it? In this line of work, you’re constantly navigating the unpredictable waters of human behavior. But as long as you keep your eye on the prize and keep pushing forward, the pieces tend to fall into place, one step at a time.

What do you think makes your company stand out? Can you share a story?

What sets Genesis apart is our unwavering commitment to tailor-made solutions for our clients. We’re all about finding the perfect fit. At Genesis, we pride ourselves on our ability to harness the talent within our team, empowering each member to shine in their areas of strength and creativity. If there’s a challenge, the team is encouraged and supported to meet it head-on.

Turning away business is just not in our DNA. If there’s a way to make it happen, count us in. It’s a win-win situation for everyone involved. Our flexibility and willingness to adapt have allowed us to carve out a unique niche in the market, branching out into various sectors of workforce solutions services.

Take our Campus Recruitment Intern Program, for instance. It wasn’t something we had done before, but when a long-standing entertainment client approached us with the need to outsource their entire internship program, we didn’t hesitate to take on the project. And not only did we meet the client’s expectations, but we exceeded them. Now, this program is a cornerstone of what we offer, with a proven track record of success that speaks volumes.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

As a business leader, I’ve found three key traits to be absolutely essential: faith, dedication, and consistency.

Let’s start with faith. When you’re at the helm of a business, especially in its early days, belief in yourself and your vision is paramount. For me, faith has been the guiding force behind every decision I’ve made at Genesis. From the very beginning, I held onto the belief that each day’s effort would bring us closer to our goals. This unwavering faith has been the bedrock of our success, sustaining us through both the highs and lows. Take, for instance, our campus recruitment project with our top entertainment client. It was faith that kept us going, knowing that our consistent efforts would eventually bear fruit.

Next up, dedication. Success in this industry doesn’t come easy. It requires a relentless commitment to putting in the work, day in and day out. Whether it’s making calls, conducting interviews, or managing complex projects like our campus recruitment initiative, dedication is non-negotiable. Every task, no matter how big or small, demands our full attention and effort.

And finally, consistency. In the fast-paced world of staffing, timing is everything. There’s always a sense of urgency — you have job openings needing to be filled and candidates eager to secure a job. Being consistent and reliable in our actions is what sets us apart, especially in a business where we’re working with people and things can become unpredictable. Whether it’s following up on referrals or staying on top of project deadlines, consistency ensures that we maintain momentum and keep all parties engaged. It’s especially crucial in projects like our campus programs, where every interaction can make or break the outcome.

In essence, these three traits — faith, dedication, and consistency — are not just principles I adhere to in business, but values that shape every aspect of my life. They’re the pillars upon which Genesis stands, guiding us towards continued growth and success.

Leadership often entails making tough decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader? I’m curious to understand how these challenges have shaped your leadership.

One of the toughest decisions I faced early on in launching Genesis was dealing with a two-year non-compete agreement from my previous employer. But I had managed to negotiate terms that allowed for an amicable departure and even a continued partnership. This turned out to be a game-changer for Genesis, instilling in me a sense of confidence, security, and most importantly, credibility as a company. Having the ability to collaborate with my mentor for advice and recommendations gave Genesis a solid foundation to build upon.

As a leader, it’s never easy to make decisions based on uncertainty, relying solely on gut instinct and blind faith. But faced with the choice between continuing to lean on my previous connections or fully committing to Genesis and its principles, I knew I had to choose the latter. Genesis was built on values of transparency, honesty, and the promise of new beginnings. It was about creating a space where employees could thrive and find a sense of belonging.

Looking back, I’m confident I made the right call. Taking risks has never been something I shy away from, especially with my unwavering faith guiding me. I firmly believe that with great risk comes great reward, and the journey with Genesis has only reinforced that belief.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Can you share a personal experience where embracing your unique leadership style, which might not align with traditional expectations, led to a significant positive impact in your organization or team?

Absolutely, when it comes to my leadership style, I’m all about embracing the strengths of each individual and nurturing those skills to flourish. I firmly believe that everyone brings something unique to the table, regardless of their level or responsibilities within the organization.

For those who thrive in their current roles and find fulfillment, I see no reason to push for change. Instead, I encourage them to continue honing their skills and taking on additional responsibilities that align with their interests and capabilities. On the other hand, there are those who are natural go-getters, always seeking new challenges and leadership opportunities. I fully support their growth ambitions, providing them with the resources and encouragement they need to excel.

Ultimately, it’s a win-win situation for both the organization and its employees. By fostering an environment where confidence and support reign supreme, we create a culture of mutual respect and encouragement. Every role at Genesis plays a crucial part in our success, and it’s my priority to ensure that each team member has the tools and support they need to perform at their best. After all, it’s this collective effort that allows us to deliver the level of service and partnership our clients expect and deserve.

As a woman in leadership, how have you navigated and challenged gender stereotypes, especially in situations where traditional male-dominated approaches are the norm? What strategies have you employed to remain authentic to your style?

For me, staying true to my leadership style means one thing above all: authenticity. I firmly believe that being genuine in who I am and how I work is key. I’m very direct and my style is to keep very open communication at all times.

In my book, authenticity breeds a strong work ethic. By fostering an environment where everyone feels comfortable expressing their views and ideas, we set the stage for success. That’s why I’m all about encouraging open and honest communication, whether it’s about different perspectives, proposed solutions, or brainstorming sessions.

My door is always open for those looking to bounce around ideas or hash out strategies. This collaborative approach has been instrumental in helping Genesis reach our goals, whether it’s streamlining processes, enhancing service engagement, or refining our hiring strategies. It’s all about harnessing the power of collective effort to drive us forward.

How do you utilize emotional intelligence and active listening to create an inclusive environment in your team or organization? Could you share a specific instance where these qualities particularly enhanced team dynamics or performance?”

For me, it all starts with leaving my ego at the door. As an owner, I firmly believe that no task is beneath anyone, including myself. Whether it’s rolling up my sleeves to clean the coffee pot or diving into any other task that needs attention, I’m always ready to jump in wherever needed. And as an overachiever, I always do the best I can, no matter the task.

Humor is another one of my secret weapons. I’ve found that a good laugh can lighten any situation and remind us that no matter what challenges come our way, there’s always a solution. With an open-door policy and a compassionate ear, I encourage everyone to share their ideas, concerns, and solutions. After all, we’re constantly learning from each other.

Our team meetings are a perfect example of this collaborative spirit in action. We come together to discuss real-life experiences and insights gained from our daily tasks. It’s amazing how these discussions often lead to innovative solutions and plans tailored to our specific needs.

Take, for instance, our work with the Super Bowl. With input from various departments — payroll, onboarding, client management — we tackled the challenge of managing a large number of short-term assignments efficiently. Through these discussions, our CFO was able to devise a seamless process that benefited everyone involved, from the client to our staff and our internal teams. It’s moments like these that highlight the power of teamwork and open communication in finding the best solutions.

What role has mentorship played in developing your authentic leadership style, and how do you communicate authentically to inspire and empower both your mentors and mentees?

To all the women out there who have felt discouraged, insecure, and in doubt, I want you to know this: you are capable of achieving anything you set your mind to. Despite the odds stacked against us, we have the power to overcome.

It’s all about putting our trust in something greater, having unwavering faith, dedication, and consistency in everything we do. Whether we come from humble beginnings or a place of privilege, the struggles we face are real. But it’s how we respond to those challenges that truly defines us.

So, why not us? Why not seize every opportunity, chase every dream, and shatter every barrier in our path? With determination and perseverance, there’s nothing we can’t accomplish. Let’s embrace our strength, resilience, and innate potential, and show the world what we’re made of and #whynotme

What role has mentorship played in developing your authentic leadership style, and how do you communicate authentically to inspire and empower both your mentors and mentees?

My mentors have been my guiding lights, both professionally and personally. During moments of doubt and uncertainty, they’ve been there to offer invaluable advice and support, equipping me with the tools needed to navigate the challenges of entrepreneurship and personal growth at a young age. Their unwavering belief in my abilities, even when I doubted myself, propelled me forward with a determination to succeed.

Their lessons have become ingrained in my approach to life and business. I’ve learned to embrace a “no fail” attitude, refusing to accept defeat and always seeking alternative solutions to overcome obstacles. Now, I pay it forward by instilling these same principles in others, encouraging them to believe in themselves and to go after their dreams.

When it comes to our team at Genesis, I have a unique perspective. While it’s bittersweet to see longtime colleagues move on to pursue new opportunities, I wholeheartedly support their growth and evolution. Whether they stay with us or venture elsewhere, my ultimate goal is to see them flourish in their chosen paths. If we’ve played a role in providing them with the skills and training needed to take the next step in their careers, then I consider it a success.

There’s no greater satisfaction than witnessing the professional growth and accomplishments of those we’ve mentored. I want everyone who crosses paths with Genesis to continue their journey of personal and professional development, just as I have. After all, the true measure of our success lies in the success of those we’ve had the privilege to guide and inspire.

Ok super. Here is the main question of our interview. Based on your experience and research, can you please share “5 Ways Leading Authentically As A Woman Will Affect Your Leadership”? If you can, please share a story or an example for each.

1. At Genesis, flexibility is a core value we live by. We understand that life can throw unexpected curveballs, which is why we’re always ready to accommodate our employees’ needs. Whether it’s offering remote work options, adjusting schedules, or providing time off during challenging times like the pandemic, we’re committed to supporting our team every step of the way. Our goal is to maintain company performance while ensuring the security of all positions within our organization.
2. As a women-owned company, diversity is ingrained in our DNA. This designation not only allows us to capture diversity credits but also opens doors to exciting opportunities in Diversity and Inclusion projects. Over the years, we’ve worked closely with Diversity and Inclusion departments in large corporations, specializing in providing diverse talent to help meet their hiring objectives.
3. Work-life balance isn’t just a perk — it’s a priority at Genesis. When I founded this company, my main objective was to be in an industry I love while enjoying the flexibility to prioritize family time. We want our employees to excel at work, but we also emphasize the importance of enjoying personal lives. After all, when you’re passionate about what you do, it never feels like work. Our aim is for everyone to find that perfect balance between work and home life.
4. Philanthropy is at the heart of Genesis and my personal mission. The name “Genesis” reflects my gratitude to God for being in an industry that has given me stability and growth. It symbolizes new beginnings, opportunities, and goals — all of which we strive to embody in everything we do. Giving back to the community is not just a choice, but a responsibility I hold dear. From supporting organizations like The Laurel Foundation, Covenant House and New Haven, to working with charities focused on children in distress and animal shelters, giving back is ingrained in our ethos. I grew up experiencing both sides of the fence where as kids we had to go to Salvation Army for clothes and were on food stamps, had a very unstable childhood so I know firsthand how important these charitable organizations are.
5. Communication is the cornerstone of our company culture. We believe that every voice matters, which is why we foster open transparency in all our business decisions. Whether it’s discussing company policies, addressing concerns, or brainstorming ideas, we ensure that everyone feels heard and valued. After all, it’s this collaborative spirit that drives us forward as a team.

Are there potential pitfalls or challenges associated with being an empathetic leader? How can these be addressed?

Navigating situations where emotional connections are at play can indeed be challenging. There’s always the risk of being taken advantage of, which adds an extra layer of difficulty to addressing conflicts. As a leader, it’s my responsibility to remain steadfast and committed to doing what’s right, even when it means stepping out of my comfort zone.

Addressing conflicts head-on is never easy, especially when it means potentially being perceived as the “bad guy.” However, I firmly believe in facing these challenges with directness, honesty, and transparency. When conflicts arise, I make it a point to communicate openly about the situation and express my feelings in a clear and straightforward manner.

While it may be uncomfortable in the moment, addressing conflicts openly and honestly is essential for maintaining trust and integrity within the team. By staying true to my values and principles, I strive to navigate these challenging situations with grace and integrity, ensuring that the best interests of the team and the organization are always at the forefront.

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About The Interviewer: Pirie is a TedX speaker, author and a Life Empowerment Coach. She is a co-host of Own your Throne podcast, inspiring women in the 2nd chapter of their lives. With over 20 years in front of the camera, Pirie Grossman understands the power of storytelling. After success in commercials and acting. She spent 10 years reporting for E! Entertainment Television, Entertainment Tonight, also hosted ABC’s “Every Woman”. Her work off-camera capitalizes on her strength, producing, bringing people together for unique experiences. She produced a Children’s Day of Compassion during the Dalai Lama’s visit here in 2005. 10,000 children attended, sharing ideas about compassion with His Holiness. From 2006–2009, Pirie Co-chaired the Special Olympics World Winter Games, in Idaho, welcoming 3,000 athletes from over 150 countries. She founded Destiny Productions to create Wellness Festivals and is an Advisory Board member of the Sun Valley Wellness Board.In February 2017, Pirie produced, “Love is Louder”, a Brain Health Summit, bringing in Kevin Hines, noted suicide survivor to Sun Valley who spoke to school kids about suicide. Sun Valley is in the top 5% highest suicide rate per capita in the Northwest, prompting a community initiative with St. Luke’s and other stake holders, to begin healing. She lives in Sun Valley with her two children, serves on the Board of Community School. She has her Master’s degree in Spiritual Psychology from the University of Santa Monica and is an Executive Life Empowerment Coach, where she helps people meet their dreams and goals! The difference between a dream and a goal is that a goal is a dream with a date on it!