About Me

HR data should do more than tick a box. I help you make it matter.

I’m Emma Smith, founder of The Horsey HR Lady Ltd, and I specialise in making HR reporting more strategic, insightful, and easier to act on – for HR professionals, business leaders, and those managing people without a formal HR title.

Whether you’re buried in spreadsheets or stuck with a report no one reads, I can help you turn your people data into a tool for business decision-making.

From Admin to Analytics

My HR career started in administration – forms, files, and a lot of frustration. It was clear early on that we were collecting data but doing very little with it. Over time, I transitioned into HR reporting, then analytics, and finally into independent consultancy.

Along the way, I studied Business and Personnel after being offered an unconditional place on a Higher National Diploma (despite some dismal A-level results – 2 Ns and 2 Us). I later returned to university in 2002 while working full-time, completing a Postgraduate Diploma in Personnel Management in 2004, and more recently, a Postgraduate Diploma in People Analytics.

I trained as an ISO 30414 Auditor, the international standard for human capital reporting, and I deliver international bootcamps in partnership with AIHR, working with professionals from around the world.

Recognition

The Horsey HR Lady has won a UK Enterprise Award from SME News three times: Best HR Analytics & Reporting Consultancy 2026 (Midlands), Best Independent HR Consultant 2024 (West Midlands) and Equestrian HR Company of the Year 2023 (West Midlands). The 2023 title still makes me smile; the 2026 one is the work I do now.

What I Do

HR data literacy: practical training and coaching so your team is confident with numbers, definitions and evidence
People analytics: turning turnover, absence, headcount, pay and engagement data into insight the business can use
HR reporting and ISO 30414: board-ready people reports and human capital disclosures, with clear definitions and a steady rhythm
Pay gap reporting: gender pay gap calculation and commentary, with the definitions and checks written down so the numbers stand up

You can book an HR Data Clarity Call to talk through where your reporting is getting stuck, or sign up to the weekly People Analytics Insights newsletter on LinkedIn.

Who I Work With

I work with:

HR professionals who want to raise their credibility with the board
Business owners or MDs managing HR alongside everything else
Operations or finance leaders tasked with understanding people data
HR consultants and training providers who need the data and reporting work done behind their own offer

No jargon. No shiny software sales. Just honest, practical support that fits your reality.

A Consultant Who Understands the Real World

You won’t find buzzwords or generic PowerPoints here.

What you will find is someone who:

Works with what you already use – whether it’s spreadsheets, HR software, or a messy shared drive
Bridges HR and data – I’m not a pure analyst, but I know how to work with them (and help you hold your own too)
Understands time pressure – I balance consultancy work with being a full-time carer and know what it means to work within limits
Brings lived experience – of building reporting processes for HR, supporting restructuring with metrics, and helping boards see what’s really going on

Why “The Horsey HR Lady”?

I’m based in Coventry, not a countryside idyll – but yes, I’m horsey through and through. I owned a retired racehorse for several years, and one day I’ll be welcoming another through the British Thoroughbred Retraining Centre. The name reflects who I am and how I work – reliable, straight-talking, and a little unconventional.

Explore More

Ready to make your people data work harder?
Email me at emma@thehorseyhrlady.co.uk

Or book an HR Data Clarity Call to see how I can help