Loanfinder parent company The Richmond Group wanted to expand its loan brokerage business but owner and managing director James Benamor didn't put an advert for new staff in the local newspaper.

Instead, he took a number of the company's call centre agents, whose average age was 21, split them into two groups and gave each one £10,000 to set up a debt management operation. Competing against each other, the most successful would become the firm's new brand. The two groups set up businesses from scratch and the Apprentice-style challenge paid off nobody was told "You're fired!" About six months later, Debt Line emerged victorious, and four years on, it is the Richmond Group's second largest brand. One of the original entrepreneurs is now the managing director of Debt Line and three more are managers within the Richmond Group. "We harnessed the power that was already within our company," says Benamor.

The confidence Benamor has in his staff is reciprocated they have a great deal of faith in him, giving a positive score of 82%. Employees have confidence in the leadership skills of senior managers and say they truly live the values of the organisation (both 78% scores), and feel they can really make a difference to the business (79%).

The Bournemouth company provides solutions to people who have been refused credit by their bank or are struggling with debt. "We will offer our customers the best possible service because we have the best people in our team, without exception," reads the mission statement.

Staff believe the organisation makes a positive contribution to the local community (70%). Giving something back is close to Benamor's heart he has featured on Channel 4's Secret Millionaire programme, working for good causes in Manchester. The workforce also supports Julia's House, the children's hospice charity that is once again on the Best Small Companies to Work For list this year. Employees tell us their boss is an inspiring leader (79%).

Richmond Group employees are young, with an average age of 25, and most managers and directors started off working the phones in the call centre. Kate Lawrence, who was on the team of entrepreneurs who formed Debt Line, says: "You can see people who started as operators and who are now managers. You see that with passion and determination you won't be overlooked."

Staff agree that the job is good for their personal growth (79%). They rate their managers highly an overall score of 80% for questions about managers is beaten by just one other organisation. About 50% of a manager's bonus is based on team appraisals and employees feel they help them fulfil their potential, act as excellent role models (both 77%), and really listen to their team (81%). A 78% score shows that the workforce feels excited about the firm's future.

There is plenty to be excited about the first of Benamor's rules of business is for the organisation to grow by at least 50% each year, and the second is that work has to be fun.

"While the first has been surprisingly easy the second has required significant effort," he says. "As a company grows, employees get less back. It's about being small again, thinking small."

An 88% score ranks the organisation fourth overall for colleagues being fun to work with. Working in a team gives staff a buzz (76%) and they feel a strong sense of family (82%, another top five score). "It's really nice that you can work with people you like to see at the weekend too," says Patrick Swayne, sales adviser and department trainer at Payment Guard, the organisation's income insurance brand. The Richmond Group doesn't fit the stereotype of a financial company and Benamor isn't the typical managing director. "James doesn't have his own office," says Swayne. "He's in the thick of it. When things are going well, he's the first to congratulate us and when they aren't going so well, he won't blame anyone. He'll get his hands dirty and sort it out. He leads from the front."