LET'S GO
The Strategic Rise of HR
From talent shortages and workplace well-being to AI and organizational change, human resources professionals are navigating unprecedented complexity. Recognizing their strategic importance, BIRD Geneva has made HR a central focus, fostering peer-to-peer exchanges and knowledge sharing. Two experts with deep ties to BIRD share their insights on the future of the profession.
Once relegated to purely administrative duties, today’s human resources professionals are shaping the future of organizations. They’re strategic partners in transformation, cultural architects, and, increasingly, guardians of employee well-being. To better understand this evolution, BIRD Geneva spoke with two specialists: Marc Benninger, editor-in-chief of the HR-focused magazine HR Today and moderator of a recent BIRD roundtable on HR transformation, and Elsa Berthault, organizational transformation consultant and head of the recently launched HR Club at BIRD. Together, they unpack the major challenges HR faces today—from talent scarcity to digital disruption—and the urgent need for spaces where HR professionals can share and challenge ideas.
How has the role of HR evolved in recent years?
Elsa Berthault: HR has risen to the level of a true strategic partner. It’s now deeply embedded in major transformation projects. As job roles evolve, HR must address employability, training, and recruitment. Digitalization has had a major impact—streamlining processes and elevating HR’s role as custodian of critical organizational data.
Marc Benninger: HR leaders have shifted from rule-keepers to facilitators of dialogue and connection. They ensure teams communicate effectively, safeguard workplace health, and balance productivity with well-being. The job title itself is evolving—“Head of People & Culture” is replacing “HR Director”—reflecting a shift in priorities.
What are the most urgent challenges HR teams face today?
Elsa Berthault: Diversity management is high on the list—across cultures, generations, and ways of working. There’s also a shift in the perception of time: organizations must move faster, from strategy to execution, requiring HR to be more agile. Recruitment is now a strategic battleground. And the human elements—conflict resolution, change management, alignment—remains constant.
Marc Benninger: I’d add workplace health, especially mental health. The rise in stress and burnout is significant, and it’s no longer just an HR issue—it’s a societal one.
Can digital tools help meet these challenges?
Elsa Berthault: Absolutely. Technology can streamline compliance, save time, enhance the employee experience, and bring data-driven objectivity to decisions. But there are limits—AI-assisted recruitment, for instance, raises concerns due to the sensitivity of personal data.
Marc Benninger: AI is on everyone’s lips, but there’s still a gap between the marketing hype and reality. A recent Boston Consulting Group study underscores that “management by heart”—empathy, emotional intelligence, active listening—remains essential.
HR often sits between the company’s goals and employees’ needs. How can this tension be resolved?
Marc Benninger: A recent HR Today survey revealed that only 17% of respondents see HR as acting primarily in employees’ interests. To rebuild trust, HR must shift its image—from administrators of payroll and leave to career advisors, skill-development partners, and champions of well-being. When done right, HR creates workplaces where people want to stay and give their best.
Elsa Berthault: That requires quick, decisive action and strong execution. Clear governance is essential, built on a solid partnership between HR leadership and top management.
How critical is company culture in a talent-scarce market?
Elsa Berthault: In theory, it’s vital. In practice, staffing shortages often force compromises. Building culture takes time, courage, and a clear framework—but it’s a powerful lever. A strong culture streamlines recruitment, reduces conflict, and keeps teams cohesive.
Marc Benninger: New models are emerging, like “constructive conflict culture”—a safe space for disagreement and critical feedback, rooted in mutual respect. It addresses employees’ needs to be heard and involved.
What role do peer networks play for HR professionals?
Marc Benninger: HR clubs, workshops, and professional circles are invaluable. They provide fresh ideas, practical references, and a way to stay grounded in a demanding role that requires constant listening—often without receiving much in return.
Elsa Berthault: Exactly. These networks break isolation, reinforce that you’re doing your best, and remind you you’re not alone. They’re also safe spaces to test and refine ideas before rolling them out internally.
BIRD's HR CLUB
BIRD’s HR Club brings together founders, team leads, and people & culture professionals for bold, honest conversations on how we lead, support, and grow our teams — in intimate, high-impact sessions with Elsa Berthault.
Join the next session
September 30, 11:45–14:00
Discussions, connections & gourmet buffet
-> Reach out to us at events@birdgeneva.com
