Nina Cofer, Product Marketing Manager at BreezyHR joins us in this TecHRseries interview to share her insights, thoughts and predictions for HR and HR Tech in 2020:
Hi, Nina! Please tell us about your professional journey so far. What’s a typical day at work like for you?
Hi, nice to chat with you guys! My professional journey so far has been a whirlwind of marketing gigs that have led me from web design and owning my own company, to becoming the CMO of a lifestyle app. In the last few years, I moved my career further into PPC and SEO, which is what led me to Breezy and ultimately into the Product Marketing position I am in today.
A typical day for me starts with organization and time-management. I have the usuals – checking my to-dos, preparing for meetings and answering emails. I am still heavily involved in PPC, so I make sure to spend time in the ad platforms each day. Then I start to get my wheels turning on how to optimize positioning with new avenues we explore to get the word out about Breezy. That’s really the meat of what I do.
What are some of the biggest Product marketing challenges you face when it comes to positioning/selling an HRTech product in the B2B marketplace?
I find one of the biggest challenges of positioning/selling being where to find the core of our target market. Our target market is very focused, so finding them where they are without being disruptive can be very difficult. Also, educating them on the product and why they need it is very much a part of the same process.
What are some of your top tips/best practices when it comes to creating a new campaign strategy for an HRTech tool?
Research! Make sure the campaign is really something that will either reel new customers in, or give your current customers value. Don’t put out features or assets that no one is asking for.
According to you, how can global B2B teams capitalize on HR Tech features and tools to foster a better work culture and environment?
2 ways: Team Collaboration and Diversity & Inclusion. When you use HRTech tools, you can get your whole team involved in the process and conversation, which fosters employee empowerment. Next, you can use the tools in a way that promotes Diversity & Inclusion, by eliminating many of the biases that can hold your team back from hiring the best of the best.
What are some of the ways in which you’d like companies to use HRTech to optimize more business/HR activities?
Using HRTech tools like hiring software can save a ton of time. It can take your hiring process to the next level and give hiring managers back time from repetitive tasks to spending more time getting to know candidates. Who doesn’t want more time back in their day?!
How do you see the role of HR Technology/AI in HRTech change how companies recruit/manage and retain employees?
With AI, I believe that hiring teams will be able to now move to a completely automated operations system. Repetitive tasks such as sifting through resumes, identifying qualified candidates, and any bias in hiring can all be reduced or eliminated with automated systems. Hiring managers will be able to set a hiring process in motion, eliminating their interaction with the software and giving them the time back to fully interact with potential hires.
Can you throw some light on some of the most innovative ways in which users of BreezyHR have used the platform to drive HR goals. (It would be great if you can include the customer’s company names!)
We have some really great customers here at Breezy and they really know their stuff when it comes to hiring. Take Booster Box, a PPC marketing agency in Italy. They used Breezy to automate tasks and invoke team collab to scale their team 5x in just 3 years. Similarly, Dollar Flight Club has saved days (yup days!) of time efficiently turning around hundreds of candidates for a single job, without losing out on any hidden unicorns.
What according to you are the top 3 HR Tech Trends that will define 2020?
AI, Virtual Reality and integrations. AI will help automate more things than ever before. Virtual Reality will seep into the world of HR training and onboarding. And integrations will become more prevalent and seamless between all stages of the employee lifecycle.
Your favorite quote on employee engagement/recruitment/leadership?
“You should be using technology to help you with people and not making people second to technology.” Suzanne Lucas, The Evil HR Lady.
Breezy HR is a recruiting platform and applicant tracking system that believes hiring doesn’t have to be messy. Based in Jacksonville, FL and with customers around the world, Breezy has thrown out the traditional hiring model and replaced it with a set of tools that engage hiring teams, manage day-to-day chaos and ensures teams continue to attract and hire great employees with less effort..
Nina Cofer is a product marketing manager at Breezy HR, an applicant tracking system based in Jacksonville, Florida. Nina’s entrepreneurial spirit, creative mind, and artistic talent have given her more than a decade of experience working in marketing, pay-per-click advertising, web and graphic design, and search engine optimization.