ODAŞ People and Culture Manager Zeynep Demir answered KOBİ Aktüel’s questions by explaining how digitalization and artificial intelligence are transforming HR processes into a more strategic structure while reshaping employee experience and engagement.
How are digitalization and artificial intelligence affecting HR processes?
Digitalization and artificial intelligence are positioning human resources in a more strategic role by moving beyond operational processes. Today, thanks to data analytics and AI-supported systems, HR has evolved into a structure that not only evaluates past data but can also generate predictive insights. These technologies, which are used in many areas ranging from recruitment processes to performance management, contribute to faster and more accurate decision-making. At the same time, they provide the opportunity to monitor employee experience more closely and create personalized development plans. However, alongside the effective use of technology, preserving a people-centered approach remains critically important. At the core of HR is people, and for this reason, we believe technology should be positioned as a supportive tool.
How are the expectations of next-generation employees shaping employers?
Next-generation employees are directly influencing the transformation of organizations through their perspectives on professional life. For this generation, work is not merely a job description, but also a space for self-realization and value creation. Therefore, employees expect transparent communication, a participative management approach, and a development-oriented work environment. Flexible working models and work-life balance are no longer considered privileges, but fundamental needs. This shift is driving employers to become more agile organizations that place employee experience at the center and build a strong corporate culture. The value proposition offered by companies has become a decisive factor in attracting and retaining talent.
What should companies do to increase employee engagement?
Employee engagement is a critical factor for sustainable success. Therefore, increasing engagement should be addressed not only through specific practices but through a holistic people and culture approach. First and foremost, organizations need to create a working environment where employees feel valued and secure. Open communication, regular feedback, and a fair management approach form the foundation of this process. In addition, investing in employee development, clarifying career paths, and visibly recognizing success are among the key factors that strengthen engagement. At this point, HR’s role is to design the employee experience end-to-end and establish a strong connection between the organization and its employees.
Is there anything else you would like to add?
We believe that one of the most important topics in the future of people and culture will be achieving a balanced integration of technology and a people-centered approach. In order for organizations to achieve sustainable success, they need to adopt an approach that places employee experience at the center, supports development, and fosters a strong corporate culture. As ODAŞ, we prioritize practices that unlock our employees’ potential, support their development, and strengthen corporate engagement.
