Q&A with Zsuzsanna Ferenczi, Chief Marketing Officer at Tradler

Zsuzsanna Ferenczi, Chief Marketing Officer at Tradler, is a marketing and business development executive with 26 years of corporate experience, leading high-achieving teams across the globe. She is also a Growth Mentor and works with highly talented individuals in the start-up and corporate world to help them can walk their growth paths with confidence and reach their aspirations.

Bringing data-driven personalization to recognition at mass helps employees to be better connected to the value they provide.


MEDIA 7: You have been associated with marketing and business development for 26 years! How has the journey been like?
ZSUZSANNA FERENCZI:
Quite exciting! I have been in B2B tech for 20 of these 26 years. When I started to work technology was in its babyhood: we had the first versions of MS word, Excel, Powerpoint. We had the first laptops, later the first mobile phones all the way to today’s highly connected, always online, data-driven, always-changing world. It’s been a tremendous opportunity for me to live through these changes and provide value to large and small enterprises alike in their own transformation journeys as the technology evolution continued.

M7: How does Tradler work towards creating a sustainable work environment in organizations?
ZF:
Firstly, we believe feeling like a number at workplaces belongs to the last century and not to our fast pace, rapidly changing modern world. Today globally 85% of employees still feel this way. The way it shows it’s that productivity suffers, quality suffers, absenteeism and attritions are increasing. People are simply not engaged. They don’t really understand how/when they create value and for whom and why it matters.

On the other hand, when organizations create sustainable work environments, people will come to work because they want to and not because they need to. We made it our mission to work with organizations and empower them so that they are able to celebrate the daily contributions of their people in a personalized way at scale. We see that today a large percentage of people are not appreciated at work regularly. They are working hard every day to provide us services we often only notice when they don’t get delivered.

When people are appreciated regularly what they do they feel better connected to work because they understand the value they provide. Our solution enables team managers and leaders to drive higher team engagement while substantially reducing turnover and increasing productivity and quality of service. Companies who are able to systematically improve employee experience stand out as sustainable, financially performing organizations.


Bring value to customers in every step of their journey and solve one of the biggest leadership dilemmas today: employee engagement.

M7: What should executives, line managers and HR professionals be concentrating on to achieve employee engagement and meet their strategic goals?
ZF:
Gallup defines employee engagement by 12 powerful questions. The first couple of questions related to whether employers/managers meet basic needs for employees to feel safe: they understand what’s expected of them at work, they have the tools/equipment they need to do their work, they can use their strengths et work.
Then the next level is all about connectedness. Connected to team members, connected to managers, receiving praise regularly – so that employees can feel they belong.

Finally, the last batch of questions relates to the bigger context/their future potential at the companies. If I were an HR professional or a line manager – at a minimum, I would strive to create work environments where people feel they can express themselves freely/in safety – so they can show up as they are, using their strengths every day. This would allow them to be more connected to the workplaces making them feel they belong, they are connected. Creating cultures where recognition is a daily practice, supported by clear communication of what is expected is a good place to start.

M7: What do you see as the most noticeable change right now happening in the workforce, encouraged by the rise of digital technologies?
ZF:
I am extremely encouraged by the young/millennial generation. They want to work for organizations where they can make a real impact. They seek alignment between their own/their communities’ values and those they work for. They’d rather move on when this alignment doesn’t exist, where they feel cannot grow and show up authentically as who they are. Current/ “traditional” – sometimes fear-based/sometimes control-driven leadership is no longer acceptable for this generation. I find it extremely encouraging. Is it related to the rise of digital technology? Not only – but to a large extent yes – social media, connectedness with others, driven by the values of larger communities all contributed to this necessity to evolve the leadership models of today.


Continue to be who you are, continue to learn and discover with passion and energy!

M7: What do you believe are the top three marketing challenges in the post-COVID-19 era?
ZF: (1)
Connecting with potential clients: It’s tough to bring people new ideas/new solutions, especially in our target market – being huge enterprise customers.
(2) As a start-up with no brand value, it’s really hard to stand out.
(3) Employee engagement has become a hot topic post-COVID-19, which is excellent news for us. But we need to find new platforms and new engagement possibilities with our prospects as traditional marketing channels are transforming fast.

M7: What is your marketing mantra to stand out in an HRTech space?
ZF:
Bring value to customers every step of their journey to solving one of the most significant leadership dilemmas today: employee engagement.

M7: Your advice to young women who are considering a career in marketing?
ZF:
There are many highly talented young women I am mentoring through several mentoring communities. It’s great to see how they are progressing with their careers, how they grow. They are standing out by their professionalism, their super positive attitude to learning and discovering. I would say – continue to be who you are, continue to learn and discover with passion and energy!

ABOUT TRADLER

Tradler is a SaaS company of an innovative, and highly customisable solution with focus on improving employee experience by recognising daily contributions of every single individual. Employees receive points instantly for their achievements, efforts, which they can later exchange for a gift of their choosing.

Pulse surveys and productivity metrics provide managers the data and actionable insights which allows them to give the right attention to the right person at the right moment.

Bringing data driven personalisation to recognition at mass helps employees to be better connected to the value they provide and enables team managers and leaders to drive higher team engagement while substantially reducing turnover and increasing productivity and quality of service.

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Employers concerned with “having valuable employees retire” are more likely to take actions to either retain them or hire employees who previously retired from other companies. Despite this, not all employers have experience with offering phased retirement. Only 11% of small and midsized businesses4 reported they offer phased retirement job opportunities on a regular basis compared to nearly one quarter of large businesses5. However, interest is there, as 61% of businesses that don’t offer a phased retirement still receive questions from employees about the options. See all results and insights from the latest Principal Financial Well-Being IndexSM (PDF). According to the Alliance for Lifetime Income This wave included a survey of 137 individuals between the ages of 50 and 75 who consider themselves retired or have previously fully retired and gone back to work. 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In the first pulse of the Well-Being Index in 2022, the employee audience was added to the survey to compare and contrast key sentiment from employers. The survey was commissioned by Principal® and conducted online by Dynata from November 6-13, 2023, with a total of 500 business owners, decision makers and business leader participants and a total of 200 employee participants. This wave included a survey of 127 individuals who consider themselves retired or have previously fully retired and gone back to work. The research report focuses on providing a holistic perspective on key trends and timely issues in the small and medium business market. About Principal Financial Group® Principal Financial Group® is a global financial company with 19,500 employees1 passionate about improving the wealth and well-being of people and businesses. In business for more than 140 years, we’re helping more than 61 million customers1 plan, protect, invest, and retire, while working to support the communities where we do business, and build a diverse, inclusive workforce. Principal® is proud to be recognized as one of the 2023 World’s Most Ethical Companies® by Ethisphere2, a member of the Bloomberg Gender Equality Index, and a “Best Places to Work in Money Management3.”

Read More

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With the New Year underway, many businesses are reevaluating their HR software solutions to increase efficiency and effectiveness in the evolving HR management landscape. Gartner data highlights that businesses frequently replace HR software due to system inefficiencies, missing features, and reliability concerns. Key reasons for dissatisfaction include inefficiency (34%), insufficient functionality (29%), and unreliability (13%). In response to these challenges, modern HR software solutions are offering five new features designed to enhance efficiency within its software AI-powered Applicant Tracking System : New AI-powered Applicant Tracking System (ATS) to streamline the traditional CV screening process, a major bottleneck in recruitment. This innovative feature allows hiring managers to assess applications based on various criteria such as company values, job descriptions, CVs, offer letters, and custom questions. The result is a significant reduction in screening time, ensuring a comprehensive evaluation process. Geofencing Precision: Geofencing Precision addresses challenges faced by organizations with multiple locations or flexible policies. By incorporating geofencing capabilities into its time-tracking features, HR software solutions help prevent unauthorized overtime, a key contributor to increased labor costs and decreased workforce productivity. This enhancement allows HR leaders to enforce accurate clock-ins at designated workplaces, thereby reducing labor costs and enhancing employee accountability. Insights V2 Data Analytics. Insights V2 provides organizations with comprehensive data for informed decision-making. Users can now filter company data using multiple parameters, simplifying the process of checking and exporting valuable metrics in real-time. This timely and accurate insight is crucial for strategic decision-making. Time-Saving Documentation: Time-Saving Documentation enables users to pre-fill forms with document templates and fillable PDFs. This streamlined process, combined with personalized data, enhances efficiency for employees verifying information, meeting the growing demand for tools that simplify administrative processes. Seamless Payroll Integration: HR software solutions are seamlessly integrating payroll and benefits administration with HR management processes. This aims to enhance organizational efficiency by reducing manual errors, improving accuracy, and fostering collaboration between HR and finance departments. Recognizing this, Factorial, a leading provider of HR software solutions, is introducing innovative features from AI-powered applicant tracking to payroll integration. Jordi Romero, Co-founder and CEO of Factorial, emphasizes, "These new features reflect our dedication to empowering HR teams globally. By harnessing the power of technology, we aim to transform the way organizations approach human resources, fostering efficiency, collaboration, and success." As businesses strive for greater efficiency and effectiveness in the new year, Factorial is committed to providing support and solutions. About Factorial Founded in 2016, Factorial offers people-centric solutions for HR teams, automating processes so they have more time to dedicate to the people within their organization. With over 75,000 users across 65+ countries, Factorial serves clients such as KFC, Booking.com, and Whisbi. Factorial became Europe's newest Unicorn in 2022 following a Series C investment round.

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Tradler is a SaaS company of an innovative, and highly customisable solution with focus on improving employee experience by recognising daily contributions of every single individual. Employees receive points instantly for their achievements, efforts, which they can later exchange for a gift of thei...

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