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By Berna Öztinaz, President of the European Association of People Management (EAPM), CHRO at Genel Energy, and Board Member of the WFPMA

Keeping the Focus on Human Potential

AI is transforming HR by automating routine tasks, but the essence of leadership remains deeply human. The future belongs to organisations that prioritise empathy, inclusion, and meaningful connections alongside technological advancements.

AI is reshaping our profession by tackling repetitive tasks and offering deeper insights into workforce dynamics. This frees us to focus on the human side of HR—coaching, motivating, and building genuine connections with employees. My predecessor, Even Bolsted, summed this up perfectly in CorD’s annual HR edition of 2022 when he said, “Let Humans Concentrate On What Humans Do Best.”

That phrase has guided my own thinking, because I believe technology should augment, not replace, our most essential human qualities. AI can screen résumés more efficiently and forecast skill gaps, but only people can truly listen, empathise, and inspire.

Why is human connection more important than ever?

— We’re going to see a more holistic understanding of employees as individuals with aspirations, responsibilities, and unique life circumstances. As workplaces become hybrid or fully remote, it’s easier to lose sight of personal interactions. Yet I’ve found that genuine engagement—asking after someone’s wellbeing, recognising their hard work, and offering flexibility when needed—can make all the difference in performance and loyalty. We’re moving away from one-size-fits-all structures to more adaptive, person-centred approaches. If we keep empathy at the heart of our strategies, we can create environments where people thrive regardless of location or schedule.

What challenges do organisations face in attracting and retaining talent?

— The challenge often goes beyond compensation. Talented people want roles that align with their values and give them room to grow. They’re drawn to open, inclusive cultures where leaders communicate transparently. This means every employer—from large corporations to startups—needs to reflect on what sets them apart. I’ve seen organisations that frame internal mobility and continuous upskilling as core perks. Those that genuinely invest in their employees’ growth tend to foster long-term commitment and a sense of shared purpose.

How can leaders create a culture of shared purpose and growth?

— It starts with honest dialogue. Leaders should communicate why changes are happening, how decisions are made, and what the overall strategy aims to achieve. Transparency helps employees see where they fit into the bigger picture, and that sense of belonging encourages resilience during uncertain times. We also have to remember that inclusion and well-being aren’t optional add-ons—they’re integral to high-performing teams. When people feel heard and supported, they’ll adapt alongside your organisation, rather than resist it.

What does the future of HR look like in 2025?

— I see a workplace in which technology is a powerful partner for people, enabling them to focus on creativity, problem-solving, and collaboration. AI will become an even more seamless part of recruitment, performance reviews, and learning pathways, but the art of leadership will still revolve around human interaction. We’ll continue to refine flexible work models, emphasising well-being and individual growth as core priorities. Above all, I believe that aligning business goals with ethical, inclusive cultures will define success. If we keep our focus on human potential—supported by intelligent tools—we will shape a future where everyone can do their best work.

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