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‘Authenticity should always be the driving factor for any company culture’

Sometimes the resume does speak for itself — but with Ginger Maseda, the resume is just the starting point. The head of Global TA at Bullhorn will speak extensively about what it means to build an authentic culture at ToTalent Live 2021. We briefly caught up with her for an interview.

Jasper Spanjaart on March 09, 2021 Average reading time: 3 min
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‘Authenticity should always be the driving factor for any company culture’

Ginger Maseda has a wealth of experience working on all sides of HR. Before joining Bullhorn, Maseda held top recruiting roles at Amazon Web Services, Align Technology and Electronic Arts. Throughout her career, she has been known for being a ‘culture driver’, wherein she drives performance, engagement and experience for remote teams.

“I believe the benefit is perspective”, she says. “Instead of just seeing one side of the recruiting journey, I understand the ‘engine room’ of how it all works. I know that without the right system, process and tools the quality of hire will suffer. I understand the data and how that all ties to the overall strategy, and most importantly I understand how increasing representation of talent across all ways we choose to identify makes the company more successful, so I always start with that perspective in our approach.”

The Maseda culture

At Bullhorn, Maseda is currently in charge of global talent acquisition, for which she describes ‘authenticity’ as the primary driving force. “It’s not just for the employees, but also for the company itself. The more honest and straightforward about who you are, what are your values, what is it actually like to work here, and where you are going – the better outcome you will have in the recruiting process. Authenticity should always be the driving factor for any company culture.”

“People can tell when a company is not being genuine, and this can backfire quickly on you with attrition issues and this can turn into a troubled reputation.”

Genuineness goes a long way, Maseda argues. “People can tell when a company is not being genuine, and this can backfire quickly on you with attrition issues and this can turn into a troubled reputation. I’m also a believer in the power of people, I like to empower, activate and enable the entire workforce – this isn’t about me driving a TA strategy, this is about how we all work together at Bullhorn to hire top talent, every single person has a role to play.”

Leading from afar

Due to the COVID-19 pandemic, talent acquisition teams worldwide were forced to go completely remote. With Maseda’s extensive expertise managing small and large recruiting teams in over 25 countries, it’s safe to say she’s been there. “It can feel like you are on your own most of the time when you are a part of a remote team”, she says, “but I’ve found the more I listen to understand, meet the team where they are, the more they engage.”

“Let the decisions happen on the ground, don’t make them wait to run something by you that isn’t going to break the network.”

Maseda implements what she calls ‘hyper-collaboration points’, making room for brainstorming, idea building; meetings where teams have to work together to solve problems. “Another important piece is to empower your team”, she says. “Let the decisions happen on the ground, don’t make them wait to run something by you that isn’t going to break the network. Fun ways I’ve connected the team is to send out branded hoodies or T-shirts, and even hats – as silly as it sounds, it provides a sense of ‘one team’.”

Make your teams as flat as possible, don’t act like you have all of the answers for the team, because you don’t!”

As far as advice to other talent leaders who perhaps have less experience of leading remote teams, Maseda offers a simple piece of advice: watch the timezones. “It sounds simple, but it’s even more important today when we are all seeking the work life balance operating within the same four walls every day. It’s just as applicable within region as well – watch the lunch hours. Make sure you call on everyone on a call, if someone isn’t speaking up – ask what they think. Make your teams as flat as possible, don’t act like you have all of the answers for the team, because you don’t!”

Want to hear more from Ginger Maseda?

On March 23rd, 24th and 25th, we’re hosting ToTalent Live 2021, the first ever European Recruitment Leadership Event. Don’t miss Ginger Maseda’s keynote, in which she’ll speak more on how you can create an authentic culture. The three-day event is free, so don’t hesitate to sign up now. 

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Jasper Spanjaart

Jasper Spanjaart

Editor-in-Chief and Writer at ToTalent.eu
Editor-in-Chief and writer for European Total Talent Acquisition platform ToTalent.eu.
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