November 18, 2024
Angela Dib
Marketing Director | livingHR
In this edition of HR Connect, we’re excited to feature Angela Dib, a Marketing and Sales Enablement leader at livingHR. Angela has a deep understanding of what it means to create authentic connections and foster lasting relationships in the HR space.
In this conversation, Angela shares her thoughts on storytelling, trust, and the strategies that make livingHR a true people-centered organization.
What do you see as the most effective ways to build trust and long-term relationships with HR leaders?
Trust and relationship-building are essential, especially in HR. I’ve found that people really appreciate it when you’re not rushing into a sales pitch or pushing your agenda. Instead, we start with a real conversation. It’s about sitting down and just asking, ‘What challenges are you facing?’ This approach allows HR leaders to feel genuinely heard and valued.
When you give someone that 15-30 minutes to discuss what’s really going on for them, it naturally builds a foundation of trust. Over time, they come back to us not because of some flashy pitch but because they remember that we listened. What’s amazing is they often refer us to others in their network. It’s this human-centered approach that we’ve found to be incredibly powerful; building authentic relationships with no pressure, just genuine support. That’s how we see long-term partnerships growing.
How does livingHR use storytelling in its communication, both internally and externally, to enhance engagement and alignment within the organization?
Storytelling is at the heart of what we do, but for us, it’s about making sure our words match our actions. At livingHR, we really practice what we preach. Internally, we’ve built a culture where the values we talk about aren’t just empty slogans—they’re lived every day. This alignment between internal culture and external messaging is key to building credibility and trust, both with our team and with clients.
Our storytelling isn’t just about promoting our services; it’s about giving people a glimpse into who we are as a company. We have a fantastic team of experts who contribute their insights, which gives our content depth and authenticity. For example, our thought leadership content isn’t just SEO-driven or algorithm-focused. Instead, it’s rooted in the expertise and experiences of our team. We want every piece of communication, whether it’s an article or a case study, to reflect the genuine expertise and values of livingHR, both internally and externally.
In shaping workplace culture, what values do you believe are most important for an organization to prioritize, especially in creating a people-centered environment?
For me, the values of inclusivity, empathy, and putting people first are non-negotiables. Creating a people-centered environment starts with a commitment to making sure every individual feels seen and valued. At livingHR, inclusivity and empathy are woven into our daily practices. This means that we don’t just talk about these values—they guide our decision-making, from the way we engage with clients to how we interact as a team.
When you create a culture where everyone feels they have a voice, it goes beyond just meeting a standard; it becomes the foundation of a positive, engaged workplace. It’s one of the reasons I enjoy being part of livingHR so much. By focusing on people-centered values, we don’t just build a better workplace—we create a culture that truly supports and values every individual.
How do you feel community-building efforts, such as virtual events or roundtables, contribute to an organization’s authenticity and connection within the HR landscape?
Community-building is huge for us, and it’s a big part of what sets livingHR apart. We don’t just focus on bringing in revenue; we create spaces where people can connect, share, and learn from each other. For instance, our quarterly virtual roundtables give the space for HR and people leadersto discuss what’s working for them, what tools they’re using, and the challenges they’re facing.
We also have a CPO collective group on LinkedIn, specifically for Chief People Officers. It’s a dedicated community where they can ask questions, exchange resources, and discuss relevant issues. This isn’t about pushing our brand; it’s about building a network that supports and uplifts HR leaders. When people feel like they belong to a community that genuinely cares about their success, it deepens the authenticity of our organization and strengthens our connection within the HR landscape.
What challenges do you think organizations face when prioritizing demand generation over lead generation, and what approaches do you recommend to navigate these successfully?
Demand generation is very different from lead generation—it’s more of a long game, similar to SEO. Many companies want immediate results, but demand generation is about creating a lasting brand presence and trust that can’t be rushed. I often compare it to SEO: it requires patience and consistent effort, but it pays off in the long run. The challenge is that organizations sometimes resist this approach because they don’t see the ROI immediately.
In navigating this, I recommend being transparent about the benefits of building brand credibility and long-term engagement. Yes, it might take time, but the returns are substantial. When you focus on demand generation, you’re creating a brand that people come to because they trust you, not just because of a single campaign or push. That trust is invaluable, and it’s something that will serve any organization well in the long run.
Can you share some practical ways you believe companies can truly embody values like inclusivity and recognition in their culture?
At livingHR, inclusivity and recognition are values we truly live by. These aren’t just ideals we promote externally; they’re ingrained in our internal culture. Practically speaking, this means creating a space where open communication is not just encouraged but valued. Everyone in the team is empowered to contribute their ideas and perspectives, and this diversity of thought strengthens our company culture.
Recognition is another big one. People need to feel that their contributions are seen and valued. We make an effort to acknowledge each team member’s unique role and the work they put in. When inclusivity and recognition are genuinely part of your culture, they aren’t things you just ‘do’—they become part of who you are as an organization. It’s these everyday actions that bring these values to life in a way that’s real and impactful.
When selecting partnerships, what qualities or values do you believe are essential to maintain alignment with a purpose-driven, community-focused approach?
For us, alignment in values is non-negotiable when selecting partners. We look for those who share our commitment to community-building and making a positive impact. It’s not just about financials; it’s about working with organizations that understand the importance of a people-first approach. This shared focus on supporting each other’s missions and goals is essential to maintaining a purpose-driven, community-oriented approach.
We’ve seen how having a values-aligned partnership creates a stronger foundation for collaboration. When both organizations are committed to serving the community and fostering a positive impact, it makes the work more meaningful. It’s not just about transactions—it’s about making a difference together. That’s the kind of partnership we aim to build and maintain.
Angela’s insights provide a refreshing perspective on the power of authenticity, values, and community-building within HR. Her approach at livingHR showcases a commitment not only to fostering trust and inclusivity but also to building a network that truly supports HR professionals. As we continue the HR Connect series, we hope these conversations inspire other leaders to prioritize the people-centered values that Angela so passionately advocates. Stay tuned for more discussions that delve into the heart of HR and the real-world strategies that are shaping the future of work.
If you’re interested in sharing your story and becoming part of our HR Connect series, please reach out to us at info@focusimagepro.com.
Dilara Cossette
Founder
Dilara Cossette is the founder of Focus Image Pro, a boutique demand generation agency specializing in helping HR tech companies accelerate growth. With extensive experience in the industry, she partners with marketing leaders to craft strategies that drive demand, boost pipeline, and elevate brand presence. Dilara is passionate about fostering meaningful connections and sharing insights from HR tech innovators through the HR Connect interview series.
