HRTech Interview with Helena Ferrari, Global HR leader at Office Beacon

Welcome to HRTech Cube, Helena. We’re delighted to have you. To start, could you please share your professional journey and what led you to your role as Global HR Leader at Office Beacon?
Thank you! I’ve spent 25+ years leading HR and people strategies across multiple industries, both private and public, in CPG, tech, and manufacturing, domestically and globally, often as a C-suite HR executive. I’ve partnered with CEOs and boards to build HR functions from the ground up, guide M&A integrations, prepare organizations for IPOs, and support global expansions. Today, I serve as a fractional HR leader and Board Director, advising on forward-thinking human capital initiatives. At Office Beacon, I am helping to globalize their growth strategy by driving HR excellence, mitigating risk, and implementing strategic workforce planning across multiple countries, supporting scalable growth while contributing to their continued success.

You’ve managed thousands of employees across continents. What have been your biggest lessons about building culture without borders?
Building culture without borders has taught me that connection, clarity, and consistency are everything. Policies and strategies alone aren’t enough, people need to feel their contributions matter and understand how their work ties to a shared purpose. I’ve learned to balance global standards with local nuances, foster trust across time zones, and empower leaders to model the values we want to see, because culture only travels as far as the leaders who carry it.

How do you empower teams to stay high-performing and autonomous without falling into micromanagement?
Using a Rock, KPI, Goal framework helps teams understand the company’s trajectory and see how their work drives broader goals. Layering this with collaborative, cross-functional calls empowers teams to share ideas, solve challenges, and work cohesively. The result is high performance and autonomy without micromanagement.

AI tools are reshaping HR. In your experience, how can AI support global workforce management while keeping a human touch?
At Office Beacon, we leverage AI to enhance candidate and onboarding experiences, handling interview scheduling, resume matching, and consistent touchpoints, so our teams can focus on building relationships. AI provides efficiency and insights, but the human touch remains essential for coaching, engagement, and fostering a strong culture across a global workforce.

Burnout is a growing challenge in distributed teams. What strategies have you found effective to prevent it while still scaling fast?
Burnout often stems from lack of visibility and connection. I layer clear priorities with meaningful cross-team touchpoints, like collaborative problem-solving calls and real-time recognition. Leaders model boundaries, celebrate wins, and adjust workloads proactively so the team can scale sustainably while feeling supported.

From your perspective, what does blending automation with empathy look like in practice?
Blending automation with empathy means letting AI handle repetitive tasks , like scheduling, building job descriptions, resume matching, so people can focus on real human connection. Technology drives efficiency, but relationships, guidance, and trust remain entirely human.

With 5,000+ remote staff, how do you balance consistency in culture with respecting local norms and differences?
Globalized standards provide a strong foundation for processes and expectations, while tailoring them to respect local norms, cultural practices, and legal requirements. Each region celebrates local traditions and milestones, creating belonging while maintaining a cohesive global culture.

On a personal level, what strategy or mindset has helped you lead effectively across such a large and diverse workforce?
Leading a large and diverse workforce has taught me the power of curiosity and empathy. I focus on understanding people, their motivations, strengths, and cultural perspectives—while setting clear expectations and aligning everyone around a shared purpose. By combining active listening with structured accountability, I empower teams to make decisions, build trust across regions, and consistently deliver results. For me, it’s about balancing the human side of work with the discipline needed to perform at scale.

What advice would you give HR leaders and executives trying to scale globally without losing employee engagement?
Standardize where it counts, policies, compliance, and core values—so everyone operates from a consistent foundation. Then, be intentional about localizing practices to respect cultural norms, celebrate traditions, and meet unique employee needs. Communication is critical: ensure employees understand the ‘why’ behind decisions and feel heard through regular feedback loops. Finally, train leaders to connect authentically across regions; engaged employees follow leaders they trust.

Finally, what are your closing thoughts on the future of global HR and the role of technology in shaping workplace culture?
The future of global HR is about creating connected, agile workplaces where technology amplifies human potential rather than replaces it. AI, analytics, and digital platforms enable leaders to make data-informed decisions, personalize employee experiences, and streamline processes at scale. But technology alone isn’t enough, culture is shaped by intentional leadership, empathy, and consistent values. HR’s role is to bridge these worlds: leveraging technology to enhance engagement, support growth, and build inclusive environments where people feel seen, heard, and empowered to contribute their best.