Market View

Adaptive HR in a Dynamic World: Navigating Diversity, Jurisdiction, and the Modern Workforce

Interview with

Mirela Oană

HR Director for People Enablement & Digitization

About Mirela Oană

Mirela Oană is the HR Director, People Enablement & Digitization at Synamedia, based in London, United Kingdom. With over 15 years of progressive HR experience across high-growth technology sectors, she focuses on accelerating digital adoption and enhancing people management and employee experience across multiple geographies. Mirela's expertise guides companies in maximising technology benefits while ensuring effective team communication and collaboration within the organisation.

How has the evolving nature of work impacted HR strategies, technology, and processes?

The changing nature of work has pushed HR to take on a more strategic role, earning a seat at the board level. It became more tech-savvy and shifted the focus taking on a more employee-centric approach. Remote work and flexible working patterns is one of the predominant trends that emerged in past years, a shift that required HR to rapidly develop policies and adapt to new ways of working. While the challenges of keeping employees productive and engaged regardless of in office, hybrid or remote is still prevalent, what started as a trend is now the norm.

The role of HR has become increasingly digital, with tools integrated into every aspect of our work —onboarding, employee experience, performance, career development, engagement and more. With digital assistants and AI, we have gained new ways to quickly analyse and summarise the extensive data available in our system, thus enabling HR to be more data driven. This, in turn, has solidified HR's strategic position and ensured its continued presence at the leadership table.

How do you anticipate the future of HR management, given the rapid changes in the work environment?

It will be dynamic, multifaceted, driven by technological advancements, the changing nature of people’s expectations, and the need for greater organisational agility.

There will be an even greater emphasis on tailored employee experiences, accelerated digital transformations and automation. Flexibility in the working patterns is here to stay. The need for continuous learning, skills development will be amplified, especially as we need to stay longer and active in the workforce as lifespans increase.

Additionally, the data privacy, the ethical considerations, diversity, inclusion, and social responsibility are increasingly appealing, particularly to the younger generation. Organisations will continue to adapt, embrace and support a more sustainable approach in their business practices.

What role does technology play in ensuring your HR strategies remain current and effective?

Technology has fundamentally reshaped how we approach HR today, making our work not only more efficient but also more impactful. HR technology has become an indispensable part of how we operate, enabling us to keep pace with ever-evolving workforce expectations while helping organisations remain competitive and forward-thinking.

One of the biggest shifts has been the way we use data. The level of data integration and analysis we have today is different than a decade ago. Modern HR systems provide access to real-time insights on employee performance, engagement, retention, and even predictive analytics that help us anticipate future workforce needs. This data-driven approach allows HR to make more informed decisions, aligning talent strategies directly with business goals. For example, we can identify trends in turnover or engagement that might signal underlying issues and take proactive steps to address them before they impact productivity.

Moreover, technology has enabled HR to automate repetitive tasks, freeing up time for more strategic initiatives like improving employee experiences, fostering diversity and inclusion, or supporting leadership development. Tools like AI-driven recruitment platforms, performance management systems, and employee engagement apps have elevated HR’s role from merely handling administrative duties to driving key business outcomes.

This shift has changed the perception of HR from being a 'personnel management department' to a critical business partner. Technology has allowed us to step into a more strategic role, where we can provide insights that influence company direction, workforce planning, and overall organisational growth. HR is no longer just about managing people—it’s about shaping the future of the company.

What are your top priorities when considering an HR solution or platform?

An HR solution needs to align to the business needs, it must offer flexibility in the way it can be configured and managed over time, it needs to offer scalability as the business grows and matures with time.

Investment in HR technology is a significant one, from a budget and resources considerations. Choosing wisely the one that can best fit your current and future organisation needs will pay off in the long run.

Another consideration to make when choosing your HR solution is the robust integration capabilities. An HR solution needs to operate within an ecosystem alongside other internal business applications, therefore how easy it is to build those integrations is paramount. Otherwise, it will become a day-to-day management burden adding increased costs to the overall management and maintenance of it.

The UI of a system is also important, it needs to be simple, engaging, one that can contribute to enhancing the employee experience and drive adoption. Choosing the right HR solution is important, but if it's not adopted and used in the organisation it is a problem putting under question the investment made.

Another key component that has always been important for me is vendor relationship management. Building an effective partnership based on trust and collaboration with your HR technology provider plays a significant role and helps you to maximise not just the investment made, but also to evolve and adapt to the needs of the business over time.

How would you like to see HR technology progress in the near future?

The future of HR is undeniably digital. It’s essential that we embrace technology, not merely as a tool, but as a fundamental part of how we operate in today’s fast-changing work environment. A truly effective HR system should empower teams to streamline processes, enhance productivity, and provide a seamless employee experience. From automating routine tasks to offering powerful analytics, these solutions should help HR professionals focus on strategic initiatives rather than administrative duties.

Additionally, as remote work and hybrid models become more prevalent, HR solutions need to support diverse work environments. Whether it's handling recruitment, onboarding, performance management, or employee engagement, the right technology ensures that organisations can stay agile, data-driven, and responsive to both employee and business needs. The flexibility to scale as the company grows, along with robust data security, makes a digital HR solution not just an operational tool, but a strategic asset that can drive long-term success.

In this new era, HR’s role is shifting from managing people to shaping the employee experience and contributing directly to business outcomes. By leveraging cutting-edge technology, HR can deliver meaningful insights, foster innovation, and build a work environment that’s fit for the future.

About Synamedia

Synamedia, headquartered in Staines-Upon-Thames, England, is a prominent leader in the broadcast media production and distribution industry. The company specialises in providing cutting-edge video solutions that help media companies, broadcasters, and service providers deliver immersive video experiences. With a workforce exceeding 1,500 employees, Synamedia is dedicated to driving the future of entertainment by harnessing technology to meet evolving global audience demands.