Among the leading companies in the affiliate industry, there are those that focus exclusively on buyers and those that evenly distribute the focus on all teams in the state. Of course, buying is an extremely important link in the in-house structure of media buying giants, but only through the coordinated work of all departments, high-quality communication of HMR and P&A teams with employees, and clearly defined roles in the team can impressive business results be achieved.
On the formation of a closed community of HR (P&O) professionals, their role in the affiliate market, and the organization of the largest conference “HR EXPERIENCE: From Personal Experience to Professional Achievements” we talked to TRAFFIC DEVILS SRO and the founder of the community “Affiliate HR Isights: work and talk” Anastasia.
How did you come up with the idea to create AHRI? What inspired you? What pains/requests did you want to address?
The idea to create AHRI came from the desire to unite HR professionals working in the complex and rapidly changing affiliate industry. I was inspired by the vision that HR and business should work as a single mechanism. My goal was not only to create a platform for the HR community to share experiences and solve common problems, but also to show that HR is not a separate function, but an integral part of business success. I want to unite not only the HR community, but also other business functions to establish effective communication and jointly find solutions for the development of companies in a highly competitive environment.
What topics were chosen and on what principle? What was the feedback about the community in the beginning, the first six months? What difficulties did you face at the start?
The topics were chosen based on the most pressing issues in the HR community: from hiring and retaining talent to developing corporate culture and managing change. We took into account requests from participants and analyzed trends in the affiliate and IT sectors. The first feedback was positive, with participants noting that such discussions help them better understand the market and find solutions for their companies.
Was the recent conference in Kyiv the first one? If not, please tell us how and where the first event took place? Who was there, what topics were covered, what did the company and you personally get out of the event?
The recent conference in Kyiv is not the first one. We held the first event in Kyiv in February, at the very beginning of AHRI’s creation, and gathered 100+ people. This event was an important start for us, because after it we transferred all participants to the AHRI chat community, which became the basis of our community. The second event took place in Lviv, where we gathered about 50 people. The atmosphere was very sincere, and the main event was the presentation of our original game – HR Speed Dating, which we developed together with my team leaders. These events helped us to strengthen ties within the community and expand it, which was a key step in the development of AHRI.
Compared to the first events, what did you improve at the conference in Kyiv? What did you manage to improve/strengthen? What are the impressions of your team and guests after the event?
In Kyiv, we significantly improved the organization: we attracted more speakers, expanded the topics, and increased the level of engagement of participants. We also paid more attention to networking, which became one of the key advantages of the event. The team and guests were delighted with the format and depth of the discussions. We received a lot of positive feedback on the practicality of the content and the opportunity to freely discuss complex topics.
In your opinion, why do you organize such conferences in general? Why can it help, what does it affect?
Such conferences create conditions for professional development, exchange of ideas and solutions that help not only companies but the industry as a whole. They help build a professional network, increase the level of knowledge and skills of participants, which, in turn, affects business efficiency and competitiveness.
Even before the event started, all tickets were already sold out. How did you manage it?
We worked to create an atmosphere of trust in the AHRI brand through constant dialog with our community, as well as through active PR/SMM. We attracted interesting speakers, offered relevant topics, and provided participants with the opportunity to get real benefits for their businesses. All this created a buzz around the event, and tickets were sold out. We sold about 5-6 tickets at the event because the sold-out was during the confab
Conferencing: what is the benefit for the company? After all, to hold a large-scale event, you need to invest a lot of money. What do you get in return?
The benefit is in several ways: first, it is strengthening the company’s position as the HR leader of TRAFFIC DEVILS in the industry. Secondly, it is an opportunity to attract new partners and clients through demonstration of expertise. In addition, such events stimulate innovation, help to better understand market needs and find new business opportunities.
What plans do you have for the future? Will you hold new events in Ukraine? Are you planning events abroad as well?
We plan to expand both in Ukraine and internationally. We have ambitious plans to hold events in key European capitals, as the affiliate industry is actively developing globally, and we want to be a part of this process.
Why do you need to hold conferences among P&O destinations at all?
P&O are the main drivers of change in any organization. Conferences help not only to solve current problems, but also to build stronger teams, increase employee loyalty, and promote innovation. It is a kind of platform for generating new ideas and sharing experiences.
Why do we build awareness in this segment?
Awareness helps HR (P&O) better understand trends, new tools, and approaches. This is important for creating adaptive and competitive organizations that can quickly respond to market changes.
What specialists do you lack/what would you like to “educate”? Why?
We need HR leaders with deep knowledge of technology and analytics, as well as specialists in finding and managing change and talent. Developing such professionals will enable businesses to be more agile and innovative.”
What impact will this have on the media buying market?
We are creating new standards of people management and approaches to work that affect the entire ecosystem of the affiliate industry, including media buying. Effective HR practices have a direct impact on the quality of work of traffic buying teams.
What trends do you see in the market now? And what is important to become innovators in now?
The trends include the increasing role of automation in recruiting and HR, inclusiveness, and the development of corporate culture through a personalized approach. It is important to become innovators in integrating technology into HR processes, as well as in developing new work formats, including hybrid models and remote teams.
Our concept is to hold our events and conferences right before major affiliate conferences. This allows you to maximize your time by participating in both our event and larger industry events. This approach provides synergy between different areas, allows us to better prepare for future affiliate conferences and deepens the network of contacts among HR professionals and representatives of other business functions.
I also introduced the first open referral program for our community, where we share candidates responsibly and provide valuable insights into the market, salaries, and working conditions. This helps to create a transparent environment where members can get real value from the interaction, support each other, and better navigate current trends.
Future AHRI events will be even more thoughtful, and I will continue to involve not only HR professionals, but also representatives of other business functions, such as CEOs, business owners, marketing directors, and other key roles. This will allow for a more comprehensive exchange of experience and foster partnerships between different business lines.
