Interview
In today’s competitive job market, HR is no longer about filling vacancies — it’s about selling a story, a culture, and a future.
Nona Andreasyan, CEO of Concrete Armenia and a leadership coach, believes that adopting a sales mindset in HR can completely transform how organizations attract, engage, and retain talent.
Q1. What does a “Sales Mindset” mean in HR?
It means treating HR like sales — understanding people’s needs, aligning them with the company’s offers, and creating a genuine value exchange.
In HR, we’re not selling a product, we’re selling purpose and belonging. The best HR professionals know how to “sell” the company’s mission in every interaction.
Q2. How can HR professionals apply sales techniques in recruitment?
Just like in sales, it’s about crafting irresistible offers. We position the company as the employer of choice — by focusing on what makes us unique, showcasing strengths, and communicating growth opportunities.
Every candidate interaction is a chance to sell the company culture and vision.
Q3. Why is empathy so powerful in HR?
Empathy builds trust. Listening actively, understanding motivations, and showing genuine interest make people feel valued.
AI can track engagement, but only humans can create it. Empathy turns recruitment into a relationship, not a transaction.
Q4. How can a sales mindset improve employee retention?
The sales process doesn’t end with hiring — it continues with engagement.
We must “sell” the value of staying, highlight the benefits, recognize achievements, and continuously communicate growth.
Retention is a long-term relationship, not a one-time deal.
Q5. What role does trust play in HR?
Trust is built through transparency, reliability, and consistency.
When HR professionals follow through on promises and communicate openly, they build a brand people want to work for.
Trust is the currency of leadership.
Q6. How can HR teams develop this mindset?
It starts with training — developing active listening, communication, personalization, and follow-through skills.
HR professionals must think like marketers and act like relationship builders.
Every touchpoint is an opportunity to inspire.
Closing Message
Employers cannot exist without employees — and no company can grow without motivated people.
The future of HR belongs to those who lead with empathy, authenticity, and purpose.
Article Author: Nona Andreasyan
DisruptHR Yerevan 2025