The Future of HR Tech: Chatting with Grand Rapids Experts

During Tech Week Grand Rapids 2024, we brought together local leaders in HR technology to discuss emerging trends, challenges, and opportunities within the region. Our expert group of panelists included Brian Snodgrass from Terryberry, Matt Baxter from Wedge, and Jake Fox from MercForce®, who each shared their experiences with HR tech and how technology will shape the future of work.

Editor’s Note: This interview has been condensed and edited. Watch the full interview on YouTube for more insights and HR trends.

Tell us about your platforms and their development history:

Matt Baxter (CEO, Wedge):
My company is called Wedge and we’re a video interviewing platform. We typically work in high-volume hiring environments, such as customer support roles, fitness, retail, hospitality, and healthcare. The platform helps employers screen candidates quickly, especially in sectors where no-shows and ghosting is a huge problem. Folks typically purchase our software and use it in the screening stages of the hiring process.

Brian Snodgrass (VP of Product & Technology, Terryberry):
You might think of us as the class ring company, but Terryberry has been around a hundred plus years. During that time period, we really transformed from being part of the physical recognition, like pins and rings, to an employee engagement platform. We really started to grow and realize the importance of employee engagement. The purpose of ensuring that our employees are connected to our vision, mission, and values, and feel as though they are part of something bigger.

Jake Fox (HCM Sales Officers, Mercantile Bank):
Mercantile Bank got its start in the payroll and tax space back in 2001, and we really evolved from a need that our organization had identified for itself. We quickly realized that if we were having that struggle, there’s a chance that some of our existing commercial clients were also having that struggle. We partnered with a company called isolved in 2015 and we now support over 460 businesses in Michigan and around the country.

Candidate ghosting and no-shows are becoming common problems. How does your technology address these issues?

Matt Baxter:
Candidate ghosting is a huge waste of time for companies that we see a lot of globally across all industries. About 60% of candidates that apply for a job right now aren’t actually showing up to the first interview. With Wedge, if you have candidates apply and you have a volume of candidates interested, something like them completing a short three to five minute long video typically shows intent of interest in the job.

What role does employee recognition play in engagement, and how is technology helping with that?

Brian Snodgrass:
People want to feel valued for their contributions. You get an email from your boss and it says, great job, you get this little dopamine hit. Now imagine when your boss adds in their boss, the CEO, it just got amplified. Our platforms helps companies scale this by making it easy to give peer and manager recognition and track employee engagement across teams.

What should businesses consider when implementing or upgrading HR technology?

Jake Fox:
Create a ‘wants and needs’ analysis. Really start to understand what works well today, what doesn’t work so well, and figure out what’s important going forward. Is it cost? Is it better customer service? Is it a new bell and whistle within the technology that you need? This will help ensure that the technology you choose aligns with your company’s goals and can truly address your challenges.

How can HR professionals prepare for the rapid growth of HR tech?

Jake Fox:
I think one of the most important things when you’re thinking about technology is honestly not to completely focus on technology. Don’t necessarily get into features all the time and right away. What you really want to make sure you’re focused on is your business outcome. What are you trying to achieve? And, how will this help me do that?

How do you see the future of HR tech evolving?

Matt Baxter:
Since payroll technology has come out, about every two to three years, you see a pendulum shift. From everybody wanting everything to live all-in-one, and it’s one platform, and then their all-in-one becomes not very good, and then they shift back to best-in-class, and then people are stuck and logging it into a bunch of different things. It’s this thing that happens every two to three years, and right now, we’re seeing a shift from all-in-one to best-in-class. Companies are looking for specialized tools that solve specific problems.

How can AI be leveraged?

Brian Snodgrass:
AI has a lot of opportunity, but it also has a lot of downsides. If you think about our specific space, recognition needs to be genuine and authentic. However, a lot of people who don’t recognize their employees don’t because they don’t know the right words or feel like they would be judged. AI can help in terms of coaching as well as helping you to be more inclusive. In addition, it can help you synthesize data quickly. It can find themes throughout recognition or comments, and those are really important themes to understand, from a culture aspect and from a work perspective.

A Few Takeaways

Our expert panelists shared several key lessons for HR professionals to help them navigate the evolving world of HR technology.

1. HR technology is a fast growing industry
   HR tech is a growing industry and expected to exceed $230 billion by 2030. And while you may think of Silicon Valley when you think of tech, there are many companies here locally in Grand Rapids (like Terryberry, Wedge, and Mercantile Bank) pushing the possibilities with employee engagement, recruiting, talent management, and more.
2. Technology should solve business problems
   As Jake Fox emphasized, don’t adopt technology just for the sake of having it. Start by identifying the specific problems you’re trying to solve, and, then, find tools that directly address those challenges. Whether it’s using platforms, like Wedge, to reduce candidate ghosting or Terryberry for employee engagement, technology should be an enabler, not an added complexity.
3. AI is a powerful tool, but it must be used thoughtfully
   Our experts highlighted the growing role of AI in HR. While AI can automate tasks and offer predictive insights, it’s crucial to use it thoughtfully. Ensure that AI is being applied to solve real business needs—whether it’s analyzing turnover trends or coaching you through difficult conversations—without overcomplicating your processes.

HR Tech’s Rapid Growth in Grand Rapids

HR technology is rapidly evolving, and companies in Grand Rapids are at the forefront of these changes. By looking local and integrating tools that enhance employee engagement, streamline hiring, and leverage AI, organizations can better navigate the challenges of today’s labor market while creating a more connected and efficient workplace.

Want to keep up with the latest workplace trends? Subscribe to the Elevating HR newsletter for the latest news, insights, and trends impacting the workforce.