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How Technology Is Changing Human Resources — MADE IN LATAM EP8. with Yazmín Vera from Venturessoft Colombia
Yasmín Vera, Regional Marketing Manager at Venturessoft Colombia, shares her transition from journalism to tech marketing and how she leads strategy at an HRTech company. She discusses how technology is transforming talent management—covering recruitment, payroll, and time management—while emphasizing that HR goes beyond hiring. On AI in content creation, she stresses the need for critical thinking and validation over blind trust. Vera also highlights the irreplaceable human factor in recruitment and the importance of localizing strategies for different LATAM markets, considering cultural and legal differences. The episode concludes with a lighthearted segment on regional expressions, underscoring the value of understanding local language for genuine connection.
In this episode, Yasmín Vera, Regional Marketing Manager and Marketing & PR Manager at Venturessoft Colombia, shares her journey from journalism to the world of tech marketing, and how she now leads strategy at an HRTech company.
Throughout the conversation, she explains how technology is transforming talent management—from recruitment to payroll and time management—challenging the idea that human resources is only about hiring.
Yasmín also dives into one of today’s biggest challenges: the use of artificial intelligence in content creation. From her experience, she emphasizes the importance of not blindly trusting these tools, highlighting that critical thinking, research, and validation remain essential to maintaining professional credibility.
She also reflects on the role of technology in recruitment processes, noting that while it can optimize time and filter candidates, the human factor remains irreplaceable when it comes to evaluating talent, culture, and team fit.
Another topic covered is how companies need to adapt to the different markets across LATAM, where cultural and legal factors directly influence the way business is done. Yazmín emphasizes the importance of thoroughly researching each country and “localizing” strategies to truly connect with the local audience.
The conversation wraps up with a fun segment on regional expressions, highlighting that even though we share the same language, understanding how each market actually speaks is key to truly connecting.
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