Desigual breaks the mold in talent management with the introduction of AI

Introducing technological tools in large companies can be a challenge, but also a great opportunity to improve processes and strengthen teams. The key to success lies in involving all members of the team from the start, encouraging effective and well-received adoption.

In this context, Rosa Torredemer, Head of People Business Partner at Desigual, and Anthony, CEO of Velora, talk about how this tool based on artificial intelligence has revolutionized the selection of talent in a company with a global reach such as Desigual.

Unequal is an iconic brand in the fashion industry, known for its unique, vibrant and colorful style. With a presence in more than 100 countries, the company has more than 500 points of sale, including its own stores, department store corners and a powerful online strategy. Their focus has always been on breaking the mold, not only in design, but also in the way they manage their business.

In a company that never stops evolving, internal communication plays a fundamental role. According to Rosa:

“Desigual is an environment where it's easy to count changes. We are a very open organization, where we seek to have an external eye that tells us the things that we are not seeing,” explains Rosa Torredemer.

This openness and self-criticism mentality has been key to integrating Velora, a tool that combines artificial intelligence with personalization, into talent selection processes.

What value does Velora bring to Desigual?

The addition of Velora has meant a significant change in how Desigual manages the recruitment of talent.

“The platform allows the managers of each store to make requests, while the system constantly evaluates candidates through chatbots. This ensures personalized interaction and makes the selection process much more efficient,” says Antonio Corral.

For Desigual, where speed and agility are essential, this solution has been a game changer. Rosa adds:

“In our stores we have a large volume of interviews, and before filling a vacancy it took us 14 days. We have now reduced it to 8 days. In addition, more than 80% of the candidates who reach store managers through the platform are profiles that they would hire without hesitation.”

The impact isn't limited to saving time. Velora has freed up resources so that both store managers and the human resources team can focus on tasks with greater added value, a benefit that translates into a better experience for both employees and candidates.

What is the collaboration of a startup with a large company like?

The success of this integration lies not only in the functionalities of the tool, but also in the close collaboration between Velora and Desigual. Antonio points out that this relationship goes beyond a simple supplier and customer:

“We have evolved the product to meet the needs of our customers. We are not a mere provider; we are deeply involved in understanding relationships and the specific problems that arise.”

This philosophy of working together has allowed Velora to not only be a technological solution, but also a tool adapted to the real needs of Desigual, aligned with its vision and values.

How was Velora's introduction to the Desigual talent team?

The implementation of Velora was not a one-sided process. Rosa explains how they involved the teams from the start, making sure they understood the value of the tool:

“The key has been to have a shared vision. We taught the teams through pilot tests, and they implemented the solution themselves. Seeing that it really works, that it reduces time and improves the quality of candidates, they have become the greatest ambassadors of the tool.”

Antonio reinforces this idea, stressing that technology should be an ally, not an obstacle:

“Technology is here to help us. If it makes work easier, allows you to dedicate yourself to tasks with high added value and, in addition, you hire as or better than before, the teams value it greatly”.

The experience of Desigual and Velora shows that technological innovation, combined with a human and collaborative approach, can transform talent management in large companies. This case not only highlights the importance of the right tools, but also the value of transparency, communication and involvement in every step of the process.

When technology and people work in harmony, the impact is not only reflected in more efficient processes, but in more cohesive teams prepared for the future.

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