What’s Shaping Work: Human connection comes first

Over more than three decades in recruitment, I’ve had the privilege of building relationships with people and organisations across industries, markets, and cultures. During that time, the world of work has evolved dramatically. Technology has transformed how we connect, communicate, and make decisions. Expectations of work have shifted. New generations have entered the workforce, careers have become less linear, and organisations continue to adapt to an increasingly complex world.

Despite all of that change, one thing has remained constant for me: people are at the heart of every organisation.

Throughout my career, I’ve become increasingly convinced that while technology will continue to reshape the way we work, it will never replace the importance of genuine human connection. The relationships we build, the conversations we have, and the trust we earn continue to shape better decisions, stronger organisations, and more meaningful careers.

Those relationships are also the foundation of the Salt Community. After more than twenty years of partnering with organisations and helping people build their careers, we’ve had the privilege of getting to know an extraordinary network of leaders, specialists, and experts across APAC. This series is an opportunity to share some of the ideas, opinions, and experiences of our Salt Community alongside my own, because I believe we all benefit when we learn from one another. I hope that these articles not only offer practical insights and different perspectives, but also spark meaningful conversations about the challenges and opportunities shaping the world of work. If there are topics you’d like me to explore in a future article – or if you have a perspective you’d like to share – I would love to hear from you. Feel free to connect with me on LinkedIn and join the conversation.

Community perspective

Jacqui’s reflections on the enduring importance of human connection closely align with Emma Eichbaum’s work helping organisations better understand the people they serve. In this guest perspective, Emma Eichbaum, Founder and Director of Oaktree Insights & Consulting and an experienced research, insights, and strategy leader, explores why organisations should embrace technology without losing sight of the human experiences that shape trust, customer relationships, and long-term success.

The human behind the data by Emma Eichbaum

I’m passionate about understanding people as customers – what drives their decisions, shapes their behaviours, and influences how they interact with brands. My work with international clients focuses on exploring what makes markets tick, uncovering both universal threads and unique differences across cultures. Successful businesses balance global strategies with locally relevant execution, mindfully using technology to achieve this.

Through my own experiences and observations, it seems many customer engagements today are “over-digitised.” We expect to hand over our email addresses when booking a flight, but not when purchasing a cup of coffee. While digital solutions can provide convenience, they don’t always deliver the reassurance or simplicity of human interaction. Customers value efficiency, but not when it entails a myriad of digital steps that could be resolved more effectively with a personal touch. Privacy concerns add to this complexity, with customers increasingly wary of sharing personal data at every interaction. We need to sense-check that digitisation isn’t compromising a meaningful value exchange, but instead makes life easier without adding friction or creating distrust.

Technology as an enabler

AI-related content has dominated headlines in recent years, and I’m excited about the opportunities AI and SaaS offer to automate data collection and analytical processes that researchers rely on to uncover and communicate customer insights. These tools enable organisations to integrate diverse data sources into a holistic view of customers that transcends business silos, bringing together teams that aspire to be more collaborative and customer-centric in both strategy development and execution.

Of course, AI is not a panacea. Its reliance on historical data risks overlooking future opportunities, while its linguistic and cultural limitations can overlook the nuances essential to understanding diverse markets. Human oversight remains essential – not only to refine predictive models and validate generative outputs, but also to ensure technology strengthens rather than replaces interpersonal connections.

Finding the right balance

Ultimately, human connection is irreplaceable. As social beings, we thrive on personal interactions for our physical, social, and emotional well-being. Nothing beats speaking directly to customers – and understanding them as people rather than mere clicks and keystrokes – to uncover their hopes, dreams, and challenges. The sweet spot lies in combining the efficiency of technology with the empathy of humanity, and continually assessing how that balance serves both organisations and the people they exist to support.

For more insights from Emma Eichbaum, connect with her on LinkedIn.