From recruitment to onboarding: Helen Snowball unpacks cultural alignment on Unplugged 3

Recruitment and onboarding are more than operational processes—they are pivotal moments where an organization’s culture begins to take root in an employee’s journey. For Helen Snowball, Chief People Officer at PropertyGuru Group, cultural alignment isn’t just an HR priority; it’s the cornerstone of long-term organizational success.

At PropertyGuru, recruitment transcends traditional skill assessments. Each candidate undergoes a rigorous evaluation of their cultural fit alongside their technical expertise. This dual focus ensures new hires not only possess the competencies required for their roles but also resonate deeply with the organization’s values and mission. 

"When you align skills with culture, you build a cohesive workforce that thrives together," Helen explains in a recent episode of People Matters Unplugged season 3. This approach has resulted in tangible benefits, including lower attrition rates, faster onboarding, and a stronger sense of community.

Onboarding as a Culture Catalyst

While recruitment lays the foundation for cultural alignment, onboarding turns it into a lived experience. PropertyGuru’s onboarding process is immersive, designed to immediately integrate new hires into a collaborative and purpose-driven environment.

“We don’t just talk the talk; we walk the talk,” Helen emphasizes. From day one, employees are introduced to the company’s mission of empowering communities, along with its values of respect, care, and celebration. The process isn’t just about sharing information; it’s about fostering a sense of belonging. By embedding cultural priorities into onboarding practices, PropertyGuru creates trust and ownership among its employees, crucial elements for long-term engagement and performance.

This holistic approach ensures that new hires aren’t just employees; they’re advocates of the company’s culture, ready to contribute meaningfully to its growth journey. Helen sees onboarding as a strategic necessity rather than a formality: “Cultural alignment during onboarding is what transforms a good hire into a great team player.”

Culture: The Differentiator in Organizational Success

Helen Snowball’s journey into HR is a study in interdisciplinary thinking. With an early career in sales and a background in psychology and business management, Helen transitioned to HR over a decade ago, bringing a unique perspective to the role.

“HR offers the opportunity to shape not just individual careers but entire organizations,” she explains. Her ability to integrate people-centric strategies with business objectives has made her a transformative leader in the HR domain.

At PropertyGuru, Helen champions a collaborative approach to culture. Unlike traditional top-down models, the company’s culture is co-created, involving employees at every level. This ensures that the culture evolves alongside the organization’s growth.

“Culture isn’t static,” Helen emphasizes. “It evolves as the business evolves. Organizations falter when they cling to values that no longer reflect their reality.”

Through its growth stages, PropertyGuru has maintained its foundational values while adapting to meet new challenges. This adaptability, according to Helen, has been instrumental in establishing PropertyGuru as a leader in its field.

Leadership’s Role in Driving Culture

A key driver of PropertyGuru’s culture is its leadership. Helen strongly believes that leadership is less about mandates and more about role-modeling the desired behaviors.

“Our leaders role-model the culture we want to see,” she says. Leadership accountability fosters trust and alignment across the organization, creating an environment where cultural values are not just aspirational but actionable.

To support this, PropertyGuru is launching a Leadership Academy in 2025, focused on three critical areas: leading through change and ambiguity, building high-performance teams, and fostering digital dexterity. Helen sees leadership development as a competitive edge, particularly in a hybrid work environment.

“Strong leadership is central to creating a resilient, performance-driven workforce,” she asserts. By equipping leaders with the skills they need to navigate complex challenges, PropertyGuru ensures its culture remains robust even during times of uncertainty.

A Spotlight on People Matters Unplugged: Season 3

Helen’s insights on culture were front and center during her appearance on People Matters Unplugged, Season 3. The session delved into the strategies PropertyGuru uses to align culture with business objectives. Helen shared how the organization’s values—care, respect, and celebration—have remained a constant even as the business scaled.

A highlight of the discussion was PropertyGuru’s approach to co-creating culture. “Culture is built through collaboration, not dictation,” Helen explained, noting that employees at all levels contribute to shaping the company’s cultural ethos. The discussion also covered how PropertyGuru’s leadership ensures these values aren’t just words on a wall but practices that define day-to-day interactions.

The session resonated with many HR leaders, especially as it touched upon the evolving role of technology in employee experiences. Helen’s ability to seamlessly integrate the human and digital aspects of work showcased why PropertyGuru continues to stand out as a leader in the field.

HR as the Custodian of Culture

Helen’s role at PropertyGuru exemplifies the expanding scope of HR. Far from being an administrative function, HR has become a strategic partner in shaping culture, building capabilities, and driving business outcomes.

“HR has the largest seat at the table it’s ever had,” Helen declares. She explains that HR leaders are now key players in addressing challenges that often keep CEOs awake at night, from talent shortages to digital transformation.

Technology has been a game-changer in HR’s evolution. At PropertyGuru, the adoption of platforms like Workday has streamlined processes, making it easier for employees to focus on meaningful work. “We want to ensure our people have the tools they need to excel,” Helen notes, underscoring the importance of leveraging technology to enhance the employee experience.

Flexibility is another cornerstone of PropertyGuru’s HR strategy. With hybrid work models and diverse employment arrangements, the organization caters to the evolving needs of its workforce. This flexibility, combined with an unwavering focus on culture, has been instrumental in attracting and retaining top talent.

Balancing Technology and Human Connection

As organizations increasingly adopt technology to streamline processes, Helen stresses the importance of balancing data-driven decision-making with a human-centered approach. At PropertyGuru, technology serves as an enabler, not a replacement, for meaningful interactions.

“It’s about using data and technology to enhance, not replace, the human experience,” she explains. This dual focus allows for better decision-making while fostering a culture of trust and belonging.

Helen also advocates for HR professionals to embrace boldness and challenge traditional norms. “Stop doing the job of others,” she advises, urging HR leaders to empower organizational leaders to take ownership of their roles. This, she believes, frees HR to focus on strategic priorities such as capability-building and cultural stewardship.

Recruitment and Onboarding: The Cultural Nexus

Recruitment and onboarding are critical touchpoints in embedding cultural alignment. PropertyGuru’s rigorous recruitment process ensures that new hires are not just skilled but also aligned with the company’s values. This alignment accelerates onboarding and contributes to lower attrition rates.

Helen shared how this approach has been particularly impactful as PropertyGuru prepares for its next growth phase. With the company expanding its footprint and building capabilities, ensuring cultural alignment has been key to sustaining its momentum.

“Cultural alignment isn’t a one-time effort; it’s an ongoing commitment,” she says. For Helen, these early touchpoints set the stage for long-term success, embedding culture in a way that resonates deeply with employees.

Shaping the Future of Work

Looking ahead, Helen envisions a bright future for HR as a driver of organizational success. Her vision is rooted in continuous learning, adaptability, and an unwavering focus on culture. Initiatives like the Leadership Academy and the integration of cutting-edge technology are just the beginning.

“Every organization should aspire to compete with its own ambitions,” Helen asserts. This philosophy has guided PropertyGuru’s growth and will undoubtedly continue to drive its success.

Through her work at PropertyGuru, Helen is not just shaping an organization—she’s setting a benchmark for the future of work, proving that when culture aligns with strategy, the possibilities are limitless.

As People Matters Unplugged Season 3 dives "From Inspiration to Action," we focus on turning strategic insights into tangible HR outcomes. Stay tuned for episodes that shape the future of work.