In an engaging discussion with CanadianSME Small Business Magazine, Allison Grodd, President of Propelle + Konnect, shed light on her innovative approach to hiring top talent for luxury brand experiences. Allison explained how the conventional hiring process often falls short in capturing the true essence of a candidate. Instead, she and her team at Propelle + Konnect prioritize a more intuitive and personalized approach, allowing candidates to reveal their passions and potential beyond what’s on paper. This method ensures that each hire aligns perfectly with the unique needs and high standards of the luxury brands they represent.
Allison has been in the staffing and marketing industry for over 15 years, gaining strong recognition both locally and across North America. Allison’s expertise, combined with her enthusiastic approach to the staffing industry, has been a driving force behind the growth of Propelle + Konnect . Her Primary objective as the agency owner is to bring great people and great organizations together.
Propelle + Konnect is known for its ability to hire exceptional talent for luxury brand experiences. Can you share your approach to hiring with intuition and how you look beyond the resume to find the perfect match for each brand?
We recognize that traditional interview processes can often be tedious and disconnected, relying heavily on corporate HR tactics that may not fully capture a candidate’s true potential. At Propelle + Konnect, we take a more casual and intuitive approach, allowing candidates to express their passions, personalities, and dreams. This approach has enabled us to see people come to life in those moments, ensuring we find the perfect match for each luxury brand we represent.
We understand that someone suited for a luxury sales position may not always be able to showcase their top qualities merely on a resume. That’s why we make it a priority to meet with as many candidates as possible, giving us the opportunity to fairly evaluate talent based on the skills most relevant to the job. By doing so, we look beyond the surface and focus on the nuances that truly matter for our brands, ensuring that each hire aligns with our standards of excellence and the unique needs of our clients.
You emphasize the importance of creating a collaborative workforce in the events industry. What strategies do you employ to foster collaboration among your team and the talent you recruit?
We believe that a collaborative workforce is the cornerstone of our success in the events industry. We foster collaboration by encouraging every team member and talent we recruit to share their ideas and creative insights. We recognize the value of diverse perspectives, which is why we actively create an environment where all voices are heard and respected. This approach not only deepens the quality of our ideas but also ensures that we’re constantly pushing the boundaries of what’s possible in our events.
Our team is carefully selected to bring unique talents and passions to the table. We prioritize hiring individuals who are not only creative but also deeply passionate about their work. This diversity of skills and enthusiasm fuels a dynamic and collaborative agency culture, allowing us to consistently deliver exceptional and innovative experiences for our clients.
As a female leader in the events industry, what challenges have you faced, and how do you empower other women within your organization and the industry at large?
As a female leader in the events industry, I firmly believe that women possess incredible talent and strength. I’ve never allowed my gender to define or limit my success. In fact, I view being a woman as a significant factor in my achievements. Challenges related to gender haven’t been a focal point for me; instead, I’ve always embraced my unique strengths—intuition, empathy, and strong communication skills—as powerful tools in my leadership.
These qualities have been instrumental in guiding my team, engaging with clients, and negotiating contracts. By leaning into these natural abilities, I believe women can be unstoppable. I’m committed to empowering other women within my organization and the broader industry by encouraging them to embrace and leverage these strengths. Through mentorship and support, I strive to create an environment where women feel confident in their capabilities and are inspired to reach their full potential
When it comes to creating buzzworthy events, what simple yet effective steps do you recommend for ensuring that an activation truly engages and captivates customers?
The first step is always listening to your customer—understanding their goals and how you can create something lasting from that insight. Personalization is key to creating buzzworthy events. Crafting a unique experience tailored to the consumer is crucial for engagement. Simple yet effective steps include deeply understanding the target audience, incorporating interactive elements that resonate, and ensuring every touchpoint feels personal. Consumers today are highly discerning when it comes to their favorite brands, and to stand out, you need to build loyalty through memorable experiences.
Your journey from managing small events to working with major clients like Coty is inspiring. How has your philosophy of balancing dedication and reflection contributed to the long-term success and growth of Propelle + Konnect?
From the inception of Propelle + Konnect, my commitment to hard work and willingness to go above and beyond for clients were the cornerstones of our business philosophy. This dedication has never wavered. By consistently applying the principle that every client, regardless of size, deserves the same level of effort and attention, we have naturally and organically risen to the top of the travel retail space due to those principles. We are incredibly proud of this journey and the growth it has brought us.
