In this interview, Iryna Dudnikova, Head of HR at Already Media, shares her journey from PR to HR, talks about building a values-driven culture, her team’s mission, and how soft skills shape the foundation of their hiring approach.
Your career path is not typical for HR. Can you tell us how it all started?
Right now, I’m Head of HR, but my journey into this field wasn’t straightforward. I started in PR for a radio station, then moved into event management, internal communications, and marketing at a digital company — where I also began helping with recruitment.
That was back in 2016, and that’s when I made the conscious decision to dive deeper into HR. I trained in IT recruiting and joined an outsourcing tech company, eventually growing into a full HR role. I’ve worked in outsourcing, product companies, digital, and now iGaming.
When Already Media set the ambitious goal of building HR processes and an employer brand from scratch, I saw it as the perfect challenge. I joined the team in early 2023, and my background has helped me not only lead our HR strategy but also shape internal communications and company culture.
Tell us about your team. What are your main goals right now?
Our HR department is a strategic business unit. We support employees throughout their entire lifecycle at the company — from hiring to growth — ensuring they feel supported and processes run smoothly, all while keeping business efficiency in focus.
There are 7 people in our HR team, covering recruitment and employee relations. Considering that we grow by 100+ people annually, our workload is intense — and that motivates us!
What’s HR’s role in company growth and culture?
HR is one of the most visible parts of the brand. We’re often the first impression candidates get, so communication, attention to detail, and speed are key for us — and often the reason people choose us over other offers.
How we present the company, treat people, and guide new hires impacts the entire perception of the workplace. Our mission is to attract, grow, and support talented people who move the company forward. Even as the market shifts rapidly, we stay human-centric and focused on each team member’s potential.
How important are soft skills in your hiring process?
They’re absolutely essential. No one joins Already Media without a strong culture fit — even if they’re a brilliant technical expert.
We have high expectations for both hard and soft skills. Modern tools help us close technical gaps faster than before, but soft skills are a long game. Candidates need to take ownership of developing those.
We’re lucky to be able to select people who are strong on both sides — and that’s how we’ve built such an exceptional team.
What does your hiring and onboarding process look like?
It all starts right after the offer is accepted. From that moment, communication shifts to HR, and we stay in touch with the new hire throughout the onboarding.
During the 3-month probation period, HR collects feedback, checks in with both the manager and employee, and ensures alignment — especially on soft skills. Tech-specific onboarding is handled by the team leads.
We conduct regular one-to-one, provide full support, and guide the employee through each step. After six months, we do another check-in to finalize the adaptation process.
Corporate culture — everyone talks about it, but how do you define it at Already Media?
Corporate culture is everything. I’ve seen employees leave companies where everything else was fine, just because the culture wasn’t the right fit.
At Already Media, we built our culture from the ground up — over 100 employees helped define our core values. It’s based on respect for individuality, freedom of expression, and a shared drive for excellence.
Culture exists in every company — the difference is whether you actively shape it. We do.
We value responsibility, trust, and teamwork. We’re not just completing tasks — we’re breaking records, inspiring each other, and leading by example. Culture exists in every company — the difference is whether you actively shape it. We do.
How do you maintain team spirit across a global, remote company?
The spirit is in the atmosphere we’ve built together. We run both large-scale and local events — from company-wide birthdays and summer parties to team-specific meetups, internal quizzes, sports challenges, and more.
Remote or not, people feel connected. We’ve even launched internal projects around mental health and learning — all designed to create space for growth, communication, and support.
Conclusion
At Already Media, HR is more than just a function — it’s a force that shapes the company’s culture, drives growth, and builds meaningful connections between people. Iryna’s journey shows that with the right mindset and values, HR can become a true strategic partner in business. From onboarding to team spirit, every detail matters when you’re building something bigger than just a company — a community.
Stay tuned for Part 2: Scaling with Heart — where we dive into retention, motivation, and HR’s vision for the future.
