Episode 24: Featuring Ashlynne Valdez, PHR | Founder, SoundHR
Senior leaders tend to hold two stories about Gen Z at once. One says they are lazy, entitled, and uncommitted. The other says they are digital natives who will figure the rest out on their own. On this episode of Courage to Advance, host Kim Bohr and guest Ashlynne Valdez, PHR, make the case that both stories are wrong, and that the cost of believing either one shows up in the same place: retention numbers, a thinning hiring pipeline, and the talent an organization cannot seem to keep.
The problem Ashlynne names is not a generation. It is what happens on day one and every day after. Too many new hires are handed a laptop and a desk and told good luck, with no clear deliverables, no KPIs, and no sense of what success actually looks like. She lived it before founding her firm: capable and ambitious, but with no way to know whether she was doing the job well. The realization that reframed her career was that the failure was not hers, and it was not unique to her.
Ashlynne sits in a seat almost no one else in this conversation occupies. She is a Gen Z professional and a certified HR practitioner, speaking from inside the generation and inside the function where assumptions about that generation meet payroll. She is the founder of SoundHR, a boutique HR and recruiting firm, the organizer of DisruptHR Las Vegas, and the president and founder of the People & Profits Association, built on a simple premise: when you invest in your people, your profits follow.
The conversation covers what leaders misread about Gen Z, the low-cost moves that build loyalty, how to use AI to build structure so leaders can spend more time being human with their teams, and the pipeline risk of cutting entry-level roles just as AI reshapes them. It lands at a moment when disruption is the norm, not the exception. SparkEffect’s Trust in Turbulence research found that 71% of organizations face significant disruption, yet only 36% emerge stronger. How leaders treat the newest people in the building is one of the quiet lines between the two.
Listen
Watch
What You’ll Discover
Why the “lazy” and “tech native” stories about Gen Z both cost you talent
Why “good luck, you’ll do great” onboarding reads as abandonment, not freedom
The questions to coach any new hire to ask, and what the answers reveal
How to use AI to build structure so leaders get time back for the human work
Why HR belongs in the revenue conversation, not the cost column
Episode Highlights
[0:00] The two stories leaders tell about Gen Z Kim opens with the two assumptions senior leaders hold at once, lazy and entitled or tech-native and self-sufficient, and why both quietly cost them talent.
[3:10] The moment that made her build SoundHR The turning point in her last role, when underused skills and missing KPIs pushed her to build the structure she wished companies had given her.
[4:28] Not your mama’s HR, from tactical to strategic Where her tagline comes from, and why she frames HR as a strategic function rather than a compliance desk that exists to protect the business.
[6:32] Boundaries, not entitlement Why most of what gets labeled difficult is boundary-setting, and how entering the workforce during COVID and an unaffordable cost of living changed the deal.
[8:56] Low-cost moves that build loyalty Defining clear deliverables for every role, and bringing outside specialists in to educate employees on home buying, health insurance, and mental health.
[11:57] Using AI to build structure so leaders can be human How Ashlynne uses AI to build training plans, reviews, and roadmaps, and why that frees leaders to spend more time understanding their people.
[20:43] Invest in your people and the profits follow The premise behind the People & Profits Association, why HR is a revenue function rather than a cost center, and the client that grew from 35 to 140 employees.
[24:46] AI, entry-level roles, and the pipeline risk Why cutting entry-level roles to AI creates a leadership gap in 5, 10, and 15 years, and how to develop young talent instead.
Key Takeaways for HR and People Leaders
The Gen Z problem is usually a structure problem in disguise. When a new hire looks disengaged, the cause is often missing clarity rather than missing effort. No deliverables, no KPIs, and no roadmap leave capable people unable to tell whether they are succeeding. Fixing the structure fixes most of what gets blamed on the generation.
Onboarding is a trust-defining moment, not an administrative one. “Good luck, you’ll do great” is not autonomy; it lands as abandonment. SparkEffect’s research shows that how an organization handles a defining moment can produce more trust than no disruption at all. A clear first 90 days turns a shaky start into durable commitment.
Boundaries are not entitlement. Much of what senior leaders read as difficulty is a generation asking for purpose, clarity, and a fair exchange. Treating those requests as signals rather than complaints is what separates the employers that keep talent from the ones with a revolving door.
HR is a revenue function, not a cost center. HR owns talent acquisition, compensation, retention, and compliance, all of which move the business. Ashlynne’s People & Profits premise, that investing in people drives profit, was borne out by a client that grew from 35 to 140 employees over six years and credited the HR function for making it possible.
AI should free leaders to be more human, not thin the pipeline. Used well, AI builds the structure (training plans, reviews, roadmaps) so leaders can spend their time on relationships and development. Used to eliminate entry-level roles, it removes the very rung the next generation of leaders has to climb.
You cannot fix retention if you never ask why people stay or leave. The organizations that listen and adapt are the ones that keep their best people. Asking why people stay is as important as asking why they go, and it is the cheapest retention tool most leaders are not using.
Notable Quotes
Ashlynne Valdez:
“I don’t think it’s that we’re difficult. I think we’re entering this really unique work world that has changed drastically even since I entered the workforce five years ago.“
“When you invest in your people, your profits will follow.”
Kim Bohr:
“The cost is showing up in your retention numbers, hiring pipeline and the talent you somehow can’t seem to keep.“
“Shifting that time into understanding one another and building trust instead of just the tasks and the to dos.“
About Our Guest
Ashlynne Valdez, PHR, is the founder of SoundHR, a boutique HR and recruiting firm. She spent about four years across HR and business development before starting the firm, and she works mostly with small and mid-sized companies, often directly with the owner. Her focus is helping organizations set employees up to succeed, with the structure, clarity, and development that turn new hires into people who stay.
She is also the organizer of DisruptHR Las Vegas, which she launched about a year out of college after moving to a city where she had no network, and the president and founder of the People & Profits Association. The association reframes people strategy as a whole-business responsibility rather than an HR-only one, and brings together leaders across functions around the idea that culture and profit are connected.
As a Gen Z HR practitioner, Ashlynne brings a dual vantage point that is rare in this conversation: she is both a member of the generation leaders are trying to understand and a professional trained to fix the systems around it. Her tagline, “not your mama’s HR,” stakes out a version of the function that is strategic, human-first, and built for the way work looks now.
Connect with Ashlynne Valdez
Website: https://www.soundhr.com
LinkedIn: https://www.linkedin.com/in/ashlynne-valdez-phr-295706219/
DisruptHR Las Vegas: https://disrupthr.co/city/las-vegas/
People & Profits Association: https://peopleandprofitsassoc.org
About Courage to Advance
Courage to Advance explores how visionary leaders are building the organizations they wish existed, companies that prove business doesn’t have to be dehumanizing. Hosted by Kim Bohr, President and COO of SparkEffect, each episode features executives who refuse to accept that traditional corporate practices are inevitable, sharing the experiments, resistance, and breakthrough results of choosing human flourishing alongside business success.
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Related Resources
- SparkEffect Trust Study — https://info.sparkeffect.com/trust-study-2025-download
- Trust in Turbulence: A Leader’s Field Guide — https://info.sparkeffect.com/leaders-field-guide
- SparkEffect Executive Coaching — https://sparkeffect.com/what-we-do/executive-coaching/
- SparkEffect Leadership Development Programs — https://sparkeffect.com/what-we-do/leadership-development-programs/
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