TruStage

Linda Nedelcoff

Linda Nedelcoff is Executive Vice President of Corporate Strategy and Human Resources at TruStage, where she brings people and purpose together to shape a workplace that works for everyone. She uses real-time feedback and insights to design inclusive programs that are rooted in how people truly live and work. At her core, she sees HR not just as a function, but a force for connection and a true sense of belonging, supporting TruStage’s mission to serve consumers and create access to their financial security.

At TruStage, I lead both our Corporate Strategy and Human Resources functions. It’s a dual role that allows me to align people, purpose and performance across the organization. On the strategy side, I help drive long-term priorities and ensure we’re focused on what matters most. On the HR side, I’m deeply focused on shaping an employee experience that fosters growth, performance and a true sense of belonging. The intersection of these two areas enables us to make bolder, more connected decisions, grounded in both business outcomes and human insight.

Listening to What Employees Need

Workforce demographics and insights along with employee personas have been game-changers for us. By analyzing internal census data and building personas based on real employee experiences, we’ve been able to design programs that accurately reflect the makeup and mindset of our people. These insights go far beyond headcount or turnover rates. They help us understand priorities, pressures, and motivations. It’s like how marketers use consumer data to tailor messaging and products—except we’re looking at it internally to shape everything from communications to benefits to leadership development. The result is a more personalized, connected employee experience that supports both engagement and performance, while aligning to our organizational objectives.

“When HR brings that spirit of care to the table and couples it with data-driven insight, we become essential partners in solving the organization’s biggest challenges.”

Surveys are useful, but they can miss what’s happening in the moment. That’s why our employee resource groups (ERG) play an important role in our feedback ecosystem. We have 13 active ERGs that act as real-time listening posts across the company. These groups create safe spaces where employees can share honest experiences challenges and perspectives for recommendations. One of the powerful outcomes of our ERGs is the insight they provide into what’s driving stress and disruption in employees' lives. Through honest conversations and shared experiences, we gain a deeper understanding of the real-life pressures our people face. These are pressures that may not always be visible in the workplace. We know we can’t solve every challenge, but we can listen, we can provide tools and we can create space for compassion and flexibility. We recently introduced some new benefits based on these insights. Our goal is to provide resources, validate our employees’ experiences and foster an environment where they feel supported, and empowered to thrive and contribute.

Adapting Skills for the Future

The pace of change is accelerating, and AI is a major driver. At TruStage, we’re embracing this shift by integrating AI into both our operations and leadership development. One of our newest tools helps leaders practice and prepare for tough performance conversations using AI-driven coaching. It’s a small example of how we blend technology with empathy. But we also focus on systemically aligning our talent strategy with evolving leadership behaviors and cultural values. Reskilling isn’t just about learning new tools; it’s about shifting mindsets and building confidence in navigating ambiguity, automation and change.

As we navigate these shifts, one principle remains constant. Don’t underestimate the power of listening and acting on what you hear. Your voice isn’t just to represent HR issues, but rather thinking about business issues and the ability to apply people-related solutions. At TruStage, care is foundational. It’s how we show up for each other and our customers. When HR brings that spirit of care to the table and couples it with data-driven insight, we become essential partners in solving the organization’s biggest challenges. Whether it’s designing benefits that reflect real employee needs, or using workforce trends to shape strategy, HR has the opportunity to lead—not just support—transformational change.

We talk a lot about transformation in business, but real transformation starts from within. If we want to drive impact externally, we have to build trust, create accountability and make investments internally. My focus will always be on creating a workplace where employees feel seen, supported and set up for success. That’s how we unlock performance and, more importantly, purpose, enabling us to further our mission at TruStage of making financial services accessible to all.