The Hidden Power Behind Growth: How Neoasia’s HR Team Built a System for Scale
Key Takeaways
- Scaling successfully requires strong HR systems — growth depends on structured processes, not just hiring more people.
- A centralised ATS improves collaboration, making hiring faster and smoother for recruiters and managers.
- User-friendly tools enable quick adoption without heavy training.
- Continuous feedback, goal setting, and development planning help build a high-performing, aligned workforce.
- Sustainable performance comes from combining a positive culture with consistent HR systems and tools.
Hiring and retention today it’s about building systems that help people thrive. For Neoasia, one of Asia’s leading distributors of medical aesthetic technologies, the challenge was: as the business expanded, HR needed a smarter way to manage recruitment and performance without burning out the team or slowing growth.
"The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency."
Can you tell us about Neoasia Group?
Maybelline Ang:
Neoasia has become a trusted voice in the industry since 1995. Our portfolio includes renowned names such as Neostrata, Cantabria Labs, IBSA Derma, Hydrafacial, Candela, InMode and DEKA.
We’re trusted by more than 22 principals, distributing over 30 leading brands in the market. As we expand regionally, our goal remains the same: to be Asia’s leading partner in medical aesthetic technologies while also empowering communities through our CSR initiatives.
What challenges did you face that prompted you to seek out brioHR?
Maybelline Ang:
Our journey with brioHR started with recruitment. We needed an applicant tracking system (ATS) that could simplify how we managed the many job applications we were receiving from career pages and job portals.
Before brioHR, collaboration between recruiters and hiring managers was fragmented. The process was clunky, time consuming, and frustrating. We wanted a solution that could bring everyone together on one seamless platform.
brioHR’s recruitment module made that possible. Its user-friendly interface created a smooth workflow for recruiters and managers to collaborate, which immediately improved the hiring experience for the team.
The right tools should simplify collaboration, support continuous feedback, and be easy for employees to adopt, otherwise even the best processes won’t stick.
Why did you expand beyond recruitment into performance management with brioHR?
Maybelline Ang:
Having had a positive experience with recruitment, we decided to explore the performance module. At the time, we were searching for a performance management system that could support continuous feedback, goal setting, and development planning.
We compared several systems in the market, but brioHR stood out. It was intuitive, easy to adopt, and capable of delivering what we needed to align employee performance with organizational goals. For us, adoption is everything. If employees can’t use the system without heavy training, it will fail no matter how advanced it is!
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What are the big HR projects driving Neoasia’s growth?
Maybelline Ang:
Collaboration and talent development are central to our philosophy. We’re focused on structured processes that support continuous feedback, goal setting, and development planning. These initiatives are key to building a high-performing team that’s aligned with organizational goals.
Our performance management project, powered by brioHR, plays a critical role here. It enables us to run comprehensive training, mentorship, and career development programs ensuring our people can reach their full potential as the business scales.
What do you believe is essential for a high performing organization?
Maybelline Ang:
Culture and systems must go hand in hand. At Neoasia, we prioritize building a positive workplace culture where decisions are guided by the well being of our employees.
But culture alone isn’t enough, you need the right tools. Choosing the right HR system is a crucial step in enhancing the employee experience and making sure policies and processes are consistent, fair, and supportive of growth.
Any advice for aspiring HR directors?
Maybelline Ang:
Get involved in projects across the organization whenever you can. The more you understand about the business, the better you’ll understand what drives employee satisfaction and engagement.
This perspective helps you design HR policies and processes that foster not just productivity, but also a positive and supportive workplace for everyone.
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Conclusion
- Neoasia Group shows that sustainable growth comes from building scalable HR systems, not relying on manual processes.
- Centralised tools help HR shift from administrative work to more strategic business impact.
- Easy-to-adopt technology like brioHR is key to ensuring long-term success and employee engagement.
- Continuous feedback and structured development create stronger, more aligned teams.
- True organisational performance happens when strong culture is supported by the right systems.
To learn more about how brioHR can transform your HR processes, check out BrioHR’s website or request a demo.
