In an automotive sector undergoing rapid transformation, human resources management and preserving a strong corporate culture are becoming strategic challenges. Alexandre Rocheleau, Director of Human Resources at Progi, shares his vision and the levers he uses to support the organization in this evolving landscape. 

A Diverse Professional Path 

Alexandre Rocheleau grew up in the automotive collision repair industry. Joining Progi in 2016, he initially helped strengthen the company’s digital presence before becoming one of the architects of its internal culture. His career path—from marketing to communications, then to human resources in 2023—reflects the evolution of the automotive industry itself, now driven by data, customer experience, and digitalization. 

Today, he leads major HR initiatives: recruiting in a competitive market, professional development, process optimization, and reinforcing a strong internal culture. 

Formerly a Vice-President of the Mauricie Regional Environmental Council, involved in cyberbullying prevention, and a fundraiser for the Dr. Julien Foundation, Alexandre Rocheleau also puts his expertise to work for the greater good. 

Understanding the Real “Talent Shortage” 

According to Alexandre, “the current shortage does not indicate a lack of candidates, but rather a lack of qualified skills.” This nuance shapes his strategy: integrating artificial intelligence to increase “firepower,” recruiting internationally for certain roles, while retaining key local positions in management, finance, and customer service. 

His philosophy is clear: “You should never hire out of desperation.” He emphasizes the risk for employers of hiring a “toxic” individual with strong skills; it is better to invest in less experienced individuals whose personality aligns with the company’s culture. “At Progi,” he adds, “a love of work, excellence, innovation, and, above all, collaboration have become essential values in our talent search.” 

Humble and Accessible Leadership 

For this dynamic leader, transparency, humility, mutual support, and enjoyment at work are values worth cultivating within a team. Leading by example, in his view, is the foundation of agile leadership capable of embracing technological progress—including AI—without losing sight of the human element. 

Note: Progi is featured in Chapter 14 of the book Mobilizing for Real by Stéphane Simard, which highlights 14 Quebec companies that successfully retain their employees.

Picture credit : Progi