Interview by Lelia Broughton
In this episode of The Workforce Advantage, host Lelia Broughton sits down with Renata Silva, Vice President of Human Resources at Wolfe, LLC, the Pittsburgh-based gifting company behind brands like PerfectGift.com, Gift Card Granny, GiftYa, and Giving Kind.
Renata takes listeners inside Wolfe’s mission to reinvent the gifting industry. She explains how the company’s innovative Card-Linked Gifting technology connects gifts directly to a recipient’s credit or debit card, helping eliminate unused balances while reducing fraud through greater traceability. She also shares the story of founder Jason Wolfe and his decades-long effort to “fix” a broken gift card system.
The conversation explores Wolfe’s investment in automation, including a new robotics center designed to speed fulfillment and deliver orders within 24 hours. Renata discusses how robotics is reshaping jobs at the company, creating new opportunities for technicians and robotics managers rather than replacing workers.
Listeners also learn about Wolfe’s fast-moving, innovation-driven culture and its growing use of artificial intelligence. Renata highlights the launch of a dedicated AI department, featuring apprentices, interns, and recent graduates, as well as upcoming products like personalized video and recorded-message greeting cards.
On the hiring front, Renata outlines Wolfe’s current and seasonal workforce needs, from Q4 manufacturing roles to sales, client success, and in-house customer service positions. She also explains the company’s commitment, since July 2024, to hiring and developing local Pittsburgh talent.
For job seekers, Renata offers practical advice on building careers around passion, continuous learning, and adaptability. For employers and HR professionals, she addresses the rise of AI-generated “fake candidates,” Wolfe’s use of AI-powered interviews, and the importance of in-person meetings and culture fit. She also walks through the company’s multi-step hiring process, which includes culture interviews and meetings with senior leadership.
It’s a wide-ranging conversation on technology, talent, and the future of work, offering valuable insights for professionals navigating today’s rapidly changing workplace.