The Art of Talent and Brand Magic : Understanding Cheranga Weerawardana’s Strategy at Hemas Consumer Brands

In the fast-paced business world, one thing is always in the spotlight: people. How do you find the right talent, make them feel at home, and ensure they thrive? And how do you make your company stand out where everyone wants to work? That’s where the art of talent acquisition and employer branding comes into play.

Think of talent acquisition as the ultimate treasure hunt. It’s not just about filling positions; it’s about discovering hidden gems that will bring the team unique skills, fresh perspectives, and energy. Then there’s employer branding, which is all about crafting a story that makes your company irresistible.

Cheranga Weerawardana, the Assistant Manager of Talent Acquisition & Employer Branding at Hemas Consumer Brands (HCB), is a master of both. She’s got a knack for spotting talent and an eye for creating a brand that’s as attractive as it is authentic. Her innovative approach transforms how HCB attracts and retains top talent, making it a standout player in the industry.

Let’s explore how she’s shaping the future of talent acquisition and employer branding with flair and insight.

The Serendipitous Start in HR

Cheranga’s story in HR began not with a grand plan but with a step into the unknown. Fresh out of school and looking for direction, she landed an internship at SriLankan Airlines. What started as a way to gain some experience quickly became a defining chapter in her career. The fast-paced environment of the airline industry, with its high stakes and complex operations, was where Cheranga first realised the profound impact HR could have on an organisation.

This internship wasn’t just a foot in the door—it was a window into the world of human resources, where Cheranga saw the potential to shape not just careers but entire organisations. Her passion for HR took root here, setting her on a path that would see her rise through the ranks in one of Sri Lanka’s leading HR landscapes.

After SriLankan Airlines, Cheranga’s career took a significant leap forward when she joined MAS Holdings as an Executive Talent Management and was later promoted to Senior Executive Talent manager. MAS Holdings, known for its cutting-edge apparel and textile industry practices, was the perfect place for Cheranga Weerawardana to sharpen her skills. Amidst the backdrop of global supply chains and high-pressure production targets, she developed a deep understanding of the human element in business—how to manage, motivate, and retain talent in a competitive environment.

Today, she holds a Bachelor’s degree in Management from the University College Dublin, a Master’s degree in Business Administration from Anglia Ruskin University, and a diploma in Employee Relations and Employment Law from the Chartered Institute of Personnel Management (CIPM). 

Shaping the Future at Hemas Consumer Brands

Today, as the Assistant Manager Talent Acquisition & Employer Branding at HCB, Cheranga is at the helm of a critical function that drives the organisation’s success. HCB, a household name in Sri Lanka, relies on her expertise to attract and retain the best talent in the industry. But for Cheranga, it’s about helping talent realise their potential and build a career.” We at HCB believe in this when we search for and onboard new talent.”.

In her role, Cheranga has revolutionised the way HCB approaches talent acquisition. She has introduced innovative recruitment strategies that align with the company’s vision, ensuring that each hire is not just a fit for the role but also for the culture. Her work in employer branding has positioned HCBas as an employer of choice, known for its inclusive, dynamic, and growth-orientated work environment.

Our approach to recruitment is all about finding individuals who not only have the skills but also resonate with our company culture, Cheranga explains

“It’s about creating a synergy that fosters long-term growth and mutual success. We seek more than just qualifications; we seek people who will thrive in our environment and contribute to our vision.”

Cheranga Weerawardana’s work in employer branding has been equally transformative. Recognizing that today’s top talent is looking for more than a pay cheque, she has led initiatives to enhance HCB’s reputation as an employer of choice. This includes developing a compelling employer value proposition highlighting the company’s commitment to employee development, diversity, and work-life balance.

“Our brand as an employer is not just about what we say but about what we do,” Cheranga notes.

We’ve worked hard to build a workplace where employees feel valued and supported. We can attract and retain the best talent by focusing on genuine employee experiences and creating a culture of inclusivity and growth.

Championing the Future of HR

Looking ahead, Cheranga Weerawardana is not content with maintaining the status quo—she is driven to push the boundaries of what HR can achieve. She envisions a future where talent acquisition is not just a function but a cornerstone of business strategy, and employer branding is not just about reputation but about creating a workplace that people are proud to be a part of.

For Cheranga Weerawardana, the future of HR lies in embracing technology, fostering diversity, and cultivating a culture of continuous learning. She firmly believes in the power of data-driven decision-making, using insights to refine recruitment processes and enhance employee engagement. But beyond the tools and technologies, her commitment to people—understanding their needs, aspirations, and potential—truly sets her apart.

Her advice to those entering the field? “Stay curious, stay committed, and never stop learning. HR is not just about managing people—it’s about understanding, guiding, and helping them realise their full potential.” Its philosophy has guided her throughout her career and will undoubtedly inspire the next generation of HR professionals.