Meet Laura
Making HR make sense.
Laura Azzarella is the co-founder and principal consultant of Applied Potential Solutions, a boutique HR consultancy specializing in employee relations, leadership and executive coaching, and HR technology for small and scaling organizations.
PHRand MS HRM
17+ yearsin HR
PresidentRegional SHRM Chapter
Buffalo, NY · Working nationwideAbout
Seventeen years of leading HR across industries.
With nearly two decades of HR experience across aerospace, manufacturing, higher education, and the public sector, Laura has been the first HR hire at two organizations and led HRIS rollouts including SuccessFactors, ADP Workforce Now, and Kronos. Her work is grounded in employment law, technology, and the practical application of both.
She is President of the Buffalo Niagara Human Resources Association, the Western New York chapter of SHRM.
Laura is a recognized practitioner in digital evidence authentication for workplace investigations. Text messages, social media screenshots, and email chains now show up as evidence in employment matters all the time, and AI makes them easier than ever to fake. She has spoken on the topic for HR audiences including AllVoices and the New York State SHRM annual conference.
Her consulting work spans fractional CHRO engagements, HR systems implementation, employee relations, leadership development, and investigation protocol. Applied Potential Solutions is based in Buffalo, New York, and works with clients across the United States.
Credentials
PHR and MS HRM
Credentialed through the HR Certification Institute and SUNY Stony Brook’s HR master’s program.
Experience
17+ years
HR best practice across multiple industries, with executive titles and international leadership experience.
Speaking
HR speaker and panelist
Featured on Disrupt HR, the NYS SHRM annual conference, HR Like a Boss, and more.
Recertification provider
Earn credit when you train with Laura.
Applied Potential Solutions is a SHRM Recertification Provider and a 2026 HRCI Recertification Provider. Qualifying programs earn professional development credits toward SHRM-CP and SHRM-SCP recertification and HRCI recertification credit, and every attendee receives a certificate.
Speaking
Events, presentations, workshops, and media.
Keynotes, workshops, panels, and podcasts on employee relations, workplace investigations, AI in HR, and careers. Book Laura to speak.
Events
NYS SHRM Annual ConferenceConcurrent session speaker. The session detailed the art and strategy of modern employee relations, including investigation techniques and the impacts of AI in evidence.
Women of Color SummitAlly Institute co-facilitator, hosted by The Partners in Community Development
Erie County Commission on the Status of WomenRoundtable Discussion Series: Women and Work, Creating Sustainable Models to Support Women’s Advancement in the Workplace
Disrupt HRInternational information exchange for the HR field. Watch the talk
Buffalo Niagara HR AssociationRecurring speaker and master of ceremonies
Higher education
University at BuffaloResume and career search coaching workshop
Daemen UniversityLeveraging data analytics and technology for better decisions and processes
Buffalo State UniversityFinding career opportunities and building a LinkedIn presence
Recommendations
What people say after working with Laura.
From LinkedIn recommendations.
Laura is an excellent trainer, mentor, and role-model. We invited her back to the U.S. Army Corps of Engineers to present in our District Leadership Development Program several times because her sessions were impactful and very useful for our staff. Laura has an ability to connect with the room and deliver guidance people can use immediately.
Faith DurdenDistrict Executive Officer / Congressional Liaison, U.S. Army Corps of Engineers
Laura co-facilitated our first Ally Institute at the Women of Color Summit and spoke in our Roundtable Series on Advancing Women in the Workplace. She brings both deep HR expertise and the ability to make complicated topics practical for her audience.
Dr. Karen KingCommissioner of Public Advocacy, Erie County Government
Laura revolutionized the way we engaged with prospective employees, identifying and recruiting highly skilled applicants who elevated our team.
Phil StitzingerEmergency Manager, U.S. Army Corps of Engineers
Applied HR
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