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SHRMLabs' Annual Better Workplaces Challenge Cup BWCC Applications Window Opens Today

The Better Workplaces Challenge Cup (BWCC) is SHRM's multistage pitch competition that connects workplace tech startups to HR professionals to solve critical workplace challenges

​ALEXANDRIA, Va. — Today, SHRMLabs, a SHRM subsidiary, opened the application process for startups and SHRM members to participate in its annual Better Workplaces Challenge Cup (BWCC). The competition, begun in 2021, aims to bridge the gap between companies creating workplace technologies and their end-users: HR professionals, people managers and their workforces. A workplace technology thought leader, SHRMLabs created the Better Workplaces Challenge Cup to resolve critical workplace challenges facing companies today through collaboration between tech startups and companies’ leadership and HR. The startup track application window is open until Jan. 15, 2024, and the member track application window is open until March 1, 2024. The competition kicks off on March 5, 2024.


The Better Workplaces Challenge Cup is a hybrid pitch competition with separate tracks for startup and HR member competitors. The member track is open solely to SHRM members, while the startup track is open to HR tech and workplace tech startups in the U.S. and internationally. The competition identifies and connects entrepreneurs solving the most critical workplace challenges with the larger workplace and HR community.  


“The Better Workplaces Challenge Cup is a competition that continues to innovate and invest in the future of workplace technology,” said Guillermo Corea, managing director of SHRMLabs. “The SHRMLabs programs introduce key tools to the individuals who are in the position to implement them. It’s truly a win-win for all parties.”


The Better Workplaces Challenge Cup participants will have the opportunity to become finalists and have access to several benefits. Finalists will receive an all-expenses-paid trip to the SHRM Annual Conference & Expo 2024  (SHRM24) in Chicago for two company representatives and will be exposed to 500 in-person potential future users, along with other audiences attending virtually. The startup track winner will receive a cash prize of $50,000. The member track winner will be present at SHRM24, all expenses paid, and receive a $1,000 cash prize.


“As we’re seeing technology like AI dominating the headlines, the world of work needs to keep up with the changing times,” said Alex Alonso, chief knowledge officer, SHRM. “At SHRM, we’re looking at addressing the needs not just of the moment, but of the not-too-distant future.”


The Better Workplaces Challenge Cup is a competition like no other, connecting competitors to their market in real time. SHRM’s role as the voice of all things work, workers and the workplace, combined with its SHRM member network, competitively positions these startup participants for success. To learn more about SHRMLabs and future Better Workplaces Challenge Cup competitions, please visit


About SHRM

SHRM creates better workplaces where employers and employees thrive together. As the voice of all things work, workers and the workplace, SHRM is the foremost expert, convener and thought leader on issues impacting today’s evolving workplaces. With nearly 325,000 members in 165 countries, SHRM impacts the lives of more than 235 million workers and families globally. Learn more at  


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