Exploring Life & Business with Aimee Cruz of REICOR, Inc

Today we’d like to introduce you to Aimee Cruz.

Hi Aimee, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I got into HR because I genuinely love helping people build meaningful careers. There’s something powerful about equipping others with the skills and resources they need to thrive – and knowing that, in turn, businesses grow stronger when their people do.
Over the course of 20+ years, I had the privilege of serving in some incredible organizations – Angel Stadium, Disneyland, Loyola Marymount University, Pepperdine University, and Nestlé. While those names came with exciting perks and unforgettable experiences, the best part was always the relationships. I still carry the joy of the lives I got to touch and the teams I helped grow.
As the business world evolved, I found myself leading through increasingly complex changes – technology shifts, workforce reskilling, mergers, acquisitions, and divestitures. Being the face of people support during those transitions was both rewarding and challenging. Eventually, I reached a crossroads: I wanted to bring that impact closer to home.
That’s what led me to co-found REICOR, Inc. Today, I support SoCal businesses with Fractional HR, Change Management, Coaching, and Training – helping them build strong cultures, navigate change, and invest in their people. It’s brought me closer to the community I raise my family in, and deepened my connection to the local economy. This chapter is more personal, more purposeful – and I wouldn’t trade it for anything.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Stepping into entrepreneurship has meant stepping into new roles – including one that’s less familiar to me: sales. Wearing the sales hat isn’t second nature, but it’s become a powerful learning curve. I’m putting myself in new situations, listening closely, and discovering what motivates potential clients who are just beginning to explore what people support can look like in their businesses.
What’s especially eye-opening is the dynamic landscape I now operate in. Unlike the corporate environments I’ve known, the local business community can be often layered with deep traditions, generational ties, and the subtle interplay between politics and commerce. These are territories I’m still learning to navigate – where relationships are built differently, and trust is earned in new ways.
While some of this feels less natural, it’s also ushered in a growth phase I’m fully embracing. I’m learning to identify where I add the most value – how my experience in HR, change management, and leadership development can meet the nuanced needs of businesses that don’t fit the corporate mold. It’s stretching me, challenging me, and ultimately grounding me in the community I care deeply about.

Thanks – so what else should our readers know about REICOR, Inc?
REICOR, Inc. was born from a deep desire to do more than carry out a corporate agenda. After spending over 20 years in Human Resources – supporting major organizations, I realized my greatest fulfillment came not from the size of the brand, but from the relationships I built and the lives I helped shape.
At REICOR, our HR services specialize in Fractional HR, Change Management, Leadership Coaching, and Team Training. What sets us apart is our ability to take the best of proven corporate practices and make them accessible, personal, and impactful for growing businesses. We’re known for being the people partner that helps organizations thrive – not just through strategy and compliance, but through culture, connection, and care.
Much of my previous work involved heavy travel and building relationships across coasts. Now, I get to walk into local businesses, meet the owners and employees face-to-face, and be a patron of the places I support. I help them create workplaces that not only attract great talent but give customers confidence in their products, their people, and their place in the community.
REICOR, Inc. is a family-owned business with a vision to build a legacy of deep impact – one that inspires future generations, including our own kids, to lead with empathy, integrity, and purpose. We’re proud to be rooted in our community, helping businesses grow stronger by investing in their people.

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Mentorship is one of the most powerful tools for personal and professional growth – and it starts with looking to those who inspire your future self. Seek out people in roles you aspire to, those who demonstrate behaviors you admire, and even those who approach challenges differently than you do. Sometimes the best mentors are the ones who stretch your perspective. Very early in my journey to determine my future path in HR, I met inspiring mentors in the field that I still trust to this day. They are individuals who have seen me grow, will champion my success and will push me in navigating the challenges of career and life.
The most impactful mentors are honest, accessible, and great listeners. They’re trusted sounding boards who help you discover your best self – not by giving all the answers, but by asking the right questions. They’re not therapists, but they offer caring, grounded perspectives shaped by their own journeys.
You can find mentors through your professional networks (most people are genuinely honored to be asked), through introductions from those who know you well, or by joining free mentorship communities like SCORE. The key is to stay open – to learning, to connection, and to growth.
At REICOR, we believe deeply in the power of mentorship. It’s part of the work we do: helping people feel more connected, supported, and empowered to level up in their careers and lives. Because when people grow together, communities thrive.

Contact Info:

• Website: https://www.reicorinc.com/hr-services
• LinkedIn: https://www.linkedin.com/in/aimee-cruz-sphr-shrm-scp-111640a

Image Credits
For the 2nd picture at Kornblum Elementary, credit the Kornblum Elementary staff. For the 4th picture with the City Chamber Meet and Greet, credit the City of Hawthorne. The other two pictures were taken by me. In all 4 events, I help lead the events as all have a theme of community and connection.