At last year’s World Employer Branding Day, we heard some fantastic insights from employer brand leaders across the globe, but one presentation in particular stood out for us – Estera Anghelescu, Recruiting and Employer Branding Director at Kaufland Romania. Estera’s employer branding career is highly impressive, it’s no suprise that her pioneering work has achieved international recognition in this field. We caught up with Estera to discuss all things employer brand, Kaufland and more in this Q&A blog!
You have an impressive employer brand background – with over 17 years operating in this field during an almost two decade tenure at Kaufland! What was it that drew you to employer branding in your career initially?
“My journey into Employer Branding began in the HR department at Kaufland Romania, where I coordinated the Learning & Development team for several years. It was during this time that I recognized the growing need for Employer Branding, especially within a large organization like Kaufland, which has over 17,500 employees across the country now. I started developing initial initiatives that evolved into projects, and those projects eventually led to the creation of a standalone department, which I’ve had the privilege and joy of leading since its inception.
My connection to Employer Branding is truly special. It’s a field that is both challenging – because it involves people, life choices, and a significant impact on the business – and incredibly rewarding. I can proudly say that we were pioneers in Employer Branding in Romania, and some of the campaigns and initiatives we developed even achieved international recognition. Today, I’m honoured to share these experiences and showcase our projects in various settings around the world.”
In your current role as Recruiting & Employer Branding Director for Kaufland Romania, what does a typical day / week look like for you?
“One thing I always mention when asked this question is that no two days are ever the same. After so many years, this might be hard to believe, but it’s true, and it’s one of the reasons I’ve stayed with the organization for so long. I’ve never had time to get bored or feel stagnant; I’ve constantly faced new challenges and had the privilege and freedom to implement my ideas – something I’ve tried to pass on to my team members. My role has certainly evolved over time, shifting from execution to supervision, but there has always been a balance between the two because I enjoy being hands-on, participating in the creation of ideas, and being involved in the implementation process.
A typical day always begins with a black coffee, no sugar, in front of my laptop, checking my calendar and planning for the day ahead. My time is usually split between meetings – whether with team members, new or existing partners – or sometimes attending various events. I rely heavily on a to-do list, which helps me stay organized and ensures I can check off as many tasks as possible each day. At the same time, I try to incorporate an activity that’s not directly work-related each day, whether it’s having lunch with the team, my badminton practice, arranging a flower bouquet, or something else. I believe balance is important, and although I don’t always achieve it perfectly, I try to be mindful of how I manage my time so that I can stay both productive and well-rested.”
Like our employer brand team at Holler, you are also a fellow Employer Brand College Alumni! How did you feel this academic grounding in the subject supported your career in this field?
“It was a valuable experience that complemented my previous knowledge well, combining theoretical understanding with my practical experience. It also provided an opportunity to put things into perspective and to grasp the concepts that bring clarity when developing projects, especially when we get caught up in execution and sometimes lose sight of the bigger picture. Additionally, it offered an excellent networking opportunity, allowing me to meet and learn from other professionals in the field, which I believe is a highly effective form of learning. I am a strong advocate for lifelong learning and strive to keep up with the evolving world and the industry I work in. That’s why I continue to be a ‘student,’ even now, beyond my current role and level of experience. I encourage other professionals considering this step to take it because the content is just one aspect of what such a program offers.”
We first met you at the 2023 World Employer Branding Day in Amsterdam – One thing that really resonated during your talk was Kaufland’s approach to diversity – can you tell us a little about your approaches / the A.C.C.E.S. Program at Kaufland and the results of these initiatives?
“This year, the A.C.C.E.S. Program marked its 5th anniversary since its launch within the company, making it a great time to reflect on the objectives we set at the beginning, the results we’ve achieved, and, most importantly, the lessons we’ve learned. The program initially started with the primary goal of hiring people with disabilities within the company. Over time, however, we recognized the need to expand this objective beyond the organization’s boundaries, aiming to facilitate the employment of people with disabilities in the broader workforce and to enhance their inclusion in society. We realized that systemic changes are needed at the societal level – changes that can be driven by private initiatives like ours, as well as by those of other organizations and associations.
Over the past 5 years, we have worked intensively to make our workspaces and store environments more accessible, such as by adapting cash registers for employees in wheelchairs. We’ve also been in a continuous process of training our colleagues to ensure the integration process is as smooth and effective as possible. Today, we are proud to have over 450 colleagues with disabilities as part of the Kaufland team, working in various departments across the company. Additionally, we support and organize annual initiatives and events that contribute to raising awareness and educating people about disabilities, and we believe that our mission plays an important role in society.
While the A.C.C.E.S. Program is notable for its complexity, it is a key part of our broader Diversity & Inclusion strategy. We also have other projects and initiatives focused on gender equality, supporting women in leadership roles, including minorities, and addressing the needs of different generations.”
We were also blown away by your GTA campaign to drive awareness of your employer brand to Gen Z candidates at Kaufland – can you share an insight to this and anything else you have been up to recently to target this market?
“The Grand Job Experience is another standout project that is very close to my heart because it allowed us to experiment, step out of our comfort zone, and break away from the typical retail recruitment model through gaming. While it might seem that there aren’t many connections between the gaming and retail industries, particularly in recruitment, we proved otherwise. Kaufland Romania was the first local retailer to open a store in GTA FiveM and invited gamers to take on roles such as building caretaker, retail worker, cashier, department head, or even store manager – essentially, roles from our real stores.
This year, we expanded on this project with a second phase called Jobidon, a kind of cupid that matches gamers within the game with real jobs at Kaufland, based on the skills they develop while playing. To ensure that Jobidon made the right matches, we brought some of these gamers into Kaufland stores to put their skills to the test in real roles. The results demonstrated that gaming skills can indeed be applied to real-life jobs in Kaufland stores. We hope that Gen Z will continue to find value in these experiences, which not only familiarize them with our company but also provide them with opportunities to work with us.”
On the subject of technology, is rise of AI impacting your employer brand strategy at Kaufland at all?
“So far, we cannot say that AI has had a direct impact on our employer branding strategy. However, about a year ago, we started exploring this area because we recognize that technological advancement is inevitable, and it’s crucial to keep pace with these changes. It’s not enough to simply stay informed; we need to take concrete steps to understand new technologies and how we can use them beneficially, both for the business and for our team members.
Some of the employer branding projects where we’ve incorporated AI include ‘The Voice of Employees’ – a synthetic voice created using Artificial Intelligence that synthesizes the voices of our colleagues. We’ve chosen to use this experimental voice in our recruitment announcements and other audio materials. We launched it on December 1st, 2023, Romania’s National Day, through an anniversary video that transforms the individual voices of our colleagues into a unique, synthetic voice. Currently, we’re also developing a project aimed at students, which involves creating an AI Avatar designed to guide young people in identifying roles within the company that match their skills and development goals.
These are likely just the first initiatives in a series that will follow. However, it’s important to be cautious when adopting these technologies, which are still in their early stages of maturity, to ensure they don’t pose risks related to data accuracy, biases, or data security.”
What excites you most about employer branding / your role as an Employer Branding Director right now?
“I’m someone who thrives on challenges and dislikes staying in my comfort zone. While it’s not always easy or comfortable to constantly face new situations that require me to learn, adapt, and expand my horizons, I choose to do so because it motivates me and energizes me. That’s why I’m particularly excited about this period of transition, where technology is increasingly reshaping how we interact and conduct business.
Although there are many uncertainties about the direction we’re heading and what these changes will bring, I choose to remain optimistic. I believe that this mindset has driven people to keep innovating, ultimately leading us to a better world full of opportunities. At the heart of Employer Branding are people, and working with people is never easy, nor is it ever boring. I’m constantly gaining new perspectives and hearing interesting stories, which help me grow both professionally and personally.
I am confident that people will continue to be the core of any business, initiative, or vision in the future, even as technological advancements sometimes feel overwhelming. But these advancements are a product of human ingenuity, and I believe they represent pivotal moments in history that push society and humanity to the next level of development. That’s why I consider it a privilege to work with a diverse range of people with different experiences and backgrounds, while also having the opportunity to explore new ideas and technologies. The combination of these two aspects deeply fuels my curiosity and excites me.”
You have an enviable amount of industry awards under your belt, but I wondered, is there a standout moment of your career that you are most proud of?
“I’ll be honest – each award plays a role in the recognition and validation that’s part of my profession, and I believe everyone has a need to be appreciated and to have their work recognized. However, the most important thing I want to emphasize is that all these awards represent teamwork; behind every award, there are multiple people involved – even for those ‘individual’ awards that I received personally. There are people who have contributed to who I am today, and I am deeply grateful to them.
Over time, I’ve come to see these awards differently. The initial excitement and personal pride have evolved into gratitude and fulfilment from knowing that I have people by my side with whom I can create meaningful and impactful work. What’s most rewarding for me now is seeing my team members receive these awards alongside me, watching them grow, and even surpass me. That shows I’ve succeeded in my mission as a team leader. There’s a somewhat parental feeling in seeing the people you’ve mentored from the start of their careers grow into leaders themselves. That’s the most significant recognition I could ever receive.”
What do you feel are the biggest challenges for the employer brand industry right now?
“I would say it’s a combination of challenges because we are in such a dynamic market that we can no longer afford to focus on just one direction. This very fact presents a challenge: the ability to stay focused, remain true to clear values, and be authentic and relevant to our audience. Alongside technological changes and shifts in how we approach work and personal life, it’s becoming increasingly difficult for companies to differentiate themselves while maintaining authenticity. There must be consistency in actions, communication, strategy, and vision, which is not easy, especially in a complex industry like retail, where we serve a diverse audience across multiple generations. We must continually adapt to stay relevant.”
What is the #1 piece of advice you would give to a company looking to build their employer brand?
“My advice is to be authentic and make genuine efforts to understand the needs, expectations, and communication style of your audience. Show that you are human, show who you are, even if you have limited resources. Fortunately, we live in a time when less polished, more authentic content is appreciated, so you don’t need massive budgets for media investment. All you need are your own people, determination, creativity, and consistency to showcase who you are, what your values are, how you contribute to society, and who you want by your side in your mission.”
It wouldn’t be an employer brand blog without sharing the top reason why you love working for your company! Why should candidates consider Kaufland for their next job role?
“Perhaps I’m one of the fortunate people who genuinely love what they do, which gives me a slightly different perspective on work. But to take a more pragmatic approach, Kaufland Romania offers a tremendous amount of diversity – not only in the roles within the company, with numerous departments and positions ranging from architects to finance professionals to store and warehouse employees. This diversity makes Kaufland a place where many people can find their passion, the resources they need at a particular time in their lives, or a long-term career. As I mentioned, there are numerous options, as well as opportunities for professional growth, whether horizontally or vertically.
The team is a significant asset; the diverse individuals here allow you to learn from them, understand different perspectives, and see things in a new light. Of course, there are challenges and areas for improvement, and it would be unrealistic to claim we’re perfect. But this ongoing effort of self-awareness – understanding who we are and how we can improve – makes us more tolerant and more performant. We are a company where you can find and work alongside people like yourself, as well as with very different individuals, and these contrasts, just like in the world, make Kaufland not only a better place but also a great place to work.”
You can follow Estera on LinkedIn here, follow Kaufland Romania and Moldova here and browse careers at Kaufland here.
