Estera Anghelescu, Kaufland: Our employee relations strategy is the commitment to providing equal opportunities for all

Kaufland maintains its Top Employer title in 2024 as well, for the 9th year in Romania, the 4th in the Republic of Moldova and the 6th at European level, following a rigorous annual audit process carried out by the Top Employers Institute. It examines multiple aspects of human resource management, from organizational culture to employee benefits packages. Business Review talked to Estera-Emanuela Anghelescu, Director-Human Resources-Recruitment Department, Kaufland Romania, to find out more about the HR strategy of the company.

Business Review: The labor market has undergone many changes in the last four years. How have these been felt within Kaufland: What has been the biggest change in the recruitment process?

Estera Anghelescu: One of the most notable shifts is in the recruitment process we transitioned from a fully offline approach to adopting a hybrid or, at times, even fully online interviewing method, especially for roles in the headquarters (HQ). However, for positions in our stores and logistics platforms, the recruitment process has largely remained unchanged.

Additionally, a noteworthy adjustment within Kaufland has been the adaptation of benefits in the post-COVID era. This adaptation includes the implementation of hybrid work models specifically for HQ roles, reflecting a more flexible approach to work arrangements. This change aligns with the evolving dynamics of the labor market and adapts to the needs of employees who may prefer a combination of remote and in-office work.

Moreover, there has been an increased focus on the work-life balance within our company. We believe it’s essential that our colleagues maintain a healthy balance between their professional responsibilities and personal lives. This shift reflects an understanding of the changing expectations and priorities of the workforce in response to broader trends in the labor market.

The modern retail sector employs thousands of people and there is competition between companies to attract candidates. How has Kaufland managed to differentiate itself from competitors in attracting new employees?

Kaufland has built a reputation as a stable and reliable employer. This perception of trustworthiness sets our company apart, making it an attractive choice for candidates seeking a secure and dependable work environment, where they can find growth opportunities, as well as plenty of benefits. As a testament to our high-standard organizational practice, I am happy to share that we have received once again the title of Top Employer in 2024, granted by Top Employers Institute (Netherlands), and we couldn’t be prouder.

What is more, our strategy unfolds throughout many channels, both internally and externally. What I believe sets us apart are our unique activations in unconventional locations, surprising potential candidates. For example, the Kaufland Careers Team participates at various festivals (e.g. Neversea, UNTOLD, Nostalgia) where we have the chance to directly interact with potential candidates and showcase a little bit of our “personality” to our audience.

Additionally, to remain relevant and continue to differentiate ourselves in the labor market, we are up to date with technology trends. As such, we launched the Grand Job Experience project which offered a unique opportunity for young people to virtually immerse themselves in the first Kaufland store opened in a popular game. We invited six well-known gamers from Romania to practice for the roles in-store. The influencers had the chance to virtually experience various roles, including Store Worker, Cashier, Cleaner, Department Manager and Store Manager. This creative approach engaged users in a gamified working experience, while also highlighting our commitment to embracing new methods in talent acquisition.

Another pillar is our strong emphasis on diversity and inclusion, demonstrated by our initiatives such as Diversity Carts or Kaufland Dance Talk.

Celebrating Diversity Month, in 2023 we launched the “Diversity Carts” campaign, and starting mid-May we introduced 100 shopping carts painted in 4 different colors, each specific to a cause that our company supports, in the Kaufland store in Bucharest on Barbu Văcărescu Street (gender equality, integration of persons with disabilities, embracing cultural differences, celebrating age diversity). Our customers could directly take part in the campaign and become carriers of the equality message.

Next, Kaufland Dance Talk was a campaign that started like any other TikTok challenge: with a fun dance tutorial that could help users win prizes. But the dance contained elements of sign language and represented a recruitment message for people with hearing impairments, encouraging them to join the Kaufland Team. People who attended big festivals, like UNTOLD and Nostalgia, accepted the challenge, recorded themselves, and amplified the message. Both projects have been launched under the Kaufland A.C.C.E.S. program (Employment of Candidates with Special Requirements and Developments).

By actively promoting these values we believe in, Kaufland not only differentiates itself but also fosters a workplace culture that appreciates individual perspectives and experiences.

What are the differences between the generations of employees (seniors, generation X, millennials, generation Z)? How do you approach employees by age?

Understanding the diverse needs and preferences of different generations in the workforce is crucial for effective employee engagement. Each generation, from seniors to Generation Z, brings unique perspectives to the workplace. And by recognizing these differences, we adapt our communication strategies according to the target group. Whether it’s acknowledging the experience and wisdom of seniors, appreciating the work ethic of Generation X, embracing the tech-savvy nature of millennials, or adapting to the dynamic and collaborative style of Generation Z, we strive to have a nuanced approach.

But what I believe to be at the core of our employee relations strategy is our commitment to providing equal opportunities for all. At Kaufland, we prioritize fostering an inclusive environment where people, regardless of age, have an equal chance to thrive and contribute to the success of our company.

What conditions do you provide for people with disabilities?

In 2019, we launched the Kaufland A.C.C.E.S. program for the integration of people with disabilities into our team. With ongoing training and consultancy to raise awareness and understanding of disability-related issues, creating an environment where our colleagues can grow and develop their unique skills and talents.

Our approach encompasses various measures, including ensuring general accessibility and adapting jobs to accommodate different needs. All Kaufland locations have at least one colleague with disabilities in the team. Our objective is to continue to offer as many positions dedicated to people with disabilities as possible in all units in Romania. Through A.C.C.E.S., more than 450 people are now part of the Kaufland Team and we welcome another 700 candidates to join us. Specifically, we have taken steps to provide wheelchair-accessible workspaces (cash registers) for employees with mobility challenges. Furthermore, in collaboration with the National Association for Deaf People in Romania (ANSR), we have implemented the “Voices for Hands” application, the first video interpretation service in Romanian sign language for deaf people with hearing impairments. This initiative is another proof of Kaufland’s dedication to making use of technology for inclusivity.

How many employees does Kaufland currently have and what are the plans?

Currently, Kaufland has a team of over 17,000 employees. Looking ahead, we aim at a strategic expansion of our team in parallel with the growth of our store network. With a target of approximately 10 new store openings annually, we estimate hiring an average of 100 new colleagues for each store. Beyond expansion plans related to our units, I’d like to highlight our commitment to diversity and inclusion as we will continue our recruitment campaign for attracting people with disabilities and young talents aged 16+ years old to our team.

How do you see the retail sector evolving over the next five years? Will there be more automation in stores?

I believe that artificial intelligence (AI) will become an even more integral part of most job functions. The evolving landscape will likely see a shift in the role of human resources, focusing more on activities that distinctly differentiate humans from robots, emphasizing continuous development and skill enhancement. In my opinion, automation is expected to play a pivotal role in streamlining operations, particularly by assigning robots to handle repetitive tasks that are not dependent on human input. This strategic leveraging of technology can free up employees and help them engage in more meaningful and complex aspects of their roles, enhancing overall efficiency and customer experience.

Although automation may increase in various fields, I am certain that the human touch is crucial in offering the personalized and empathetic nuances that define exceptional customer service. With AI taking on routine tasks, employees could look towards improved customer engagement or problem-solving capacities. Thus, the retail sector will likely be characterized by a combination of humans and technology, making use of the strengths of both to create a top customer-centric shopping experience.

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