Katerina Shopova has been the Human Resources Director at Lidl Bulgaria for 4 years. Works with a large team of top HR experts in various areas such as talent acquisition, administration and rewards, training, company culture, employer brand, and OHS. In the field of HR, Katerina has over 17 years of experience and expertise from companies with various fields of activity. In them, she invariably worked to position the HR function as a strategic partner of the business in making long-term complex decisions, including those related to transformational projects and building an engaging and inspiring organizational culture.

Mrs. Shopova, why did you choose to develop in the field of Human Resources?
For me, the HR profession has never been just a job, it is a mission that just found me. I believe that change comes when everyone improves what is possible in their field and thus positively affects the environment. I am happy to be part of a company that believes in people and has a value system that matches mine. The fact that Lidl Bulgaria strives to contribute to the overall improvement of the environment inspires me and gives me many opportunities to provide working solutions for the business in my field.

Tell us about the successful projects and good practices that you have implemented in the last 3 years...
Lidl Bulgaria is an excellent employer that sustainably invests in people as the most valuable resource and driver of success. The company develops a multispectral HR strategy that includes both internal programs and projects for employees, as well as activities for target groups such as young people, Bulgarians abroad, etc.

The last two years have been marked by the Covid crisis and as an employer, we have managed to prove ourselves as a safe and stable partner for our employees despite the uncertain times. During these years, we not only did not lay off people, but our team grew steadily - by nearly 20% in 2020 and by 15% in 2021. We managed to provide financial stability to our employees with a salary that is more than 50% above the average for the economy. We introduced additional benefits for all employees, such as a Christmas bonus, for example, and expanded the health insurance package. We continued to invest an annual 6-figure budget in employee training and development to further their potential.

We also successfully executed youth programs aimed at people without experience, for whom the company provides the opportunity for a first favorite job and the accumulation of valuable knowledge. Here, as a success, I can point to the internship program that we conduct in the summer for students over 18. Last year, a record number of participants took part in it - 139 across the country, and 10% of them stayed at the company. We also implemented projects in the field of digitization, which stood out as key in the conditions of a pandemic - examples include our new digital training platform, digitized pay, and leave slips. Last year we also introduced our first mobile app for employees, WeAreLidl. So much easier and more convenient - just through their phones - they can get informed about everything most important in the company and share and communicate in a new and modern way.

We are glad that our care for the employees is also appreciated by them. According to the latest Lidl Pulse survey, 79% of respondents are satisfied with their work in the company and the working conditions, 84% are satisfied with working with their direct manager, and 77% are inclined to recommend the company as an employer. The positive internal assessment is also confirmed externally. Over the years, we have received over 20 prestigious recognitions for our employment practices. We have been certified as a TopEmployer for Bulgaria and Europe for three consecutive years.

What challenges does the HR professional face these days?
The biggest challenge is the demographic crisis, which is increasingly felt in the labor market, especially for a company like Lidl, which is steadily growing in terms of team numbers, and different geographical areas. Other big topics before us are the transformations accelerated by the Covid crisis, as well as global digitalization - they determine the ever-increasing complexity of HR as a business partner.

Your core principles for motivating people in your organization…
People are mainly motivated by care and a safe environment, open and timely communication, a relationship of trust and respect; recognition of their contribution. They are no longer just looking for a job, but increasingly want to belong to a company that contributes to their living environment, that of their families, and the communities they identify with. At Lidl, contributing to a more fulfilling life is another name for our daily efforts, because we genuinely value people.