Puma’s secret to their people-first culture and sustainable HR practices

Puma has achieved a remarkable milestone in 2025. They are Certified as a Top Employer on a Global and Enterprise level while also reaching the phenomenal achievement of being Certified in all 50 countries where they operate. This accomplishment underscores Puma’s unwavering commitment to fostering a people-first culture and sustainable HR practices. David Plink, CEO at Top Employers Institute, sat down with Dietmar Knoess, CHRO at Puma, to uncover Puma’s secret to their people-first culture and sustainable people practices.

How Puma respond to the challenges of the

The future is not something that HR teams can predict anymore. As Dietmar explained to David in their conversation, “We need to live with the new fact that we can’t predict the future anymore. We can hardly affect the next twelve months. That means that you need to be on your toes.” This sentiment shows how critical it is for Puma, an organisation that prioritises its people-first culture, to be proactive in facing the challenges of a changing business landscape. He continued, “You need to make quick decisions and communicate it to your organisation quickly.” That is the role that HR plays at Puma.

While Puma always felt that they had an exceptional HR team able to react to the challenges of the market, they wanted an unbiased assessment of their practices. That is where the Top Employers Certification helped Puma. It offers Puma validation of their people practices. It gives them access to benchmarking and analytics to improve their practices yearly, enabling them to stay competitive in the talent market.

This global recognition as a Top Employer celebrates Puma’s achievements and reinforces its commitment to continuous improvement and employee satisfaction. By fostering a culture that values and supports its employees, Puma sets a benchmark for excellence in the industry —allowing them to execute their goal of being Forever.Faster.

For more insights into Puma’s journey as a Top Employer, you can watch the entire conversation between Dietmar and David. You will be able to get a look into:

How Puma attracts, retains and engages top talent in a competitive talent market.
The biggest challenges shaping the future of work and how HR teams can respond to these challenges.
And what it means to lead the market with sustainable HR practices and policies.

How Postbank is accelerating its talent strategy with AI-powered innovation

Integrating Artificial Intelligence (AI) into HR practices can be daunting for many organisations, especially those with advanced practices and policies. The promise of enhanced efficiency, personalisation, and innovation often clashes with practical hurdles like adapting legacy systems, ensuring user adoption, and maintaining a human touch in recruitment.

Certified Top Employer Postbank has embraced this challenge and turned it into an opportunity to lead by example. By leveraging cutting-edge AI technologies like the AI Story Builder, AI CV Assistant, and AI Interview Trainer, Postbank has redefined its approach to recruitment and talent development. These tools have transformed their gamified career website into a hub of personalised and dynamic candidate experiences, setting a new standard in the industry.

This is just a snapshot of Postbank’s innovative best practice; you can find the entire practice in our HR Best Practices database, which is exclusively available to Top Employers. Get inspiration and insight into the approach, challenges, and learnings from leading organisations. As a Top Employer, you can now access the complete best practice via thePortal. If you are not yet Certified, learn more about it here!

Reimagining Recruitment with Generative AI

Postbank’s AI Story Builder, AI CV Assistant, and AI Interview Trainer all use generative AI, like ChatGPT, to power these three AI features on its career site. These tools align seamlessly with the bank’s HR strategy, which prioritises gamification and personalisation. By openly embracing these priorities and using new technologies, Postbank is committed to candidate care and innovation in improving the workplace environment.

Why Postbank see AI as the future

Postbank’s strategic decision to implement AI began from a need to tackle the common challenges of recruiting younger talent. The banking industry has been known to struggle with recruiting young people because of its perception of being overly conservative. Postbank, one of Bulgaria’s leading banks, wanted to counteract this view proactively and for their organisation, AI tools provided a fresh perspective by:

Supporting candidates in highlighting their unique strengths, even when they lack traditional experience.
Shifting the focus from past roles to key skills essential for career success.
Encouraging flexible thinking and skills development in applicants.

Yordanka Kostova Postbank`s Director Talent Management & Employer Branding, further explained that some of the reasons they chose to implement AI in their recruitment were inspired by “[several previous] who, despite initially lacking the conventional education or experience for a given role, have demonstrated skills and qualities that have led to their success. These stories have inspired us to embrace innovation and align with the growing trend that skills are the new currency. As part of this, we are introducing AI-driven tools designed to assess and develop candidates’ specific skills, helping unlock their full potential.”

Innovative AI-Powered Features

In the first quarter of 2024, Postbank unveiled its new AI tools as part of a broader strategy to attract interns and young professionals during its annual Internship Programme. Here’s more on each feature:

1. AI Story Builder:

Empowers candidates to share personal stories that highlight their strengths.
Offers personalised feedback and analysis, allowing candidates to create a skill-based profile beyond the traditional CV.

2. AI CV Assistant

Guides candidates in crafting more effective and tailored CVs.
Provides technical and personalised feedback to improve chances of success in job applications.
Enhances the overall candidate experience by helping applicants understand how to present their skills more effectively.

3. AI Interview Trainer

Simulates realistic interview scenarios to help candidates prepare.
Offers tailored suggestions for improvement and boosts confidence.

You can also discover more about Postbank’s AI tools on their careers page!

Gamification Meets Personalisation

Postbank has also harnessed AI, Virtual Reality (VR), and Augmented Reality (AR) to create engaging and interactive experiences for candidates and new employees. These include:

Career Quiz Game: An intergalactic journey on their career site to help users find the best roles for them.
VR Recruitment Experience: A hybrid quiz and tennis gameplay inspired by their brand ambassador, tennis star Grigor Dimitrov.
VR & AR Onboarding – gamified experience with different modules of interactivelearning content
Viber Chatbot: Bulgaria’s first career chatbot on Viber for talent attraction, integrated into Postbank’s recruitment platform.

Results of Postbank’s AI strategy

Postbank’s efforts in their AI strategy have not gone unnoticed. They earned gold at the Employer Brand Stars Awards 2024 for “Use of Digital” and “Candidate Experience” and at the Employer of Choice Awards 2024 for “Innovation in Selection.

Martin Stanoev, an intern at Postbank, shared his opinion of the organisation’s decision to implement AI features on its website. He shared that “the AI assistants on Postbank’s website are highly effective tools for job applicants. They operate intuitively, assisting prospective employees in preparing their applications. My preferred tool is a story builder; I can possiblyuse it in other areas as well. The AI Interview Assistant is also invaluable, as it helps me anticipate various scenarios during an interview.”

Additionally, as part of Postbank’s Summer Internship Programme, they hosted a series of webinars on “AI Tools for Career Development”. They found that the data reflected a positive reception of their AI tools. Some of the feedback they received included:

85% of participants rated their experience with the AI assistants as “excellent” or “very good.”
90% indicated they would use the AI assistants again.
95% said they would recommend the AI tools to others.

Postbank’s use of AI is an excellent example of crafting a recruitment experience that is personalised, innovative, and aligned with the expectations of a tech-savvy workforce. Postbank is building a more inclusive and forward-thinking recruitment process by focusing on skills and potential rather than traditional criteria. Postbank’s AI initiatives showcase how technology can bridge the gap between employer needs and candidate aspirations, ensuring a brighter future for both.

It is exciting to know that they aren’t stopping there. Silviya S. Todorova, Postbank’s Employer Branding Project Manager shared, “We are definitely exploring new opportunities to enhance the project further, with a focus on integrating advanced technologies such as AI, AR, and VR. By combining these innovations, we aim to create even more immersive and impactful tools that will drive our AI efforts forward and strengthen our position as an attractive employer for young talent. These technologies offer exciting potential for transforming talent development and employee engagement in ways that resonate with the next generation of professionals.”

Postbank’s top recommendations

As we close our look at Postbank’s innovative best practice we want to leave you with some inspirational tips for organisations and HR teams looking to follow in their footsteps.

When we asked Postbank to reflect on their journey and anything they would’ve done differently, Silviya shared, “If we could go back in time, one thing we would focus on earlier is aligning our AI initiative more closely with user feedback from the start. While we did gather insights throughout the process, involving end-users – students, interns, and young professionals – right from the idea stage would have helped us tailor the tools more precisely to their needs. One of our biggest hurdles was ensuring that the AI assistants were intuitive and accessible for a diverse group of users with varying levels of tech-savviness. Another challenge was gaining buy-in from stakeholders, which required demonstrating the tangible benefits of AI in talent development and career progression.”

Yordanka Kostova, Director of Talent Management & Employer Branding at Postbank, shared, “Our advice is to create a successful synergy between people and technology. It’s essential to integrate the HR mission into every aspect of the organisation—this is the foundation for success. Every employee has the potential to be an ambassador for your company, and technology offers tremendous opportunities to support and amplify this. Embracing this approach can drive both innovation and engagement across the board.”

Remember that this article does not provide a complete look at Postbank’s inventive practice. You can find the entire best practice exclusively on the Top Employers Portal. If you aren’t a Top Employer yet, learn more about how you can access your one-stop online source of practical and proven HR Best Practices as implemented by Certified Top Employers across the globe. Build a better world of work with us as the #1 global authority on HR strategies and deliver excellent people practices with proven business impact as you attract, engage and retain top talent.

The journey to become an employer of choice with the Zahid Group

“Employer branding is just the end result. It’s all about the culture and people being proud of working here. [Becoming a] Top Employer is a way to express this.” – Amr W. Zawawi, Zahid Group Director – HRD.

Zahid Group, a Certified Top Employer, wanted its employees to seamlessly connect their Top Employers Certification status to the company’s unique culture. While most organisations’ websites start by introducing their products, Zahid Group has a different approach. They introduce themselves first by talking about their employees. You will see on their website that the first sentence sets their people-first culture: “Zahid Group is a Certified Top Employer”.

The group’s long-standing commitment to employee wellbeing and development initially led it to obtain the Top Employers Certification in Saudi Arabia. It was an “easy decision” for them as it aligned with their shared values and strategies.

When they became Top Employers, they had three goals:

Measure their HR practices in a structured way to improve and progress.
Make sure practices are the same in all countries due to geographical expansion.
Benchmark against best in class, globally.

Download the value story for free and discover their complete story to learn how:

The Top Employers Certification process has contributed to Zahid Group’s internal efficiencies, and their KPIs for the average time to fill a position has decreased by 24%.
How the international standardisation of Zahid’s HR practices has contributed to their organisational structure and governance score of 92% and maximised their regional reach to 100%.
The overall business impact of the Top Employers Certification to Zahid Group’s employees.

Download the full story

The Benefits of Crafting an Employee-Led Employer Branding Strategy

People want to work for organisations that are known to be good employers. While it may sound obvious, many companies still neglect their employer brand to focus on other parts of their business strategy. Employer branding might not be the most exciting topic around the office, but it is one of the most underrated parts of an organisation’s strategy.

It helps attract new employees as well as retain existing talent. As organisations begin to invest in building an effective and genuine employer brand, they need to ensure they involve their employees in the employer value proposition.

There is not one way for organisations to create an inspiring employer brand, but in 2023, we see a change in how companies build their brand. For many, what used to be the responsibility of a small group of people is now becoming an organisation-wide effort, with employees becoming critical players in building an authentic and robust employer brand.

What is Employer Branding?

Employer branding is an organisation’s strategy to showcase their company culture and reputation. Employer branding, while a marketing effort, is designed to appeal not to customers but to prospective employees. While job seekers are the primary audience, the appeal of a strong employer brand is also a key part of influencing existing employees’ perception of their employer.

An organisation’s employer branding strategy is essential to maintaining a company’s reputation, and a strong employer brand will help generate engagement within the workforce by connecting employees with their organisation’s mission. That mission must be genuine and authentic. It is not enough for organisations to say that they have a set of values. They must make sure that all the employees in their organisation feel it.

An organisation’s employer brand represents your organisation’s reputation as an employer. It may not be tangible, but it is an asset that needs attention as it influences candidates and current employees.

Why is Employer Branding Important?

A strong employer brand is necessary for every organisation’s strategy, especially in a more demanding talent market. While the concept of employer branding is not new, it is still sometimes forgotten by companies, as other parts of their business take a more significant part of their strategy goals. Still, as the talent market has become more fluid, innovative organisations invest heavily in their employer brand. Some of the reasons why it is still essential include its role in:

Attracting Top Talent

The best people want to work for an organisation that reflects their values, and it has never been more difficult for organisations to get to these individuals. Organisations that can reach these potential employees are doing so because they have a strong employer branding strategy that appeals to potential candidates. This recruitment effort is also helped by current employees sharing their positive experiences at the company, enhancing its reputation.

Improving Employee Engagement and Retention

Just as people want to start working at a company that aligns with their values and culture, they also want to continue working at an organisation that is reflective of themselves. A well-designed employer brand fosters this connection between employees and their organisation. Employees who are proud to work at an organisation are more likely to feel a genuine connection with their company and are more likely to be engaged, which is linked to higher retention.

Gaining a Competitive Edge

Many organisations offer similar services and products. Differentiating your organisation from the competition can be challenging – and this is where your employer branding strategy can help you gain a competitive edge. When your employer branding strategy highlights the exceptional qualities of your team and organisation, it helps set you apart from the competition.

Building Credibility with Customers

Customers, like potential employees, want to engage with organisations that align with values that are important to them, and that they can trust. When values align, people are more likely to trust them, and while it’s not the sole deciding factor for potential clients, it is one which organisations should be mindful of, particularly in a competitive market.

Enhancing Organisation Culture

When an organisation actively shares the unique aspects of its workplace culture, including its values and mission, it attracts individuals who align with these values. This makes them better placed to create a more cohesive and productive work environment.

How does the Employer Value Proposition Fit in?

The Employee Value Proposition (EVP) is critical to crafting a successful employer branding strategy. The EVP is the unique set of offerings and experiences an organisation provides its employees in exchange for their skills, contributions, and commitment. Organisations that effectively integrate the EVP into their employer branding strategy use it to form the foundation for their brand image and reputation.

Why are Organisations Involving Employees in Creating a Strong Employer Brand?

Creating an effective employer branding strategy is essential for organisations, and in 2023, this creation effort will no longer be limited to HR and marketing efforts. As companies realise that including employees in the process of creating a strong employer brand is not only good practice; it is a strategic imperative. Some of the reasons why organisations include their employees in this process are:

Authenticity: Employees are the living embodiment of an organisation’s culture and values. Their genuine experiences and perspectives provide authenticity to your employer brand. Candidates and potential clients are more likely to trust employees’ words over scripted marketing messages.
Improved Feedback: Employee involvement in branding creates a feedback loop that allows organisations to continually refine and enhance their employer brand strategy. Employees can provide insights into what’s working and what needs adjustment, ensuring the employer brand is authentic and accurate.
Inclusive Culture: Involving employees in branding fosters a sense of inclusion and ownership. It reinforces that the organisation values diversity of thought and perspectives, which can contribute to a more inclusive workplace culture.
Long-term Sustainability: An employer brand created alongside employees tends to be more resilient and adaptable. It can evolve to meet changing needs and expectations, ensuring its sustainability.

Final Thoughts

A strong employer brand is becoming increasingly crucial for organisations wanting to succeed in the talent market while getting the best out of their current employees. A well-planned and executed employer branding strategy comes when an authentic company story is integrated into all aspects of the business. Employees must be involved in the process to help create this strategy, and when it is done transparently, it has several benefits for the organisation.

Organisations that invest in their employee brand create a more appealing workplace and set the stage for long-term success in a dynamic and ever-changing work landscape.

Employer Branding – How to stand out from the crowd

Sofia Merlo, CHRO at BNP Paribas, caught up with David Plink, our CEO, on the 23^rd of March 2022 in our first virtual fireside chat of 2022: Employer Branding – How to stand out from the crowd.

As the struggle for top talent continues, employer branding is more important than ever. For an organisation to attract and retain the best talent, their brand needs to be clear and understandable. In 2022, employer branding remains a top priority for organisations and as a result, finding the right mix between the vision, mission, organisational culture, personality, and marketing messaging is key!

Read ahead to get a snapshot at some of the highlights from Sofia and David’s engaging discussion and fill in the form (on the right-hand side of the page) to get the complete fireside chat to watch whenever you have a moment.

The Covid-19 pandemic highlighted the importance of banking to the world. This was not always the case, as the financial crisis tarnished the image of the banking industry. Organisations had to slowly rebuild their brand . At the centre of this work is aligning the purpose of an organisation to each employee.

The power of purpose for employer branding

Serving their clients is at the core of BNP Paribas. That was the first thing that they kept in mind when they began developing their employer branding strategy . That’s because the actions of employees are there to express the purpose of the organisation.

Employer branding is first what you are really doing on the ground – and this is then translated to a communication and marketing plan. In the end, authenticity always shines through. When you want to attract newcomers, the best attraction is your current employees.

Collaboration between HR and marketing

Sofia emphasised that employer branding is not the sole responsibility of HR or marketing. Ultimately, it is a collaborative effort between both departments. HR is there to ensure that the correct organisational culture is in place. This translates to the best form of employer branding, which is having employee ambassadors. The end responsibility of employer branding cannot be alone with HR and marketing. They work with managers and employees to ensure that what they communicate externally is applied internally.

What makes an employer brand stand out from the crowd?

There are various elements to make your employer brand stand out. In particular, Sofia mentioned three elements that make BNP Paribas stand out:

Commitment to Sustainable Development Goals: At the core of BNP Paribas’s purpose is the pursuit of positive environmental impacts. In line with this, they’ve joined the Net-Zero Banking Alliance (NZBA) to fight climate change to achieve carbon neutrality in 2050.
Diversity: BNP Paribas were one of the first big companies, in 2004, in France to hire someone to specifically look at all areas of diversity. This is managed with strategic KPIs and action plans. Diversity is a key strategic pillar in positioning themselves as an employer of choice.
Internal mobility: Part of the DNA of BNP Paribas is internal mobility. This enables employees to move across business lines and in different positions. Many employees remain with BNP Paribas for a long time for this very reason. Just last year, they had over 20 000+ internal mobility moves.

How to build your own brand and career

Sofia has had a long and diverse career with BNP Paribas, with opportunities in business, HR, wealth management and career management at various levels. At the core of this is her “willingness to take risks”. Furthermore, she advises everyone to build a strong network, not only those within your department but across business lines and diversity groups. Sofia poignantly ended the webinar with the best pieces of advice she has received from her carer”

“Dare to take risks, dare to speak, dare to ask for what you expect.”
“Have a good balance between your work and personal life. “

How BNP Paribas uses the Top Employers Certification

BNP Paribas is proud to be certified in 15 countries and ranked in the top 10 Employers in France. This proud achievement is shared with all employees and managers and is part of the attraction and retention strategy. For countries that are not yet certified, they are looking at ways in which their practices can be improved. The objectivity and the value of external feedback received cannot be understated.