Flavia Bucerzan, Country Manager, Employer Branding Communications at Bosch Romania: A key pillar of our adaptable leadership approach is our deeply integrated feedback culture

Employer Branding, People & Sustainability

Employer branding is evolving rapidly as businesses adapt to shifting workforce expectations, technological advances, and societal trends. In 2025, companies will redefine how they position themselves to attract and retain talent, focusing on authenticity, sustainability, and employee empowerment. In the same time, In 2025, the intersection of people and sustainability has emerged as a cornerstone of successful business strategies, reflecting a deeper commitment to long-term growth, resilience, and shared value creation. Companies today recognize that their people—employees, stakeholders, and communities—are not just contributors to their success but essential partners in driving sustainable progress.

Prioritizing employee well-being, fostering inclusive cultures, and empowering talent with purpose-driven opportunities are no longer optional but vital to attracting and retaining top talent in a competitive landscape This year, businesses are called to embrace this synergy, ensuring that their strategies reflect a commitment to a brighter, more sustainable future for all.

We recently talked with Flavia Bucerzan, Country Manager, Employer Branding Communications at Bosch Romania to highlight the main aspects on the impact and evolution of employer branding, people & sustainability

What are the key trends shaping the employer branding strategies in the automotive industry in 2025, and how do you align your strategy with changing workforce expectations?
In 2025, I believe that three key trends will shape our Employer Branding approach, namely 1. personalized and authentic branding, 2. employee experience as a core element, and a 3. stronger focus on employee well-being. In an industry that undergoes rapid transformation driven by automation, electrification and digitalization, authentic Employer Branding is paramount. We know that candidates and employees seek transparency and a genuine connection with our brand more than ever.

That’s why we are continuously crafting tailored content that showcases real employee experiences in our campaigns and actions. Our Employee Value Proposition (EVP) Work #LikeABosch is deeply embedded in our culture, ensuring that the values we communicate externally are genuinely lived within our organization. Moreover, all our actions are based on these values as well: we are future and result-focused, we act responsibly for the benefit of society and the environment, we deal fairly and respectfully with all our partners, we act reliably and credibly and we foster diversity, equity and inclusion.

Beyond employer branding as an external function, we are prioritizing employee experience and well-being to ensure our people feel valued, engaged and supported. We think that compensation alone is not enough for retention; we are committed to fostering a work environment where well-being, work-life balance and career growth are integral as reflected by the three pillars of our EVP: Grow. Enjoy. Inspire. We take a holistic approach to well-being, addressing mental, physical and emotional health through flexible work models, psychological safety and leadership that prioritizes resilience and continuous learning. By creating authentic relationships built on trust and shared values, we not only strengthen employee loyalty but also reinforce our position as an employer of choice in Romania. In 2025 and beyond, our focus remains clear: investing in our people, ensuring their well-being and making our employer brand a true reflection of the culture we live every day.

How has the growing emphasis on Diversity, Equity, and Inclusion (DEI) influenced your employer branding initiatives?
At Bosch, diversity, equity, and inclusion (DEI) are values that are actively embedded into our culture and our daily work. We believe that diverse perspectives, experiences, and backgrounds drive long-term business success, fostering innovation and resilience in an ever-evolving industry. With over 30 years of activity in Romania, we have cultivated an inclusive workplace where more than 10,500 employees from 43 nationalities – spanning ages 18 to 69 – collaborate and grow together. This diversity is a strength that fuels creativity, problem-solving, and adaptability, allowing us to meet the needs of a dynamic market while fostering a sense of belonging among our people.

Moreover, with over 50% of our workforce being women, we continue to challenge industry norms, ensuring equal opportunities and representation at all levels of the organization.

Beyond representation, we are committed to fostering meaningful interactions and collaboration across generations and backgrounds. We actively facilitate knowledge sharing through mentorship programs, training sessions and hands-on workshops. These initiatives help bridge generational and cultural differences, reinforcing a shared sense of purpose and driving employee engagement. To ensure that DEI is not just a concept but a lived experience, we organize dedicated initiatives such as our Global DEI Week, where employees participate in workshops, awareness campaigns and discussions on inclusivity in the workplace. We also integrate DEI principles into our employer brand promise, ensuring that every individual – regardless of background, gender, or age – feels valued and empowered to contribute with their unique skills and perspectives to shape the future of mobility together.

What role does corporate social responsibility play in enhancing employer branding this year?
Lately, Corporate Social Responsibility (CSR) is playing a crucial role in strengthening employer branding, as employees and candidates increasingly seek purpose-driven workplaces. Bosch is known for being committed to making a meaningful difference in the locations where it runs its business. By actively involving employees in volunteering programs and education initiatives thoughout the year, we create a sense of belonging and shared purpose, which enhances engagement and strengthens our reputation as a responsible employer.

In 2024 alone, more than 800 colleagues from Bosch Romania participated as volunteers at least in one of the approximately 60 CSR initiatives, making a difference in their local communities by giving a helping hand or by donating for different causes.

Since 2020, when the Bosch Romania Foundation was established, we have generated even greater positive change in our society through initiatives that focus on education and community development for disadvantaged groups. Through common projects with the Foundation, we support the development of local communities through donations for schools and daycare centers, social and cultural amenities, environmental protection and non-profit organizations where our colleagues engage in voluntary work. These initiatives go beyond philanthropy – they align with Bosch’s core values and reflect our long-term commitment to societal progress.

How is your organization addressing the “always-on” culture and combating burnout while maintaining productivity?
At Bosch, we recognize that a strong employer brand is about fostering an environment where employees feel valued, engaged and supported. In today’s fast-paced world, the pressure to always be available can take a toll on well-being, which is why we take a proactive approach to work-life balance. Our commitment to employee well-being is reflected in our flexible work arrangements, a culture that supports work-life balance and initiatives that promote both physical and mental health.

One of the key elements of our approach is the concept of Inspiring Working Conditions (IWC), which is implemented in all our locations in Romania. Through innovative workspaces, modern meeting rooms, relaxation areas, we create a physical environment that encourages collaboration, creativity and employee well-being. Our flexible work culture is ensured by our SmartWork hybrid model, which gives teams the flexibility to work both remotely and onsite. By providing autonomy over where and how we work, SmartWork enhances our culture of trust and personal responsibility, ensuring that employees feel connected to both the organization and their colleagues regardless of location.

To combat burnout, we go beyond traditional well-being programs by fostering a culture of empathy, support and recognition. Programs such as ‘befit’, developed in collaboration with specialists offer wellbeing courses, psychological counseling, stress management support, and access to sports activities and medical services at the workplace. These trainings equip employees with tools to navigate workplace pressures effectively. Equally important is our leadership approach – we encourage an empathetic and supportive leadership style that is based on feedback, open communication and that encourages flexible work. Our recognition programs further reinforce our commitment to appreciation and motivation, ensuring employees feel valued for their contributions.

What strategies have been most effective in communicating organizational culture to your employees and potential candidates?
When it comes to communication, we focus on clarity, transparency and empowerment. Internally, we use a variety of communication channels to reach employees in the most effective way possible, ensuring that messages align with our organizational culture and brand identity. Depending on the nature of the message – whether it’s related to internal events, engagement initiatives or company updates – we carefully select the most suitable channel and we use emails, newsletters or our internal Teams Channels when most fitting. Our leadership plays a central role as well in driving internal communication. Leaders act as vital links between the business and employees, ensuring that messages are not only transmitted clearly but also resonate with teams.

Externally, we take a employee-centric approach, ensuring that our corporate culture is visible and accessible to potential candidates. We highlight employee experiences, career growth stories and real workplace insights across digital platforms, social media and career sites to provide an authentic view of life at Bosch. Our recruitment marketing strategy includes virtual and in-person events, partnerships with universities and engaging content formats such as employee testimonials. Moreover, through informal communication methods such as employee advocacy groups, we foster an environment of transparency where employees feel encouraged to share their ideas on their own Social Media profiles.

This approach ensures that our organizational culture is communicated authentically and effectively, creating a cohesive and inclusive atmosphere no matter which location our employees are working at. By focusing on genuine, employee-driven content, we showcase what it truly means to be part of Bosch Romania and to Work #LikeABosch.

How is your organization fostering leadership adaptability to better engage and motivate multigenerational teams?
At Bosch, fostering leadership adaptability is essential to engaging and motivating all our employees, regardless of age or experience, so that they feel valued and supported. We embrace an inclusive leadership style that prioritizes empathy, open communication and clarity in decision-making. Leaders play a crucial role in providing stability, especially in times of uncertainty by addressing sensitive topics with transparency. We encourage leaders to remain open, approachable and adaptable, enabling them to understand the diverse needs of their teams.

A key pillar of our adaptable leadership approach is our deeply integrated feedback culture, which ensures continuous learning and alignment across all levels of the organization. At Bosch, we have multiple holistic feedback initiatives at both global and country levels, as well as tailored tools developed at each location level, to gather insights based on specific business needs. Feedback is actively exchanged between leaders and employees at all levels, fostering a culture of openness, trust and shared growth.

To further support our leaders in adapting to transformational times, we have developed customized leadership programs designed to drive authentic, values-based leadership in all our locations. These programs cater to different leadership levels and focus on long-term development. By incorporating competency measurements at both the beginning and end of the programs, we track progress and ensure that leadership behaviors align with our organizational values and transformation goals. Through this structured and data-driven approach, we equip our leaders with the skills they need to effectively motivate diverse teams, foster innovation and navigate change, reinforcing a culture of continuous improvement and strong leadership at all levels.

What are the most significant challenges Human Resources and Employer Branding leaders face in managing employee expectations in 2025?
Managing employee expectations in 2025 presents a unique challenge for Human Resources and Employer Branding leaders, as employees seek greater autonomy, tailored career development and a greater sense of belonging while the businesses prioritize operational efficiency and cost consciousness. At Bosch, we address the evolving expectations on career growth and upskilling expectations by fostering a culture of life-long and autonomous learning, ensuring that employees have the freedom and resources to shape their own career paths.

With over 40 customized development programs and more than 70 learning resources, we offer a tailored approach that allows employees to upskill at their own pace, aligning professional growth with personal aspirations.
Another major challenge is creating a sense of purpose and belonging in a fast-changing work environment. Employees today expect meaningful work, decision-making transparency and personalized career support.

At Bosch, we meet these expectations through mentorship & coaching programs for leaders and a strong feedback culture. Programs such as the Junior Managers Program (JMP) for emerging leaders and specialized training for experts and project managers ensure that every career stage is supported. Our leadership coaching programs, from technical to executive levels, focus on empowering employees with the skills and mindset needed to navigate a dynamic business landscape and face unprecedented challenges at the workplace.

Moreover, today leaders need an entrepreneur-like mindset to anticipate trends, seize opportunities and foster continuous learning.

At Bosch, we embrace a leadership style that blends innovation, people management and business management skills. By cultivating this mindset, we empower leaders to navigate uncertainty, drive transformation and inspire their teams to achieve sustainable success.