Daniela Micușan, CEO of TP Romania: For the new people to join it’s important to have a deeper meaning of their job and to identify themselves as having a contribution as partners, not only as employees to the company

Recently, the leaders in business services industry gathered for sharing their latest insights on the evolution and shifts in their work and companies at the 11th Edition of THE ROMANIAN BUSINESS SERVICES FORUM & AWARDS.

In the discussion of the CEO Forum panel, Daniela Micușan, CEO of TP Romania detailed on organization culture, instilling the meaning of work of new employees onboarding the company, the Feel Good volunteering initiative and the use and implementation of AI in the work processes and solutions.

The dynamics of the workforce have changed due to several factors. The diaspora was named as one of the key factors. To point out a very strategic direction in which we were going is to have a cultural fit with the returners, because most of them were raised in different cultural setups. They are Romanians at heart but they were culturally raised in other countries. It’s important to show them the beauty of Romania because their return is not always linked to a success story.

Sometimes is not, and empathy here is a key role to understand the why and not perceive it as fail, but rather as a successful journey ahead of them, to reintegrate them in our current society and the dynamics of our cultural development because Romania developed quite a lot.

If I benchmark it with 5 to 10 years ago, we were more driven by not collaborative approaches but rather bowing to authority. That’s also how the education system worked back then. This is also changing.  Another very important direction for us is to maintain the employee wellbeing in the sense of CSR and community. For the new people to join it’s important to have a deeper meaning of their job and to identify themselves as having a contribution as partners, not only as employees to the company, but rather for the brands they work with. If they see the job as something from 9 to 5 where I earn some money and it’s a nice transition, they will rather go to the next employer because of the money difference. Our leaders try to make them feel comfortable in the environment and change the meaning of the job and accommodate their thinking.

Feel Good is just one initiative where the voice of our employees is heard and they are volunteering for those initiatives, for the sake of their colleagues. So that’s one of the deeper meanings we create inside of TP and where we think it’s a differentiator for the employees to hear them and to give their thoughts a meaning for the community and for the environment. For the employee it is crucial to understand why it is needed sometimes to do the extra mile. With the help of new technologies such as AI, we are trying to generate added value in the cycle of human work. AI is enhancing the emotional intelligence of people handling the chain. The investments must be made in adding value without breaching the cyber security demands. With a bachelor in IT, I am deeply aware of the cyber security protocols. For instance, when the cloud emerged as technology, it substituted  part of the hardware solutions and it balanced out the costs versus the risks.

The use of AI cand yield a significant cost efficiency versus human work but on midterm return of investment, it could harm the value chain in terms of brand perception. No one will buy from a machine, it is about blending the new technologies into the processes and systems to enhance and support human work. The use of standalone AI is problematic, and the adoption of AI overnight can harm the entire ecosystem of an organization. The art is balancing it out and foreseeing midterm goals with the long-term strategy taking into consideration the retention and upskill of talent in the company. Ai will not replace the jobs, will make them more valuable.

The event was supported by: 

GOLD PARTNERS: TP Romania, Vastint Romania, ACCA, The National Institute for Research and Development in Informatics – ICI Bucharest, Allianz Partners, Wipro Romania, Societe Generale Global Solution Centre,  Capgemini Romania, Accenture, Genpact

PARTNERS:  Griffes, VOIS

SUPPORTING PARTNERS: AHK Romania, BRCC, ANIS, ClujIT Cluster, Lovering & Partners

MEDIA PARTNERS: Outsourcing Today, Sustainability Today, Automotive Today, Financial Intelligence, Romania Durabila, Economistul, Club Economic, Bursa  

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Event resources:

The CEO Forum and Awards Gala ceremomy recording can be found here: ROMANIAN BUSINESS SERVICESFORUM & AWARDS 2025 – powered by The Diplomat Bucharest

The winners of ROMANIAN BUSINESS SERVICES AWARDS can be found here: The business services industry in Romania celebrated its performers at Romanian Business Services Forum & Awards, 2025 Edition! – Outsourcing-Today.ro