Alina Soare, Regional Head of People Experience, Europe, Endava: We focus on deepening our AI-native culture while staying true to our core values

The business workplace environment is evolving faster than ever, shaped by economic uncertainty, rapid technological advancement, and shifting employee expectations.

Organizations are recognizing that employee sentiment—how workers feel about their jobs, leadership, and company culture—has become a critical driver of performance, retention, and innovation. HR leaders are prioritizing agility, skills development, and employee well-being while leveraging AI-driven analytics to make data-informed decisions. Trends such as hybrid work optimization, diversity and inclusion reinforcement, continuous learning, and personalized employee experiences are defining the year, positioning HR as a strategic partner in building resilient, future-ready organizations.

HR isn’t just handling policies and payroll—it’s shaping the employee experience. AI-powered tools are helping managers spot engagement dip before they become resignations. Learning paths are personalized, hybrid work models are fine-tuned, and diversity and inclusion are being woven into everyday decision-making. The big trend? HR is moving from reactive problem-solver to proactive architect of workplace culture—building environments where people can thrive, adapt, and innovate, no matter what the future brings.

We talked recently to Alina Soare, Regional Head of People Experience Europe, Endava about what defines the workplace in 2025, the company culture and its impact on the work sentiment along with other aspects of HR priorities and ESG initiatives.

Workplace Sentiment and Culture

How would you describe the current mood or sentiment within your workforce?

Across Romania, our colleagues share a strong sense of curiosity and momentum. They are eager to explore the potential of AI, taking part in proof-of-concepts, hackathons, and workshops. The success of DavaX Academy – our structured programme designed to equip people with future-ready skills in AI, automation, cloud, and data – has only fueled this enthusiasm further.

This culture of exploration and experimentation empowers people to learn, innovate, and play an active role in our AI-native journey. At the same time, as our clients’ needs evolve, we feel we are well-positioned to respond to those needs. We are diversifying partnerships, such as our long-standing partnership with Bucharest University, and through our participation in the OCRE 2024 Framework; these strengthen our expertise and broaden our ability to deliver real value.

Our expanding global footprint also continues to shape a vibrant and inclusive workplace. Collaborating in multidisciplinary, multicultural teams has become second nature, boosting adaptability and deepening our market understanding. Taken together, this blend of curiosity, confidence and collaboration underpins a workforce optimistic about the future.

What are you doing differently in 2025 to maintain or improve employee engagement and morale?

In 2025, we are focused on deepening our AI-native culture while staying true to our core values. We are introducing advanced training modules and peer-led forums, giving colleagues the chance to develop skills at their own pace and apply new insights directly to their work. By embedding AI into everyday workflows, rather than treating it as a standalone initiative, we are fostering innovation while empowering people to lead with confidence.

This approach – grounded in innovation but anchored in our values – ensures we not only meet evolving client expectations but also sustain an inclusive and dynamic environment where colleagues feel engaged, connected, and excited about the journey ahead.

Are you seeing changes in how employees want to experience work—whether in culture, communication, or leadership style?

Work is constantly evolving, and we continue to see expectations shift. At Endava, transparency and accessibility have always been part of who we are, but colleagues today place even greater importance on open, direct communication. They value the ability to connect with anyone across the organisation, whether by joining forums such as All Hands and “Ask Me Anything” sessions, or by reaching out directly to leaders, and they prioritise honest, timely dialogue over traditional hierarchies.

Leadership expectations are also evolving. Colleagues want leaders who not only drive delivery but also demonstrate empathy, invest in their growth, and create a sense of psychological safety. When people feel seen and supported, they are more confident to share ideas, take risks, and learn from setbacks.

HR Priorities After Midyear

This reinforces why our motto remains so relevant: Technology is our how. People are our why. By combining human-centred leadership with transparent communication, we nurture trust, connection and sustainable success.

Looking at 2025, after the first half year, what do you see as the most pressing HR priorities for your organisation?

We have moved beyond traditional HR, embracing a holistic People function that integrates Recruitment, Communications, People Partners, Engagement and Operations. This allows us to support colleagues across their journey, while balancing the complexity of operating in over 65 offices across 25 countries.

Our priority is to anticipate emerging needs, whether that’s tailored onboarding, targeted learning or wellbeing support, and to respond with agility. We are refining recruitment through digital assessment platforms, bias-aware processes and real-time feedback, ensuring both inclusivity and efficiency. Data-driven insights help us forecast talent needs and deploy resources where they are most impactful.

On the learning front, we are expanding digital-first approaches, with AI-personalised learning paths and microlearning libraries that accelerate upskilling while promoting our Pass-it-On culture of peer knowledge sharing. This holistic approach ensures colleagues everywhere feel connected, supported, and empowered.

Have you noticed any shifts in employee expectations or behaviours that are reshaping your HR agenda in 2025?

Absolutely. Transparency, efficiency, and flexibility have become non-negotiable. To address this, we have increased data-driven People updates and expanded open feedback channels. We are also streamlining processes and enhancing self-service platforms, ensuring colleagues can access support quickly and easily.

Flexibility continues to be central. Our hybrid model empowers people to choose when to work from the office or home. We’ve set guiding principles that create clarity while still giving people the space to choose how they work best.

By listening to feedback and refining our framework, we enable colleagues to maintain a healthy work–life balance while ensuring our hybrid model remains both adaptable and effective.

What changes in the workforce or business environment do you anticipate in the next 12–18 months?

We anticipate AI becoming integrated into our daily workflows, creating opportunities for colleagues to enhance their skills. Through our global partnership with OpenAI, all Endavans have access to ChatGPT Enterprise and role-based AI training covering everything from prompt engineering to responsible AI governance.

We are also fostering innovation through initiatives such as the GPTs Monthly Show and Tell, which encourage cross-disciplinary collaboration and knowledge sharing.

On the business side, demand for AI-driven transformation will increase. We are preparing by refining delivery methodologies, embedding AI into our services, and forming cross-functional teams to deliver end-to-end solutions. Alongside this, we will continue investing in digital tools to keep our hybrid teams connected, agile and empowered.

What will define a successful HR function at your company by the end of this year?

Success will be defined by the People function partnering seamlessly with every department, fostering collaboration across all domains. By optimising processes through advanced digital tools, we will free up capacity to anticipate business needs and co-create strategic solutions.

The growth of Endava University, the expansion of Career Coaches, and the use of digital tools will play a central role. Providing role-based curricula, personalised mentorship, and clear career pathways ensures colleagues feel empowered to own their development.

Ultimately, success will be measured not only in efficiency or user satisfaction, but in how we build trust, foster professional growth, and strengthen Endava’s reputation as an employer of choice worldwide.

ESG and HR’s Role

How involved is HR in shaping or supporting your organisation’s ESG goals?

Our People function plays a pivotal role in translating Endava’s ESG commitments into tangible colleague experiences. From embedding carbon-literacy and responsible-AI modules in learning, to ensuring diverse candidate slates and supporting volunteering initiatives, we weave sustainability, inclusion, and wellbeing into every stage of the employee lifecycle.

We also support policies that promote psychological safety, equitable careers and transparent communication. These efforts reinforce our shared responsibility to operate ethically and sustainably. More details can be found in our latest sustainability report.

What specific ESG-related initiatives is your team leading or contributing to this year?

Our approach combines global initiatives with strong local impact, with our People teams playing a central role.

• Back to School: Supporting children in underserved communities with supplies and encouragement, impacting 1,300+ children across eight countries.
• Be a Lifeline: Facilitating blood donations through local mobile units, making it easy for colleagues to contribute to this vital needs.
• Meaningful Miles: A global campaign that transforms physical activity into fundraising for Médecins Sans Frontières, surpassing its goals and raising over €10,000.
• Endava Thank You Forest: Planting trees for every e-Thank You sent, with over 100,000 trees planted since 2021 across multiple countries.

These initiatives demonstrate our values in action—supporting communities, protecting the environment and amplifying the impact of our colleagues’ collective efforts.