On the occasion of 20 years being a part of the Pedersen & Partners team in Bulgaria, Irena Bushandrova, Country Manager and Client Partner, was interviewed by Daniel Kiryakov, Communications Manager at the American Chamber of Commerce in Bulgaria.

Pedersen & Partners is a leading global Executive Search & Leadership Consulting firm. They operate 56 wholly owned offices in 50 countries across Europe, the Middle East, Africa, Asia & the Americas. Their values of Trust, Relationship, and Professionalism apply to their interaction with clients as well as executives. 

How has Pedersen & Partners evolved since the company was established in Bulgaria? What are the enduring values and principles that you follow, and what has changed in your work and in your methods of interacting with clients?  

When our Bulgarian office began operations in October 2005, the market was just beginning to orient itself toward executive search services. When I joined our team in 2009, I noticed a slight dose of scepticism among employers about the added value of the service as a whole. Potential candidates themselves also sometimes reacted with timidity. 

Since 2005, we have seen significant positive changes in Bulgaria – new investors, more and more highly educated and talented people, an improved business environment, and, quite naturally, the good economic development during this period has resulted in the evolution of the executive search business and growth in demand for top professionals for leadership positions.  

Today, 20 years later, Pedersen & Partners is an established brand in Bulgaria, and like all our 56 offices around the world, our office in Sofia also works on projects, combining global experience with local presence and deep market knowledge.  

In Bulgaria, we have built trust through consistency, professionalism, and in-depth understanding of the various sectors and leadership profiles that drive business forward. I am proud of our enduring corporate values: Trust, Relationship, and Professionalism. We apply these values throughout the executive search process and build long-term partnerships with our clients. 

We work in an environment where technology and speed dictate new rules. We use digital tools and AI in our daily work, but the human factor – ethics and trust – remains at the heart of every step in our work process.  

What is the trademark of Pedersen & Partners?  

Our trademark is our ability to help build leadership teams that bring real added value to organizations and their teams, rather than simply filling positions. We work with a highly analytical approach, strategic thinking, respect for the client’s corporate culture, and dedication. We believe that success comes from having the right person in the right place – and our mission is to find the right person for every leadership role.  

For each project, we follow our company’s unique global concept – Best Team Forward. What does this mean? The teams working on projects bring together the people with the most relevant expertise and experience from among all colleagues globally and locally, which guarantees not only the successful completion of projects but also a top-notch client experience.  

What is your view of the labor market? Is there sufficient “supply” from universities and vocational high schools? What efforts are companies making to find the right person, and what are they doing to retain them?  

The labor market is in constant transformation and “hot.”.Specifically for executive search services, I can say that the demand for inspiring leaders who set the direction of the business and lead people with authenticity and meaning is active, and I am glad that many talented world-class leaders have developed and worked in Bulgaria over the past 20 years. 

Retaining talent is always a challenge, but it is not based on pay – talent seeks meaning, opportunity for expression and genuine contribution, good corporate culture, and opportunities for growth. If the teams in a company are well selected and aligned in terms of values and principles, and people see a clear perspective and direction, they will work in sync, and then retention would not be an issue.  

Universities and vocational high schools are increasingly working hand in hand with business, which is commendable. Dual education has long been a reality and has great potential for ensuring that people are prepared for business. I am delighted to be part of the team of volunteers in the American Chamber of Commerce’s Rise To Shine project, which is aimed at 11th and 12th-grade students in high schools across the country.  

Predictions are difficult, but in 2025, we cannot ignore the role of artificial intelligence. Share your thoughts on it – does it help or hinder, complement or impede, scare or inspire workers?   

AI is here to complement, not replace, us humans. In executive search services, artificial intelligence helps us analyze our database and automate internal processes, but it cannot replace human intuition, empathy, and ethics. It’s all about the balance between humanity and efficiency. In our field, human relationships and interaction are fundamental. 

What inspires you today on the 20th anniversary of Pedersen & Partners in Bulgaria?  

I am inspired by the opportunity to be the invisible part of growth – of people, teams, and organizations. To see how the right choice of leader can transform an entire company and its DNA – its corporate culture. That is the power of our work – to create value through people.