The Power of People: Inside HR at Healthy Bars

We’re delighted to introduce a new feature by Jobs.bg in partnership with Economy.bg – a place where professions come to life through the personal stories of people who have made an exceptional contribution to their development. Through exclusive interviews with leaders and distinguished professionals, we will explore trends, the future of each profession, key challenges and opportunities, and what it takes to succeed. They will share their personal journeys, values, and perspectives.

In the series “HR Leaders in Bulgaria,” we will present the HR profession through the lens of inspiring experts who are shaping its future in the country.

Meet Desislava Georgieva, Chief Human Resources Officer (CHRO) at Healthy Bars – one of the fastest-growing Bulgarian companies for high-quality protein products, operating in more than 40 markets worldwide. Her professional path has been anything but conventional – from philosophy and psychodrama to strategic leadership in human resources.

Desislava believes that sustainable growth starts with a culture of trust, engagement, and development – values that turn a team into a company’s strongest asset.

Desislava, tell us about your personal story and professional journey to your current role. What were the key moments, challenges, successes, and mistakes that taught you valuable lessons?

My path to becoming a CHRO began with philosophy and psychodrama – two fields that taught me to see people as whole individuals, shaped by values, emotions, and conscious choices. I entered HR quite naturally, as an extension of my interest in human behavior and organizational dynamics.

At Healthy Bars, we are building a culture based on trust, engagement, and continuous development. There have been – and continue to be – many challenges, but they are exactly what showed me that real transformation happens through people.

How did you view the profession at the start of your career, and what do you see differently today?

At the beginning, I saw HR with a certain sense of romanticism – as a profession entirely dedicated to caring for people and their well-being. That aspect is still important, but I have added two more perspectives: the business context and the strategic importance of the role.

Only when you understand both the human and the business side of the equation can you be truly effective. Today, I see HR as a key function for shaping culture, driving performance, and strengthening a company’s competitiveness.

What does it take to be successful in the profession today – skills, experience, knowledge, mindset, values?

If someone has the exact formula, I’d love to hear it 😊. I can only share what has worked for me: a combination of business thinking, emotional intelligence, courage, and curiosity.

A strong professional understands people but also speaks the language of business. They ask tough questions, seek answers, stand by their values, and build trust – even in the most challenging situations.

What advice would you give to people just starting out or looking to grow in the field?

Start by asking yourself “Why?” – why do you want to work in HR? If the answer continues to inspire you, stay curious and be brave. Experiment, listen, observe, and keep searching.

Study the business, not just people. And be ready for lessons you won’t always enjoy – they will be the most valuable ones.

What are the key trends and challenges in the profession? How has it evolved, and how can we prepare for the future in the age of rapid technological development and AI?

Technology and artificial intelligence will take over more and more routine tasks, but the human factor will become even more important.

Alongside strategic thinking, future leaders will need to develop empathy and adaptability. HR will act as a bridge between people and technology – translating change into a human language and turning it into inspiration rather than fear.

At Healthy Bars, we already see how digitalization can support culture instead of replacing it – technology gives us speed, but people provide direction.

What new skills or knowledge would you personally like to develop?

I’m currently deepening my knowledge in organizational behavior and systems thinking – especially how culture influences business decisions and company performance.

How do you stay up to date with developments in your profession?

I follow international platforms like Harvard Business Review, as well as podcasts focused on leadership and organizational culture.

Communication with peers and participation in professional forums – such as BAUH and the Economy Forum – are an essential part of my growth and inspiration.

Quick Q&A with Desislava Georgieva

What were your favorite childhood activities, and what did you want to become?

I loved movement and books – I swam, rode horses, played volleyball and judo, but most of all I read. I was one of those kids who didn’t have grandparents around, but I had a library. That’s probably where my interest in people and their stories began.

What do you teach your children (or young people)?

I have a six-year-old son, and I hope he grows up to be a good person – thoughtful, empathetic, and brave. We teach him to develop his two most important muscles – his mind and his heart.

What gives you energy and what drains you?

Meaningful conversations and results achieved through teamwork give me energy. Formalism and the constant “that’s not my job” drain me.

What’s the hardest “no” you’ve said to yourself?

No – not at any cost 😉

When was the last time you asked for help?

Today. It happens almost every day – from asking for a helping hand with something simple to exchanging ideas and solutions with the team.

If AI did your job, what would it do better – and worse?

Better: data analysis.
Worse: the nuances of human relationships – never.

If you could invite three people to dinner – past, present, or future – who would they be?

I’d invite people who left a strong mark on human history – whether seen as geniuses or provocateurs. From the past: Aristotle, Leonardo da Vinci, or Einstein. From the present: Elon Musk. And from the future: a humanoid AI robot. Imagine that conversation – about humanity’s endless drive to understand more, create, and push beyond limits.

If you had to start from scratch – no title, no money, no contacts?

I’d do the same thing I did back then – I’d start. And I’d find a way.

Something you’ve always wanted to do but haven’t yet?

A sabbatical. Tibet. A marathon. In that order – or maybe not.

Success is…?

Remaining a good person – because of, and despite, everything.