Modern IT startups and corporations are no longer satisfied with hiring only competent employees. They are looking for people who will share the company's values, think creatively, and actively contribute to shaping its culture and product vision. In this environment, recruiting requires a strategic, data-driven, and people-oriented approach that connects the business with talent capable of driving innovation and sustainable growth.
Olha Nizhnyk, an experienced HR expert and CEO of Uppeople, has combined recruitment with a marketing-driven strategy to build a new talent acquisition ecosystem. The hiring process in IT has evolved into a structured campaign involving vacancy promotion, brand consulting, and measurable performance results. Over the past few years, this approach has proven its effectiveness—Olha shares how to achieve such results.
The Founding Vision: Building a Global, Scalable HR Model
"IT recruitment is indeed struggling on both fronts," says Olha. "Recruiters often have a hard time finding the right candidates because of outdated search tools—the process drags on, and candidates lose patience, eventually moving to other companies. It's a vicious cycle." Before co-founding Uppeople, she closely followed industry trends. She noticed the imbalance between supply and demand, between inflated expectations and fierce competition, and the overall inefficiency of recruitment practices themselves.
These observations led Olha Nizhnyk to an important realization: this wasn't about isolated mistakes made by individual recruiters or companies—it was a systemic flaw. "There seemed to be a wall of misunderstanding between recruiters and professionals," she recalls. "Recruiters didn't know how to search more effectively or who exactly to choose, while candidates didn't understand why they should join a particular company they knew nothing about." That's how the idea was born—to combine the strengths of recruitment with marketing tools in a way that benefits both sides.
Uppeople implemented this approach more than seven years ago. They abandoned the traditional model of chasing candidates and started helping employers and companies build their own brand, manage social media, and promote job openings across multiple channels. "Some companies might prefer not to spend extra effort on this and continue manual recruiting," Olha notes, "but when professionals find you themselves through social platforms and already know who you are as a company—that's absolutely worth it."
What Makes Uppeople a Market Benchmark
Years after its launch, Uppeople continues to demonstrate that the company has the potential to set new standards for IT recruitment in the future. The secret lies in its hiring system, which combines several key approaches—data analytics, performance evaluation, and retention, all seamlessly integrated with marketing tools. These methods are constantly refined as Uppeople's specialists closely track vacancy turnaround speed, satisfaction levels, and the long-term career progress of hired professionals.
"At the heart of our approach, we've placed ethics and care for the teams we work with," says Olha Nizhnyk. "We take into account the needs not only of companies but also of employees, ensuring that candidates actually like the roles they're offered. It's a simple but truly effective way to keep specialists engaged for the long term."
The results speak for themselves: Uppeople has successfully filled more than 250 vacancies while maintaining a high level of employee retention in positions that interest them. The hiring process has become faster and more efficient, as the recruitment team actively promotes the company's positioning on websites, blogs, and social networks to convey these ideas to future employees.
"What even surprised us," Olha adds, "was that we managed to withstand the crisis during a difficult time for our home country and keep moving forward. We stayed focused on finding people—not just functional workers—and matching them with other real people who have their own values and company culture, not just with offices."
Leadership That Scales: Olha Nizhnyk's Strategic Impact
Olha Nizhnik's leadership style has been one of the key factors in Uppeople's growth. Here, she has created a culture of mentorship, openness, and equal opportunities. Olha actively develops internal training programs and shares her knowledge and experience with young professionals who are looking to build a career in HR Tech.
During this time, under her leadership, more than 50 recruiters have grown to become leads and seniors, forming a new generation of experts capable of managing teams and implementing innovative approaches to talent recruitment. This systematic approach to internal talent development has allowed Uppeople not only to retain the best specialists but also to create its own school of HR leadership.
"I strive to combine strategic vision with hands-on process management. It's important for me to support the team, see what they're doing, and gently guide them," Olha explains. Perhaps this is what has allowed Uppeople to go international and win the trust of various partners.
Setting New Standards for the Future of Work
Uppeople's experience shows that the future of recruiting lies with companies that know how to combine technology, analytics, and a human approach. The model developed with Olha Nizhnik's support has shown that a comprehensive approach, combined with marketing tools and a friendly attitude towards people, yields the most effective results, rather than long interviews and lengthy resume reviews.
This approach has entirely determined Uppeople's success. Today, the company continues to set the standards for responsible and modern hiring, helping businesses around the world build teams that stay together for the long term and confidently pursue their goals.
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