We’re excited to sit down with Artem Kulbasov,founder of Folks.Rocks, ahead of his appearance at The HR Innovator Conference in Sofia. Artem will be speaking on the panel “Recruitment: Finding Talent in a Depleted Talent Pool with Lower Salaries than Competitors, ”where he’ll share strategies for attracting and retaining top talent in today’s challenging recruitment landscape. In this interview, Artem opens up about his experience, what led him to specialize in recruitment for tech roles, and his thoughts on overcoming salary limitations to find the right candidates.
Q1: Artem, you've been working in tech recruitment for over a decade now. What first inspired you to focus on hiring top-tier developers, and how has your approach evolved over the years?
Since I began my career as a hands-on developer over 10 years ago, I have always enjoyed networking and engaging in meaningful conversations to understand developers' motivations and fill my candidate database. This enables me to find candidates who excel in their roles easily, complete their probation periods, and contribute to business growth. When this happens, it feels like a personal achievement for me.
Q2: You'll be speaking on the panel about recruitment in a depleted talent pool. What are some of the biggest challenges you see when trying to hire for tech roles in today's market?
One of the most difficult challenges I encounter is finding developers who not only have the necessary technical skills but also possess strong emotional intelligence. I'm referring to individuals who can actively listen, communicate maturely, admit their mistakes, set clear boundaries, and, of course, get things done.
Q3: In this tight labor market, especially for tech talent, how can companies differentiate themselves when they can't always offer the highest salaries?
Being genuine is the key. From the job description to the interview process and even your careers page—show the real culture of the company. Don’t rely on generic, happy stock photos. Be honest and transparent with candidates—share your strengths, weaknesses, and even your quirks. Authenticity is more appealing to many candidates than just offering a higher salary.
Q4: Do you think that non-monetary incentives like work-life balance, learning opportunities, or company culture are becoming more important to candidates than before?
I can say that corporate culture, work-life balance, and learning opportunities will always remain valuable benefits. However, over the past couple of years, I’ve noticed a trend: the nomadic lifestyle is becoming more popular, and one of the biggest perks is the ability to work from anywhere, along with relocation support. Imagine having the freedom to move to Rio de Janeiro while still working for the same company remotely!
Q5: You've helped many companies find top-tier developers from Eastern Europe. What do you think makes developers from this region stand out in a competitive market?
Eastern European developers are often trusted because they tend to be honest and straightforward during interviews. They don’t exaggerate their skills or try to oversell themselves. Developers from the Balkans, in particular, are known for being highly team-oriented, which helps them work well in startups and contribute to a positive team dynamic. Another key factor is their strong education—it's very structured and focused on discipline, which is different from the more flexible approach in the West. The better these developers understand the fundamentals of how things work, the stronger their skills become, making them highly effective in their roles.
Q6: What's one piece of advice you'd give to companies struggling to find talent without being able to match competitors' salaries?
It all comes down to how you position your offer in the market. The way you present technical roles to developers makes a big difference. The more you focus on what motivates them—things like interesting challenges or growth opportunities—the less likely it is that salary will be their top priority. We'll cover all of this in detail at our in-person event in Sofia!
Q7: Finally, what are you most looking forward to sharing during your panel at The HR Innovator Conference in Sofia?
I will discuss the importance of developer relations (DevRel) within companies, the culture of development, and the significance of understanding the mentality of developers to effectively hire them.
Be sure to catch Artem Kulbasov’s insights at The HRInnovator Conference on October 29th, as he shares more about navigating recruitment challenges in today’s competitive market.
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