Today we continue the #PeopleOfProfi series with a new interview dedicated to the Partner Store Project, this time from the perspective of the HR team. We spoke with Diana Stoica, HR Director at Profi, to learn how the role of HR is transforming within a business model where stores are operated by local entrepreneurs.

Through this program, Profi not only provides a solid business model but also full support for building strong, high-performing teams. From recruitment and retention to training, evaluations, and mentorship, HR becomes a strategic pillar that helps partners grow sustainable and healthy businesses.

This is exactly the kind of approach that makes a difference in a constantly changing labor market, which is why this episode is dedicated to how Profi transforms collaboration with Partners into an ecosystem of learning and growth.

1. How has HR’s role at Profi transformed with the shift to the partner-operated store model?

With the expansion of the Partner-operated store model, HR has become an essential pillar in the development process. It’s no longer just about traditional HR administration, but about a more complex mission: supporting partners in their growth, helping them recruit, develop, and retain people, while also carrying forward Profi’s culture into their teams.

2. What are the main tools and resources the Profi HR team provides to Partners for recruitment and retention?

Partners receive a complete support package: an online app where they can order recruitment posters and flyers, access online training dedicated to effective hiring, as well as a retention kit. This way, they have at hand all the tools they need to attract and keep the right people in their teams.

3. How do you keep the Profi culture alive and maintain close connections with people, even when working through Partners?

Through constant communication and initiatives that bring people together. We hold weekly online meetings with new Partners on administrative and payroll topics, as well as a clear mechanism for evaluation and development. In addition, we’ve made available a benefits platform with special discounts for all partners and employees, along with a grievance line where anyone can raise issues or seek support. All these elements contribute to maintaining a shared culture, built on respect and growth.

4. What kind of administrative and training support do Partners and their teams receive to perform and grow?

Partners have access to both classroom and online courses through the LMS platform, covering technical skills as well as soft skills. We also organize periodic evaluations and, depending on the results, partners receive personalized development plans or become mentors for new colleagues. Everything is designed to build a continuous learning ecosystem.

5. How does the evaluation and mentorship system between partners work, and what impact does it have on their development?

We use a four-star evaluation system. Partners rated 4★ become mentors for newcomers, while those evaluated with 1★ or 2★ benefit from personalized development plans coordinated by trainers and district managers. This ensures a balance between support and accountability, while creating a community of partners who learn from one another.

6. What are the biggest challenges in integrating partners and their employees, and how have you addressed them?

The biggest challenge is maintaining cohesion and organizational culture within a decentralized business model. That’s why we emphasize training, communication, and clear mechanisms for feedback and support. Profi Training Academy plays a crucial role here, as it helps partners grow as retail entrepreneurs and carry forward our values.

7. How do you see the evolution of the Profi Training Academy and its role in shaping partners into true retail entrepreneurs?

Profi Academy is more than just a training program, it’s an entrepreneurial development platform. Here, we recognize and reward performance, provide tools for continuous learning, and build a community of partners who grow together. Our goal is for every partner to feel prepared not only to manage a store but also to become a leader for their team.

8. What message would you, as HR Director, share with candidates who want to become Profi partners?

I would tell them they’re not alone on this journey. Profi doesn’t just offer a store, it offers an entire support system, from recruitment and training to mentorship, evaluation, and benefits platforms. If they have an entrepreneurial spirit and the desire to build strong teams, we provide all the tools they need to succeed. At its core, this is not just a cold partnership based on numbers, but a personal and values-driven connection.

Do you want to build your own business while also having the security of a strong team beside you?

Visit the dedicated Partner Store Project section on the Profi website, submit a partnership request, and from there the Profi team takes care of everything, offering constant support, from recruitment and training to mentorship and team development.

At Profi, the value of the business comes from people. We invite you to discover their organizational culture and see what it means to be part of the #PeopleOfProfi.