It’s Time for Romania to Roar

EBRD EE outlook on Romania

Read the latest Outlook on Romania 2017 special report


Kerry Hallard

About Kerry Hallard

Kerry Hallard is CEO of the Global Sourcing Association. Before rebranding she led the National and the European Outsourcing Associations. Prior to joining the NOA/EOA full time, Kerry was Managing Director of Buffalo Communications, the consultancy which the NOA had outsourced. She worked in communications for 20 years. Kerry received an MBA from Kingston Business School and is a member of the Association of MBAs. She has a BA Hons in Modern Languages & Information Systems. Twitter: @KerryHallard

As far as the UK sourcing market is concerned, Romania has been on the periphery of the sourcing radar for some time now, but has never really made it to the front and centre.

Certainly, there is a general awareness of Romania as an outsourcing destination, amongst the most critical section of the sourcing community — the buyers, but the fact is that the country lacks real presence in the UK in this area on a macro level. In fact, there are other countries in the region that are arguably less capable than Romania, but that enjoy greater visibility because they are more actively engaged with the market.

What is perhaps ironic is that a large number of Global Sourcing Association (GSA) members or organisations who regularly attend our events, actually do have active operations in Romania; Conectys, Stefanini, Atos, Webhelp, Accenture, Capgemini, Wipro, Genpact, Ciklum, Telus International, WNS Global Services and EXL to name but a few!

The competitive nature of outsourcing, however, makes it very unlikely that they will ever come together and collectively shout about what a wonderful value proposition Romania is (indeed, all of these organisations also have operations in a diverse number of countries within and outside the CEE region). The responsibility for this, then, falls to the representative trade bodies, the municipalities and the central government bodies for trade and investment within the country itself, plus perhaps other interested private enterprises also, who are vested in Romania’s success.

These organisations not only need to collectively agree what ‘Brand Romania’ actually is, but they must work together to ensure that there is complete alignment right across the value chain; consistency of messaging is critical when promoting a country or region for future investment. Then they need to have a joined up go-to-market strategy that involves actively engaging with UK buyers at the market level. This means having boots on the ground in the UK, and making their voices heard. Luckily, there are organisations such as the GSA, or the British Romanian Chamber of Commerce, which can provide advice and support, as well as actively facilitating market-level engagement where it is required.

Between Bucharest and Cluj there is something in the region of 80,000 people employed in the business services sector in Romania. According to some analysts, this number is expected to grow to 200,000 by 2020 — a faster growth rate than that predicted for its ‘older’ sourcing neighbour Poland, over the same period, and a larger increase than countries such as the Czech Republic and Lithuania.

With something like 21 weekly flights from London to Bucharest, providing easy access to a multi-lingual, highly talented workforce and a generally high quality of life, it’s little wonder that major brands such as Vodafone, Xerox, Microsoft, Oracle, Proctor & Gamble, IBM and Intel already have facilities there — it’s just that no one is shouting about it!

Yes, Romania is definitely an emerging sourcing delivery destination with considerable potential; they just need to have the confidence to step out of the shadows and socialise their achievements more — loudly and proudly. With the spectre of Brexit currently hanging over the UK, forcing buyers to review their sourcing location strategies, there will never be a better opportunity for them to do so!


The views expressed in this opinion editorial are the author’s own and do not necessarily reflect Emerging Europe’s editorial policy.


Romania’s EU Membership Was Slow to Be Appreciated But Now the Tide Is Turning

Romanian Palace Of Parliament

Romania’s 140 Years of UK Cooperation

Romgaz and GE Partner in a New Power Project

romania GE

Juncker’s “More, Together” Offers Romania a Better Future

aspen institute romania emerging europe

Romania Will Be a Hot Topic in Europe

The Bucharest Stock Exchange Has Started the Year on a Promising Note

stock exchange bucharest

Privatisation, Past and Present in Romania

energy privatisation romania emerging europe

Romanian Market Moving Towards Rebalancing

Merging and Growing Romania’s Outstanding Broadband and Other Infrastructures

electrogrup emerging europe

Romania — Decades After Two Milestones

View of Palace of Parliament in Bucharest Romania

Romanian Upgrade to Emerging Market is on the Cards

Romania capital market

A Country of Beauty and Warmth That Will Reward Those Who Visit With an Open Mind

Cityscape Brasov

A Family Between Britain and Romania

london emerging europe

Robust First-Quarter Growth in Romania

emerging europe romania brasov

Can Romania’s success last longer?

brasov adecco emerging europe

Romania in 2017 in Brief

romania emerging europe

Romania Needs to Follow its EU Membership With Some Sweeping Reforms to Avoid Stagnation

Bucharest Romania - March 07 2016: Bucharest Sky Tower Business Center. Bucharest urban landscape.

People Power Reminds the Government of the Rule of Law

Nurturing a Needed Knowledge and Innovation Culture

It cluster cluj

Changing Perspectives and Showing That True Romania is a Vibrant Innovative Country

Romania’s Government Plans to Grow the Country’s Already High ICT Reputation

romania ICT emerging europe

Romania’s European Values Are Changing Public Misinformed Opinions

world bank emerging europe

Romanian Wine Is Making a Comeback

Seven Reasons for Optimism in Romania

gazelle emerging europe romania

Romania Could Catch Up in Innovation

innovation emerging europe

Office Real-Estate Is Burgeoning in Romania

romania office space emerging europe

The Competitive Edge in Central and Eastern Europe

SOFIA BULGARIA - MAY 5: View of the Ivan Vazov National Theatre in Sofia on May 5 2016. Sofia is the largest city and capital of Bulgaria.

20 Years of Romanian-US Cooperation

usa romania emerging europe

Romania’s Infrastructure Development Is Slow

roads romania

Romania Works to Cement its Position in the EU

european union

The Goal for Romania — the Positives Outweigh the Negatives

ebrd emerging europe romania

What Was First on the Romanian Table?

food romania dragut emerging europe

Surprising Resilience of Romanian Social-Democrats

BUCHAREST ROMANIA - June 21 2017: Liviu Dragnea President of Social Democrat Party speaks in front of Parliament during a no-confidence vote against Sorin Grindeanu's Cabinet.

Romania’s Short-Term Prospects Remain Solid

romania economist

Risky (but Rewarding) Business

risky business

Princess Marina Sturdza: Things Are Bound to Improve for Romania

Central square in Iasi town Moldavia Romania

Alexandru Petrescu: Romania Is Working to Solidify the Highest Growth Rate in Europe

BUCHAREST ROMANIA - MAY 1: Unidentified people relax and socialize in the green area of the Promenada Mall on May 1 2014 in Bucharest Romania. The mall has a gross floor area of approx. 110000 m.

Poland and Romania: Almost 100 Years of Friendship That Is Still Growing

warsaw poland emerging europe

Romania’s Economic Outlook Is Bright

Different Romanian Lei Banknotes on the table

Romania Says No to Corruption

Corruption romania

Romania Can Foster German Partnership

frankfurt emerging europe

Romanian Wine: A Growing Opportunity

halewood wine

Political In-fighting Must Be Resolved

Sorin Grindeanu

Driving the Romanian Automotive Industry

opel romania

Romania To Stay Close After Brexit

Greg Hands

Netherlands and Romania’s Love-Match Continues

romania netherlands emerging europe

Romanian Banks Must Use Lessons Learned

romania emerging europe banks

Building on CEE’s Established Reputation for Quality and Value

Romanian IT Business Statistics Are Promising

ANIS romanian ICT

Leave a Reply

Your email address will not be published. Required fields are marked *