Today's Contents
Reporter's Notepad:
- 7 tips to keep up staff morale and output amid war, from JYSK Ukraine HR Manager Olena Marinko
Just The Facts:
- Zelensky says ahead of Turkey meeting that he will only negotiate with Putin directly
- EBRD cuts Ukraine's 2025 GDP growth forecast to 3.3% from 3.5%
- US hasn't yet subscribed to the EBRD's €4 billion capital increase for Ukraine’s reconstruction
- Ferrexpo says it was forced to shut down 2 pellet production lines due to Ukrainian sanctions, suspension of VAT refunds
- Ukrainian Parliament gives initial approval for Budget Code amendments to implement minerals deal with US
Here's What They Think:
- Strategic Europe: Europeans should enforce a ceasefire in Ukraine
- The Engineer: Anti-drone technology key to securing lasting peace in Europe
Sober Second Thought:
- Ukraine's poverty rates and income inequality rose in 2024, World Bank says
The Rebuilder's Social:
- Law bans dismissals for absenteeism in war zones, Dragon Capital posts macro forecasts for ceasefire scenario, Amrop leads search for director of new Centralised Procurement Organisation.
Dear subscribers,
For the latest instalment in our Tips for Investors series, which taps the knowledge of companies with deep experience of Ukraine, we're relaying advice to HR professionals, managers and incoming investors from JYSK Ukraine.
For the full series, click here.
Here's today's story:
7 tips to keep up staff morale and output amid war, from JYSK Ukraine HR Manager Olena Marinko
For more than three years, Ukraine has survived a full-scale war with Russia that has killed hundreds of thousands, as well as the flight of more than 6 million people, mostly women and children, in a mass refugee crisis, and a military draft.
Through crisis after crisis, even as Russian drones and missiles hit Ukrainian towns and cities and regular air raid sirens sent worriers dashing for shelter, the economy continued to function. The grid continued to provide the basic necessities of modern life, police continued to regulate traffic, restaurants kept on serving food and, to the point of today's article, retailers kept their doors open.
JYSK, the international home furnishing retailer with Scandinavian roots, has not only remained open for business in Ukraine amid the war - it has added 27 stores in the country since the full-scale Russian invasion of February 2022 and will add another one this week. JYSK now employs 953 people in Ukraine, and 68 have been mobilized into the military.
Olena Marinko, HR Manager at JYSK Ukraine, with over 18 years of experience at the company, offers readers of Ukraine Rebuild Newswire the following seven tips on running an effective HR operation during a full-scale war.
#1 - Leaders Must Be Seen Enduring War with Their Staff.
"In a time of war, teams are not looking for more tasks – they’re looking for support and reassurance more than anything. That’s why in Ukraine we are placing the focus firmly on people and their needs, rather than tasks and processes. The HR function plays a vital role in creating a sense of safety and care through open and transparent communication."
"Daily support from managers and initiatives that strengthen a sense of belonging — mentorship, recognition of achievements, and open dialogue — are essential. The physical presence of a manager is also extremely important during a crisis. A leader must be both mentally and physically close to their team."
#2 Belonging Is the Most Powerful Motivator Amid War
"We've built the grounds for motivation less on bonuses and more on a culture of belonging. Daily support, visible recognition of achievements, and accessible leadership create an atmosphere where every employee feels that their work matters. Investors should remember: when a person feels truly valued in their team, they will give more than what is written in their job description."
#3 Develop Flexibility to Deal With Labor Market Turmoil
"Mobilization and demographic shifts require companies to rethink established approaches. At JYSK, we have adapted our processes so that roles traditionally seen as 'male' can be successfully performed by women — and we already have many proven examples. This is not only about equality — it’s about efficiency."
"Flexible business processes allow us to maintain quality even in uncertain conditions. We continuously revise our traditional formats to meet the realities of a new and unpredictable environment. When entering the Ukrainian market, flexibility must be built into the very management model."
#4 - Consider Employee Reviews as a Tool for Support, Not Control
"Humanity, flexibility, and trust preserve business efficiency — even in the toughest of times. One example of this is our approach to performance evaluation. Yes, key results still matter. But we look deeper: at context, circumstances, effort, internal motivation, and the individual needs of each employee. Evaluation should be, first and foremost, a conversation — regular one-on-one meetings with a manager, a safe space where employees can be heard."
"With us, each employee conducts a self-assessment — analyzing their own results, comfort zones, and challenges. The manager, in turn, does not merely evaluate, but supports: they help identify growth areas, give constructive feedback, and co-create a development plan."
"In wartime, change is constant. We acknowledge this — and adapt accordingly. If external factors objectively affect results, we revise goals rather than punish unmet targets. This approach builds trust — and trust is the foundation of engagement. The real outcome is not in reports, but in people. Performance evaluation is no longer about control. It’s about growth, care, and moving forward together."
#5 - How to Grow Productivity Despite Extreme Crisis
"Our employee productivity has significantly increased in recent years, and the company actively works to support and strengthen this trend. Here are several key elements that influenced this shift and may serve as valuable examples:
- Automation and digitalization — JYSK implements digital tools, including warehouse automation, electronic HR systems, and mobile apps for staff. These reduce routine tasks and allow focus on customer service.
- Clear KPIs and performance feedback — Employees understand their goals, expectations, and receive continuous feedback, which motivates them to be more effective.
- Culture of empowerment — JYSK fosters an environment where every team member sees their impact on the company’s overall results.
How we support productivity:
- Training and development — Ongoing workshops, leadership programs, and the 'JYSK Academy' for both new and experienced employees.
- Motivation and reward system — Bonuses, recognition programs, product discounts, and internal store competitions.
- Team culture and openness — Regular meetings, feedback exchange between management and employees, and a culture of transparency.
- Internal career growth — At JYSK, we believe in 'growing from within, and many store managers began their careers as sales assistants."
#6 - Crisis Reveals New Leaders — Give Them Room to Grow
"One of the most unexpected effects of the war has been the emergence of independent leadership on the ground."
"In difficult circumstances, store managers took full responsibility for their teams, made key decisions, supported colleagues, and engaged in volunteering. They acted without instruction — driven by trust in themselves and in the company. This has shown just how important it is to create an environment where initiative is not only allowed but encouraged."
#7 - After the War, Those Who Invest in People and Teams Will Succeed
"Post-war transformation will require new approaches to leadership, inclusion, and learning. We are already implementing educational programs that allow employees to choose their own growth paths — vertically or horizontally. Leaders are mentors, not supervisors. This builds a culture of accountability and partnership. I would recommend drawing on JYSK’s experience — because such models lead to long-term success."
"Even under extreme conditions, business can not only survive — but grow. But to do so, it must be built on trust, empathy, humanity, and strong teams. This is the true competitive edge of the next generation of investors."
Contacts
For questions related to daily news and story suggestions, feel free to message newsroom chief Valentina Bajic at valentina@ukrainerebuildnews.com.
For sponsorships, the Tips for Investors column, and other general matters, email founder Adam Brown at adam.brown@ukrainerebuildnews.com.
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