AFG Retail Georgia and Helio AI: Organized Recruitment and Better Collaboration

AFG Retail Georgia, formerly known as Cenomi Retail, is part of AFG International Company. The company represents internationally recognized fashion and beauty brands in Georgia, including Massimo Dutti, Bershka, Oysho, Stradivarius, Mango, and others. Managing recruitment across a diverse portfolio of brands means handling multiple vacancies, coordinating with hiring managers, and keeping track of candidates from different sourcing channels.

To manage these processes efficiently, AFG Retail Georgia’s Human Capital team uses Helio AI, a recruitment platform that helps organize hiring workflows, track candidate sources, and simplify communication between recruiters and hiring managers.

Mariam Sharashidze, Human Capital Officer at AFG Retail Georgia, shares how Helio has become part of the team’s daily recruitment process and what makes it valuable in managing vacancies more effectively.

The Challenge: Managing Multiple Vacancies Efficiently

With a diverse portfolio of international brands, AFG Retail Georgia needs a structured approach to recruitment. Each vacancy involves different requirements, sourcing channels, and hiring managers, making it important to keep processes organized and information accessible.

“Managing our processes efficiently and in an organized way is very important, and Helio helps us a lot with that,” says Mariam.

Beyond publishing vacancies, the team also needs to understand where candidates come from, which channels perform best for different roles, and how to keep recruiters and hiring managers aligned throughout the recruitment process.

From Vacancy Publishing to Sourcing Insights

At AFG Retail Georgia, the recruitment process starts with a request from a hiring manager. The recruiter processes the request and publishes the vacancy on the relevant platforms.

Helio AI supports this workflow by generating application links that recruiters can share across different platforms and channels.

These links help the team track where candidates come from and understand which channels attract applicants for specific vacancies. This gives recruiters useful insights into sourcing performance and helps them make more informed decisions when planning future recruitment activities.

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Simplifying Communication Between Recruiters and Hiring Managers

One of the features Mariam values most is the ability to communicate directly within the recruitment process.

When several people are involved in filling a vacancy, exchanging information and coordinating next steps are essential parts of everyday work. Using separate communication platforms can make this more complicated and create additional work for the team.

Helio brings this communication into the recruitment workflow, making collaboration between recruiters and hiring managers easier.

“One of the most important features of Helio that I would highlight is how much easier it has made communication between hiring managers and recruiters. We no longer need to use additional platforms to communicate with each other,” says Mariam.

According to her, this saves valuable time for both hiring managers and recruiters, while making day-to-day collaboration more straightforward.

The Result: More Organized Recruitment and Smoother Collaboration

AFG Retail Georgia’s experience highlights how recruitment efficiency depends not only on finding candidates but also on how effectively the team manages the process behind each hire.

Having a clearer view of candidate sources and keeping communication connected to recruitment helps the team organize its daily work and coordinate more easily with hiring managers.

With Helio AI, AFG Retail Georgia can manage key recruitment activities in a more structured way, spend less time on administrative coordination, and focus more on finding the right candidates for its vacancies.

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