About Heidi
20 years in Talent Acquisition—with a business mindset.
I came to HR from the business side. After eight years as a product manager in telecom, I took a temporary job as a recruitment coordinator—and stayed. Since then, I have built and led HR, Talent Acquisition and Employer Branding functions in companies from 5 to 10,000 employees.
I see Talent Acquisition as a business driver—measured in numbers. And I believe technology and AI should make us more human, not less.
Heidi WassiniOwner & founder of Heartfelt
- 20years in HR, TA and Employer Branding
- 10+years as a leader—from team lead to CPO
- Top 100Noon AI Talent 100, 2026—and member of RL100, Europe’s network for TA leaders
- 12 yearsas a speaker—from Barcelona and Kyiv to London and Nashville
Career. From startup to corporate.
More than ten years as a leader—from team lead to Chief People Officer. I have been where you are: both the chaos of a fast-growing company and the processes you need when you scale.
- 2025 – todayChief People OfficerViebke & WestOverall responsibility for HR. Building HR from the ground up—from paper to digital—for both office staff and skilled trades.
- 2019 – todayFounder and consultantHeartfeltFractional HR and Talent Acquisition: HR strategy, people processes and policies, onboarding, development and culture—plus employer branding, Talent Acquisition and executive search. Alongside my in-house roles. Clients include Neurons, CPH – Copenhagen Airports, Onomondo, Pankas and Securitas.
- 2024Director, Global Talent Acquisition & Employer BrandingToo Good To GoLed a global team of TA specialists across Europe and North America and built a data-driven TA strategy and employer brand identity.
- 2021 – 2023Global Head of Talent Acquisition & Employer BrandingVivinoBuilt both the TA strategy and the employer branding strategy from scratch in a hypergrowth company—and led a team of 5.
- 2019 – 2020TA & Employer Branding Transformation ManagerPandoraLaid the foundation for global Talent Acquisition Excellence—including EVP and new TA tech.
- 2017 – 2018Manager, Talent Acquisition & Employer BrandingTelenorLed a team of 4 recruiters. A new approach to recruitment increased store revenue by 50%.
- 2015 – 2016Talent Acquisition Partner, Nordics · Interim HR ManagerNilfisk · Code Resourcing
- 2012 – 2015Global Recruitment Manager, Oil & GasRambollTeam lead with global responsibility across Denmark, Norway, the Middle East, the US and India. Cut time to hire by more than 60%. Twice nominated for the Ramboll Award as “World-class expert in their field”.
- 2007 – 2012HR Recruiter → HR Business Partner & Head of RecruitmentCopenhagen AirportsHead of recruitment and HR sparring partner for 16 managers. The lesson that stuck: recruitment is about the business.
- 2006 – 2007HR CoordinatorEY
- 1998 – 2006Marketing, content and product managerOrange · Realtime · InShareEight years in telecom and mobile—products from idea to go-to-market.
- EducationBA, Business Language (English and Spanish) · HR-KCBS · Probana Business School
Talent 100 · Class of 2026
“Tech cannot solve a human problem.”
Listen. Podcasts I have been a guest on.
- Why years of experience predicts almost nothing Listen on Spotify →
- Unbiased and skills-based hiring—and AI agents in recruitment Listen on Apple Podcasts →
- The economics of Talent Acquisition Listen on Apple Podcasts →
- Is unbiased recruitment the future? Listen on Spotify →
- Candidate Value Proposition and TA as a revenue driver Listen on Spotify →
- HR must either save money or make money Listen on Spotify →
- How HR adds quality to the business Listen on Spotify →
- Brainfood Live On Air
Read & watch. Interviews and articles.
- Quoted as an expert in two books
- Profile: The human side of AI Read the article →
- Recruitment in the 21st century: AI, employer branding and inclusion Read the article →
- Six trends that will shape recruitment and leadership in 2024 Read the article →
- A strategic approach to creating a more diverse candidate pipeline Watch the video →
- Talent acquisition & talent attraction Watch on YouTube →
- 20 Questions With… Heidi Wassini Read the interview →
- Columns on Talent Acquisition
- My day with Tengai Unbiased Read on LinkedIn →
Speaker. Talks, panels and hosting.
Since 2014, I have spoken to international and Danish audiences about talent attraction, candidate experience, unbiased recruitment, AI in TA and tech.
Topics
- Talent attraction and authentic employer branding
- Candidate experience and Candidate Value Proposition (CVP™)
- Unbiased recruitment
- AI in HR/Talent Acquisition
- Trends in HR & TA
- 2026
- RecFest USA, NashvilleWhy the Hiring Manager Is Not Always Right—my first RecFest in the US
- RecFest UKPanel: Workforce Planning in a World That Won’t Sit Still
- 2025
- HRcoreNORDIC, CopenhagenModerator—Teneo Events’ Nordic conference on the Future of Work
- 2024
- Center for Ledelse (Danish leadership institute)How do we take talent work to the next level?
- 2023
- RecFest UKPanellist in the Live Lounge
- Teamtailor Breakfast Club, LondonPanel: Removing Bias from the Recruitment Process
- CopenX, CopenhagenTech to avoid bias in e.g. recruitment and performance reviews
- Recrutio – En By af TalenterHow to Create a Sense of Belonging in Recruitment
- RL100 SummitSurgery session: How to manage organisations’ limiting aspirations when it comes to TA transformation and investment
- F5 NetworkFrom a DEI focus to a “Sense of Belonging” in recruitment & employer branding
- Ofir.dkThought leader with quarterly webinars, incl. “Heidi and the TA dilemmas” with Alexander Kragh
- 2022
- RecFest, LondonPurpose Driven Recruitment: 3 Ways to Increase DEI in Your Talent Strategy
- HRtechX, CopenhagenPanel: Leveraging Data in Recruitment
- HRcoreLAB Nordic, onlineCandidate Value Proposition: 3 Ways to Ensure Diversity & Quality of Hire
- 2021
- AmCham, onlineUnbiased Recruiting & Onboarding in a Hybrid Environment
- HRtechX, CopenhagenPanel: Personalising the Candidate Experience through People Analytics
- 2019
- International HR & Recruitment Conference, KyivPerformance-based Hiring: How to Attract, Recruit and Retain Top Performers
- 2018
- Nordic Recruitment DaysJury member: Best Nordic Corporate Recruiter and Best Nordic Agency Recruiter
- 2016–17
- Nordic Recruitment DayConference host both years—for approx. 200 and 300 participants
- PfizerRecruitment from Within—as part of an outplacement programme
- 2015
- Recruitment Day 2015Track leader: Skills vs. Personality—or How to Hire Talents for a Cultural Fit
- StepStone (twice)How to Implement a Global Recruitment Strategy
- 2014
- Teneo, BarcelonaThe Future of Recruitment: How to Hire for Success—Skills vs. Personality
Partnerships. Only what I use and believe in myself.
I work with a few selected companies whose solutions I know from the inside and am happy to recommend. These are commercial partnerships—which is why they are listed here.
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Biz-fluencer from 1 November 2026
Assessments that predict performance—and make it easier to make fair, data-driven decisions about people.
Visit Saville Assessment Nordic →
Should I speak on your stage?
I give talks, join panels and guest on podcasts about talent attraction, candidate experience, unbiased recruitment, AI in TA and tech. Get in touch and we will find a format that fits.