"We are not just looking for astronauts" - how Ildikó Szőke Rácz recruits and builds her brand on LinkedIn

How do HR leaders at Hungary's biggest companies use LinkedIn? Who has the most followers, and who achieves the highest engagement on the largest business social network? What do they post about? HR Portal's latest research took a close look at the online presence of HR directors at leading Hungarian companies and those working internationally. Our opening article is available here. Ildikó Szőke Rácz, HR Director at the European Space Agency, took sixth place on this list.

Followers: 4,226
Engagement score: 3,393
Total score: 7,619

Ildikó Szőke Rácz has more than 20 years of leadership experience across the private sector, the public sector and European intergovernmental organisations. Her work focuses on translating strategic needs into value-creating HR solutions within an international, multicultural environment. She places particular emphasis on developing leaders and staff, building high-performing teams, and strengthening an inclusive organisational culture.

She has led ESA's HR function since September 2025. The agency employs around 7,000 people across several European locations - France, Germany, the Netherlands, the United Kingdom, Italy, Spain and Belgium - as well as in Kourou, French Guiana, in South America. ESA also has a strong presence on LinkedIn, with its company page counting 963,000 followers (https://www.linkedin.com/company/european-space-agency/).

Szőke Rácz leads a team of around 160 people covering the full spectrum of HR in a distinctly international and diverse setting.

Topics of her posts: HR leadership (30%), organisational culture (20%), talent development (15%).

In her own words: "I am committed to developing people and building high-performing teams."

Since when, and for what purpose, have you been using LinkedIn?

Within the context of the European Space Agency, it matters a great deal that we showcase our organisation's diversity and mission, and reach out to potential talent. I personally place strong emphasis on drawing attention to the exciting and varied career opportunities ESA offers - after all, as we often say, "We don't just recruit astronauts!"

I've actually been on LinkedIn for close to ten years now. I used it for similar purposes at previous organisations too, though perhaps with less intensity than in my current role.

How important is this kind of presence today for employer branding? How does the HR department use it internally? Does it have a measurable impact, for instance on recruitment?

LinkedIn has become a key tool for employer branding. Candidates today prepare for applications with much greater awareness: they don't just research an organisation's mission and activities beforehand, they also want insight into its culture and the day-to-day reality of working there.

For ESA, it's especially important that we convey an authentic and appealing picture of what it's like to work in an international, diverse environment that demands a high level of expertise. Our colleagues play a key role here - through their own stories and experiences, they show what life at ESA is really like. They are the organisation's most authentic ambassadors, and they contribute significantly to the credibility of our employer brand.

LinkedIn supports talent attraction, connection with professional communities, and the visibility of ESA's career opportunities in a global labour market. In our experience, a well-targeted and consistent online presence has a tangible effect on both the number and quality of applicants, and helps us reach a broader, more diverse talent pool.

What impact do you see online presence having on personal branding?

Online presence now plays a defining role in personal brand-building. In HR - where credibility, professional reputation and trust are essential - this carries particular weight. Digital platforms give professionals the chance to make their expertise visible, to share their experiences, achievements and professional perspectives, and in doing so, to actively shape their own professional profile.

This isn't just an advantage for individual careers - it also feeds into broader professional dialogue: it helps build new connections, strengthens international professional networks, and provides a platform for discussing shared challenges and trends, which matters especially for an organisation like ESA.

At the same time, an online presence calls for conscious, responsible use. It's important to strike the right balance between personal and professional content, while respecting both your own privacy and that of others. It's also worth bearing in mind that when a professional represents an organisation through their profile, their communication needs to stay aligned with that organisation's values, guidelines and professional standards. This kind of awareness ensures that an online presence genuinely strengthens - rather than undermines - both the individual and the organisational brand.

The article's original is available here.