Trust your instinct for self-preservation

Introduce yourself in a few words..

My name is Aneliya Goryanova-Ivanova. By nature, I am a communicator, empath, and dreamer. I believe in the power of words, because they not only inform, but also soothe, inspire, provide another perspective, give direction, in a word – change destinies. I believe that a person should follow their intuition and dreams. These beliefs naturally led me to marketing communications and branding, which I have been involved in for more than 15 years. Currently, I am Senior Employer Branding and Content Specialist at Amadeus Sofia, a technology company that develops software solutions for players in the tourism industry. I am responsible for Bulgaria, Poland, and Turkey. Recently, I developed and presented to my colleagues trainings on building a personal brand and storytelling on social media.

How would you describe your career in a few words?

Dynamic, related to communicating with many people, learned lessons, emotions, but also conscious choices.

What was the most important choice that shaped your path?

Throughout my career, I chose roles that included diverse activities. This taught me to see the big picture, to approach a task or project holistically, to constantly communicate with people, and to acquire new skills. Moreover, I have always done more than what is required, and many times that has turned out to be the cherry on top. I am curious, combinatorial, I love to experiment, and I don’t stop until I find the best solution. And this choice of roles turned out to be the best formula for me.

What would you like to know at the beginning of your career that no one told you?

I would have been more calm and confident in myself if someone had told me that changing roles and companies every 3-4 years is not a stigma, but an opportunity to develop different professional and personal skills, and to gain experience in a different environment. Everything I have learned over the years I manage to apply in my current position. It feels like in each company I have been collecting pieces of a big puzzle, to assemble it here and now, and fully express myself.

How can a person understand which profession is suitable for them?

I am one of those people who have studied one thing and work in another. I discovered my calling after I started working in it by chance. The moment I realized that marketing communications are my element, I began to purposefully educate myself in this field. It happened on the go, and I confirmed that practice is the best teacher.

Therefore, in my opinion, for a person to understand what profession is suitable for them, the first step is to focus on a field they are passionate about and feel strong in. You can tell whether you love numbers or artistic activities in childhood or adolescence. Once you choose a field, you can work in different positions to understand what you specifically like. Internships are very suitable for this purpose.

Which skills do you think will be key in the next 10 years?

In this dynamic and technological world, technical skills are important, but we all know that they can always be learned with good will and according to the specific job. However, more important are the approach and mindset, the desire for continuous learning, the ability to communicate, to set boundaries, to seek solutions, and the ability to adapt. They are important not only for our career development but also for a quality life and satisfaction with the things we engage in.

How to build a network of useful contacts without appearing interested?

Follow your professional and personal interests. They will lead you to the right people and channels for communication. Be active, seek projects outside of work, whether social or related to your hobby.  

What is the biggest mistake you have made in your career, and what did you learn from it?

In my desire to give my all, I have been in situations where I put work before my personal life, even my health. However, I realized that in this way I harm only myself and I cannot actually do the work that I love so much. Moreover, I learned that not every workplace is suitable for me. Leaving has led me to another one where I feel at home.

How to recognize a toxic work environment and when is it time to leave?

Trust your instinct for self-preservation. If you feel suppressed, or manipulated, or your opinion is not taken into account, then seek a work environment where you feel valued and satisfied.

What would you do differently if you could start over?

If I could start over, I would be bolder and more confident at the beginning of my career.

How to maintain our motivation in times of stagnation?

What has helped me in times of stagnation is to change my routine, to look at the situation from another perspective, to read a new book, to go to an event or training that often inspires me with new ideas. Conversations with like-minded people and meetings with new people energize me a lot.

How to achieve a balance between professional and personal life?

Achieving a balance between professional and personal life can prove to be a big challenge. Moreover, there is no sharp boundary between them. What we could do is learn to set boundaries, develop the ability to focus deeply, manage time and energy, allowing ourselves not to be perfect. Sports and walks outdoors also help a lot.

When is it time to change our career, not just our job?

When we do not use our potential and when work does not bring us joy, or if our position or profession is no longer relevant. And again, to be successful, we need to have the mindset for continuous learning and even forget what we already know to make space for new knowledge.

If you had to give just one piece of advice to people who are seeking success, what would it be?

To strive for that success with persistence and continuous learning.

What is your definition of a “successful career”?

A successful career for me is when you feel satisfaction from your work, when you have managed to inspire at least one person around you, when as a result of what you do, you have brought about a positive change.