We didn't design a training programme. We designed аn innovative integrated system so learning could become behaviour.
The Opportunity
Vasil Levski Sofia Airport moves through a generational leap - from a state-managed organisation towards becoming Europe’s first 5-Star Airport. SOFConnect, its operator, recognised that exceptional passenger experience starts with exceptional employee experience.
To support this ambition, the organisation needs a leadership culture where expectations are clear, performance conversations are powerful, and people feel seen, guided, and supported.
That made feedback a critical leadership lever - not simply an HR topic.
To support this ambition, the organisation needs a leadership culture where expectations are clear, performance conversations are powerful, and people feel seen, guided, and supported.
That made feedback a critical leadership lever - not simply an HR topic.
The Smart Minds Approach
Smart Minds partnered with SOFConnect’s Learning & Development team to design the Feedback Champions Journey- a long-term organisational development programme aimed at strengthening leadership effectiveness, employee engagement, and feedback culture.
Rather than relying on a single intervention, the journey combined several interconnected elements:
A distinctive aspect of the initiative was the collaboration between Smart Minds, SOFConnect, and its learning partner. While each contributed specific expertise, the programme was designed as one integrated experience.
Smart Minds contributed with the overall concept, programme architecture, implementation design, community mechanics, progress tracking framework, gamification approach, and integration of the programme elements into a coherent change journey.
Rather than relying on a single intervention, the journey combined several interconnected elements:
- learning experiences delivered by a specialised training partner, including AI-supported practice environments;
- a shared framework for giving and receiving feedback;
- a Feedback Champions Community of middle managers acting as ambassadors of the initiative;
- accountability mechanisms supporting the application of learning in day-to-day leadership practice;
- gamified leaderboard increasing visibility, recognition, and engagement;
- progress tracking through pulse checks, engagement indicators, and programme milestones;
- a 360-degree feedback process providing visibility on behavioural change over time.
A distinctive aspect of the initiative was the collaboration between Smart Minds, SOFConnect, and its learning partner. While each contributed specific expertise, the programme was designed as one integrated experience.
Smart Minds contributed with the overall concept, programme architecture, implementation design, community mechanics, progress tracking framework, gamification approach, and integration of the programme elements into a coherent change journey.
The Outcomes
The initiative established:
Most importantly, the organisation moved beyond isolated learning events and created the foundations for feedback to become a sustainable leadership habit.
- a shared framework for feedback conversations across leadership levels;
- a Feedback Champions Community supporting peer learning and implementation;
- accountability and progress-tracking mechanisms linked to behavioural change;
- a structured journey combining learning, practice, feedback, and recognition;
- greater visibility, ownership, and consistency in feedback practices.
Most importantly, the organisation moved beyond isolated learning events and created the foundations for feedback to become a sustainable leadership habit.
The Impact
By combining learning, behavioural change, community building, accountability, and measurable progress, SOFConnect creates the foundations for a sustainable feedback culture aligned with its strategic ambitions.
The result was an organisation-wide journey designed to strengthen leadership effectiveness, employee engagement, and the people experience behind the vision of becoming a 5-Star Regional Airport.
The result was an organisation-wide journey designed to strengthen leadership effectiveness, employee engagement, and the people experience behind the vision of becoming a 5-Star Regional Airport.