“This year marks an exciting milestone – ten years of Semrush in Cyprus!” says an excited Katsiaryna Hashkina, Associate HR Director at the global AI-powered digital marketing firm. Its decision to set up on the island was a strategic one, aided by a favourable immigration framework that made it easier to attract skilled talent.
“But as we’ve grown more connected with Cyprus, we’ve come to truly value its collaborative, forward-thinking approach to the tech industry,” she adds. Limassol’s emergence as the beating heart of the industry, she believes, has only amplified that energy. “The concentration of IT enterprises and talent here is exceptional,” she tells GOLD.
Semrush’s Limassol office is designed for both collaboration and concentration – a balance reflected across its global hubs, from Dallas to Warsaw. The company now employs more than 1,700 people worldwide. “Our architect designed open hubs, phone booths for private calls and meeting rooms for focus,” explains Hashkina. Semrush’s culture rests on three values distilled from its 17-year evolution from startup to public company: trust, a sense of ownership and constant change.
“Trust is non-negotiable,” says Hashkina. It applies not only to projects but also to how people manage their time, as employees can choose how and where they work, whether remotely, in the office or in hybrid form. “We don’t believe in the 9-to-5. That’s what makes us stand out,” she adds. Ownership, she explains, stems from the belief that every employee is an expert capable of turning an idea into impact. Change, meanwhile, is an inescapable feature of the tech world. “From my first day, I was trusted to lead projects from idea to launch,” she recalls, citing initiatives on talent development, internal mobility and team formation. “This kind of trust is empowering – it gives you the freedom to experiment, learn and do your best work.” Small touches, like daily breakfasts, fresh fruit and stocked fridges, add a meaningful touch to the culture. “If you asked our team, they’d probably say that this is the kind of place where a conversation or a brainstorming over coffee can turn into a real project and where you feel supported in making it happen,” she states with evident pride.
One of the company’s 2025 priorities is building internal capabilities – creating “career maps” that give employees a clearer view of feedback, growth and possible career trajectories. “Upskilling is a hot topic across HR today,” she admits. “But the difference lies in actually making it happen. Development shouldn’t be a side activity – it should be built into everyday work.” Semrush is preparing to launch talent pools to unlock new opportunities, while offering mentoring, learning programmes and funding for external training. “And just as importantly, we want everyone to develop AI skills as part of their day-to-day work,” she states. “For us, investing in AI capabilities isn’t just about tools. It’s about helping people stay confident and future-ready.”
The company also places weight on listening. Its annual engagement survey, alongside smaller, targeted ones, has driven employee-led improvements. Among these is one of Semrush’s most distinctive benefits: Trust Paid Time Off, introduced in 2023. The policy allows employees to take as much leave as they need, without an annual cap. “It’s still rare among tech or public companies,” she says. “But we believe that to be productive, employees need to unplug and recharge, without bureaucracy or worrying how many vacation days they have left.” The scheme rests, as its name implies, on mutual trust: that employees understand their workload and their teams’ rhythms. “Two years in, it has become one of our most appreciated benefits,” she adds. Other perks include a quarterly team-building allowance for activities outside work, a “flexi” budget for hobbies, sports or language courses, and comprehensive support in times of personal hardship through the Employee Assistance Programme and the Semrush Relief Fund.
“Our colleagues in Cyprus often tell us they get the best of both worlds,” Hashkina says. They are a part of global company with a strong product and international reach, yet they enjoy the warmth and support of a close-knit local team. Moreover, she adds, “The projects are genuinely interesting, giving people a chance to grow while contributing to something with overarching impact. That mix is what makes Semrush an employer of choice.”
Original photos by Giorgos Charal.
This interview first appeared in the October edition of GOLD magazine. Click here to view it.
