30 Years of Grafton Hungary: Building a Market from the Ground Up

From a bold expansion into an emerging region to becoming a cornerstone of Central European recruitment, the story of Grafton Hungary is one of timing, instinct, and relationships that scaled across borders.

From Irish Roots to Central Europe

Grafton’s story begins on Grafton Street in Dublin—where a small recruitment business was built around a simple idea that, at the time, was far from common: that working with people should feel human, not transactional.

“When I started working in recruitment 50 years ago, it was more like a call center than what you’d recognize today. Everything was scripted, everything was regimented, and the average person stayed about 22 weeks. You were told what to say, how to say it, and that was it. I stayed four years, and it gave me the nuts and bolts—but when we started Grafton, we wanted to do it differently. We wanted a more good-humoured way of dealing with people. Today you’d call it psychological safety. People were part of something, not just numbers.” — Kenneth Belshaw, Co-Founder of Grafton Recruitment

That philosophy became the foundation of the business. But the real shift came in the early 1990s, when Central and Eastern Europe began opening up. For Grafton, expansion wasn’t driven by scale ambitions—it was driven by instinct.

“I went to Prague for a long weekend, and I was so impressed with the people—their education, their attitude. I came back and said, ‘We need to look at this place.’ And looking back, the biggest factor wasn’t the economy or anything like that—it was the lack of competition. That’s always been the key thing for me.” — Kenneth Belshaw, Co-Founder of Grafton Recruitment

As opportunities began to open up beyond Ireland, it was this approach that Grafton brought with it into new markets.

 

Why Hungary Became the Next Step

Hungary wasn’t just the next market on the map—it was a strategic move shaped by how the region itself was evolving. As multinational companies began establishing operations across Central Europe, they weren’t thinking in isolated countries. They were building regional systems, often managed through centralized HR structures.

That shift created a unique opportunity.

“What was interesting in Central and Eastern Europe was that if you had a client in one country, it was very easy to get the same client in another. If you demonstrated in one market that you were good, you got the opportunity to demonstrate it in another. That didn’t happen in Ireland or the UK… but in this region, success carried across borders.” — Niall Keyes, Managing Director of Grafton (1994–2011)

Hungary stood out within this system. It wasn’t just accessible—it was ready. There was already a level of economic awareness and business maturity that made it easier to build a recruitment operation.

“I always felt Hungary was a very strong market. It was more sophisticated, better qualified, and people had a stronger sense of the market economy. It was a very good place to build a business.” — Kenneth Belshaw, Co-Founder of Grafton Recruitment

With Prague already proving successful, Budapest became the logical—and strategic—next step.

 

The Budapest Launch

Starting in Budapest meant starting from zero. There were no existing teams, no inherited clients, and no safety net.

Initial hiring didn’t always go as planned. Some of the first employees joined with expectations that didn’t match the reality of recruitment, leading to quick turnover and early instability. But the business itself proved far more resilient.

“They thought they were joining something like a consultancy, but we were a startup. You had to lift the phone, talk to people, sell the service. After the first round, they all decided it wasn’t for them and they left. But even after that, we were still able to make money.” — Kenneth Belshaw, Co-Founder of Grafton Recruitment

What followed was one of the fastest growth trajectories in Grafton’s history. Within months, the office had not only stabilized but moved into profitability.

“We made a flying start in Budapest. We were cash positive by month four—our revenue was already greater than our costs. From a standing start, that was exceptional.” — Niall Keyes, Managing Director of Grafton (1994–2011)

It was a clear signal that the market was not just viable—it was ready.

 

Growing in Hungary: Relationships and Realities

Grafton’s expansion in Hungary wasn’t driven by aggressive scaling, but by relationships that extended across borders. In Central and Eastern Europe, success in one market often opened doors in another, creating a regional multiplier effect—something that became a defining advantage for the business.

“What was interesting in Central and Eastern Europe was that if you had a client in one country, it was very easy to get the same client in another. If you demonstrated in one market that you were good, you got the opportunity to demonstrate it in another. That didn’t happen in Ireland or the UK… but in this region, success carried across borders.” — Niall Keyes, Managing

 Director of Grafton (1994–2011)

At the same time, expansion within the country proved more nuanced. While Budapest delivered strong results, moving beyond the capital required a deeper understanding of local dynamics and infrastructure-driven development.

“I would have liked to see more branch offices around the country, but I probably didn’t understand it well enough at the time to identify the best locations. If you look at the region, a lot of development followed the main transport routes… those corridors attracted investment, and if you could see that earlier, you could position yourself ahead of the market.” — Niall Keyes, Managing Director of Grafton (1994–2011)

The experience showed that long-term success depended not just on momentum, but on understanding both regional connections and local realities

 

Grafton Hungary Today

Thirty years after entering the Hungarian market, Grafton combines stability with continuous renewal. Since its launch in 1996, the company has evolved alongside the market while maintaining a consistent, people-focused approach.

A major milestone came in 2018, when Grafton became part of the Gi Group Holding, strengthening its international background and expanding its services. Today, the group operates in Hungary with more than 100 employees across multiple brands. The 2024 acquisition of Kelly Services’ European operations further reinforced its position—particularly in workforce leasing—while the reopening of Debrecen and the launch in Szeged marked a renewed nationwide presence.

The organization is built around a focused team of specialized recruiters across Finance & Back Office, BSC, IT, and Engineering & Logistics, combining deep expertise with agile delivery. At its core, Grafton Hungary remains defined by its culture—a strong internal community and a shared mindset centered on real impact.