Bupa CEO Iñaki Ereño has implemented a rigorous six-hour interview process for senior hires, replacing the typical 45-minute format. The process spans three separate meetings, each lasting two hours, and includes a restaurant lunch where Ereño observes candidates’ behavior, including whether they order wine. Bupa, a healthcare giant with £18.2 billion ($24.5 billion) in revenue in 2025, operates in 190 countries and employs over 100,000 people, according to fortune.com.
Ereño explained to Fortune that the extended interview format helps him better evaluate candidates’ initiative and confidence. He specifically watches if candidates take risks, such as ordering wine even when he orders water, viewing this as a sign of leadership potential. Ereño said, “I tend not to like people that don’t have any initiative,” and emphasized that being proactive and taking risks separates leaders from the crowd. This approach is part of what he calls his ‘secret weapon’ test for hiring senior executives.
The new interview method contrasts sharply with the industry norm of 45-minute interviews, which Ereño considers insufficient to truly assess a candidate’s capabilities. Bupa’s scale and global presence underscore the importance of selecting the right leaders. The company’s revenue and workforce size place it among the largest healthcare firms worldwide, making effective hiring critical to maintaining its market position and operational success.
Bupa’s 2025 financial report confirmed £18.2 billion in revenue, highlighting the company’s extensive reach. Ereño’s hiring strategy aims to ensure that new senior executives possess the initiative and leadership qualities necessary to sustain and grow Bupa’s global operations.