In this interactive workshop, participants explore how HR stories from within an organization can become relevant and engaging for the public. Through a mix of short introductory insights, hands‑on exercises, and teamwork, the workshop reveals how media actually think when deciding whether a story is worth publishing - and why many strong HR initiatives never make it beyond internal communication.
Sudionici će kroz praktičan rad proći cijeli put jedne employer priče – od prepoznavanja autentične teme unutar organizacije, preko testiranja njezine medijske vrijednosti, do odluke kako i gdje takvu priču plasirati. U radionici se spajaju tri perspektive (HR-a, medija i branded sadržaja) kako bi se pokazalo na koji način employer branding izlazi iz organizacije i postaje dio šire javne percepcije poslodavca.
This is not a classic employer branding workshop focused on campaigns and slogans. It is a practical, experience‑based session where participants work on real examples and develop their own employer story that they can continue building within their organization.
What participants will experience and learn:
- how media identify and select stories about employers
- how to distinguish an HR initiative from a media‑worthy story
- how to recognize authentic employee stories that can strengthen employer reputation
- how to decide whether a story belongs in editorial content or in a partner (native) collaboration
The workshop is dynamic and highly interactive, and participants leave with a concrete employer story and a clearer understanding of how HR can actively shape the public reputation of their organization.
