As Head of Native Advertising at Večernji list, Doris Kezić is responsible for the strategic planning, development, and execution of native advertising projects for clients across various industries. She leads the native team responsible for creating creative concepts, content production, and the operational implementation of campaigns through all stages — from the initial brief to performance analysis. Throughout her career, she has designed and delivered several hundred campaigns for more than 300 brands, including projects in the field of employer branding, with a focus on integrating brand stories into relevant media contexts and achieving measurable communication goals.
"What to expect at the workshop: From HR to Headlines – The Role of Media in Employer Branding"
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.
Participants will work through the full journey of an employer story: from identifying an authentic theme within the organization, to evaluating its media value, all the way to deciding how and where to publish it. The workshop brings together three perspectives - HR, media, and branded content - to show how employer branding steps outside the organization and becomes part of the wider public perception of an employer.
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.