In her role as HR Business Partner at Styria Media Group, Matea Šćulić is responsible for providing both strategic and operational HR support to the brands Večernji list and Poslovni dnevnik. Her work focuses on developing organizational culture, empowering leaders, talent management, and enhancing the employee experience in a dynamic media environment.
She collaborates with management on team transformation, process improvement, and increasing employee engagement. Her focus is on creating a work environment that enables teams to reach their full potential while ensuring clear processes and organizational performance.
"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.