At Eduka Faculty, a panel discussion was held on branding, with a special focus on the issue of company authenticity in today’s modern business environment.
This topic is more relevant today than ever, especially in the context of economic changes in the market and the impact of AI technologies on the business environment and HR practices. For this reason, Eduka Faculty brought together experts in the fields of human resources, marketing, and employer branding, who discussed challenges, trends, and practical experiences with our students and guests from the business sector.
Through several thematic segments, topics such as the relationship between internal and external employer branding, the authenticity of organizational culture, candidate experience, employee involvement in employer branding activities, and the challenges brought by the development of AI technologies were addressed.
The panel was moderated by Prof. Dr. Ivana Jošanov Vrgović and Tatjana Đukić.
The panel participants were:
- Biljana Rakić – VP of Human Capital – CAKE.com
- Zorana Stracenski – Talent Acquisition and People Development Manager – Insightful
- Bojan Stanković – Marketing Team Lead – Infostud
- Iva Marinković – Managing Partner – Empple
- Luna Vujović – Talent Acquisition Lead – TIM Centar
- Milena Štrbac – Senior P&C Strategic Partner – UniCredit Bank
One of the central topics of the panel was how to remain authentic at a time when employer branding activities are becoming increasingly present and visible. Authenticity, open exchange of experiences, and the connection between theory and practice left the strongest impression on both the audience and the participants.
The event was further enriched by its open and welcoming atmosphere, as well as by the students who actively participated in the discussion, asked questions, and showed great interest in the topic.
