The boundaries between technology, communication, and human resources are changing every day, especially in companies that must encourage innovation and introduce new trends. For years, A1 Croatia has been setting exceptionally high standards in human resources management, and their long-standing commitment to HR excellence has been recognized for 20 years by our Employer Partner certificate. That is why we are speaking with Blaž Ferenc, Chief Human Resources Officer, Chief Corporate Communications Officer, and Chief Sustainability Officer, about the transformation of the HR function that follows market changes and about the significance of the Employer Partner certificate for A1.
Blaž Ferenc graduated from the University of Ljubljana and earned his MBA degree at Cotrugli Business School in Zagreb. He is the recipient of several prestigious international awards for communication excellence, such as the ProPR Globe Award and the Gold Quill. In 2020, he became Director of Corporate Communications and Sustainability at A1 Slovenia and A1 Serbia, where he later performed the duties of Chief Human Resources and Communications Officer. Since 2024, he has been serving as Chief Human Resources Officer, Chief Corporate Communications Officer, and Chief Sustainability Officer at A1 Croatia and A1 Slovenia. In what follows, we reveal how HRM at A1 has changed, what the catalysts for those changes were, and what those changes have led to today.
The change over the past 20 years happened gradually, but it completely redefined HR
The role of human resources in companies today is incomparably broader and more important than it was twenty years ago. We are no longer just operational support. We are an equal partner in shaping strategy and business decisions. This change happened gradually, but it completely redefined HR, which transitioned from an administrative function into an active driver of change within the organization. Today, the HR team at A1 Croatia does not manage only recruitment and day-to-day support, but also plays a key role in employee development, building and nurturing organizational culture, leading change processes, and strengthening team engagement and satisfaction. Through data analysis, we plan future needs in a timely manner and make informed decisions. Ultimately, HR in our company has the task of creating an environment in which employees can develop their full potential, because we know that this directly contributes to the company’s long-term success.
The secret of the HR team lies in consistency, openness, and readiness to do things thoughtfully, but quickly when needed
I would say that the key lies in a combination of consistency, openness, and readiness to do things thoughtfully, but also quickly when needed. We do not do only what is popular, but what is sustainable. We build relationships with employees, listen to the organization, and invest in employees because we know they are the key carriers of culture. We are also not afraid of technology and use it as support for people. Examples include RPA tools, GenAI integrations into everyday work, and predictive analytics that help us make better decisions. All of this enables us to raise standards while remaining authentic.
The Employer Partner certificate confirms that our way of working has concrete and measurable effects on business performance
For us, the Employer Partner certificate is primarily a confirmation that we are doing the right things and that our model of work has concrete and measurable effects on business performance. Although results are often visible within the organization, such professional and external validation adds additional weight and shows that we are aligned with best practices and that we actively follow and apply global HR trends. Precisely through the Employer Partner methodology, we received confirmation that our development programs, internal mobility, employee support systems, and people-oriented leadership are systematically structured and strategically relevant. Holding the certificate does not only mean having quality HR processes. It shows that we live them every day and that they deliver real results, both in terms of people engagement and the overall efficiency of the company.
For us, the greatest value of the Employer Partner certificate is that it provides a stable and professional framework that helps us assess our own HR practices, compare them with the best, and continuously improve them. In addition, the certificate clearly communicates to employees that we work in a long-term, responsible, and transparent way. That is why we see it as a confirmation of our relationship with people, not just as a certificate hanging on the wall.
What would the market look like without the Employer Partner methodology?
Without the Employer Partner methodology, the market would lack a clear reference framework for people management. There would be different levels of HR quality without a common standard. What Employer Partner enables is the professionalization of the profession, the visibility of good practices, and the development of a learning community among employers. This role was especially important during the years of transition in the labor market, when digitalization, flexibility, and future competencies suddenly came into focus.
Through every collaboration with the certification team, we built mutual trust and constructive exchange, asked ourselves shared questions, sought new solutions, and opened space for different perspectives.
A message for the younger HR community
I would like to convey that HR is not just about processes and that the most important things come through consistency, patience, and truly listening to your environment. All the major changes we see in companies today, whether we are talking about digitalization, culture, or leadership, started with small, everyday steps. Ultimately, everything we do in HR is not because of tools or certificates. We do it so that someone, years later, can say, “it was in that company that someone noticed me, supported me, and gave me the opportunity to grow.”
