The focus of the event was on sharing experiences in implementing business policies that help employees better balance their professional and family responsibilities, particularly in the context of parenting and childcare, as well as on highlighting the benefits companies gain from adopting and applying such policies.
Two UNICEF studies – one conducted with children (2021) and the other with HR directors (2025) – show that children notice how their parents stay longer at work, often talk about work even when it is unnecessary, and lack enough time for themselves and their families. On the other hand, HR directors recognize that the balance between professional and private life is disrupted, with the main challenges for employees being the high cost of childcare, the mismatch between the working hours of childcare institutions and employees’ schedules, and long commutes to and from work.
Special emphasis was placed on improving three key resources for working parents – time, psychosocial support, and services. Proposed solutions included models of paid parental leave, flexible work arrangements, as well as various financial and non-financial forms of family support.
The discussion also addressed the costs and benefits of such policies for companies – ranging from increased productivity and employee engagement to attracting and retaining top talent.
Cooperation with UNICEF is aligned with ESG principles and European regulations, covering the assessment of existing and new policies, education, and measuring their impact, with the goal of creating a work environment that fosters loyalty and long-term success.
The workshop was moderated by Dr. Nataša Krstić, full professor at the Faculty of Media and Communications, Singidunum University, and UNICEF expert associate. The speakers also included Vesna Savić Đukić and Jelena Kovačević, representatives of UNICEF Serbia.
UNICEF Parenting App: New Bebbo App – Your Parenting Companion | UNICEF Serbia
Guide for Working Parents: Materials | UNICEF Serbia
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Corporate Guide to European Sustainability Reporting Standards: Unpacking children’s rights under the European Sustainability Reporting Standards | UNICEF
