Novi Sad, June 26, 2024 – By investing in family-friendly initiatives and efforts by employees to maintain a balance between work and private life, companies contribute to strengthening their brands, increasing employee attraction and retention, and portraying themselves as socially responsible. This conclusion was reached today in Novi Sad, at the Cultural Station Eđšeg, during the first info session for companies as part of the regional project "Expanding Choices through Family-Friendly Policies".

In addition to presenting how companies can apply for participation and improve their employee policies, today's event also introduced the "Family-Friendly Workplace" business model designed for employers.

"Family planning presents a significant challenge for women who want to remain active in the workforce, especially in the Western Balkans, where traditional norms and stereotypes further hinder their professional engagement. The project “Expanding Choices through Family-Friendly Policies” is designed to support governments in improving family-friendly policies and creating an environment that equally benefits both women and men, allowing them to balance career and family plans," said Borka Jeremić, Head of the United Nations Population Fund in Serbia.

Research shows that Millennials and Generation Z prefer employers whose values support work-life balance, career advancement, and personal development. The "Family-Friendly Workplace" model aims precisely at establishing a balance between work and family life, contributing to better employee productivity and better results for companies. This model supports all employees, regardless of parental status, in achieving a balance between business obligations and family responsibilities, creating an inclusive and supportive work environment.

"The issue of employees' rights to balance private and professional obligations should not be taken for granted, and we must all continuously work on improving conditions for all employees. This is where the importance of this project lies," said Nenad Ivanišević, Provincial Secretary for Economy and Tourism.

The "Expanding Choices through Family-Friendly Policies" project, which will run until 2026, includes mentoring support for introducing this model into company operations, either through existing activities or through the development of new initiatives.

"With this project, we continue our longstanding work with the business community to enhance measures that contribute to balancing professional and family obligations of employees, ensuring stability and career advancement, and improving workplace well-being. We want to help companies strengthen their operations by improving care for their employees, and therefore we invite as many companies as possible to join," said Ana Koeshall, Director of the Ana and Vlade Divac Foundation.

The activities are carried out by the United Nations Population Fund (UNFPA) in Serbia in collaboration with the Government of the Republic of Serbia and private sector, with active support from the Ana and Vlade Divac Foundation within the project "Expanding Choices: Gender-Responsive Family Policies for the Private Sector in the Western Balkans - Phase 2"  with financial support from the Austrian Development Agency.