The project “Expanding Choices: Gender-Responsive Family-Friendly Policies for the Private Sector in the Western Balkans - Phase 2,” implemented by the Ana and Vlade Divac Foundation in partnership with UNFPA, was presented today at the Serbian Chamber of Commerce during a meeting of the Council for Socially Responsible Business.
The “Family-Friendly Workplace” model was introduced to company representatives, business associations, and Council members with the aim of bringing this approach closer to a wider range of companies and encouraging its broader practical application.
Marija Jovanović, Project Manager at the Ana and Vlade Divac Foundation, emphasized during the presentation that the model is based on international standards but adapted to the local context, with a focus on improving work-life balance, increasing women’s participation in the labour market, and ensuring a more equal distribution of unpaid work.
As an example of good practice, the company Intens from Novi Sad, one of the ten companies participating in the project, was also presented. Its HR Manager, Marija Pavlović, shared concrete experiences in implementing family-friendly policies, including flexible working hours, additional leave days, and initiatives that contribute to a better work-life balance for employees, ultimately leading to higher employee satisfaction.
The project was launched in 2024 and is focused on advocating for the systemic introduction of gender-responsive family-friendly policies in both the private and public sectors in Serbia. Following a series of info sessions in Belgrade, Niš, and Novi Sad, cooperation was established with key business associations, and 10 companies introduced employee benefits through a structured mentoring support program.
Companies that have already implemented the “Family-Friendly Workplace” model include TGRS LLC, Intens, SDPS LLC, and Ribella Foods LLC, which have introduced initiatives such as family days, flexible working arrangements, and additional employee benefits. In parallel, through mentoring support, additional measures were developed in Yettel Bank AD, eFront LLC, IKEA Srbija LLC, GDI Solutions LLC, CNT LLC, and Flow Ninja LLC. These companies introduced concrete practices such as enhanced maternity leave support, specialized programs for women during pregnancy and maternity leave, flexible work arrangements, additional paid leave (including days for caregiving and important life events), and other initiatives that contribute to employee well-being and improved work-life balance.
This project represents an important step toward improving business culture in Serbia by fostering a work environment that recognizes family needs as essential for long-term business success. Mentoring support to companies, along with the promotion of good practice examples, will continue throughout 2026, with the aim of further expanding the model and ensuring its sustainable implementation.
