As Director of Human Resources and Organization at Addiko Bank Serbia, Ivana Kantar is transforming workplace culture. In this exclusive interview, she discusses the bank’s commitment to fostering a motivating work environment, empowering employees, and promoting diversity.
She also shares her thoughts on the evolving role of women in business across the former Yugoslav region and the importance of partnerships like Women on Boards Adria.
Addiko Bank places significant emphasis on creating a motivating and growth-oriented environment for its employees. What drives this approach, and how does it align with the bank’s core principles?
In today’s fast-evolving labour market, where new trends constantly emerge in human resource management, we find it essential to return to the basics: understanding the kind of environment employees want to work in and creating that space for them. At Addiko Bank, our goal is to build a workplace that every employee aspires to be a part of.
We strive to offer a modern, attractive, and motivating environment that encourages learning and professional development. Our workplace culture emphasises empathy, diversity, and equal opportunities while guaranteeing the protection of employee rights and transparent communication.
Open communication is at the heart of our values—we stand behind what we say, as a bank and as individuals—and we believe this authenticity is key to our success. We are also committed to adapting as markets and employee expectations change. It’s about genuinely believing in the values we promote, and we think that belief is evident in everything we do.
What is your perspective on the position of women in business across the region?
It’s hard to generalise and say that the position of women is only good or bad—it’s a mix of both, and there’s still plenty of room for improvement.
We live in societies that are often burdened by stereotypes, where women are still primarily seen as wives, mothers, or friends and less frequently as successful business leaders. These roles are often seen as mutually exclusive, and unfortunately, many still doubt that women can perform as well as men in certain roles. This mindset persists across the region.
Gender equality is not just a women’s issue but a shared effort
However, there has been progress. Small steps are being made, and we can confidently say that women’s positions today are better than they were yesterday, and they will continue to improve tomorrow.
Women in the region are increasingly aware of their potential and their right to better opportunities. They are ready to fight for what they deserve, initiating projects and campaigns that raise awareness about inequality and empower women in their personal and professional lives.
What’s particularly encouraging is the support these initiatives often receive from men. It shows that equality is not just a women’s issue but a shared effort.
Recently, Addiko Bank established a strategic partnership with Women on Boards Adria. What motivated this collaboration, and what are your shared goals?
Our partnership with WOBA allows us to share our values on a larger scale and inspire others to think and act in similar ways. This collaboration provides an opportunity to amplify our stories and projects, increasing the likelihood that they will inspire action.
When people see what we’re doing, they may feel encouraged to create their own initiatives or improve on ours. At Addiko Bank, we enjoy setting trends and being among the first to take action, and we’re proud when our practices take on a life of their own outside of our organisation.
Our shared goal with WOBA is to promote diversity and leadership across the region. By aligning our values and resources, we hope to create a ripple effect that inspires businesses and individuals to advocate for equal opportunities and foster an inclusive culture.
