Sustainability of Human Capital 2025: Key Results of the Business Breakfast
On April 3, Smart Solutions, as a partner, participated in a large-scale event organized by the HR Brand Ukraine Award together with Sun One company on the topic “How to Ensure Sustainability of Human Capital 2025: Challenges and Strategies.” The business breakfast became a unifying platform for 60 CEOs and HR directors from different companies, who exchanged experience and ideas on retaining personnel in today’s unstable business conditions.
One of the important areas of discussion was the topic of developing and improving the employer brand, choosing the optimal and effective strategy in the fight for talents in the Ukrainian labor market. The head of the HR-brand Award, Larisa Onipko, emphasized that business management today should focus on forming a unifying goal and meaning for all employees, becoming creators of national identity and conscious citizenship. In the context of dynamic changes, it is extremely necessary to rethink the employer’s value proposition (EVP – Employee Value Proposition). It should become unique and original, undergo constant verification for compliance with the expectations of workers and potential employees, and highlight the beneficial qualities of the brand. In addition, Larisa Onipko emphasized that modern corporate culture is unthinkable without attracting diversity and inclusivity.
Supporting and encouraging young people, involving IDPs and women in business processes, reintegration of veterans – all this will allow businesses to strengthen the attractiveness of their own brands. Active cooperation with students is now in order. In order for young people to stay in Ukraine and be interested in building a career at home, they need to be offered opportunities for training, development and employment.
“Another key vector of working with the employer brand is caring for human capital. Providing psychological support, maintaining and improving mental health and physical condition, flexible schedules and mixed work models – all of these are systemic components of the current approach to human well-being. Advanced businesses are focused on Well-being, this is undoubtedly a complex and large-scale work,” – noted Larisa Onipko.
Another important thematic focus was the discussion of employee well-being. Svitlana Mozgova, Director of Human Resources, Corporate Partnership and Communications at the Astarta-Kyiv Agro-Industrial Holding, presented the project “Active Longevity”, which the company is implementing both within and outside its organization. The main task is to popularize active longevity in Ukraine, overcome the shortage of personnel by involving specialists 60+ in the work, lay the foundation for active longevity of other age categories, and strengthen the state’s economy.
“Active Longevity” is an example of involving diverse means in corporate culture (medical, mental, physical, etc.) in order to qualitatively improve the lives of employees and, accordingly, the effectiveness of their work. Thanks to this, business can become stable and effective, support the Ukrainian economy both in wartime conditions and during post-war reconstruction, – emphasized Svitlana Mozgova.
To scale up its own positive experience, Astarta is participating in similar projects at the national level, interacting with the Ministry of Social Policy in the formation of the “National Strategy for Active Longevity”, as well as with the Ministry of Economy, developing the National Program “Sustainability of Human Capital”.
“The labor market of Ukraine is extremely dynamic, we barely have time to rebuild strategies. For employers, the key skill in 2025 should be prompt decision-making, and flexibility will be the main competitive advantage,” – noted Andriy Samchyshyn, General Manager at Sun One.
Kateryna Tsybur, HR Director at NOVUS, shared her own “know-how” of effective retention of line personnel in the context of current challenges in the labor market. In particular, the expert emphasized the importance of internal training programs, mentoring, and the formation of youth campuses for integrating young people into work processes.
Mykhailo Matyash, Doctor of Medical Sciences, Professor, Head of the Department of General and Medical Psychology of the Bogomolets National Medical University, discussed in detail the topic of veterans’ return to civilian life. He emphasized that it is HR managers who occupy a leading position in the processes of adaptation of veterans returning from the front to work, and employers must create appropriate conditions for their return, taking into account both the unique experience and the peculiarities of motivation of such specialists.
As part of the event, special interest was attracted by the survey conducted by Smart Solutions on the topic “Salaries 2024: How Employee Expectations and Company Policies Have Changed.” The main respondents were CEOs and HR managers.
The business breakfast was made possible thanks to the participation of such partners as Sun One company, creative space Creative Quarter, coffee partner Discaf, and HRM platform Hurma.
