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Nada Rajčić, HR Director, CETIN

We Have Chosen The Path Of Excellence

In the wave of globalisation and technological development, it is becoming clear that the public sector is not enough to solve the challenges of social sustainability, so in addition to its traditional focus on profitability, the corporate sector is devoting itself to business sustainability. Business sustainability strategies are becoming the gold standard of responsible corporations and investors, and PPF Telco Group is no exception

According to HR director Nada Rajčić, CETIN strives to invest efforts and resources in those fields where it can make the greatest difference: sustainable technology, employee well-being, environmental protection, transparent behaviour and business integrity.

In a new Report on sustainable business at PPF Telco Group, there is a major focus on the CETIN Group, which owns critical communication infrastructure – an optical network, radio base stations and data centres, from the Czechia through Hungary and Serbia to Bulgaria. How have you defined your priorities and what goals did you set for yourself?

Working on a report on sustainable business means that we learn about our business and the environment from a new angle, we establish a management and monitoring system based on real data, so that we set ourselves achievable goals and continuously improve ourselves along the way.

An accessible and reliable network for everyone is our imperative. Over 96% of the population is already covered by 4G technology. We are facing modernization of the network, construction of 5G technology and regular recertification of standards of information security, data privacy and business resilience. This year, we have ensured that all our network equipment and infrastructure use only electricity from renewable sources. Next year we will install solar systems on base stations to further reduce our carbon footprint.

The inclusive development and well-being of our 300 employeesis the key to our success. We have 40% female managers, and the representation of women in the company is 36%, which is a satisfactory initial indicator when 35% of girls study STEM subjects in Serbia.

The implementation of such a strategic plan brings changes in daily operations and corporate culture. What do your employees think about the goals and activities of your strategy?

The strategy brings new obligations to our daily work, but it motivates us to contribute to the development and preservation of society, to take care of ourselves and others. We develop these values through engagement, education and communication. We are a member of several associations and we share our values, experience and knowledge through engagement to improve the environment in which we live and do business.

Our business sustainability strategy brings new obligations to our daily work, but it motivates us to contribute to the development and preservation of society, to take care of ourselves and others

We cooperate with the best technical faculties in the country. In this way, students have the opportunity to get to know their future job, and our experienced experts to keep up with the latest trends. Our employees want to contribute to the community and they initiate donations to scientific institutions, schools and sensitive groups in society. Instead of New Year’s gifts for partners, we planted 300 white ash trees as a sign of gratitude for cooperation. Through the company’s Wellbeing program, we are more dedicated to our health and team spirit – together we hike, run, practice yoga, learn new skills.

You operate in a very competitive sector, with a struggle for users and the best experts. How does the business sustainability strategy affect CETIN’s position on the market?

We have chosen the path of excellence and our mission is for responsible suppliers, clients and experts to be part of the same ecosystem. Sustainable business is a long-distance race and the more participants there are, the better the individual result. We run with the best.

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