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Jelena Jelinić Cvyrn
Episode · #559

RE-KREIRAJ ŽIVOT i POSAO: MAMFORCE Jelena Jelinić Cvirn, HSM

Guest Jelena Jelinić CvyrnHosted by Darko BukovićMay 3, 2026
About this episode
What you'll hear in this conversation

HSM, an IT company operating for over three decades, found itself in an unusual position for its industry: more women than men on staff. This demographic reality shaped their approach to supporting employees, especially as they participated in the Mamforce initiative, a project promoting balanced parental responsibility. For Jelena Jelinić Cvirn, HSM's HR Director, the initiative wasn't about overhauling their existing culture, but about sharpening its focus. The conversation explores how a systematic approach to employee well-being, coupled with a deep commitment to open communication, can refine a company's people strategy. Jelena shares how HSM prioritizes individual conversations and critical feedback, seeing it not as a risk, but as an engine for growth. 'We don't make decisions without first understanding their pulse,' she says, emphasizing that every policy, from flexible work to benefit structures, is shaped by direct employee input. Listeners will consider how even well-intentioned company benefits can become diluted without clear communication and a willingness to actively solicit and act on employee feedback. This episode offers a counter-intuitive look at how a decades-old IT firm stays agile and human-centered by truly listening to its people.

Insights from the conversation
What to take from this episode
01
HSM, an IT company, 'actually has more women in the company. Unusual, but true,' as Jelena notes. This directly counters the common perception of IT as a male-dominated field, suggesting that a company's culture and intentional efforts can significantly reshape its workforce demographics.
02
Jelena states that the Mamforce project didn't introduce 'big novelties' but helped HSM 'focus more on the things that are most important to employees.' External certifications are not about inventing new benefits, but about systematizing and prioritizing existing efforts, acting as a lens to direct energy towards what truly matters to staff.
03
Jelena observes that despite many internal efforts, employees 'often weren't fully aware' of what the company was doing for them. The impact of any internal initiative, however well-intentioned, is diminished without consistent and transparent communication. Employees need to understand the 'why' and 'what' of company policies to feel truly valued and engaged.
04
Jelena's approach to employee feedback is direct: 'Whatever bothers you, just say it. I want to hear it.' Cultivating a culture of open communication means actively soliciting critical input, not just positive. Leaders must create psychological safety where employees feel empowered to voice concerns, recognizing that this honesty drives genuine improvement.
05
Jelena asserts that companies that genuinely embrace open communication, 'not just as a PR moment,' enable substantial growth. A truly supportive environment where employees can communicate freely across all hierarchical levels is not merely a soft HR benefit. It's a strategic differentiator that fosters a willingness to contribute more, directly correlating with a company's ability to adapt and expand.
06
Before settling on their 3+2 hybrid work model, HSM 'talked to people' and 'listened to how they feel,' avoiding top-down mandates. The most effective work models, especially hybrid arrangements, are co-created with employees. Soliciting direct input on preferences and ideal arrangements leads to higher satisfaction and better integration than imposed policies.
07
HSM, a family-owned IT firm, successfully transitioned to a second generation of management, now with 'two sons and another young lady' on the board, alongside a long-term employee. Successful generational transitions in family businesses often involve a blend of family members and experienced non-family talent in leadership. This combination can maintain institutional knowledge while introducing new perspectives and ensuring continuity.
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