SUPPORT FOR THE SOCIALLY RESPONSIBLE EMPLOYER CERTIFICATE

How can employers be encouraged to enter the social responsibility certification process during a pandemic that began just one month after the campaign launch? How can awareness of the importance of employer social responsibility be raised?

A 3-year awareness campaign that increased the certificates’ visibility and motivated employers to the certification process. Through a combination of events, advertising and SM campaign, website, newsletter, strategic public and media relations, we brought together employers, the Chamber of Commerce and Industry of Slovenia, the Employers’ Association of Slovenia, and the Association of Free Trade Unions of Slovenia around a shared goal. The project was funded by the European Cohesion Policy.

A total of 200 companies/organizations with 38.505 employees registered for the process of obtaining the Socially Responsible Employer (DOD) Certificate. Through active media relations, we secured over 600 media mentions about the project and the good practices of certified employers. Most of the coverage was neutral or positive, with no negative mentions. We achieved a national campaign reach through a combination of print and digital media placements. We reached 1.158.000 individuals from the target group: the public aged 25–64, as well as directors and managers (source: TGI Mediana 1HY 2022). During the project, we gained more than 1.900 followers on the certificate’s Facebook page.