A culture that delivers tangible results is not built on just declarations or policies alone, but through years of consistent decision-making, everyday practices, and a will to evolve. This is daily demonstrated by INA, and proved last year, when they marked a decade of systematic investment in people in line with MAMFORCE standards. This was more than a milestone, the anniversary reflects how a sustained focus on employee development, gender balance, and work-life integration delivers long-term value and remains resilient through changes in the market, leadership, and business priorities.
INA has recently taken this commitment a step further by meeting the IQA methodology criteria and obtaining the IncQ ALL certificate in the GROW category, further reinforcing its dedication to creating an inclusive work environment for all.
In a conversation with Ivona Vrtarić, Director of Talent Acquisition and Capability Development at INA, we learned how the implementation of MAMFORCE and IncQ ALL standards translates into practice, and how it impacts day-to-day operations.
Ivona Vrtarić (INA)
INA Group holds a leading position in the oil business in Croatia and plays a significant role in the region across exploration and production of oil and gas, refining, and the distribution of petroleum products. The company also operates a modern regional retail network with more than 500 service stations across Croatia and neighboring countries.
At INA, I lead the Talent Acquisition and Development function, meaning that my team supports the full employee experience, from recruitment and selection to onboarding, capability development, talent management, and the strategic shaping of organizational culture and employee experience. Our goal is clear: to design solutions that enable our people to succeed, stay motivated, and feel included.
Consideration for family life, fairness, and the diverse needs of our employees has been embedded in INA’s culture for many years. We have taken a systematic approach to aligning both policies and practices, from benefits and flexible work arrangements to support for parents and caregivers, as well as continuous education on diversity and inclusion.
Ensuring equal opportunities for all, regardless of gender, age, family situation, or any other personal characteristic, has been a consistent priority. At INA, diversity, equity, and inclusion are not treated as a project, but as an integral part of how we operate and create solutions every day.
The key lies in clear frameworks, transparent communication, and an individualized approach. It is challenging to apply a one-size-fits-all solution, particularly given the scale and complexity of our operations.
While we always start from the principle of equal opportunity, we recognize that both personal circumstances and business contexts vary. That is why flexibility and understanding are just as important as consistency and fairness. Our HR function focuses on creating a transparent and accessible framework, with room for adjustments when justified and necessary.
We rely on methodologies and tools based on measurable competencies rather than subjective impressions. Standardized assessment processes, diverse selection panels, clearly defined criteria, and structured development programs enable objective decision-making.
In addition, we regularly review data on promotions, participation in development programs, and talent pools to identify and eliminate potential biases. Internal and external audits, such as MAMFORCE, play a key role in aligning our practices with global standards. We have also observed that continuous dialogue and education on gender equality significantly contribute to reducing gaps.
One example is the launch of the INA Daycare pilot project in 2025, developed in line with INA’s values of employee care, inclusion, and support for work-life balance.
The initiative was designed to reduce the burden on parents during school holidays – a period often marked by logistical challenges. For the first time, employees were given the opportunity to bring their children to work and leave them in a safe, professionally designed, and play-oriented space within the company.
For us, MAMFORCE is much more than a certification – it is a tool for continuous improvement. It provides a structured framework that ensures our processes are fair, inclusive, and family-oriented.
Maintaining certification over a period of 10 years confirms our consistency while highlighting our long-term commitment to people and culture.
The evaluation process provided a clearer understanding of where we are progressing most rapidly and where further development is needed. One of the key benefits is the external, objective perspective: something that can be difficult to maintain in day-to-day operations.
These insights support better decision-making and enable small, continuous adjustments that have a meaningful impact on employees.
The greatest value lies in the trust it builds with our employees. At INA, it is rare to find someone unfamiliar with MAMFORCE, and when employees feel that the company understands their life roles and challenges, it strengthens mutual trust.
In addition, MAMFORCE enhances our reputation in the labor market. Candidates increasingly recognize employers who genuinely live their values, rather than simply communicate them.
MAMFORCE helps make our culture visible, measurable, and actionable. It connects our ambition to be a modern, inclusive, and responsible organization with clearly defined criteria and practices.
In doing so, it strengthens our employer brand while, more importantly, improving the everyday employee experience.
If you are looking to take a meaningful step forward and align with leading market practices, start the process. It provides direction and encourages the development of a work environment that is sustainable, inclusive, and aligned with the needs of today’s workforce.
The example of INA demonstrates that the difference between declarative intent and real change lies in consistent implementation and continuous improvement. Support and open communication remain key elements of effective organizational management, while the MAMFORCE standard helps translate these values into concrete practices that enhance employee satisfaction and build a more resilient work environment.
