Nova TV has been named the most desirable employer in Croatia’s media sector, according to the 2025 “Employer of First Choice” survey conducted by Alma Career Croatia through the MojPosao portal.

The annual research, now in its 21st year, surveyed more than 27,000 respondents across the country. Participants were asked to independently name up to three “employers of first choice”, without being prompted by a pre-defined list of companies. Rankings were calculated based on a points system, with first-choice votes receiving three points, second-choice two, and third-choice one.

Accepting the award, Kristina Sanković, Director of Human Resources at Nova TV, thanked former, current and prospective employees, highlighting the role public visibility plays in shaping the company’s reputation as an employer.

“As a media company, we are naturally constantly present in the public space, and that continuous visibility shapes perceptions of us as an employer,” she said. “It can increase interest, but it can also create assumptions about what it is like to work at Nova TV.”

She noted that public exposure can both support and complicate efforts to build an employer brand, as perceptions shift depending on what audiences see and hear.

“Long-term reputation is ultimately shaped by what employees truly experience in the workplace — both in front of and behind the cameras,” Ms Sanković added. “They are the most credible voice when it comes to what Nova TV is like as an employer.”

The survey aims to identify the companies considered most attractive in Croatia’s labour market and to recognise those that have made the greatest progress over the past year.