Human Capital 2026 program

It can become a crucial strategic tool for companies. Yet it is often confused with HR marketing, and its adoption in the Czech business environment is still at an early stage. Explore the possibilities employer branding opens across industries and learn what key steps lead to successful implementation in your company.

How can Employer Branding be built in an environment focused on manufacturing subsonic aircraft, where HR cannot rely on cooperation with marketing on one side, yet on the other must communicate with specialists and workers who have very different needs and communication preferences? And what role does the aircraft as a product play in this? You will learn this in the presentation by Petr Kousal, who started Employer Branding at AERO Vodochody completely from scratch.

We will show you what results good cooperation between HR, marketing and PR can bring. You will learn how we moved from ad hoc activities to a functional system in which all teams work toward the same goal.

What does an employer branding campaign on LinkedIn look like when it truly works? Combining paid advertising, the company profile, and the power of personal accounts within LinkedIn ambassadorship can generate much stronger and more trustworthy communication. The topic will be illustrated through concrete examples backed by real data.

Over the past two months, our BDR spent more than 400 minutes calling with an AI voice agent speaking in the voice of our CEO, Juraj. Originally intended only as onboarding support, it became a “best friend” — someone who is available when leadership cannot be. At Fameplay, we are now discovering what happens when we can scale a leader’s voice or create a synthetic brand voice representing the company nonstop. And we are finding that sonic branding is not just marketing — it is a way to build loyalty and relationships with employees spread across the entire country.

Moving from a specialist role into a managerial position is one of the biggest professional transitions. Many new managers soon find that expertise alone is no longer enough. They must adopt a new approach to thinking, communicating, and taking responsibility. This talk will show what to focus on to make the transition successful and sustainable, and how HR can support such changes.

The presentation will focus on practical insights into the changes to the legal framework governing the termination of employment introduced by the most recent amendment to the Labour Code, as well as on experience gained from its application in practice. At the same time, attention will be drawn to selected decisions of the Supreme Court of the Czech Republic concerning the termination of employment and to how these decisions are reflected in practice.

In summer 2025, Notino carried out a necessary restructuring to speed up and improve customer processes. Within a few days, the company had to part ways with 300 employees. This was followed by a period when key agendas needed to be quickly redistributed, preparations for the peak season had to be managed, and service quality as well as brand reputation had to be maintained. In this conversation with Lukáš Havlásek, you will learn how these changes were managed, how the remaining teams handled the significantly increased workload, and how Notino evaluates this transformation with hindsight.

Your people are the first (and often the last) line of defense against cyber threats. That is why knowing how to navigate the digital world safely is among the most valuable skills you can develop in your employees. It is useful not only at work but also in personal life. Learn how HR can support the organization’s cybersecurity and why it is crucial to build a “failure-friendly” corporate culture in this area. How should inevitable mistakes be handled—mistakes that can threaten trust in the organization and always lead to a specific person’s name? Discover effective forms of preventing cyberattacks on people, minimizing their consequences, and making cybersecurity part of your employer brand’s positive reputation.

The topics of the panel discussion will be opened together with analyst Tomáš Ervín Dombrovský. You will learn what developments can be expected on the labour market in 2026 based on current data analysis. You will find out how wages (and financial situations) of employees are shifting, what the dominant motivators and biggest barriers for job change are, where people most often find meaning at work, what currently troubles them the most, and how all this relates not only to performance but also to the ability to innovate.