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Analysis of the attitudes and habits of Croatian consumers on the use of online sales channels
No full textPozornost ovoga rada bila je usmjerena na istraživanje potrošačkih navika u online kupovini, analizu korištenih distribucijskih modela u Hrvatskoj i identifikaciju prednosti, nedostataka i preporuka za unaprjeđenje online prodaje u zemlji. Studija je usmjerena na potrošače u Hrvatskoj s ciljem analize njihova ponašanja u online kupovini, s naglaskom na vrste proizvoda koje najčešće kupuju na internetu, učestalost korištenja online trgovina u odnosu na fizičke trgovine i faktore koji utječu na njihov izbor online kupovine. Metode istraživanja korištene u radu su testna fokusna grupa, na temelju koje je formiran anketni upitnik proveden pomoću Googleova obrasca na uzorku od 137 ispitanika. Istraživanje je pokazalo da se sve više ljudi okreće kupovini na internetu, gdje nabavljaju raznovrsne proizvode – od odjeće, elektronike, hrane pa do namještaja, alata i opreme za automobile, ostavljajući tradicionalnu trgovinu sve više iza sebe.In this research paper, the focus was on researching consumer habits in online shopping, analysis of distribution models used in Croatia, and identification of advantages, disadvantages and recommendations for improving online sales in the country. The study is aimed at consumers in Croatia with the purpose of analyzing their online shopping behavior, including what they prefer to buy online, how often they use online sales channels compared to traditional retail channels, and what factors influence their decision to buy online. The research methods used in the paper were a test focus group based on which a survey questionnaire was formed and administered to 137 respondents with the help of Google forms. Research has shown that nowadays people are increasingly turning to online shopping, where they buy everything from clothes, electronics, food to furniture, tools and car equipment, leaving the traditional store more and more behind
Implementation of Human Resource Information System for Human Resource Management
No full textOvaj specijalistički diplomski stručni rad istražuje projekt razvoja i implementacije informacijskog sustava za upravljanje ljudskim potencijalima (Human Resource Information System, HRIS) u svrhu optimizacije procesa upravljanja ljudskim potencijalima u organizacijama. Rad obuhvaća ključne aspekte HRIS-a, uključujući tehničke, organizacijske i strateške elemente, kao i izazove koji prate prilagodbu softverskih rješenja specifičnim poslovnim potrebama.
Analiziraju se tehnološki aspekti sustava, s naglaskom na različite arhitekturne pristupe u razvoju HRIS-a, kao što su monolitna, mikroservisna, servisno orijentirana, cloud-native i heksagonalna arhitektura. Svaki se pristup opisuje u kontekstu njegovih prednosti, izazova i prilagodljivosti potrebama organizacije. Posebna se pozornost posvećuje integraciji HRIS-a s drugim poslovnim sustavima, što omogućava sinkronizaciju podataka i unaprjeđuje učinkovitost.
U radu su također istaknuti sigurnosni aspekti HRIS-a, uključujući zaštitu podataka, enkripciju, autentifikaciju korisnika i kontrolu pristupa. Tehnike zaštite i usklađenost s regulativama, kao što je GDPR (General Data Protection Regulation), predstavljaju ključne komponente za zaštitu osjetljivih podataka o zaposlenicima.
Kroz primjer razvoja HRIS-a nazvanog „CONET Journal“, prikazuje se stvarna implementacija sustava za praćenje radnih sati u tvrtki CONET Hrvatska. Projektni tim, koji uključuje skupinu programera, razvija sustav prilagođen specifičnim potrebama organizacije, s posebnim naglaskom na digitalizaciju i automatizaciju administrativnih zadataka. Analizom rezultata implementacije rad prikazuje kako HRIS može unaprijediti procese donošenja odluka, optimizirati radnu snagu i smanjiti operativne troškove, omogućujući organizaciji strateško upravljanje talentima.
Zaključuje se da HRIS ima presudnu ulogu u suvremenom poslovanju, gdje optimizacija HR (Human Resources) funkcija putem tehnologije doprinosi dugoročnoj održivosti i konkurentnosti organizacije.This specialist graduate thesis explores the development and implementation of a Human Resource Information System (HRIS) for optimizing human resource management processes within organizations. The paper encompasses key aspects of HRIS, including technical, organizational, and strategic elements, as well as the challenges associated with adapting software solutions to specific business needs.
The study analyzes the technological aspects of the system, emphasizing different architectural approaches in HRIS development, such as monolithic, microservices, service-oriented, cloud-native, and hexagonal architecture. Each approach is described in terms of its advantages, challenges, and adaptability to organizational needs. Special attention is given to HRIS integration with other business systems, which enables data synchronization and enhances efficiency.
The paper also highlights the security aspects of HRIS, including data protection, encryption, user authentication, and access control. Security techniques and compliance with regulations, such as GDPR (General Data Protection Regulation), are essential components for safeguarding sensitive employee data.
Through the example of developing an HRIS called "CONET Journal," the paper presents a real-world implementation of a time-tracking system at the company CONET Hrvatska. The project team, including a group of developers, is creating a system tailored to the organization's specific needs, with a focus on digitalizing and automating administrative tasks. By analyzing the implementation results, the paper demonstrates how HRIS can improve decision-making processes, optimize workforce management, and reduce operational costs, thereby enabling strategic talent management for the organization.
The thesis concludes that HRIS plays a crucial role in modern business, where the optimization of HR (Human Resources) functions through technology contributes to the long-term sustainability and competitiveness of the organization
Comparison of entrepreneurial expectations and actual outcomes of selected independent entrepreneurial and franchise ventures
No full textCilj ovog završnog rada je usporediti poduzetnička očekivanja i stvarne ishode neovisnih poduzetničkih pothvata i onih pokrenutih kupnjom franšize. Istraživanje se temelji na analizi teorija poduzetništva, razmatranju inovacija, rizika, održivosti, pravnih i operativnih aspekata te provedenim polustrukturiranim intervjuima. U radu je istražen značaj brenda, treninga, podrške i mentorstva u razvoju samostalnih poduzetničkih pothvata i onih kroz kupnju franšize. Kroz teorijski i empirijski pristup, obrađene su razlike u fleksibilnosti, autonomiji i rizicima koje pružaju oba modela. Usporedbom očekivanja poduzetnika i stvarnih ishoda, u fokus je stavljen pojam vremenskog perioda potrebnog za uhodavanje u posao i pojam trajnosti poslovanja. U tu svrhu, provedeno je istraživanje polustrukturiranim intervjuima na uzorku od šest poduzetnika (dva neovisna, dva koja su kupili franšizu i dva koji su kupili franšizu, ali su prekinuli ugovor i nastavili rad samostalno). Rezultati istraživanja pokazali su da očekivanja poduzetnika često nisu u skladu sa stvarnim ishodima, a ključni čimbenici uspjeha i izazova variraju ovisno o poslovnom modelu. Neovisni poduzetnici često ističu veću slobodu i samostalnost, ali i veće rizike, dok primatelji franšize naglašavaju značaj brenda, podrške i uhodanog poslovnog modela, uz manje rizike. Poduzetnici koji su prešli s franšize na samostalno poslovanje ističu važnost strateške prilagodbe tržištu, a ključne lekcije odnose se na upravljanje ljudskim resursima i upravljanj financijama. Zaključak ističe važnost razumijevanja izazova oba modela za buduće poduzetnike. Preporučuje se daljnje istraživanje kako bi se pružila dublja analiza dugoročnih uspjeha i izazova poduzetničkih pothvata.The aim of this thesis is to compare entrepreneurial expectations and actual outcomes of independent entrepreneurial ventures with those initiated through franchise acquisition. This investigation is based on an analysis of entrepreneurial theories, innovation, risk, sustainability, legal and operational aspects, informed by semistructured interviews we conducted. We examine the significance of branding, training, support, and mentorship in both independent entrepreneurial ventures and franchisebased businesses. We explore differences in flexibility, autonomy, and risks offered by both models through a theoretical and empirical approach. The comparison of entrepreneurial expectations and actual outcomes focuses on the time required to establish a business and the concept of business sustainability. For this purpose, we conducted semi-structured interviews with six entrepreneurs: two independent entrepreneurs, two franchisees, and two entrepreneurs who initially acquired a franchise but terminated their agreements to continue as independent entrepreneurs. The results showed that entrepreneurial expectations often do not align with actual outcomes, and key success factors and challenges vary depending on the business model. Independent entrepreneurs frequently highlight greater freedom and autonomy but higher risks, while franchisees emphasize the importance of branding, support, and an established business model, with reduced risks. Entrepreneurs why transitioned from franchising to independent business underscore the importance of strategic market adaptation and key lessons learned in human resource and financial management. Our conclusion emphasizes the importance of understanding the challenges presented by both models for prospective entrepreneurs. Further research is recommended to provide deeper insights into the long-term successes and challenges of entrepreneurial ventures
Analysis of commitment to corporate social responsibility of selected retail chains based on the marketing strategies used
No full textDruštveno odgovorno poslovanje (DOP) sve je važniji aspekt suvremenog poslovanja, a njegova integracija u marketinške strategije trgovačkih lanaca utječe na imidž, konkurentsku prednost i povjerenje potrošača. Ovaj rad analizira posvećenost DOP-u dvaju odabranih trgovačkih lanaca, Konzuma Plus d.o.o. i Kauflanda Hrvatska k.d., kroz istraživanje njihovih marketinških strategija i stvarne implementacije društveno odgovornih praksi. Istraživanje se temelji na analizi deklariranih vrijednosti DOP-a putem dostupnih izvještaja o održivosti i nefinancijskih izvještaja te usporedbi marketinških aktivnosti koje komuniciraju društvenu odgovornost. Korištenjem kombinacije kvalitativnih i kvantitativnih metoda, uključujući analizu sadržaja i anketno ispitivanje hrvatskih potrošača, istražuje se percepcija javnosti o autentičnosti i učinkovitosti marketinških strategija povezanih s DOP-om. Na temelju analize, predložene su preporuke za poboljšanje komunikacije DOP-a kroz marketinške strategije s ciljem jačanja transparentnosti i autentičnosti društveno odgovornih aktivnosti.Corporate Social Responsibility (CSR) is playing an increasingly vital role in modern business, shaping brand reputation, competitive edge, and consumer trust. In the retail sector, effectively integrating CSR into marketing strategies can make a significant impact. This paper explores how two major retail chains in Croatia - Konzum Plus d.o.o. and Kaufland Hrvatska k.d. - approach CSR, analyzing both their stated commitments and real-world practices. The research examines CSR values as presented in sustainability and non-financial reports, comparing them to marketing efforts that promote social responsibility. Using a mix of qualitative and quantitative methods, including content analysis and a consumer survey, the study investigates public perceptions of the authenticity and effectiveness of CSR-driven marketing strategies. Based on the findings, the paper offers recommendations for improving CSR communication within marketing strategies, with a focus on enhancing transparency and credibility in socially responsible initiatives
Comparison of Housing Policy in Croatia with Housing Policies in Selected EU Countries
No full textU ovom radu istražuje se stambena politika u Hrvatskoj i uspoređuje s politikama u odabranim zemljama Europske unije. Analizirani su ključni problemi, uključujući visoke cijene nekretnina, ograničenu dostupnost subvencija, nedostatnu izgradnju stanova i utjecaj demografskih promjena na tržište nekretnina. Cilj istraživanja je identificirati učinkovite mjere drugih država koje bi mogle unaprijediti hrvatsku stambenu politiku. U radu su korištene metode kvalitativne i komparativne analize, kao i analiza statističkih podataka relevantnih za tržište nekretnina. Rezultati istraživanja pokazuju da su programi socijalnog stanovanja, regulacija najma te poticanje održive stanogradnje ključni za rješavanje stambenih problema. Usporedba s Austrijom, Nizozemskom i Francuskom pokazuje da su dugoročne strategije i fleksibilni modeli subvencija učinkovitiji u osiguravanju pristupačnog stanovanja. Preporučuje se povećanje ulaganja u stanove za najam, pojednostavljenje administrativnih procesa i prilagodba zakonskog okvira kako bi se omogućila bolja dostupnost stanovanja. Nadalje, predlaže se provođenje daljnjih istraživanja o učincima subvencija i dugoročnom utjecaju stambene politike na demografske i gospodarske trendove u Hrvatskoj.This paper examines housing policy in Croatia and compares it with policies in selected European Union countries. Key issues such as high real estate prices, limited access to subsidies, insufficient housing construction, and demographic challenges affecting the housing market were analyzed. The aim of the research was to identify effective measures from other countries that could enhance Croatian housing policy. The study applied qualitative and comparative analysis methods, as well as statistical data analysis relevant to the real estate market. The results indicate that social housing programs, rental market regulation, and sustainable housing development are crucial for addressing housing issues. The comparison with Austria, the Netherlands, and France shows that long-term strategies and flexible subsidy models are more effective in ensuring affordable housing. It is recommended to increase investment in rental housing, simplify administrative processes, and adapt the legal framework to improve housing accessibility. Furthermore, further research is proposed on the impact of subsidies and the long-term effects of housing policy on demographic and economic trends in Croatia
Directing a Short Feature Film "Mago"
No full textPri kreiranju filma, bila to kratkometražna forma ili dugometražni projekt, idejni kreator prolazi kroz faze pisanja samog scenarija, predprodukcije, snimanja projekta te postprodukcije. Tijekom tog procesa, kreator mora pokazati šaroliko znanje, samopouzdnje pri donošenju nebrojenih odluka, pripravnost za samostalni rad te odabrati dobar tim oko sebe, iskazati znakove pozitivnih aspekata rukokovođenja samoga projekta te ljudstva u svom okruženju i, prije svega, ujedinjenu umjetničku viziju koja će biti korištena kao nit vodilja za sve odluke vezane za stvaranje tog filma. Sa svojim prijašnjim iskustvom od skoro 10 godina profesionalnog bavljenja glumom sam imao (ili sam barem tako mislio) solidan uvid u tokove rada unutar filmske industrije, no kroz 2 godine studija na VERNu sam dobio puno dublje razumijevanje određenih mehanizama unutar svake faze stvaranja te potrebno „oruđe” kako bih uspješno kompletirao te samozadate izazove i ostvario sve potrebne ciljeve za konačnu kreaciju svog prvog kratkometražnog igranog filma u ulozi scenarista, producenta i redatelja. Moram priznati da sam, barem gledajući svoje dosadašnje iskustvo i samoreflektivno sagledavajući svoj dosadašnji rad, imao određena očekivanja od samog procesa kreacije filma, ali da me iskreno iznenadila i ugodno izazvala strma krivulja učenja kroz sami rad na ovom projektu i još jednom mi je dokazano da je „hands on” pristup najbolji način učenja te usvajanja znanja i gradiva; jer, ipak, teorija je samo teorija dok se ne stavi u praksu. Možete napraviti najbolji plan na svijetu, no sprovođenje tog plana Vas može iznenaditi s iznimno nenadanim događajima i situacijama koje jednostavno ni najbolji strategist ne bi mogao predvidjeti – no, i tu se nalazi čar ove naše „najdivnije” profesije jer čak i najiskusniji „filmaši” mogu biti ugodno iznenađeni s neočekivanim momentom, koji može potpuno promjeniti scenu, ako ne i cijeli film – nadamo se naravno, na bolje. Osim iznimno detaljne pripreme prije samog snimanja, u kontekstu ovog procesa, kao i svake kreacije filma, bilo kratkometražne ili cjelovečernje forme, predprodukcija jest, u stvari, „rješavanje problema u najavi” ili, bolje rečeno, averzija prema nepripremljenosti. No, kada tu dodamo faktor rada s ljudima od krucijalne je važnosti raznolik pristup
kolegama kako bi se postigli najbolji mogući rezultati sa višeznačnim mogućim rješenjima
za pojedine situacije, a to ustvari i jesu najveća ljepota i draž ovoga posla – posebno kada Vas netko, kompetentan u svojoj sferi, sa žarom i elanom ugodno iznenadi i ponudi rješenje za koje glavni autor jednostavno nije imao odgovora. Kroz ovaj će diplomski rad biti prezentiran cijeli proces stvaranja filma, s detaljnom analizom svake faze potrebne za konačnu isporuku kompletnog projekta spremnog za distribuciju.Whilst creating a film, whether it is a short film or a feature film project, the conceptual creator goes through the stages of writing the script itself, pre-production, filming the project, and post-production. During this process, the creator must demonstrate extensive knowledge, self-confidence in making countless decisions, readiness to work independently, choosing a good team around him, showing signs of positive aspects of managing the project itself and the people around him, and above all, a unified artistic vision that will be used as a guiding thread for all decisions related to the creation of that film. With my previous experience of almost 10 years of being a professional actor, I had (or at least I thought so) a solid insight into the workflows within the film industry, but through 2 years of studying at VERN, I gained a much deeper understanding of certain mechanisms within each phase of creation and the necessary "tools" to successfully complete these self-imposed challenges and achieve all the necessary goals for the final creation of my first short feature film in the role of screenwriter, producer, and director. I have to admit that, at least looking at my previous experience and self-reflectively looking at my previous work, I had certain expectations from this process of film creation, but that I was honestly surprised and pleasantly challenged by the steep learning curve through working on this project myself, and it was once again proven to me that the "hands on" approach is the best way to learn and acquire knowledge; because after all, a theory is only a theory until it is put into practice. You can make the best plan in the world, but the implementation of that plan can surprise you with extremely unexpected events and situations that even the best strategist simply could not foresee - but this is where the charm of this "most wonderful" profession of ours can be found, where even the most experienced "filmmakers" can be pleasantly surprised at a given moment with an unexpected moment, which can absolutely and totally change the scene, if not the entire
film - we hope, of course, for the better.
Apart from the extremely detailed preparation before the actual shooting, because
realistically looking at this process, as well as any film creation, whether short or fulllength, pre-production is in fact "solving problems in advance" - or better said, an aversion to unpreparedness. But when we add the factor of working with people, a diverse approach to colleagues is crucial in order to achieve the best possible results with ambiguous possible solutions for individual situations, and that is actually the greatest beauty and charm of this job - when someone who is competent in their field, with passion
and enthusiasm, pleasantly surprises you and offers a solution for which the main author
simply did not have the answer. Through this thesis, the entire process of film creation will be presented, with a detailed
analysis of each stage required for the final delivery of a completed project ready for distribution
Creating the image of Taylor Swift through selected albums and related media content
No full textOvaj završni rad analizira izgradnju i transformaciju javnog imidža glazbene umjetnice Taylor Swift kroz albume Reputation (2017.) i Folklore (2020.). Cilj rada bio je istražiti na koji način Swift koristi retoričke i vizualne strategije kako bi oblikovala vlastitu javnu personu u skladu s promjenama u društvenom kontekstu i očekivanjima publike Istraživačko pitanje glasi: Na koji način Taylor Swift koristi glazbene i vizualne alate za redefiniranje vlastitog javnog imidža? Korištena je kvalitativna metodologija, uključujući retoričku analizu tekstova pjesama i analizu vizualnih elemenata poput omota albuma, glazbenih spotova i komunikacije na društvenim mrežama. Rezultati pokazuju da je Reputation korišten kao alat redefiniranja percepcije kroz motive kontrole i otpora, dok Folklore komunicira introspektivnost, emocionalnu autentičnost i pripovjedački pristup. Zaključeno je da Taylor Swift kroz svoj umjetnički izraz i komunikaciju uspješno oblikuje vlastiti javni imidž, što se može promatrati kao oblik strateškog brendiranja.This final thesis explores the construction and transformation of the public image of music artist Taylor Swift through a rhetorical and visual analysis of her albums Reputation (2017) and Folklore (2020). The aim of this research is to investigate how Swift strategically uses communication tools to adapt and redefine her public persona in response to shifting media
narratives and audience expectations. The research question posed is: How does Taylor Swift use musical and visual elements to shape and control her public image? The study applies a qualitative approach, combining rhetorical analysis of song lyrics with visual content analysis, including album covers, music videos, and social media posts. The findings show that Reputation functions as a vehicle for reclaiming narrative control through themes of power and resistance, while Folklore introduces a more introspective and emotionally resonant identity. It can be concluded that Swift combines artistic expression with strategic communication to create a coherent and recognizable public brand
Comparative analysis of the integration of tourist workers: Croatian abroad and foreign in Croatia
No full textHrvatska se suočava s nedostatkom radne snage u mnogim sektorima uključujući turizam i ugostiteljstvo, građevinarstvo i poljoprivredu. U zadnjem desetljeću trend iseljavanja hrvatskih državljana u porastu je te samim time odlazi i velik broj radne snage. S obzirom na ovisnost Hrvatske o turizmu te izraženu sezonalnost, strani radnici već su duže vrijeme zaposleni u industriji turizma i ugostiteljstva u Hrvatskoj. Strane radnike s područja susjednih zemalja, kao što su Srbija, Bosna i Hercegovina, Crna Gora i Makedonija, zamjenjuju radnici iz dalekih zemalja kao što su Indija, Nepal Bangladeš i Filipini. Navedenom promjenom stvorena je nova situacija na tržištu rada u Hrvatskoj. Glavni cilj ovog istraživanja bila je usporedba radnih uvjeta, okoline i izazova na radnom mjestu te integracije stranih radnika zaposlenih u industriji turizma i ugostiteljstva. Istraživanje je provedeno metodom strukturiranog intervjua na pe hrvatskih radnika u inozemstvu i pet stranih radnika u Hrvatskoj koji su zaposleni u turizmu i ugostiteljstvu. Rezultati istraživanja u obje grupe ispitanika pokazali su da je motivacija za zaposlenje u inozemstvu potaknuta boljim uvjetima i većim brojem poslovnih prilika koje inozemstvo nudi. Svi su ispitanici visoko ocijenili zadovoljstvo poslom i radnim uvjetima u inozemstvu. Rezultati istraživanja pokazuju da je proces i razina integracije brža i učinkovitija kod hrvatskih državljana zaposlenih u inozemstvu nego što je to slučaj kod stranih radnika zaposlenih u Hrvatskoj. U istraživanju je uočena potreba za stvaranjem integracijskih mjera i strategija za strane radnike u Hrvatskoj.Croatia is facing a labor shortage in many sectors, including tourism and hospitality, construction, and agriculture. Over the past decade, the trend of Croatian citizens emigrating has been on the rise, leading to a significant outflow of the workforce. Given Croatia's dependence on tourism and pronounced seasonality, foreign workers have long been employed in the tourism and hospitality industry. Workers from neighboring countries such as Serbia, Bosnia and Herzegovina, Montenegro, and Macedonia are being replaced by workers from distant countries like India, Nepal, Bangladesh, and the Philippines. This change has created a new situation in Croatia. The main goal of this research was to compare working conditions, environments, and workplace challenges, as well as the integration of foreign workers employed in the tourism and hospitality industry. The research was conducted using a structured interview method on five Croatian workers abroad and five foreign workers in Croatia employed in tourism and hospitality. The results of the study in both groups of respondents showed that the motivation for employment abroad is driven by better conditions and a greater number of job opportunities offered abroad. All respondents rated their job satisfaction and working conditions abroad highly. The results indicate that the biggest difference lies in the process and level of integration, which is faster and more efficient for Croatian citizens employed abroad than for foreign workers employed in Croatia. The research highlighted the need for the creation of integration measures and strategies for foreign workers in Croatia
The Role of Mentorship in the Career Development of Young Employees in Croatian IT Companies
No full textOvim diplomskim radom istraženi su različiti oblici mentorskih programa prisutnih u hrvatskim IT kompanijama, analiziran je njihov utjecaj na profesionalni razvoj zaposlenika te ispitane percepcije i iskustva sudionika takvih programa. Empirijsko istraživanje provedeno na uzorku zaposlenika u IT sektoru pokazalo je da gotovo polovica organizacija ima strukturirane ili neformalne mentorske programe, ali s nedostatkom jasno definiranih struktura, evaluacija i sustavne podrške. Rezultati istraživanja sugeriraju da mentorstvo značajno doprinosi profesionalnom razvoju mladih zaposlenika kroz unaprjeđenje tehničkih i socijalnih vještina, ubrzanu prilagodbu organizacijskim procesima te povećanje njihove konkurentnosti na tržištu rada. Nadalje, kvaliteta mentorskih odnosa i učestalost mentorskih interakcija pokazuju snažnu povezanost s percepcijom učinkovitosti mentorstva. Na temelju nalaza istraživanja, u radu se predlažu preporuke za unaprjeđenje postojećih mentorskih modela u hrvatskim IT poduzećima, uključujući strukturiranije pristupe u dizajnu i evaluaciji programa, bolje definiranje uloga mentora i mentoriranih te integraciju digitalnih alata za mentorstvo.This thesis explored the various forms of mentorship programs present in Croatian IT companies, analyzed their impact on employees’ professional development, and examined the perceptions and experiences of participants in such programs. An empirical study conducted on a sample of IT professionals revealed that nearly half of the surveyed organizations have structured or informal mentorship programs, yet many lack clearly defined structures, systematic evaluation, and institutional support. The findings indicate that mentorship significantly contributes to the professional development of young employees by enhancing technical and social skills, facilitating adaptation to organizational processes, and increasing their overall employability. Furthermore, the quality of mentorship relationships and the frequency of mentormentee interactions show a strong correlation with the perceived effectiveness of mentorship. Based on the research findings, the study proposes recommendations for improving existing mentorship models in Croatian IT companies, including more structured program design and evaluation, clearer role definitions for mentors and mentees, and the integration of digital tools to enhance mentorship processes