Social
Materiality analysis and stakeholder engagement
Economic value and connectivity
Introduction
CEO letter
Air SERBIA’s Story
Air Serbia in 2025 - year in review
Governance
Environment
Appendix
Employee engagement and culture
Air Serbia recognizes that an engaged, motivated and supported workforce is fundamental to the company’s long-term resilience and to the quality of service it delivers. Throughout the year, the company invested in initiatives that strengthen its corporate culture, recognize employee contributions and support the well-being of employees and their families.
Growing Together Through the Years
Value Champions recognition programme
Air Serbia runs an internal recognition programme, Value Champions , through which employees who best embody the company’s values are selected on a regular basis. Colleagues are nominated by their managers, with a different value highlighted in each cycle , such as teamwork, collaboration, open communication and a shared orientation toward common goals. By celebrating everyday contributions and giving visibility to the behaviours behind them, the programme reinforces shared values and a culture of mutual recognition. Its first cycle drew strong engagement, with 13 colleagues nominated and more than 340 employees taking part in the vote, and the first Value Champion recognized at the company’s year-end celebration.
Long careers are built through shared experiences, professional growth and a lasting connection with the organization. During the year, more than twenty employees marked significant service anniversaries, including 20, 30 and 40 years with the Company. To celebrate these milestones, employees participated in a video project reflecting on their first day at work, their first salary and memorable moments from their professional journeys. Presented at the Company’s corporate celebration, the video brought together personal stories spanning several decades and highlighted the role long-serving employees have played in Air Serbia’s development. By celebrating career milestones and recognizing long-term commitment, the Company reinforces a culture of appreciation, belonging and respect for its people.
Sustainability Report 58
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