# Insights in Svetlana Pančenko’s views on Corporate Influencing - URL: https://hr-passionista.com/svetlana-pancenko-insights-on-corporate-influencing/ - Veröffentlicht: 2024-10-03 - Aktualisiert: 2026-01-28 - Autorin: Marion Eppinger (HR-Passionista) - Kategorien: top HR influencers > Svetlana Pancenko on corporate influencing: authentic communication, employee advocacy and what modern leaders need to know. ##### The [Austria’s Top HR Influencers Award](https://hr-passionista.com/austrias-top-hr-influencer/) is going into round two for 2024. We are very proud to have UniCredit Bank Austria as our partner on our side this year who will be presenting these awards with us on 17th October 2024 at their premises at „UniCredit Center am Kaiserwasser“.  Many have asked why Unicredit Group Bank Austria? What is the motivation to be part of this initiative?  I recently met Svetlana Pančenko, Head of People and Culture and Management Board Member at UniCredit Bank Austria to speak with her about the motivation and the vision behind this initiative and how it relates to the HR strategy of the company. #### Interview with Svetlana Pančenko Head of People and Culture and Management Board Member at UniCredit Bank Austria Dear Svetlana, thank you for taking the time to talk today. We are excited that you will be joining the award show in October. ##### One of the burning questions of my community is, why are you and UniCredit Group Bank Austria supporting the initiative of Austria’s Top HR Influencers in 2024? ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) Our Bank is proud to support Austria´s Top HR influencers this year. This initiative aligns perfectly with our passion for **innovation and excellence** within the HR community. The HR influencers are not just setting trends but are also driving meaningful **change**, **advancing ideas** that improve how we work and connect with our people Part of our initiative is to make HR more visible and recognise those for their contributions to the world of work. This was one of main drivers to initiate this award but also to **celebrate HR** and its **key opinion leaders** with their content & ideas. ##### How do you feel about this? ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) By recognizing and celebrating their contributions we are endorsing the importance of **innovative thinking and progressive practices** in HR, striving to positively impact people’s diversity, their engagement, growth, well-being and ultimately performance. It is about celebrating those who are leading the way and we People & Culture in Bank Austria are excited about leading together the way in **shaping the future of work environment** in Austria and beyond. In the past influencing was seen more in the areas of lifestyle, travel or food sector. I feel that it has now arrived in the corporate world, which is great as there is **valuable content** out there which we all like to digest. ##### Seeing this shift, why do you think influencing is important in a corporate environment? ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) Influencing is essential in a corporate environment because it is about more than just guiding decisions – it is about **inspiring people** to rally behind a shared vision. In today´s fast-paced and ever-evolving workplace, the ability to influence effectively means bringing people together, encouraging diverse perspective and driving meaningful change. Effective influencers can break down silos, shape decisions, promote innovative ideas, and advocate **positive cultural shifts.** I love your view on corporate influencing. It is so important and such a great tool to get **employees engaged** and also use it as an **employer branding tool**, to get your message out in the market and be seen for your values & your culture. ##### What else is important when you think about corporate influencing? ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) By leveraging influence, leaders can create an environment of **collaboration, innovation and ownership,** where everyone feels motivated and empowered to work towards common goals, leading to stronger performance and a more resilient organization. It is a key driver of **growth, engagement and long-term success.** As you said it is important and can have a great impact on a company culture and well managed such a program can drive **engagement**, get you positioned as an **employer of choice** but also be a **strong marketing tool** to strengthen your brand. So a win:win Situation. ##### In your view what makes a good HR Influencer in your opinion? ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) In my opinion, a good HR influencer is **authentic, passionate and knowledgeable** with a genuine care for people. They are excellent communicators, experts in creating **engaging content** that resonates with their audience and drives meaningful conversations. Trustworthiness and credibility are key, as they **build strong relationship** based on transparency and integrity. They stay informed about trends, continuously learning and adapting to the ever-changing environment of work, technology and employee expectations, while promoting a culture of values, inclusion and forward-thinking. To me, they also **advocate for best practices,** ethical leadership and employee well-being, aiming to make positive impact in people’s lives and elevate the entire HR profession. Lots of positive traits and not to forget to **share their knowledge** with others on their online plattform. For me it is also a way to develop myself and others by providing insights into our views on People & Culture and the way we are working in the future. ##### Looking at your company culture and how does corporate influencing align with your HR strategy? ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) Corporate influencing aligns closely with our HR Strategy by reinforcing our core values of **integrity, ownership and caring.** In HR, influencing is about **setting an example** that embodies these values. By influencing with integrity we build trust and ensure that our actions are transparent and ethical. Encouraging ownership through influence empowers our people to **take initiative, driving personal and professional growth.** Sounds great and is in line with our community values. We want to be **game changers** and **forward thinking** in the world of HR and promote this with our content, our standing and our insights in various subjects. ##### Anything else you would like to add? ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-5.png) ## Svetlana Pančenko Head of People & Culture A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) Additionally, by promoting a culture of caring, we influence the workplace to be more supportive, **prioritizing employee well-being** in all its dimensions: physical, mental, career, social and financial. This approach helps us create a work environment where people **feel valued, respected, and motivated.** Ultimately, corporate influencing helps us sustain a culture that reflects our values while fostering a **positive and inclusive workplace****.**  Thank you Svetlana for those interesting insights. It was great talking with you and we look forward to seeing you at the award show in October. ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista ![](https://hr-passionista.com/media/2024/10/Kopie-von-Vorlage-Interview-Bild-Circle-4.png) ## Marion Eppinger #HRPassionista A small river named Duden flows by their place and supplies it with the necessary - **Phone:**[+1 (859) 254-6589](tel:+1 (859) 254-6589) - **Email:**[info@example.com](mailto:info@example.com) ##### About [Svetlana Pančenko](https://www.linkedin.com/in/svetlana-pan%C4%8Denko-07401717/) She started her career at UniCredit Bank Serbia in 2003. From 2003 to 2008 she headed the HR department of UniCredit Bank Serbia, and from 2009 to 2012 the HR division of UniCredit Bank in Slovakia. From 2013, she worked in Vienna, initially as Business Manager of the HR Board for UniCredit Bank Austria and CEE. From 2016 to 2020, she held various senior HR positions, including HR Manager for CEE Retail, COO and the Competence Lines. From 2020 to 2024, she was Head of People & Culture at UniCredit Bank Hungary. On 1 February 2024, she was appointed Member of the Management Board for People & Culture at UniCredit Bank. ![](https://hr-passionista.com/media/2025/11/DSC01841-Edit.jpg) ### Mein Fazit Summarized corporate influencing has arrived in the corporate world and the benefits must not be named again. The joint passion between my team and UniCredit Bank Austria is crystal clear – we want to recognise those who contribute to the new world of work by openly stating their knowledge, opinions and have a close eye on trends. So others can learn and develop in their career or personally, one way or the other or both. Such a great cooperation shows again that when we support each other we can do great things. #togetherwearestronger