Coop Pank awarded title of Family-Friendly Employer

Human Resources Manager Janika Valliste says that Coop Pank’s trump cards are its flexibility and personal approach. “It’s important that employers listen to their staff and understand that alongside their work in the company, they’re also parents, friends, volunteers, people who love to travel and people who have hobbies, and that all of that has to fit into their day,” she said. “In our experience, being flexible and really listening are key – and by doing that, we’ve gained some really loyal employees who love and are inspired by what they do.”

In addition to Coop Pank, gold labels were awarded to Telia Estonia, Bigbank, gotoAndPlay and NOPE, while Finnair Business Service OÜ, AS Eesti Raudtee, Ericsson Eesti AS, the Government Office, Tallinn Education Department and the Unemployment Insurance Fund received silver labels and Vastseliina Care Home a bronze label. Over the last nine years, a total of 113 organisations have been awarded Family-Friendly Employer labels.

Minister Joller says that flexibility and family-friendliness form an elementary part of the company culture of many Estonian employers. The label is designed to give existing workers a sense of security and to help those looking for work choose where to apply.

“I thank and commend all those heads of organisations who set an example by caring about their employees,” the minister said. “Family-friendly employers have improved the working environments of more than 40,000 people. Others could learn a lot from their experience.”

The state is doing its part by providing the legal space for this to occur, Minister Joller added. “For example, we’re adding to flexibility by giving people the chance to work part-time if they want to during long periods of sick leave,” she explained. “The state has made it possible for parents to share parental benefits as well, and for recipients of the benefit to also work.”

The Smart Work Association’s Ave Laas, who is the coordinator of the Family-Friendly Employer programme, says that this year’s graduates stand out for their willingness and determination to bring about real change in their organisational culture. “They said the programme helped them move forward in a systematic, step-by-step way and encouraged management and staff to talk more about what works and what doesn’t,” she explained. “They also said that having the support of a mentor and a network was very important, since it boosted their confidence. The organisations described their journey as a learning experience, an opportunity for reflection and a source of external reassurance that they’re on the right track.”

The Estonian-owned Coop Pank is one of the five universal banks operating in Estonia, with more than 220,000 everyday banking customers. It aims to put the synergy generated by the interaction of retail business and banking to good use and to bring everyday banking services closer to people’s homes. The strategic owner of the bank is the local retail chain Coop Estonia, which has a sales network of 320 stores.