About the partner

Jelena Jelušić is an organizational psychologist with over 20 years of experience in human resources management. Her career includes senior HR and employer branding roles at Hrvatski Telekom, A1 Hrvatska, and Photomath, now part of Google. A certified employer branding professional with a diploma from Employer Branding Academy (Universum), and additional expertise from PwC Mini MBA and IEDC Young Managers Program, she is one of the pioneers of employer branding in Croatia and the first recipient of the Employer Branding Impact Award in the Adria region.

In 2023, she founded INSPO Consulting d.o.o., a boutique HR and employer branding consultancy. INSPO's mission is to help companies create a workplace where people WANT to work.

HR Consulting helps companies build and run HR that actually works, whether you need a full HR function or targeted support on a specific challenge. For companies without a dedicated HR team, INSPO steps in as a fractional HR partner, available for a few hours per week or month, covering everything from day-to-day HR operations to strategic people decisions. For those with an existing team, collaboration is project-based. Typical projects include: designing or overhauling recruitment and selection processes, building onboarding programs, introducing performance management and feedback frameworks, developing career paths and succession plans, running stay and exit interview programs, and defining HR policies.

Employer Branding Consulting helps organizations define who they are as an employer and communicate it in a way that attracts the right people. The core deliverable is a complete EB strategy: a defined Employee Value Proposition (EVP) that reflects your culture and differentiates you in the talent market, and a communications strategy that activates it across your career site, social media, employee advocacy, and content (photoshoots, EB videos, employee stories). Available as a full project, personal or team mentoring, or customized in-house workshop for HR, marketing, and leadership teams.

Employee Experience Design takes a structured look at what it actually feels like to work in an organization, across every stage of the employee lifecycle. Using methods from CX and HR design thinking, the work identifies friction points, maps the gap between intended and actual experience, and translates findings into concrete improvements in how organizations hire, onboard, develop, and retain people. 

Jelena has authored several pioneering studies, such as the first national employer branding research in Croatia (100+ companies, 25 industries), the longitudinal study "What Tech Talent Want from Employers," and the regional "AI in HR" research study. She is the co-founder of the Engineering Management Meetup.

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How Jelena Works with Luppa 

A survey only creates change if the organization is ready to act on what it finds. Jelena's involvement with Luppa clients covers all three phases: before, during, and after.

Before the survey launches, the work is about creating the right conditions. That means aligning leadership on the purpose and goals of the measurement, preparing managers to talk about it with their teams - addressing skepticism, framing participation, handling the inevitable "will this actually change anything?" and designing internal communication that builds employee trust in the process before a single question is answered. Response rate and honesty both depend on how well this phase is handled.

During the survey, Jelena monitors participation, supports managers with real-time guidance, and adjusts communication where engagement lags. Employees and managers often have questions once the survey is live; having an experienced HR professional available throughout the process keeps the momentum and the trust intact.

After the survey, the real work begins. Jelena presents results to leadership with strategic interpretation, not just data delivery. She facilitates team-level workshops where findings are discussed openly and honestly. She helps organizations understand what is really behind the numbers - what the data signals about culture, leadership, or systemic issues that a chart alone won't tell you. From there, she co-creates action plans that are realistic for the organization's actual structure and capacity, and designs follow-up initiatives where needed: workshops, feedback frameworks, culture programs, or targeted interventions in specific departments or teams.

Jelena’s background shapes how she works. Twenty years spent in HR inside organizations means she understands what is organizationally feasible, what leadership will realistically act on, and where resistance is likely to emerge before it surfaces. A psychology foundation means she understands not just what the data shows, but what drives it - distinguishing symptoms from root causes, reading what group dynamics conceal, and identifying where the real levers for change are.