Irena Bajan Varat (Museum of Illusions): We are still building brand recognition on a global level

The experience gained in managing human resources in large global companies, Irena Bajan Varat, Global Director of Human Resources at Metamorfoza, or Museum of Illusions, decided to apply in a company that is experiencing significant growth on a global level. The skills she acquired, such as the ability to balance strategic goals and operational needs, as well as team development through mentoring and coaching, were key to accepting the job at the Museum of Illusions.

What challenges do you face today as the Global Director of Human Resources at Metamorfoza/Museum of Illusions, considering the rapid growth of both the company and the number of employees?

– The rapid growth of Metamorfoza, the company that manages the Museum of Illusions brand worldwide, has brought a number of challenges, especially in organization, procedures, and work dynamics. Previous practices could not fully meet the needs of growth, which is why we developed structured processes and increased efficiency and consistency. To ensure a quality introduction for new employees, we improved the onboarding process. We focused on clearly defined steps and digital support, facilitating the adaptation of new colleagues and accelerating their integration into a dynamic collective and the company culture. In a dynamic work environment, by applying agile working methods, we reduce the risk of delays and ensure successful task execution without impacting business results.

Where in the world does the Museum of Illusions operate, how many employees are there in total, and what do they do?

– The Museum of Illusions operates as part of a network of over 55 corporate and franchise museums in more than 25 countries across four continents. So far, we have attracted over 15 million visitors. Globally, we employ more than five hundred people, of whom two hundred work full-time, while the others are part-time employees and museum staff. Our global headquarters in Zagreb, from which we internally manage all aspects of the business, coordinates key functions, from architecture, design, and operational management to sales, marketing, and corporate governance support, allowing us to maintain high standards of quality and innovation in every museum.

Is Metamorfoza a desirable employer on a global level?

– We are still building brand recognition on a global level, but in the last two years, we have made significant strides. When we launched the corporate museum business, especially in the USA, we were not a well-known employer. Today, with a team of 350 employees in that country, we are witnessing positive changes. Our brand is becoming more recognizable and attractive to new talents. The uniqueness of our activity, which combines entertainment and education, also contributes to its attractiveness. Candidates often highlight that they are drawn to work in a creative and dynamic environment. In Croatia, we have a strong position in the labor market. Our brand is highly visible, and as an employer, we are recognized for innovation and quality of the work environment. This places us among the most desirable employers in the country, as confirmed by our employees. As a company, we continuously work on strengthening employer branding at both global and local levels, and the results we see motivate us to be even better.

What attracts potential employees, how do you find talents, and what is the secret to creating a successful team? Find out in the new issue of the printed and digital Lider.

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