Main challenges for a large Ukrainian business during the wartime lie in the complexity of strategic planning, implementing long-term reputation projects, and preparing for the postwar reconstruction of Ukraine.

Oleg Davydenko, Director of the Corporate Communication Department of the Company, explained how despite loosing a huge number of assets in occupied territories, Metinvest Group is betting on the future of Ukraine and bringing victory closer. The interview was published in the 10th anniversary issue of the annual almanac "Reputation ACTIVists."

Has reputation management of the company been subject to changes throughout 2024? Perhaps new approaches have emerged in your practice in this area?

Managing reputation is a systematic and mathematically precise activity that involves many elements, which can change in significance or intensity over time. It is very much model-based. It includes what, how, and to whom you communicate. Of course, Metinvest's communications have changed due to Russia's full-scale invasion of Ukraine. However, these changes are not fundamental; they focus more on practical matters that need to be done to convey the message to audiences.

What would you say are the most urgent relevant reputational challenges and what strategy tools does the company have to overcome them?

Under war conditions, any strategic planning is extremely difficult. It is hard for businesses to invest in Ukraine without security guarantees. Additionally, completing large, long-term reputation projects is challenging. In this context, our main challenge is uncertainty and a very high level of information noise. Every second person is an "expert" with certain messages, many of which contain significant manipulations. Add to this the flow of AI-generated content. And it becomes extremely difficult to "shout over" it. This is a reputational challenge for the future for many businesses.

Another challenge is the postwar reconstruction period. We cannot count on rapid and powerful growth without qualified engineers – specialists capable of restoring and developing industry. This is a massive reputational challenge that defines our future. We have to change our attitude towards technical education and make Ukraine a highly developed technological country.

That is why we opened the first private mining and steel university, Metinvest Polytechnic, in 2022. The university provides higher engineering and technical education of European standard for bachelor's, master's, and postgraduate programmes, and also offers professional development courses and training. In 2024, the university graduated its first master's students, and in total, more than 5,000 students have already completed training in all programs during its operation. The company has invested UAH 513 million in creating the material base and developing the university.

In 2024, Metinvest increased its tax payments to the budget of Ukraine by 36%, reaching the amount nearly UAH 20 billion. How does this affect the company's reputation during wartime?

Last year, the company paid UAH 19.8 billion in taxes and fees, accounting for 61% of the total deductions of metallurgical enterprises in 2024. Thus, Metinvest became the largest taxpayer in Ukraine's mining and metallurgical complex last year.

By paying significant amounts to the budget, we support the country's economy and frontline regions, providing additional resources to help the army and restore infrastructure. This strengthens trust from the government, partners, and the public, showing that the company can be relied on at all times.

The company has developed a comprehensive veteran support system for their reintegration into society. What specific programmes and initiatives have been implemented? What impact do they have on corporate culture and society's perception of Metinvest?

Metinvest is a leader among companies employing veterans. According to Korn Ferry, the Group has hired nearly one-third of the veterans who returned to work at enterprises of large businesses. For more than ten years of war, 10,000 Metinvest employees have been mobilised, and about 8,000 employees are currently serving in the Armed Forces of Ukraine.

Approximately 1,000 veterans have returned to the Group's enterprises. The veteran's journey at Metinvest begins from the moment of mobilisation: the company maintains contact with veterans, offering any assistance needed for their service or for their families.

We preserve jobs for all mobilised employees and provide them with gear. We pay for treatment for the severely wounded and help with prosthetics. For example, 136 defenders and civilians, especially mobilised employees, received assistance under the program for prosthetics, rehabilitation and surgery.

The company runs retraining and professional adaptation programmes, which are also attended by veterans who cannot return to their workplaces due to health conditions. Nearly 3,500 vacancies are currently open at Metinvest's industrial enterprises. We are ready to employ everyone willing to work, especially veterans.

In addition, for the better adaptation of former soldiers, we are creating veteran communities and hubs, and we have even introduced a separate position of specialists to accompany veterans at enterprises. We opened a new hub for veterans of Kamianske, created a platform for an open dialogue between veterans and specialists from various fields called "Speak Up. Veteran" in Kryvyi Rih and Zaporizhzhia, as well as the "Free Waves" swimming program.

How crucial is corporate social responsibility for shaping a positive reputation for your organisation?

We are betting on the future of the country and sending a signal that we will do everything for Ukraine's victory. All of this fits into the projects we are implementing. The popular concept of corporate social responsibility has been fundamentally transformed.

Currently, we are directing most resources helping the Armed Forces of Ukraine and the humanitarian initiative "Saving Lives," which has already helped approximately 500,000 of Ukrainians. Simultaneously, we are gradually resuming support for traditional infrastructure and healthcare projects in our regions of presence.

As an example, the company, together with charitable donors, helped to overhaul and equip shelters in lyceums and kindergartens in Ingulets district in Kryvyi Rih. Also, Metinvest revamped the outpatient clinic of the Primary Health Care Center in Kamianske.

How has the company adapted its reputation management strategy amid the war and economic challenges of 2024?

The Group's strategy has not changed since 2022. We continue to be the country's leading business, supporting the economy. We also continue to implement the strategy of a vertically integrated steel producer in Europe.

In the future, Metinvest will be a producer of high-quality green steel, covering the entire production chain in Ukraine and Europe. The communication strategy remains the same. We have adopted a practical approach to using available resources and adapted our communication channels to changes in Ukraine's media landscape. This includes television broadcasting restrictions, which have led to increased information consumption through messengers, expanded social media channels, and more video formats on YouTube.

Which communication channels do you consider the most effective for maintaining the company's reputation?

Changes in the media market prompted us to reconsider our approach to communication and more systematically choose tools to convey our messages to target audiences as effectively as possible. We combine traditional media, social networks, corporate platforms, and international information resources to reach both residents of the regions where the company operates and a global audience.

It is important not only to take into account your own communication strategy, but also to synchronise it with the approaches of other companies in Ukraine and abroad. This creates a single powerful information front.

It is necessary to demonstrate what the country and businesses are doing to ensure that the message about protecting Europe and a democratic society is powerful and coordinated globally, alongside the state and the companies operating here.

This is not just image content and not communication to nowhere – it is a reflection of real actions and the company's contribution to the common cause.

How many new types of products has Metinvest launched during the war, adapting to changes in the market and customer needs?

Metinvest has lost a vast number of its assets in Mariupol and Avdiivka and mining operations in Pokrovsk have been suspended. It is a colossal loss. The remaining enterprises of Metinvest, in fact, operate close to the frontline under conditions of increased danger.

Despite the situation, the company's metallurgical assets launched 20 new types of products in 2024. Metinvest launched nearly 70 new types of products during three years of the full-scale invasion and 422 types of products during ten years of the war.

Metinvest actively support the country's defence capabilities through various initiatives and projects. How have these actions affected the company's perception on the international stage and foreign media interest in Metinvest's so-called military projects?

Today, supporting the army is Metinvest's priority. Since the onset of the full-scale war, the Group has allocated UAH 8.4 billion to support Ukraine and its citizens, of which more than UAH 4.4 billion has been spent on the needs of the army as part of Steel Front, Rinat Akhmetov's defence initiative. Consequently, the company has become one of the largest donors to the army among Ukraine's private companies.

We have two main directions: procuring equipment, gears, and vehicles for the front, and manufacturing protective products for the army. Additionally, we engage specialists and provide materials and special equipment to construct fortifications. Over 200 kilometres of fortifications have been built in Donetsk and Zaporizhzhia directions.

We produce plates for bulletproof vests, steel "kryivkas," underground command posts, anti-drone protection and armour for military vehicles, as well as anti-mine trawls. Overall, we manufacture dozens of types of products contributing to the country's defence capabilities; many of which are the company's own developments.

Of course, foreign media from all over the world have been interested in these developments. Their articles and reports from the enterprises demonstrate to the international community that Ukraine is making considerable efforts to fight the aggressor, and Metinvest helps to strengthen the country's defence capability.