Abstract
<jats:p>The rapidly growing media industry operates under conditions of constant and dynamic change within a highly competitive environment, which constitutes a key prerequisite for its survival and further development. In this context, organizations are increasingly focusing on strategic human resource management, particularly in the areas of recruitment and retention of qualified personnel, as well as on enhancing overall employee productivity. Changes in the contemporary world of work, driven by the development of new technologies, tools, and methodologies, render continuous learning a necessity, as relevant skills quickly lose their currency. At the same time, the achievement of organizational goals requires a workforce capable of adapting to market changes, with human resources management playing a crucial role in anticipating competency gaps and planning training activities. Moreover, continuous education contributes to attracting and retaining talent, as modern employees increasingly value opportunities for professional development and career advancement. Primary research was conducted to examine the extent to which institutional practices of education and professional development in media organizations contribute to the development of employees’ professional competencies, their adaptability to contemporary professional demands, and their alignment with strategic objectives and professional standards. The research sample was based on purposive sampling and included employees of media organizations in the Republic of Serbia (n = 274). Data were collected between December 2025 and January 2026. The findings demonstrate that continuous education has a dual effect in the media sector: it increases employee motivation and strengthens the capacity of media organizations to adapt to market changes, which has significant implications for strategic human resource management in contemporary media.</jats:p>