Employer Brand Pulse 2026: Fresh results. A few plot twists.
Being a tech company is losing its charm among tech specialists. Young people care more about their own growth than yours. The people behind your business plans have plans of their own – and what earns their interest is changing.
The first Lithuanian results of the Employer Brand Pulse study 2026 are here. Now in its fourth year, the study covers 3,000+ respondents and 150+ employers across the Baltics, connecting how specialists perceive companies with their willingness to join.
We go beyond asking what people say matters. By analysing employer choices alongside image and culture associations, we identify which qualities contribute to attraction – and how their importance changes.
What’s shifting?
Reputation, employee feedback, competitive pay, meaningful work and a supportive culture remain important. But some familiar selling points need a rethink:
- Technology promises a future. Candidates want to know whether they’re in it. Technological advancement fell from #4 to #6 across all respondents, and from #1 to #6 among IT & Data specialists. With career opportunities and initiative gaining ground among tech talent, employers outside the tech sector have an opening: show where people can do strong technology work and grow.
- Gen Z wants to see its own future in yours. Meaningful products and services rose from #9 to #1, career opportunities from #7 to #2, and employee development from #6 to #2, while company success and secure employment slipped. Security may increasingly mean less “Will this company keep me?” and more “Will this experience keep me valuable?”
- People want a system that makes freedom possible. Flexible working and structured processes both rose in the overall rankings. A hybrid policy tells candidates where they can work. They also want to know whether they will have the trust, clarity, and support to work well.
Being known is one thing. Being considered is another.
The employer pyramid shows how recognition translates into willingness to join. Some companies attract broad interest; others appeal strongly to a smaller audience. Different positions call for different next moves.
Meet Lithuania’s 2026 Top 10
Congratulations to the employers with the highest overall Employer Attraction Index among the companies measured in Lithuania:
Results reflect the specialist audience surveyed and the employers included in the study – not every employer in Lithuania.
Different strengths deserve their moment, too
This year, we are introducing nominations to celebrate the different ways employers strongly stand out from the rest:.
- Strongest Pull Employer – Vinted. Its employer reputation works like a magnet: 83% of respondents familiar with Vinted as an employer would consider joining. Congratulations – and our sympathies to the recruitment team.
- Employer Pull Sprint – Nord Security. Its employer attraction grew the most over the year, overtaking Swedbank, Telia and Teltonika in overall ranking. Hey, Vinted, worth checking the rear-view mirror.
- Seasoned Pros’ Top Draw – Swedbank. Experienced professionals do not invest their career capital just anywhere. Swedbank holds a prominent place in their portfolio of employer choices.
- The Sector Bridge – Ignitis. Its appeal crosses sector boundaries: among the publicly owned employers measured, Ignitis attracts the strongest interest from private-sector specialists.
- Career Forge – Girteka. The employer most distinctly associated with broad career opportunities. It seems talent sees a route here for more than cargo – for their own future, too.
- Employee Feedback Leader – Adform. The strongest employer advertisement is the good word that comes from within. Adform stands out most strongly for positive associations with current and former employees’ feedback.
- Talent Magnet – Nasdaq. The company most distinctly associated with talented people wanting to work there. Talent attracts talent. A useful kind of compound interest.
- The Engine of Ideas – Kilo. Kilo gives employees’ ideas real weight. It stands out for a culture where initiative is encouraged, and good ideas are not postponed until next quarter.
- People Development Leader – Oxylabs. Oxylabs stands out most strongly for a culture associated with employee development – likely, people grow here faster than the office plants.
- Enabling Wellbeing Culture – Flo. Wellbeing appears to extend beyond the app. Flo earns the highest overall perceived workplace culture health score, combining a supportive environment with fewer associations with chaos, bureaucracy, and pressure.
- Debut of the Year – BURGA. Bold style, strong debut. BURGA leads among employers entering the study for the first time. Its employer brand is still relatively little known, but 74% of those familiar with it would consider joining.
The image and culture nominations recognise respondents’ perceptions, rather than independently verified working conditions. They reveal what each employer stands for in talent’s eyes.
What’s next?
Found your company? Let’s find your next move.
Your position tells you where you stand. Understanding it helps you decide what to do next. We’ll show where your appeal builds, where it stalls, and what deserves attention in your 2027 strategy – from positioning to employee experience and communication.
Didn’t spot your logo? You don’t have to wait a year to start. Let’s explore what this year’s research can offer your business and discuss inclusion in the next study.
Contact [email protected] or drop a direct message to [email protected] or [email protected]
Want a closer look first? Download the first 2026 insights presentation on the Employer Brand Pulse page↗.
Your business has plans. Let’s make sure the people you need can see their future in them.
