Building differentiation in a competitive talent landscape – employer brand insights for Swedbank
Client
Swedbank
Client Overview:
Swedbank is one of the largest and most established financial institutions in the Baltic region. Known for its stability, broad service portfolio, and strong employer reputation, the bank attracts a wide range of professionals across finance, operations, customer service, and technology.
With a long-standing presence in the market, Swedbank competes not only with traditional financial sector employers, but also with dynamic technology and service companies shaping today’s talent landscape.
The Challenge:
As competition for skilled specialists continues to intensify, Swedbank sought to deepen its understanding of how its employer brand is evolving and how it compares with selected peers from both financial and non-financial sectors. The bank wanted to assess changes in external perception and identify which attributes drive or limit its attractiveness.
It also sought to understand how cultural associations align with the expectations of modern talent. A key objective was to uncover opportunities to strengthen brand differentiation and build a clearer, more compelling employer narrative.
Our Approach:
Civitta conducted a tailored employer brand study using a multi-channel online survey combining representative research panels, targeted social media outreach, and direct sourcing of hard-to-reach professionals. The research focused on specialists aged 20–50 across Lithuania’s main metropolitan areas and provided a comprehensive view of Swedbank’s employer brand health, image development, and competitive position.
The analysis explored how talent perceives Swedbank’s reputation, employee experience, and cultural attributes, highlighting both areas of progress and elements where the brand blends into the broader employer landscape. Special attention was given to understanding emerging expectations around purpose, leadership, and working culture, as well as how Swedbank’s image compares with rapidly evolving competitors.
Services Provided:
- Employer brand position and image assessment
- Competitive landscape comparison
- Cultural perception analysis
- Talent expectation and preference insights
- Identification of differentiation opportunities
- Strategic recommendations for employer brand development
Results & Impact:
The study provided Swedbank with a holistic view of how the bank’s employer brand is perceived within a competitive landscape and how these perceptions have evolved year over year. The findings helped the organisation recognise which qualities consistently reinforce its reputation and where emerging shifts in expectations offer opportunities to enhance the employer experience further. The analysis also clarified how Swedbank’s brand compares to diverse competitors.
It supported a deeper understanding of where the bank naturally stands out and where it can strengthen its distinctiveness. Armed with these insights, Swedbank received strategic guidance for refining its employer narrative and focusing future initiatives on areas with the strongest potential to deepen talent engagement. The results equip the organisation with a forward-looking perspective on how to evolve its employer value proposition and continue building trust and resonance among key talent groups.
Key Takeaways:
Strong legacy and stability remain key assets, but modern talent increasingly expects clearer purpose, stronger leadership visibility, and a more distinct cultural profile. Civitta delivered a data-driven employer brand benchmark that revealed shifts in external perception and competitive positioning.
It also identified clear focus areas for strengthening brand differentiation. The insights are highly relevant for large, established organisations competing with agile tech and service employers in fast-changing talent markets.
