Strengthening Employer Brand Equity: Talent Market Insights for Ignitis Group
Client
Ignitis Group
Client Overview:
Ignitis Group is one of the leading energy companies in the Baltic region, playing a central role in the national energy transition and the development of sustainable infrastructure. With operations spanning energy generation and distribution, the organisation employs a diverse workforce across engineering, technical, and corporate roles.
It also delivers innovative green solutions as part of its portfolio. Ignitis is widely recognised for its societal contribution and strong market presence, competing for talent with both traditional utilities and fast-growing technology and industrial companies.
The Challenge:
In a dynamic labour market shaped by the rise of green technologies, digital transformation, and competition for engineering talent, Ignitis sought to gain a more precise understanding of how its employer brand has evolved over time. The organisation wanted to assess how it is perceived by both the general talent market and engineers, and to identify shifts in its external image.
It also aimed to understand which attributes strengthen or limit its attractiveness. A key priority was to uncover opportunities to differentiate the Ignitis brand more clearly and align its employer narrative with talent expectations and organisational ambitions.
Our Approach:
Civitta conducted a comprehensive employer brand study using a multi-channel online survey that combined representative panels, targeted social media advertising, and direct sourcing of engineers and other specialist profiles. The research focused on professionals aged 20–50 across major Lithuanian cities and analysed Ignitis’ employer brand position, perception trends, and comparative standing against selected competitors.
The analysis explored how Ignitis is perceived in terms of reputation, employee experience, work environment, leadership, and organisational culture. It also provided separate insights for engineers, that are a strategically important audience for the company. The study highlighted strengths that already set Ignitis apart, as well as attributes that would benefit from further development to amplify the company’s unique value as an employer.
Services Provided:
- Employer brand position and image assessment
- Competitive landscape comparison
- Cultural and organizational perception insights
- Identification of brand strengths and growth opportunities
- Strategic recommendations for differentiation and EVP refinement
Results & Impact:
The study gave Ignitis a deeper understanding of how its employer brand resonates across different specialist groups, including highly sought-after engineering talent. The insights revealed how external perceptions have shifted over time and highlighted which elements of the brand already create strong traction in the market. They also helped Ignitis pinpoint where expectations of talent differ from existing perceptions and where targeted improvements could create the greatest impact.
With this clarity, Ignitis received a strategic direction for strengthening its employer positioning, refining communication with priority talent segments, and enhancing the aspects of its culture and work environment that matter most to prospective employees. The results offer a clear foundation for shaping a more compelling and differentiated employer brand as the company continues to compete for specialised talent in a rapidly evolving energy sector.
Key Takeaways:
- Employer brand strength is closely tied to clear purpose and societal impact, but differentiation requires active alignment with evolving talent expectations, especially among engineers.
- Civitta combined deep market research with strategic employer branding expertise to uncover perception gaps, benchmark against competitors, and translate insights into clear, actionable EVP and positioning recommendations.
- The approach is highly transferable to organisations competing for scarce specialist talent, particularly in technology-driven, industrial, and sustainability-focused sectors.
