Employer attractiveness shifts toward culture and identity

Recent reports highlight evolving trends in employee retention and employer attractiveness within the European business landscape.

In Croatia, the 'Employer of Choice' study conducted by Alma Career Croatia and MojPosao among 27,000 respondents identifies Rimac Group and Atlantic Grupa as the most desirable employers in the manufacturing sector. Rimac Group leads in non-food manufacturing, while Atlantic Grupa tops the food production category. Key drivers for attractiveness include opportunities for professional advancement, strong interpersonal relationships, job security, and work-life balance.

In the Netherlands, entrepreneur Lukas Kerebejn, whose businesses are valued at over $750 million, attributes his company's zero-turnover rate to factors beyond salary. Kerebejn emphasizes that building a sense of belonging, company identification, and a strong brand identity are more effective for retaining talent than traditional benefits alone.