Exploring Employer Brand Awareness in Lithuania's IT Sector
To deepen the understanding of employer brand awareness within Lithuania, the internal team at Gurtam, a prominent player in the global telematics market, has conducted an insightful research study. Recognized as a committed employer in the tech industry, with teams in Lithuania, Georgia, the USA, the UAE, and remotely across Europe and Latin America, Gurtam aimed to capture the nuances of employee perceptions across Lithuania, where the company’s HQ is located. The LinkedIn platform was leveraged to survey about 500 professionals from various IT spheres and roles, such as Python developers, QA, and marketing specialists, employing an array of quantitative methodologies.
The survey engaged a diverse group of professionals aged 19 to 46, mostly between 19 and 35 (78.2% of respondents). This demographic predominantly consisted of technology professionals, and detailed respondent breakdowns (by age, technology stack, and seniority level) are illustrated in the accompanying graphs below.
Split by age
Split by seniority level
Split by stack
Lithuania's IT industry at a glance
Lithuania is currently home to an impressive number of IT companies, positioning itself as a dynamic hub for technology professionals and fostering a competitive environment for companies to attract and develop their talents. The hire of ICT specialists in Lithuania overpassed 70,000 specialists by 2023, with a 13% average yearly growth of the IT talent pool. The whole sector demonstrated 7x growth in enterprise value within five years from 2018 to 2023 (source: Invest Lithuania).
Market competitiveness in Lithuania requires a deep understanding of the key preferences among today's IT professionals and the factors impacting their career decisions, which can efficiently shape employment strategies across the sector. One notable insight from Gurtam's 2024 research on employer brands in Lithuania reveals that Gurtam currently ranks as the eighth most preferred employer among IT specialists considering a job change. This position underscores the importance of maintaining a strong employer brand to attract top talent in a competitive market. Below are other findings from Gurtam's research regarding employer brands in Lithuania in 2024.
General preferences in employment choices
Before delving into overall satisfaction levels, it is crucial to understand what drives professionals to choose one employer over another. Here's how different demographics and specializations prioritize their employment choices:
- youth focus: younger specialists, particularly those between 19-25, prioritize training and professional development over work modes
- mission and values: for those aged 41-45, company mission, vision, and values are paramount, unlike other groups who place less emphasis on these aspects
- specialization preferences: C++, JavaScript, and PHP specialists prefer a company's products and services
- career development: across all levels, from Juniors to CTOs/CEOs, career development and corporate culture are consistently ranked as top priorities
These insights underline the varied factors influencing job choice, highlighting the importance of aligning company offerings with employee expectations across different stages of their careers within a company.
Employee satisfaction as per research
Satisfaction with the current employer
We aimed to track the level of satisfaction with the current employer among IT professionals of various fields. The research highlights a balanced perspective on employer satisfaction:
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Neutral views are held by 40.7% of respondents.
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Positive feedback and dissatisfaction are almost evenly split, with 30.6% expressing satisfaction and 28.7% expressing dissatisfaction.
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Those who are satisfied are more likely to recommend their employers (37.7%) than their neutral (34.6%) and dissatisfied (27.7%) counterparts.
Age dynamics in workplace satisfaction
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Young professionals (19-25 years) show the highest satisfaction with their current employer.
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The 41-46 age group reports the lowest satisfaction levels.
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Employees aged 31-35 are least likely to recommend their employers, in contrast to the 36-40 age group, who are most likely to do so.
Satisfaction by seniority and role
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Team Leads, Tech Leads and CTOs/CEOs have the highest satisfaction levels. Senior specialists show lower satisfaction, yet all levels exhibit a willingness to recommend their employers, highlighting a strong internal commitment.
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DevOps engineers, PHP and mobile developers, and marketing specialists report high satisfaction levels. Java and Python developers report lower satisfaction levels.
How IT professionals choose between potential employers
Factors beyond a basic job description
Respondents emphasized the importance of additional insights into potential employers, seeking information beyond salary and job duties. Key factors they consider important include:
- Work mode within the company
- Benefits for the employees
- Career advancement and training opportunities.
The graph below depicts other types of additional information the employee would like to know before engaging in a new role in a new company:
Key competitive factors for employees
Flexibility in work schedules and a supportive work environment outshine basic perks like snacks in the office kitchen or comfy chairs. Provided there are two job offers from similar companies, and in scenarios where enhancing salaries or major financial benefits is not feasible, the key differentiators include:
Key takeaways from the study
The study underscores the importance of flexibility, a supportive work environment, and clear communication within the company — these are important when discussing the differentiation factors between employers. Traditional perks are no longer impactful compared to strategic benefits, like flexibility in working modes, transparency in communicating values and goals, and an environment within the company.
Training and professional development emerge as key motivators across different age groups, particularly among younger professionals. A clear understanding of these diverse needs can significantly enhance recruitment strategies in Lithuania.
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