To help companies purposefully improve their employer brand, the research company Fifty5Blue has been conducting the Most Attractive Employer Image study for over 15 years, analysing employee and student expectations of employers, the factors that determine the choice of a workplace, and which companies in Latvia are considered the most attractive employers.
Information and communication services, finance, and transport are the “industry magnets” of the labour market, concentrating the greatest interest from employees and students
Although the labour market and the economic situation are changing, the perception of the most attractive sectors in Latvia remains generally stable. This year, the information and communication services sector has again retained its lead among both employees and students, with 29% of students and 24% of employees saying they would most like to work there. Companies in this sector are particularly appealing to younger professionals: among employees aged 25 to 34, every third person (34%) would choose to work there.
There is also sustained high interest in both target groups for companies in the transport and storage sector, where 14% of employees and 17% of students would most like to work, as well as the finance and insurance sector – 14% of employees and 15% of students respectively. The manufacturing industry, as well as electricity, gas and heat supply companies, also hold a significant position among the most attractive sectors. Meanwhile, companies in the agriculture and forestry sectors, as well as wholesale and retail trade, are also in demand among employees.
Meanwhile, the lowest level of attraction in both target groups is seen in companies in mining and quarrying, professional, scientific and technical services, accommodation and catering services, as well as water supply, sewerage, and waste management sectors. From the employees' perspective, work in the arts, entertainment and recreation, real estate, and administrative and support service companies is also less appealing. Among students, health and social care institutions are less frequently included in the circle of most attractive employers.
Individual leaders change, but the “core” of the most attractive employers remains unchanged
Overall, the perception of the most attractive employers remains relatively stable – this year, too, the list of leaders includes companies that were highly rated in previous years. This indicates that a strong employer brand is built over the long term, rather than being influenced solely by one year's events.
At the same time, minor changes can be observed within this stable landscape year-on-year. According to employees, “Swedbank” has returned to the circle of most attractive employers this year, while among students, “SEB Banka” and “FYUL” have joined the ranks of the leaders, and “Latvenergo” has once again been ranked among the most highly-rated employers.
In the assessment of employees, the most attractive employers for 2026 are “Latvijas valsts meži”, “Latvenergo”, “Air Baltic Corporation”, “Latvijas Mobilais telefons”, “Swedbank”, “Latvijas Banka”, and “Mikrotik (Mikrotīkls)”.
In the view of students, the circle of leaders is somewhat broader and more diverse. Alongside companies also highly valued by employees, namely “Latvijas valsts meži”, “Latvenergo”, “Air Baltic Corporation”, “Swedbank”, and “Mikrotik (Mikrotīkls)”, “Starptautiskā lidosta “Rīga””, “All Media Latvia (TV3 Group)”, “FYUL”, and “SEB Banka” also rank among the most attractive employers.
What do the companies most frequently named as the most attractive employers have in common
However, attractiveness does not arise solely from a company's name or its sector – it is also shaped by specific associations and expectations about the workplace. In the study, the most attractive employers were evaluated according to 25 different criteria, and the results draw a fairly clear portrait of an attractive employer. It is not based on a single decisive factor, but on a combination of several characteristics.
The most attractive employers are successful in their field – companies that have proven themselves and whose achievements are recognised by the wider public. These companies operate in sectors that are developing and have a clear future perspective, and they are also characterised by modernity and innovation-oriented thinking, being able to follow and flexibly adapt to the latest trends. An indispensable pillar is a good reputation – the trust and recognition the company has earned both in the labour market and in society at large. The content of the work also plays a significant role: an attractive employer is characterised by meaningful work, where the employee sees that their contribution creates value and that the company’s products, services, or solutions make a positive contribution to society and future development.
For the student audience, another essential criterion is added to this set – the opportunity to work in their specialisation. It is important for budding professionals that the employer allows them to practically apply the knowledge and skills gained during their studies.
Interestingly, the dynamics of the criteria reveal a significant trend among employees. While students' views on the criteria characterising an attractive employer have remained stable over the year, employees in paid work this year are significantly more likely than last year to emphasise the alignment of a company’s values with their own personal value system. This shows that in an employer's attractiveness, it is increasingly important whether an employee can see what matters to them in the company’s values and way of operating, and can find the feeling that “this is a place where I can feel a sense of belonging”.
As noted by Fifty5Blue HR research expert, sociologist Ilze Gansone:
“The fact that the choices of employees and students largely coincide and the top list of the most attractive employers remains relatively stable year after year confirms that a strong employer brand is not built in a day. Perceptions of an attractive employer are much more durable than short-term events or individual communication campaigns. Employer attractiveness is influenced most not by what a company says about itself, but by the reputation, trust, and experience that people associate with it. At the same time, we see that alongside traditionally important qualities, such as a company’s success and development opportunities, value compatibility with the employee's own beliefs is playing an increasingly large role in the image of an attractive employer. This is a significant signal for companies, because in the competition for talent, it is becoming increasingly important not just what an organisation does, but also how it does it.”
About the research
The most attractive employer image survey was conducted in the spring of 2026, from 28 March to 6 May, among target groups of employed individuals and students. Using computer-assisted online (online) interviews, the survey questioned 1120 Latvian employees, as well as 500 students from leading Latvian universities.
The sample is representative of the general population of employees in paid work and students (by study specialisation and educational institution), and in its organisation, Fifty5Blue strictly adheres to ESOMAR recommendations for sampling and research conduct.
To identify the most attractive employers, the study included 62 of the largest Latvian companies by number of employees and turnover across various sectors, as well as companies spontaneously mentioned by respondents as the most attractive employers.
About Fifty5Blue
Fifty5Blue is the leading research and consulting company in Latvia. Fifty5Blue is one of the world’s largest research companies, with experts in over 80 countries worldwide.
In Latvia, the company has over 30 years of experience in conducting market, public opinion, and media research, and providing recommendations for our clients’ business growth. We provide companies with valuable insights for making important decisions and fostering growth. With knowledge of innovation, brand and communication, shopper activation, and consumer relationships, we help our clients identify, optimise, and activate valuable moments with a real impact on their business development.