Where Do Croatians Want to Work Most? The Employer of First Choice Rankings Are Out

It happens to everyone... Those days when things at work simply aren't going your way. When your salary doesn't meet your expectations and relationships within the team aren't what they should be. At times like these, it's only natural to wonder... Would I be better off somewhere else? And, more importantly, where?
For two decades, Alma Career Croatia, an international company known for the MojPosao brand, has been seeking answers to these questions through its Employer of First Choice survey.   The survey is based exclusively on respondents' perceptions and their free choice. Company names are not provided in advance; instead, respondents name the companies themselves. The survey conducted during 2025 included 27,000 respondents.   dm remains unrivalled

  For the sixteenth consecutive year, dm-drogerie markt has been named the most desirable employer in Croatia. Müller trgovina Zagreb took second place, while Rimac Group ranked third.
  Among the most notable changes in the ranking, Končar jumped from 20th place last year to 9th, Atlantic Grupa rose from 10th to 5th place, while Valamar moved up from 18th to 14th. Zagrebački holding is the only new company on the list compared with last year, while Microsoft Hrvatska dropped out of the ranking.   In addition to the overall ranking, the survey also identified the winners in individual industries.   In the energy supply sector, HEP was named the Employer of First Choice, while in tourism and hospitality, respondents placed their trust in Valamar. In finance and insurance, Erste banka was named the most desirable employer.   In construction, Strabag stood out, while in the transportation and warehousing sector, Hrvatska pošta was ranked as the most attractive employer. In the information and telecommunications sector, first place went to Infobip.   When it comes to manufacturing, Atlantic Grupa was named the most desirable employer in the food production category, while Rimac Group took the top spot in non-food manufacturing. In the media category, Nova TV received the most votes, while dm-drogerie markt topped the retail and FMCG sector. In the non-FMCG retail category, IKEA was named the most attractive employer.

  What makes the difference?
  To discover the "little secrets" that set the most desirable employers apart, we asked respondents to select three factors they believe such a company should offer.   After several years in which good interpersonal relationships topped the list, job security returned to first place in 2025. It was followed closely by good interpersonal relationships and a positive working atmosphere, while opportunities for career advancement and learning ranked third.   Reasons behind the attractiveness of the Employer of First Choice 2025

  Other important factors include good relationships between managers and employees, work-life balance, company reputation and other elements that together shape the image of a desirable working environment.   Bonuses and flexibility are the most desirable benefits   When it comes to additional perks, employees are very clear about what they want. The most desirable benefits are bonuses for outstanding performance, flexible working hours and reimbursement of commuting expenses.   Training and development opportunities, additional days of annual leave, paid healthcare services beyond the basic package, as well as free meals, drinks and fruit at the workplace also rank highly.   On the other hand, respondents consider referral bonuses, company-organised weekend gatherings, and subsidies for cultural or sports activities among the least important benefits.   How do we find out what an employer is really like?   A third of people (32%) get information about working at a particular company through conversations with current or former employees. Social media is a source of information for 19% of respondents, company websites for 18%, while 13% rely on job advertising portals.   In other words, reputation is built from within and spreads through word of mouth.   The data also reveal how willing employees are to change jobs. Almost half of respondents (49%) frequently consider changing employers, while 37% think about it occasionally. Only 14% say they do not consider changing jobs at all.
  However, the difference is especially noticeable among people who work for their Employer of First Choice. Among them, as many as 45% do not consider leaving at all, 43% think about it rarely or occasionally, while only 12% admit they frequently consider making a change.   About the survey   The Employer of First Choice survey was conducted by Alma Career Croatia through the MojPosao portal during 2025, with a sample of more than 27,000 respondents. The survey is conducted annually and has now been carried out for the twenty-first consecutive year.   It is important to emphasise that the survey is based exclusively on respondents' perceptions and their free choice. Company names are not provided in advance. Respondents were asked to name their three Employers of First Choice, with their first choice receiving three points, their second choice two points and their third choice one point. The final ranking was determined based on the total number of points received.   The aim of the survey is to identify which companies are considered the most attractive by the general public on the Croatian labour market and to recognise those that have made the greatest progress over the past year.