Swedbank and the Information Centre of the Ministry of the Interior (IC IEM) – Latvia’s Most Attractive Employers
According to the employer expectations and employer reputation survey carried out for the second time by the employer branding agency Instar, Swedbank is considered by the people of Latvia to be the most attractive employer in 2025. In the nationwide survey, 51% of respondents expressed a desire to work at Swedbank in 2025. Swedbank is also the most attractive private‑sector employer in Latvia. The most attractive public‑sector employer is the Information Centre of the Ministry of the Interior (IC IEM), where 51% of respondents would like to work.
Employers were recognised with the Attractive Employer Quality Label at the Attractive Employers Event held on 11 December.
“Swedbank is more than a workplace; it’s a place where people can make a real difference, develop their potential, and thrive in a caring and inclusive culture. We believe that creating meaningful opportunities and supporting growth is what makes us an attractive employer today and for the future
” said Dace Amsila – Head of HR & Infrastructure Division
“We are truly honored to be recognized as the most attractive employer in the public sector. This award confirms that working on strengthening the technological backbone of Latvia’s internal security is not only a great responsibility but also a valued and attractive career goal. In today’s changing environment, the opportunity to work with large-scale systems and see the real impact of one’s work on national security is what motivates our current employees and attracts new talent. I thank our team for their professionalism and contribution!”
– Āris Dzērvāns, General Manager of the Information Centre of the Ministry of the Interior
Instar Latvia representative Lolita Ozoliņa, commenting on the survey results, notes: “An attractive employer is not merely the result of an organization’s external communication, but rather a daily practice that builds trust and a sense of belonging. It is precisely this alignment between internal practices and external image that becomes the foundation for how an organization is perceived and chosen by future talent. This year, it is particularly significant that the study also includes the perspective of public sector employees, as it provides a much more comprehensive picture of labor market realities and societal expectations in Latvia.”
From March to June, the employer branding agency Instar conducted the largest Baltic employee expectations and employer reputation survey, which gathered nearly 9 000 responses. In Latvia, 783 experienced employees and labour‑market‑entering students participated. The survey has been conducted since 2010 and in Latvia since 2024.
“A strong employer brand is a competitive advantage and the cornerstone of business continuity. It is encouraging to see that in a challenging labour market situation, where unemployment is at its highest in years, many Latvian employers are still able to look to the future and systematically strengthen their ability to attract and retain talent,” commented Kersti Vannas, CEO of Instar.
Salary remains a central topic. Compared to last year, Latvian respondents’ net salary expectation has increased. The actual average net salary is EUR 1443 in 2025 and net salary expectation is EUR 2422 per month.
In 2025, 23% of respondents would like to be self‑employed. The majority – 40% wish to work in the public sector. 33% prefer the private sector, and 3% would like to work in the non‑profit sector.
In 2025, the three most important factors influencing job choice, according to respondents, are above‑average pay, good opportunities for salary growth, and a positive internal climate. These were rated highest among 50 factors. In Estonia, the most important factor is equal and fair treatment.
Due to the crises of recent years, 26% of respondents are not confident they will find a job that meets their expectations. Most respondents – 90% hope to find a job in Latvia, but 48% would be interested in working abroad in their field.
When looking for jobs and employer information, 90% of respondents consider job boards and employer websites important channels. These are followed by recommendations from current employees, family, and friends, rated important by 90% and 48% of respondents respectively.
To what extent do employees in Latvia recommend their employer? The eNPS recommendation index ranges from –100 to 100, and the average eNPS among employed respondents is 23. Employees in the transport, finance, and information technology sectors were the most likely to recommend their employer, with recommendation index scores exceeding 30. “Employee recommendations are the most powerful recruitment channel. Employees of attractive employers willingly share their experience, act as brand ambassadors, and help attract good colleagues,” commented Kersti Vannas from Instar.
At the Attractive Employers Event, Latvia’s most attractive employers were announced in three categories: Latvia’s Most Attractive Employer, the most attractive public‑sector employers, and the most attractive private‑sector employers.
Top 10 Most Attractive Employers in Latvia 2025 (out of 355):
- Swedbank
- Information Centre of the Ministry of the Interior (IC IEM)
- Latvenergo AS
- LMT
- Ministry of Foreign Affairs
- SEB Banka
- Riga International Airport (RIX)
- Office of Citizenship and Migration Affairs (PMLP)
- Citadele Banka
- Luminor Banka AS
Top 10 Most Attractive Public‑Sector Employers in Latvia 2025:
- Information Centre of the Ministry of the Interior (IC IEM)
- Ministry of Foreign Affairs
- Office of Citizenship and Migration Affairs (PMLP)
- University of Latvia (LU)
- Ministry of Education and Science
- Ministry of Finance
- State Digital Development Agency (VDAA)
- Ministry of Defence
- Riga Technical University (RTU)
- Ministry of Justice
Top 10 Most Attractive Private‑Sector Employers in Latvia 2025:
- Swedbank
- Latvenergo AS
- LMT
- SEB Banka
- Riga International Airport (RIX)
- Citadele Banka
- Luminor Banka AS
- Microsoft Latvia
- SIA Tet
- Augstsprieguma Tīkls AS
The list of all rated Latvian organizations is available at https://www.instar.ee/en/survey/rated-companies/rated-companies-lv/
Instar is a people‑focused agency providing research, strategic consulting, and comprehensive employer branding services in the Baltic States and Finland since 2007. Instar is a member of EAEBA, the European Association of Employer Branding Agencies.
Additional information:
Lolita Ozolina/ Kersti Vannas
Phone: +372 529 6166
