Anna Golubchenko, Lead Tech Recruiter in Bolt pointed out that people often value having a team of highly skilled people around them: “In Bolt, whether it’s engineering or marketing, you will meet colleagues from Google, Amazon, Facebook, Booking.com, TransferWise, Bloomberg and much more.”
Elisabeth Seepa, Recruitment Specialist in Veriff brought out that their company’s outlook to become one of the next tech unicorns is highly attractive for many job-seekers.
Marika Salkola, Senior People Operations Manager in Supermetrics added that having a good product plays an important role: people want to work on something meaningful and see thousands of others benefitting from their work.
Jihan Ahmed, Employer Brand Global Lead in TransferWise added that ownership and trust are among the things people value the most.
What are the main employer branding activities?
If there’s one sure thing we learned about employer branding channels, it’s that there is no one go-to channel or activity.
Jihan from TransferWise emphasised that their company prefers a very targeted approach with their employer brand and picks an individual mix of channels for each specific target audience.
On the bright side, there’s a wide selection of potential channels to use. 💁
Here’s a list of channels that the people we talked to mentioned:
Social media ads
Let’s take a closer look at each.
How to use your website as an employer branding channel
Most people applying to a job in your company also check out your website.
So having a high-quality home page is already an indicator of your company and its product.
On top of this, all the companies mentioned in this article have a dedicated Careers landing page with information about the company and available job offers.
TransferWise Careers page
The Careers page is the best place for listing all the employer awards, reasons to work in your company, and for sharing positive reviews from your current and past team members.
Elisabeth from Veriff added: “The importance of a website for employer branding is very significant, which means that one key consideration should be how to optimize your career page. Often, the career page is a candidate’s first step to familiarizing themselves with an organization and its values. If a company brand is not portrayed correctly through its career site, it could lose potential top talent and not attract the right candidates.”
How to use social media for employer branding
You can use all the main social media channels – Facebook, Instagram, LinkedIn – for employer branding purposes.
If you have time to create beautiful images of cool company events and office life moments, you can set up a special Instagram account. Here are links to the team Instagram accounts of Scoro, Veriff and Transferwise.
Scoro team’s Instagram account
LinkedIn is a channel that most companies are already using for finding and recruiting top talent. You can also boost your brand awareness by sharing positive news about your company.
For example, Bolt recently shared a LinkedIn post about being the 3rd fastest-growing company in Europe. Pretty impressive, huh?
Bolt LinkedIn post
Want a less traditional approach? Here’s Jihan from Transferwise:
“Rather than TransferWise saying it’s great to work here, we wanted to create authentic content that our candidates can relate to. That’s why we’re really proud of our employee vlogs.”
If you plan to grow your company across multiple markets and have a team of 1,000+ people one day, you should create a Glassdoor account sooner rather than later.
According to Elisabeth from Veriff, 50% of the current employees checked Veriff’s Glassdoor before they made their decision to start to work at the company.
Veriff’s Glassdoor page
Tip: If you’re just getting started on Glassdoor, ask your existing team members to write reviews, so that your account has a strong kick-off.
What to do with negative reviews? – Embrace them, learn from them, and make sure to keep them away in the future by hiring the right people and taking good care of them.
Should you organise employer branding events?
Employer branding events can be highly efficient if you know whom exactly you want to attract.
For example, Anna from Bolt shared a hiring event they did in Moscow to attract software engineers. It was a coding contest and Bolt received 2000+ first challenge submissions – a huge number! To reach so many people, they used Facebook ads, articles and interviews with Bolt’s Engineering team members, Telegram channels and direct email marketing, and collaborated with Work in Estonia.
Bolt hiring event even had a custom website
TransferWise also organises regular hackathons to attract IT talent. See the Facebook event here.
It’s an event where students, hackathon enthusiasts, and TransferWise employees come together for two intense days of collaboration to turn big ideas into a working product. TransferWise mentors and talented participants will share their ideas and knowledge with one another to build something groundbreaking in FinTech.
TransferWise organises hackathons
In addition to helping the Estonian tech ecosystem grow, TransferWise will also attract early attention from talented young people.
Should you start organising hiring events?
It depends. If you’re looking to hire a large number of talented people working in highly competitive fields, having an in-person meeting ground might be a good idea.
However, if your company’s only looking to hire 10-20 people this year, organising a huge hiring event might be too big of an effort.
What are Stack Overflow and GitHub?
Stack Overflow is the largest online community for developers to learn, share their programming knowledge, and build their careers.
It is also a great channel for attracting top technical talent.
By having your team members actively contributing to the forums or by advertising your job offers through these platforms, you can build brand awareness inside the developer community.
We took a sneak peek to job offers in Stack Overflow and guess whose job openings first popped up? – TransferWise and Bolt!
Stack Overflow job offers are a good way to attract developers
Should you set up a referral bonus?
There’s also one critical channel that can only be built up over time and with considerable effort: word of mouth.
As Marika from SuperMetrics put it:
“For us, the power of word of mouth has increased a lot over time. This means that marketing is no longer the guardian of the brand. Rather, the employer brand is in the hands of your employees and candidates. Research shows that 92% of candidates trust the recommendations from people they know.“
Having a job referred by a friend you trust is a strong seal of approval.
And referral bonus is a great way to boost the word of mouth among your employees. Both Bolt, Veriff and SuperMetrics have a referral bonus system.
Usually, the referred candidates have to work for the company for more than a couple of months before referrers receive their fee. According to a survey, 71% of companies paid their employee referral bonus in full after an employment period between 45 days and six months.
So once again, what are the best employer branding channels?
There are no universal employer branding channels, each type of role needs its own approach. We recommend that you start by defining your employer branding strategy and goals, and only then select the best channels.
❗Also, here’s a very important note from Anna from Bolt:
“None of the channels above will work unless you take care of your candidate experience during the interviews, thus make sure that even if you are not proceeding with an offer they will still be recommending your company to their friends.”
Make sure your employer branding is in the DNA of your company, not just a facade you show to the outside world.
How to get started with employer branding in your company?
Ok, this thing called “employer branding” sounds pretty amazing: people considering your company a cool place to work at, more talented job applicants coming in…
So how to get started?
Here’s the advice from our favorite employer branding experts! 👇
Jihan Ahmed, Employer Brand Global Lead in TransferWise
Start by taking a laser-focused look at a specific target audience you want to attract.
List all the possible reasons they aren’t applying to your jobs and why you’re struggling to hire the right people e.g. they just don’t know about your brand, they don’t want to relocate, people are applying, but they don’t have the skill set you need.
Then think about how you can change perceptions through your employer brand.
If someone hasn’t heard of your brand, you need to be out there, telling people what you do. If people don’t want to relocate, your messaging needs to talk about the positive impact of relocating. If you’re attracting the wrong skill set, be explicit in your messaging about what you’re looking for.
Start with the strategy. Who is the target audience that you want to reach?
Who are the potential candidates you want to hire, what’s their skill set, where are they located? Which channels can be used to reach them? What kind of content are they interested in?
What is your brand’s unique story that makes you stand out? Interview your employees about why they love working at your company and what made them in the first place. Always be authentic in your employer branding!
Mai Kand, People Operations Specialist/Recruiter in Scoro
The first and the most important thing is to understand why you are special – what makes working in your company better than elsewhere? Once you know that, start spreading the word.
First, define the message: It is important to first define your employer branding messages and goals.
Create an authentic message and tone of voice for your brand, so the employees and also candidates know exactly what to expect from working in the company. Make a plan and define the channels to promote your employer brand.
Don’t forget to nurture your culture: Employer brand is a reflection of your culture, and so building a positive culture is the root of a strong employer brand.
Don’t copy other brands, but still look around and check what other companies are doing.
Start with the basics: Glassdoor, LinkedIn and Wikipedia (sounds weird I know).
There is no need in buying a special offer from LinkedIn for a company page from the very beginning, just keep it simple with basic information and posting updates, articles or photos of your achievements, good news or daily life.
Do not forget to invite your employees to join the company on LinkedIn and let them share and like the content from the company page.
The same with Glassdoor: fill the initial information, connect to your ATS for automated job posts, and invite your team to leave reviews, feedback about interviews and compensation. There will be not only positive reviews, listen to those carefully, take into consideration common points and remember that all companies on different stages of growth have received bad staff. It’s inevitable, and a good way to improve interviews and internal processes.
If your applicants and future candidates start to research your company, what is the first thing that comes up in Google search? – Think about thefirst potential touchpoints.
Lithuania recently celebrated its first unicorn, as the second-hand fashion market place Vinted reached the magical 1 billion valuation marklast November. This was not a fluke by any means, however, rather an event that was long overdue, as the country has become the hotbed of fintech, with global players opening their local hubs and new exciting startups popping up everywhere in the capital city Vilnius.
Looking at the job market statistics in MeetFrank and researching the local job market, here are some of the highlights we discovered:
Lithuania is experiencing an explosion of startups, as the number of companies rose by 58% last year
Tech jobs in Lithuania are among the lowest in terms of competition in Europe
As Lithuania recently announced its own E-residency programme, following in the footsteps of Estonia and just launched the Startup Employee Visa to attract highly qualified foreign talent, it would be an understatement that things are happening in the small Baltic country.
The capital city is home to the futuristic hub, co-working space and community center called Blockchain Center Vilnius (HL: https://bcgateway.eu/) and to the largest fintech conference in the Baltics FinTech Inn. In addition, Rise Vilnius, recently taken over from Barclay by Swedbank, and rebranded as Rockit has been vital in nurturing startups and fostering tech innovations in the country.
All of this has been attracting international and regional talent to Vilnius that just made the biggest leap in the world talent ranking, moving 8 positions upwards, placing 28th among 63 countries – the highest among the three Baltic countries.
Currently, the Vilnius area is home to over 21 000 ICT sector and 6000 research & development employees, while the city is one of the youngest European capitals with more than 50% of residents younger than 40 years old.
Whom are employers looking for?
Similarly to the rest of the European job market, software engineers are among the most sought-after workers at the moment, with nearly half of all the job offers. However, only 20% of the applications are made for these jobs, marking a very low level of competition.
It is completely the opposite for sales and business development and marketing & PR, the second and third in terms of the number of job offers, as both have the % of applications per job offer that is considerably higher, thus meaning a higher level of competition.
Top 6 jobs in terms of competition
The competition for top tech jobs in Lithuania is way below the European average as the ratio of applications per offers is usually twice as little. Sales & business development and (tech) project management are the most competitive with slightly over 20 candidates per job.
As with the rest of Europe, marketing & PR is also among the more competitive jobs, but the rate of competitiveness is still quite low – 15 applications in Lithuania vs 35 as the European average.
Design – the most competitive job in Europe (41 applications per offer on average) – is almost five times less competitive in Lithuania with 8.7 applications per offer, although the pay gap with the European average (€1700 gross in Lithuania vs €2346 gross in EU on average) is also large.
Software engineering, the job that is most in-demand and the most well-paid in Lithuania (as in the rest of Europe), is also the least competitive in Lithuania, with IT & system administration following close.
Salary offers for 6 most popular jobs
The average salaries in the Lithuanian tech sector are currently around 40% lower than in the EU on average, but so are the living expenses in Vilnius. Among the 6 most popular jobs, software engineering tops the list as in the rest of Europe, with an average payment offer of €2727 gross.
Jobs for sales & business development, IT & sysadmin and (tech) project management offer around €2400 gross with IT & sysadmin having the lowest pay gap with the rest of Europe – €2365 vs €2747 gross.
Creative fields – designers and marketing – are currently lowest-paid jobs here with an average salary offer around €1700 gross, but the gaps with the European average are not bigger than with tech jobs.
% of jobs supporting relocation vs job seekers interested in relocating
When it comes to relocation, the readiness of Lithuanian companies to offer relocation is almost twice as low as the EU average. For the offers of top 6 jobs, 25% offer relocation, whereas the same figure for EU average is 43. This is understandable, as the opportunities for the companies are more limited, however, all signs show that Lithuanian companies are in a growing need for tech talent from abroad, so recruiters should try to find the means to offer this option more.
It comes as no surprise that the most sought-after roles, such as software engineering and sales & business development, are the ones who offer relocation the most.
On the workers’ side, however, Lithuanians are slightly more eager to relocate as the % of users interested in relocation is 14% vs the 12% that is the EU average. Curiously enough, the differences between fields are almost non-existent, as all fall between 12% and 15%.
Top 6 countries with applications to relocate to work in Lithuania
Whether it’s the weather or its blossoming tech scene, Lithuania is currently the most popular for northern countries as Estonia, Finland and Latvia are the top three countries with applications for Lithuanian tech jobs.
Curiously enough, India ranks 5th among the countries with interest, almost tied with that of Latvia and Germany – the holder or of the 4th place.
Top skills required in tech-related roles
For sales & business development, Lithuanian companies have named English, sales management, business management, cold contacting and sales representation as the skills that they are expecting from the candidates the most, while Lithuanian language is also expected on some occasions.
Marketing & PR experts need to have good skills in content and product marketing and market strategizing.
System administration, DevOps and computer user support were the top 3 skills required from IT & sysadmin candidates.
The hottest employers in Lithuania
Based on MeetFrank data, the hottest job providers in Lithuania are the UK’s first digital banking unicorn Revolut and the first local unicorn Vinted – a digital marketplace for second-hand clothing.
Telia, one of Scandinavia’s biggest telcos that also operates in the Baltics, is on the third spot, with Treatwell, an online spa & salon booking platform and the ride-hailing giant Uber following closeby.
Other local companies at the top are the conglomerate Modus Group, active in the construction of renewable energy and the car-sharing sector (Citybee), e-commerce assistant Oberlo, the state-run airport operator Lithuanian Airports, translation agency MB Galerita and the digital product development agency Telesoftas.
Also hiring with MeetFrank is the Lithuanian tech startup Deeper, designing cutting-edge smart devices and software for various outdoor activities.
Wrapping it up
Lithuania and its capital Vilnius are an exciting option for jobs or business activities to keep an eye on, as the country is hungry for international tech talent and has established itself firmly as a regional hub for fintech enterprise.
Although the average salary offers in Lithuania are still behind the European average as with the rest of Baltic countries, the low cost of living and the vibrant, startup-friendly atmosphere in the capital city Vilnius more than make up for it.
Looking for more? Here are the tech sector job market overviews for Europe andEstonia.
Having a reputation for punching above its weight when it comes to things digital and tech, the Estonian tech sector has been experiencing a solid-paced rise during the last five years.
But how does that affect the local job market?
Here are some of the takeaway facts we found out about Estonia’s job market:
The country has risen to the 20th position in Europe in terms of the total investment into startups while having the second smallest population after Luxembourg
With its 123 million worth of investments into deep tech in 2014-2019, Estonia ranks 18th in Europe, placing it on the second place among Eastern European countries, right behind Poland that has 29 times bigger population
Software engineers and IT talent are currently among the most in-demand workers with the lowest level of competition
Salaries of Estonia’s tech jobs are behind the European average but way above the national average
Estonia’s tech sector in numbers
The tiger reference 🐯 in the title of this article is not a literary gimmick (not totally at least), as it’s referencing to the Tiger Leap project – one of the revolutionary initiatives launched by the Estonian government in 1990’s and 2000’s that paved way digital information technology. These programs played a fundamental role in the buildup of state information infrastructure and education.
It is also most likely one of the factors that have led to the considerable success of Estonia’s tech sector, that is currently growing at a fast pace and attracted a strong € 250 million worth of investments in 2019. The country is proud of its 4 unicorns, having currently more per capita than any other country in the world: Skype, Playtech, Transferwise and Bolt.
All this makes for good country promotion material, but what’s actually happening at the work market?
Top 6 jobs Estonian tech companies are hiring for
As with the rest of Europe, software engineering job offers are currently at the top in Estonia with 49% of the job offers. The share of applications submitted for software engineering jobs is significantly lower – 37% – meaning that the applicants enjoy a low competition rate. And are in high demand!
IT & System administrators are the second-highest in need and also with a low ratio of applicant numbers. Creative fields like design and marketing & PR are among the last in the top 6, with a negative ratio of the share of applications, indicating high competition.
Competitiveness for the top 6 roles
Among the six jobs with the highest share of offers in MeetFrank, creative and performance-oriented fields like design, sales & business development, marketing & PR & media see the biggest competition for the job offers in Estonia.
On average 26 people apply for design job offers published in MeetFrank, which is the highest in Estonia but far behind the European average of the same field – 41. Also similarly to the European average, IT fields are lower in terms of competition as, software engineering has 10, Data & Analytics has 9 and IT & Sysadmin has 7 candidates per offer.
What are the salaries for tech jobs in the Estonian job market?
Although slightly behind the European average, it can be said that salaries offered in the tech sector in Estonia are relatively higher than those of the rest of the country.
Also, the payment is slightly more egalitarian in Estonia between the average payments in different fields as the tech/IT jobs are not that far ahead of the others than the European average is. IT & System administrators are the most well-paid among the most popular jobs, followed closely by project management, sales & business development and software engineering, while creative fields like design and marketing are earning about a fifth less.
As you scroll up, you will see that high demand creates high salaries: As software engineers are one of the most sought-after experts in Estonia, it also reflects in their salary level.
It’s a fairly common knowledge that Estonian tech companies are also looking towards other European markets when it comes to finding top talent.
How popular is relocation among Estonian tech companies and job-seekers?
Are companies and job-seekers open to relocating?
It turns out workers currently based in Estonia are, on average slightly less interested in relocation than the European average. This is the case for software engineering and sales & business development job seekers.
A curious case is IT & system administration, that has the highest % of interest for relocation (25%) while the field has the highest salaries of all top jobs in Estonia and the lowest level of competition. This is over 4 times higher than the European average (6%) for the role.
Sales & business development and data & analytics people are the most content in Estonia, with only 11% and 12%, respectively, interested in relocating.
Top 5 countries with applications to relocate to work in Estonia
We know that around 25% of Estonian job-seekers are open to relocation.
But what about the other way around? Do people from other countries want to relocate to Estonia? The job-seekers in the MeetFrank platform seem to be willing enough.
Although Lithuania has an emerging tech scene of its own and the average payment is close to Estonia, it is surprisingly the country with the highest rate of readiness to relocate to Estonia. That is most likely due to geographic proximity.
Estonia’s northern neighbor Finland follows second and Ukraine, currently the country with the biggest migration to Estonia in general, comes third.
Top skills required in tech-related roles
Let’s take a look at which skills make you most likely to get hired in the Estonian job market. At least in the MeetFrank app!
Business development, project management, sales management, English and also Estonian are expected from sales & business development managers, while English is also the highest sought-after skill for customer support.
IT & Sysadmin candidates are currently most valued for their system administration and DevOps skills, while content marketing is the top skill expected from marketing & PR candidates. The most in-demand skill for designers is UI & visual design.
Top 10 Estonian companies, voted by job-seekers
In the MeetFrank app, the most applied-to companies are the tech unicorns.
Out of the four unicorns ever be been nurtured in Estonia, two are hiring at MeetFrank being they are the country’s most popular companies. These are the low-cost money transfer service Transferwise and the ride-hailing platform Bolt (formerly known as Taxify).
The third is the mobile banking app Monese and fourth Veriff, offering safer face recognition service – one of the features that are vital for Estonia’s E-Residency project.Starship, founded by Ahti Heinla (one of the founders of the mythical Skype) is now working on packaging robots with Starship that is also currently hiring across people in Estonia and several locations in the US.
MeetFrank is also regularly used by non-startups and /-tech companies, as indicated by the presence of two Swedish companies: the packaging, biomaterials, wooden constructions, and paper production giant Stora Enso and commercial bank SEB.
In a nut-shell
Estonia’s tech labour market, although comparatively small, is experiencing fast growth and offers a bunch of interesting companies to work for.
Several of them have recently grown to become international success stories such as Transferwise and Bolt, with many others boasting the potential to become the country’s next unicorns.
The average payment in the tech sector is slightly below the European average, but so are the prices in the country’s capital Tallinn, where most of the companies are hiring. The city embraces several tech hubs, a thriving startup community, having made it to the league of Europe’s top cities in terms of tech development and financing.
Cyberland is a Software Product Development company.
They like to think of themselves as a metric-orientated company. Measuring success in metric-improvements is the key for them.
Normally, the business does not like experiments while decisions are too often made based on intuitions. At Cyberland they disagree – experimenting and finding the optimal solution is the key.
Deciding what to do while you’re traveling can be an extremely time-consuming and stressful task that takes away from your overall experience in a destination.
Lokimo is building an app to digitize tours. Experience the best local tours made by the best tour guides in town whenever you feel like it! They already have a 100% closing rate with their distributors.
We took a look at the office, get a glimpse of the work culture, and met the wonderful team!
They shared with us the key principles of successful project completion and how they measure its performance.
Basically, the process that makes them win at software development begins with the discovery of the business goal of the client, UX design, and development.
Startup Week Tallinn 2019 is a five-day celebration of the entrepreneurial mindset and startup community happening all around the world. On 11-15 November 2019, some of the most successful startups and startup community organisations in Estonia are opening their doors to share their best practices with the whole community.
They started with this tradition already earlier – check out Startup Week Tallinn 2018 & 2017.
MeetFrank is a talent-driven job marketplace. We give talent all the information and data about the job market and match you with the right companies – Based on your skills, experience and salary expectations.
No more CV’s, no more being in the dark about the requirements and salary until the job interview. Find the right company based on aspiration, save time trawling through job offers on job boards.
Good news is we’ve partnered up with Startup Week this year and are giving you a tour of some of the coolest startups in Tallinn and an option to apply on site with one click if you like what you see at the following companies.
Come and take an exclusive look at what goes on in some of the coolest startups in Tallinn
9.00-10.30 – MeetFrank Office Tour with Fiizy
Fiizy is connecting people with lenders – fast, simple, digital.
Startup week in 2018 and 2017 were a blast and brought together the startup community with some incredible events around town. This year they’ve pushed the boat out even further. Come join the week full of success stories, fail stories and invaluable knowledge on how to build successful startups.
We’re here supporting the talent and startups meet and build their dream teams 🙂