A Compass for Better Workplaces in Hungary.
The responding companies cover 14 industries, with a total revenue of HUF 23,692 billion and employ 257,408 people. A total of 443 experts participated in the research, 51% of whom are middle and senior managers.
Brandfizz’s goal with this research is to help domestic business decision-makers create more attractive workplaces.
The responding companies cover 14 industries, with a total revenue of HUF 23,856 billion and employ 257.4 thousand people. A total of 443 experts participated in the research.
Domestic companies are grappling with both the turbulence in the economic environment and labour shortages. The competition to attract and retain talented workers is so intense that unprepared players are being pushed to the sidelines. But what are the main trends?
Recruitment demand is driven upward by turnover, a key factor for companies to consider.
There is no employer branding without HR
The top three employer branding challenges for 2025 are:
1. Recruitment
2. Retention of key talent
3. Budget cut
Half of the companies plan to increase their employer branding budget in 2025. A mere 7% anticipate budget cuts, and only 2% do not allocate funds for employer branding initiatives.
The measurement of employer brand awareness has gained greater importance.
Where the budget falls short: salary increases and employee well-being. What companies talk about instead: a positive atmosphere, teamwork, and work environment.
Domestic employers are demonstrating growing optimism regarding both revenue and workforce expansion.
AI remains a focal point, described as an unregulated area requiring structured development, alongside a heightened demand for training. HR and AI competence development are becoming critical areas of focus.
The primary focus of employer branding is now employee retention.
Approximately half of the companies build their employer brand with the involvement of an agency. Where there is no external support, the priority is creative content production, research, and strategy.
„Employer branding cannot exist without HR. At nearly half of the companies (47.8%), employer branding—encompassing recruitment, engagement, and retention—falls under the responsibility of HR. The success or failure of these employer branding projects directly impacts the perceived success of the HR function. Despite the economic turbulence we are facing, recruitment remains challenging, and it is even more difficult to find a sufficient number of relevant candidates and retain key employees.
Looking ahead to 2025, we see that HR must shift its focus from cost-cutting to capitalizing on synergies. Different functions of the company are often unaware of what others are doing in relation to employer branding matters. Can a shared budget with business or marketing be a good solution? Absolutely! It allows for better allocation of resources.
The crucial point is not whether something is achieved through the HR budget, but rather the results it delivers. Employer branding, after all, delivers measurable outcomes. One such outcome is brand awareness (48%), which is increasingly important. Particularly
how well the company is known and recognized in the labor market.”
Anita Zvezdovics
Chief Fizz Offizzer, Brandfizz
Board Member, European Association of Employer Branding Agencies (EAEBA)
„Employer branding cannot exist without HR. At nearly half of the companies (47.8%), employer branding—encompassing recruitment, engagement, and retention—falls under the responsibility of HR. The success or failure of these employer branding projects directly impacts the perceived success of the HR function. Despite the economic turbulence we are facing, recruitment remains challenging, and it is even more difficult to find a sufficient number of relevant candidates and retain key employees.
Looking ahead to 2025, we see that HR must shift its focus from cost-cutting to capitalizing on synergies. Different functions of the company are often unaware of what others are doing in relation to employer branding matters. Can a shared budget with business or marketing be a good solution? Absolutely! It allows for better allocation of resources.
The crucial point is not whether something is achieved through the HR budget, but rather the results it delivers. Employer branding, after all, delivers measurable outcomes. One such outcome is brand awareness (48%), which is increasingly important. Particularly
how well the company is known and recognized in the labor market.
Anita Zvezdovics
Chief Fizz Offizzer, Brandfizz
Board Member, European Association of Employer Branding Agencies (EAEBA)
„Being a good workplace is no longer enough—you need to be seen as one too! It’s no coincidence that companies are increasing their employer branding budgets for 2025: everyone needs talent, and for that, visibility and credibility are essential.
Our Compass survey reflects cautious optimism for the coming year. More companies plan to expand their workforce (56%) compared to 2023 (53%), though in some sectors, the focus is more on retaining key employees. Generation Z has made a bold entry into the world of work, which has shortened the average employee lifecycle. A long-term trend we must contend with is the continuous rise in employee turnover.
The most attractive workplaces generate 25% higher profits than average. In times where every penny counts, no company can afford to leave their employer brand to chance.”
Ádám Horváth
Chief Sparkle Offizzer, Brandfizz
Board Member, European Association of Employer Branding Agencies (EAEBA)
Chairman, Employer Branding Division, Hungarian PR Association
„Being a good workplace is no longer enough—you need to be seen as one too! It’s no coincidence that companies are increasing their employer branding budgets for 2025: everyone needs talent, and for that, visibility and credibility are essential.
Our Compass survey reflects cautious optimism for the coming year. More companies plan to expand their workforce (56%) compared to 2023 (53%), though in some sectors, the focus is more on retaining key employees. Generation Z has made a bold entry into the world of work, which has shortened the average employee lifecycle. A long-term trend we must contend with is the continuous rise in employee turnover.
The most attractive workplaces generate 25% higher profits than average. In times where every penny counts, no company can afford to leave their employer brand to chance.”
Ádám Horváth
Chief Sparkle Offizzer, Brandfizz
Board Member, European Association of Employer Branding Agencies (EAEBA)
Chairman, Employer Branding Division, Hungarian PR Association
The Brandfizz Employer Branding Compass – National Employer Brand Survey 2024 assesses topics with concrete benchmark data that have been considered taboo until now. The trends are drawn from the perspectives of 443 business leaders, HR and marketing managers and employer branding experts across 14 industries.
A hazai vállalatok a gazdasági környezet turbulenciával és a munkaerőhiánnyal egyszerre küzdenek. A verseny a tehetséges munkaerő megszerzéséért és megtartásáért olyan erős, hogy a felkészületlen szereplők a háttérbe szorulnak. De mik a fő irányok, trendek?
I. A CÉGEK 2024-BEN NÖVEKEDÉSRE SZÁMÍTANAK
V. MEGTARTÁS A FÓKUSZBAN
II. MUNKAHELYI LÉGKÖRBEN ERŐSEK, FIZETÉSBEN ÉS KARRIER LEHETŐSÉGBEN GYENGÉK A MAGYAR CÉGEK
VI. KIEMELT ELVÁRÁS A CÉLCSOPORT ÉS A VERSENYTÁRSAK MEGISMERÉSE
III. KIFEJEZETTEN MAGAS AZ EMPLOYER BRANDING AKTIVITÁSI RÁTA, A CÉGEK KULCS SZEREPET SZÁNNAK A MUNKÁLTATÓI MÁRKAÉPÍTÉSNEK
VII. A JELÖLTEKÉRT FOLYTATOTT HARCOT FELVÁLTJA A FIGYELEMÉRT FOLYTATOTT TARTALOM HARC
IV. AZ EMPLOYER BRANDING A LEGTÖBB CÉGNÉL TOVÁBBRA IS A HR FELELŐSSÉGI KÖRÉHEZ TARTOZIK
A toborzási igényt felfele húzza a fluktuáció: ezzel számolni kell.
Employer Branding nincs HR nélkül.
Dobogós munkáltatói márkankihívások 2025: 1. toborzás 2. kulcsemberek megtartása 3. budget cut.
A cégek felénél növelik az employer branding büdzsét 2025-ben. Csökkentést 7% tervez és mindössze 2% nem költ rá.
A munkáltatói márka ismertség mérése fontosabbá vált.
Amire nem jut pénz: fizetésemelés, dolgozói jóllét. Amiről helyette beszélnek a cégek: jó hangulat, csapat, munkakörnyezet.
Növekvő optimizmus a hazai munkáltatóknál árbevétel és létszám tekintetében.
AI: szabályozatlan káosz + tréning igény. HR + AI belső kompetencia fejlesztés fókuszban.
Employer Branding TOP prioritás: megtartás.
A cégek fele ügynökség bevonásával építi a munkáltatói márkáját. Ahol nincs külső támogatás ott a prioritás: kreatív tartalom gyártás, kutatás és stratégia.
I. A CÉGEK 2024-BEN NÖVEKEDÉSRE SZÁMÍTANAK
II. MUNKAHELYI LÉGKÖRBEN ERŐSEK, FIZETÉSBEN ÉS KARRIER LEHETŐSÉGBEN GYENGÉK A MAGYAR CÉGEK
III. KIFEJEZETTEN MAGAS AZ EMPLOYER BRANDING AKTIVITÁSI RÁTA, A CÉGEK KULCS SZEREPET SZÁNNAK A MUNKÁLTATÓI MÁRKAÉPÍTÉSNEK
IV. AZ EMPLOYER BRANDING A LEGTÖBB CÉGNÉL TOVÁBBRA IS A HR FELELŐSSÉGI KÖRÉHEZ TARTOZIK
V. MEGTARTÁS A FÓKUSZBAN
VI. KIEMELT ELVÁRÁS A CÉLCSOPORT ÉS A VERSENYTÁRSAK MEGISMERÉSE
VII. A JELÖLTEKÉRT FOLYTATOTT HARCOT FELVÁLTJA A FIGYELEMÉRT FOLYTATOTT TARTALOM HARC
Companies are struggling with both the turbulence of the economic environment and the shortage of labour. The survey provides a labour market guide based on 443 company benchmarks. Providing data for prioritised planning and management decision-making for effective recruitment, engagement and retention.
Find out the answers that matter to the job market!
Together with our sparkling professional partners, we contribute to better jobs in Hungary.
#Wellbeing #LeadershipDevelopment #ESG #Event #CandidateExperience #IndustryBranding
The Brandfizz Employer Branding Compass – National Employer Branding Survey 2024 Results report serves as a compass for better workplaces in Hungary for companies looking to strategically develop their internal and external employer brand amid current market turbulence.
We gathered data for our national survey from 443 company leaders, HR and marketing managers, and experts in employer branding across 14 industries.
Employer branding alapkövek: Integrált Employer Branding Stratégia és mérhetően eredményes munkáltatói márka építése
Azonnal felhasználható Employer Branding Eszköztár
Utókövetés
Gyakorlatba ültetést érdekes feladatokkal fogjuk ösztönözni és segíteni.
Perszonalizált jelölt- és munkavállalói élmény fejlesztése: munkáltatói értékígéret és employer brand bevezetése
Azonnal felhasználható Employer Branding Eszköztár
Utókövetés
Gyakorlatba ültetést érdekes feladatokkal fogjuk ösztönözni és segíteni.
Employer branding kivitelezése a gyakorlatban: bizonyítottan bevált módszerek, amivel megsokszorozod a saját forrásból betöltött pozíciók számát
Azonnal felhasználható Employer Branding Eszköztár
Utókövetés
Gyakorlatba ültetést érdekes feladatokkal fogjuk ösztönözni és segíteni.