These Are the Most Desirable Employers in BiH for 2025
"For nearly two decades, the Most Desirable Employer survey has provided valuable insight into employee expectations and the perception of companies in the labor market. For companies, it represents an important indicator of the reputation and trust they enjoy among employees, as well as a guideline on how to develop work culture and relationships with people," points out Mersiha Mehić, General Manager of Alma Career BH.
In this year's survey, more than 78,000 votes were collected from over 26,000 respondents, representing a staggering 136% increase in the number of participants compared to last year.
dm BiH Remained at the Top of the Most Desirable Employers List
According to the survey results, dm drogerie markt d.o.o. was once again chosen as the most desirable employer in Bosnia and Herzegovina—for the twelfth time—confirming the long-standing trust of employees and candidates in the labor market.
The TOP 10 most desirable employers in BiH for 2025 include companies from various sectors of the economy—from retail and telecommunications to energy, the financial sector, and manufacturing.
Compared to last year, this year's TOP 10 list of the most desirable employers in BiH brings several important changes in the rankings. Following the long-time top-ranked company dm drogerie markt, BH Telecom comes in second place this year, while Bingo is ranked in the third position.
Two new names also made it into the top ten most desirable employers this year: NLB Banka d.d. Sarajevo and MF banka a.d. Banja Luka—showing that the financial sector is increasingly strengthening its position in the perception of desirable employers in Bosnia and Herzegovina.
Most Desirable Employers by Sector
In addition to the overall list, the study provides an overview of the most desirable employers by sector, where respondents' votes are ranked according to the top three most desirable employers within 16 different industries.
What Makes an Employer Truly Desirable Today?
The survey results show that alongside financial conditions, employees today increasingly value the quality of the work environment and relationships within the company. Respondents singled out the following as the most important reasons they perceive a specific company as a most desirable employer: good treatment of employees by superiors (47%), job security (45%), and good interpersonal relationships and a positive atmosphere at work (39%).
When it comes to benefits, employees value bonuses for exceptional achievements (61%) the most, followed by flexible working hours (53%), education and professional development (47%), and additional health services (32%). This demonstrates that a desirable employer today is recognized through a combination of stability, quality work culture, flexibility, and investment in people.
Employee experiences also strongly influence company perception: 48% of respondents get information about working conditions from former or current employees, while social media and websites also play an important role. Therefore, an employer's reputation today is built simultaneously through the real experiences of employees and how the company communicates them.
The study also reveals an interesting labor market paradox: 71% of respondents do not work for the employer they listed as their first choice, while 21% currently work in the company they consider the most desirable. It is precisely within this gap that great potential lies for companies looking to further strengthen their employer branding and attract talents who already recognize them as a desirable place to work.
About the Survey
The "Most Desirable Employer" survey was conducted between April and December 2025 using the "First Choice Employer" (Top of Mind Awareness) methodology.
Company names were not provided to respondents in the survey; they listed employers independently based on their own perception, providing an authentic look into which companies they consider the most desirable to work for.
The most represented generation among respondents is Millennials (49%), while Generation X (25%) and Generation Z (25%) also make up a significant share, and 71% of respondents are currently employed.
17.03.2026.