4 AREAS
OF EXCELLENCE.
21 EBEA CATEGORIES
Employer branding is not a single project – it is an entire philosophy of action. That is why the EBEA Awards evaluate it across four areas and twenty-one categories: from EVP strategy, through recruitment campaigns, to organizational culture and HR innovation.
Find the categories that best tell your story. Smart Budget categories were created based on the belief that the size of an organization and its budget should not determine the chance of winning or being recognized – because excellence does not come at a single price.
Remember that you can enter multiple categories and take advantage of the package offer – 5 categories for the price of 3 entries.
A category recognizing projects that make the most effective and creative use of limited resources. We reward employer branding strategies driven by key organizational objectives and addressing specific recruitment or employer reputation challenges. We value low-cost, high-impact solutions: innovative ideas, the right selection of communication channels, a clear and consistent EVP, and measurable impact on organizational goals.
EVALUATION CRITERIA
- quality of challenge diagnosis and the relevance of strategic assumptions,
- consistency of the EVP and coherence of implementation,
- creativity and efficiency in budget utilization,
- measurable employer branding and recruitment outcomes.
JURY TIP: Describe the starting point – what was the challenge and why were standard solutions not enough? Show how limitations became a driving force for creativity.
WHO CAN ENTER?
Companies that have implemented an employer branding strategy with a budget not exceeding EUR 30,000 within the last 18 months.
A category for comprehensive employer branding strategies delivered on a broad scale, integrating employer reputation, recruitment and communication activities into one coherent employer brand narrative. We evaluate the clarity of challenge diagnosis, the role of HR in delivering business strategy, the innovation of the solutions and measurable outcomes. The key element is demonstrating how employer branding activities strengthen the organization’s long-term direction.
EVALUATION CRITERIA
- clear diagnosis of the challenge and alignment of the strategy with business objectives,
- consistency and integration of external and internal activities,
- innovation of solutions and the selection of communication channels,
- measurable outcomes: turnover, time-to-hire, eNPS, employee survey results.
JURY TIP: The jury values specific data. Instead of writing “awareness increased”, write: “employer brand awareness increased by 18 percentage points among engineering students within six months”.
WHO CAN ENTER?
Companies that have implemented a comprehensive employer branding strategy with a budget exceeding EUR 30,000 within the last 18 months.
An award for organizations that have consistently and strategically built their employer brand over many years – proving that employer branding is a marathon, not a sprint. This category recognizes companies whose long-term, consistent employer branding activities have delivered sustainable recruitment and reputation outcomes, making the employer brand a genuine organizational asset.
EVALUATION CRITERIA
- long-term commitment and consistency of employer branding activities – a minimum of 3 years,
- evolution of the strategy and adaptation to changing market conditions,
- sustainability of results: brand awareness, retention and recruitment outcomes over time,
- impact of employer branding on organizational culture and business objectives.
JURY TIP: Show the evolution – how the employer brand changed and matured over time. The jury is not evaluating a single campaign, but the overall trajectory of employer brand development.
WHO CAN ENTER?
Companies that have consistently implemented an employer branding strategy for a minimum of 3 years and can demonstrate documented results.
We evaluate campaigns aimed at external candidates – recruitment, employer reputation and employer branding campaigns. The category includes online campaigns (advertising, social media, video, performance marketing, content marketing), offline campaigns (outdoor, events, printed materials, activations) and integrated approaches. The most important evaluation elements are creativity, alignment with the EVP, relevance to target audiences and measurable results.
Industry Subcategories:
IT/Tech · Retail · FMCG · Manufacturing · Finance & Banking · Healthcare · BPO-SSC · Public Sector & NGOs · All Industries
Organization Size Subcategories:
Small Company (up to 50 employees) · Medium Company (50–250 employees) · Large Company (over 250 employees)
EVALUATION CRITERIA
- creativity of the concept and alignment with the employer brand EVP,
- precision in defining and reaching target audiences,
- channel selection and optimal use of campaign budget,
- measurable outcomes: applications, reach and engagement metrics.
JURY TIP: Show the “before & after” situation – what recruitment metrics looked like before and after the campaign. The jury highly values campaigns in which a creative concept serves a clearly defined objective.
WHO CAN ENTER?
Companies that have conducted a campaign aimed at external candidates or building employer reputation in the labour market within the last 18 months.
This category covers original, distinctive and visually consistent key visuals that serve as the visual foundation of employer branding campaigns. Evaluation focuses on differentiation, alignment with company identity, consistency with the EVP, quality of execution and the ability to adapt effectively across multiple communication channels. The key requirement is that the creative concept not only attracts attention, but also strengthens the campaign message and objective.
EVALUATION CRITERIA
- originality and distinctiveness compared to competitors,
- consistency with the EVP and employer brand identity,
- quality of execution and attention to detail,
- effective adaptation across different formats and channels – digital, print and OOH.
JURY TIP: Include a presentation showing the creative concept across different applications. Demonstrate that the visual identity lives beyond a single format and consistently builds the employer brand at every touchpoint.
WHO CAN ENTER?
Companies that have created a key visual used in employer branding activities within the last 18 months.
This category recognizes projects in which words play a key role in building employer reputation. It includes job advertisements, job descriptions, campaign slogans, career website content, video scripts, social media posts and all other forms of written communication in employer branding. The jury evaluates tone of voice, authenticity and alignment with the EVP.
EVALUATION CRITERIA
- originality and strength of the written message,
- authenticity of the brand voice and consistency of tone with the EVP,
- relevance of language and style to the target audience,
- measurable impact of copywriting on campaign or recruitment outcomes.
JURY TIP: Include examples of content across different formats and contexts. The jury is looking for a brand voice that sounds authentic – not like a template produced by the HR department.
WHO CAN ENTER?
Companies that have delivered a project within the last 18 months in which the quality of written communication was a key element of the employer branding strategy.
This category recognizes video content that presents the company as an employer in an engaging, authentic and modern way, or addresses topics that are important from the perspective of organizational culture. It includes recruitment videos, employer branding films, video series and all other forms of employer branding video content. Storytelling, authenticity, consistency with the EVP, production quality and distribution results are taken into account.
EVALUATION CRITERIA
- storytelling – the strength of the narrative and its ability to engage the audience,
- authenticity and credibility of the message,
- consistency with the EVP and relevance to the target audience,
- reach, engagement and impact on recruitment or employer brand perception.
JURY TIP: A link to the video is a mandatory element of the submission – it is the center of the evaluation, not the application form. The best employer branding films do not look like advertisements.
WHO CAN ENTER?
Companies that have produced and published a recruitment or employer branding film within the last 18 months.
This category recognizes modern and user-friendly career websites, career sections and recruitment landing pages that play a key role in building the candidate experience. We evaluate clarity, UX/UI, consistency with the EVP, quality of content, use of innovation (interactive elements, personalization) and measurable outcomes: growth in applications, conversion rates and time spent on the website.
EVALUATION CRITERIA
- clarity and quality of UX/UI – navigation, readability and mobile experience,
- consistency with the EVP and authenticity of content,
- innovation: interactivity, personalisation and ATS integration,
- measurable outcomes: applications, conversion and time spent on the website.
JURY TIP: Include a link to the website – the jury will review it on both desktop and mobile. Make sure it is up to date on the date of submission.
WHO CAN ENTER?
Companies that have launched or significantly redesigned a career website, career section or recruitment landing page within the last 18 months.
We recognize companies that consciously design the candidate journey – from the first contact with the employer brand, through recruitment, to onboarding. Candidate Journey is not only about efficient communication with applicants – it is a holistic approach to the relationship with the candidate as the foundation of employer reputation. The category also includes projects building employer presence in academic and educational environments – cooperation with universities, schools and initiatives aimed at candidates entering the labor market.
EVALUATION CRITERIA
- quality of diagnosis of candidate journey challenges,
- completeness and consistency of the designed experience,
- innovation in recruitment, communication or onboarding processes,
- candidate NPS, time-to-hire, offer acceptance rate, reviews on employer platforms.
JURY TIP: If you have candidate NPS data or reviews from Glassdoor, LinkedIn or other sources – be sure to include them. Candidate Journey includes every touchpoint between the candidate and the employer brand.
WHO CAN ENTER?
Companies that have implemented a project improving candidate experience in at least one stage of the recruitment or onboarding journey within the last 18 months.
We recognize consistent, engaging and authentic employer branding activities conducted on social media – LinkedIn, TikTok, Instagram and other platforms. The category includes both organic activities (content marketing, community building) and paid activities (social ads, promoted content). The highest-rated employer brands are those that consistently build their presence over time.
EVALUATION CRITERIA
- consistency and continuity of employer brand presence over time,
- quality and authenticity of content – variety of formats,
- community engagement: comments, shares and followers,
- measurable impact on recruitment or employer brand perception.
JURY TIP: Include analytical data covering at least three months and examples of content in different formats. The jury evaluates trends and consistency of activity – not one-off results.
WHO CAN ENTER?
Companies that have conducted active and strategic employer branding activities on social media for a minimum of three months.
We recognize events aimed at audiences outside the organization – candidates, students and the labor market – that build employer reputation and support talent acquisition. The category includes open days, job fairs, hackathons, campus events and all other forms of external activation supporting employer brand development.
Budget Subcategories:
Smart Budget (up to EUR 10,000)
Grand Budget (above EUR 10,000)
EVALUATION CRITERIA
- the event concept and objective in the context of employer branding and recruitment strategy,
- creativity of execution and quality of participant experience,
- effectiveness in reaching the right target audience,
- measurable outcomes: applications, reach and employer brand awareness.
JURY TIP: Show what made your event stand out from others. The jury is looking for events that leave a lasting impression on participants long after they are over.
WHO CAN ENTER?
Companies that have organized an external event within the last 18 months aimed at building employer reputation or directly attracting talent.
A category for campaigns aimed at current employees – engaging, motivating and strengthening their sense of belonging to the organization. It includes communication campaigns, motivational programs, culture-building initiatives and all projects whose primary audience is employees. We reward authenticity and real impact on engagement.
EVALUATION CRITERIA
- diagnosis of the challenge and relevance of the adopted assumptions,
- level of employee engagement – not only participation, but co-creation,
- consistency with organizational culture and company values,
- measurable outcomes: engagement, retention, eNPS and employee survey results.
JURY TIP: The jury highly values authenticity – show that the internal campaign responded to a real challenge, not simply a communication need.
WHO CAN ENTER?
Companies that have conducted an internal campaign aimed at current employees within the last 18 months.
This category recognizes initiatives that strengthen organizational culture, values and diversity. We reward projects that build organizational identity and a sense of belonging – communication programs, cultural rituals, initiatives related to communicating mission, vision and values, as well as activities focused on assessing and improving organizational culture.
This category also includes projects promoting equal opportunities and diversity: intergenerational dialogue, age management, gender equality, support for parents, neurodiversity and other initiatives creating a workplace environment based on inclusion and mutual respect.
EVALUATION CRITERIA
- diagnosis of the cultural challenge and the quality of the adopted assumptions,
- leadership engagement and scale of employee participation,
- innovation in tools and approaches to culture and diversity,
- measurable impact on engagement, workplace atmosphere and collaboration effectiveness.
JURY TIP: Culture is not an event. Show change over time – before and after – supported by survey data or regular employee engagement measurements.
WHO CAN ENTER?
Companies that have implemented a project strengthening organizational culture, company values or promoting diversity and equal opportunities in the workplace within the last 18 months.
This category is dedicated to projects that activate employees as natural employer brand ambassadors through social media, storytelling, knowledge sharing and ambassador programs. We reward initiatives in which employees become authentic and credible promoters of the employer brand value proposition (EVP).
EVALUATION CRITERIA
- clarity of objectives and relevance of the selected tools,
- authenticity of content – whether ambassadors speak in their own voice,
- scale of participation and level of ambassador activity,
- reach, engagement and impact on employer reputation or recruitment.
JURY TIP: Include examples of content created by ambassadors – posts, videos and articles. The more authentic, the higher they are rated. The jury is looking for genuine voices, not centrally designed communication.
WHO CAN ENTER?
Companies that have launched or significantly developed an ambassador program within the last 18 months.
This category recognizes development programs and talent management systems that build future skills and strengthen employee potential. It includes career paths, internal talent marketplaces, mentoring and coaching programs, succession management and learning & development initiatives (e-learning, workshops, gamification). We evaluate the employer branding value of these initiatives and the ability to communicate that value effectively.
EVALUATION CRITERIA
- relevance of the needs diagnosis and quality of the adopted assumptions,
- quality and innovation of tools: e-learning, coaching, workshops and gamification,
- the role of HR and manager involvement in the programme,
- impact on talent retention, strategy execution and EVP communication.
JURY TIP: The key to a high score is the ability to communicate the value of development programs – both to candidates externally and employees internally. Talent development is one of the strongest pillars of an EVP.
WHO CAN ENTER?
Companies that have implemented a program developing employee competencies or managing career paths within the last 18 months.
This category covers initiatives supporting the physical, mental, emotional and social wellbeing of employees – including in hybrid and distributed work environments. It includes prevention initiatives, health education, mental health support, development of benefits programs and work-life balance initiatives.
EVALUATION CRITERIA
- relevance of the diagnosis of employee wellbeing needs,
- scope of activities: prevention, education, mental health support and benefits,
- innovation in tools and approaches to wellbeing,
- real impact on employee comfort, retention and engagement.
JURY TIP: Show that the program was based on a reliable diagnosis of employee needs – not on the desire to create an attractive presentation about wellbeing benefits. We want to see the actual impact of these initiatives on employee wellbeing.
WHO CAN ENTER?
Companies that have implemented a comprehensive employee wellbeing program within the last 18 months.
We recognize internal events that are more than company parties – experiences that build organizational identity, strengthen culture and values, and engage employees on an emotional level. The category includes internal conferences, company anniversaries, culture days, values ceremonies and all other forms of events aimed at employees.
EVALUATION CRITERIA
- the event concept and objective in the context of employer branding strategy and company culture,
- situational analysis, including employee needs analysis, and how insights were incorporated into the event concept,
- creativity and originality of execution,
- level of employee engagement – co-creation rather than participation alone.
JURY TIP: Include photo or video coverage of the event and examples of content generated by employees after it ended. An event that lives for only one evening is not enough.
WHO CAN ENTER?
Companies that have organized an internal event serving an employer branding purpose within the last 18 months, regardless of scale.
This category recognizes organizations that build a culture of appreciation as a conscious and systematic management practice – and as an element of the EVP. It includes employee recognition programs, feedback systems, success celebration initiatives and all projects that strengthen employees’ sense of being noticed and appreciated in their daily work.
WHAT WE EVALUATE
- diagnosis of needs and cultural awareness in the area of recognition,
- systematic and consistent actions – not one-off initiatives,
- leadership engagement and scale of employee participation,
- measurable impact on engagement, retention and workplace atmosphere.
JURY TIP: Recognition is not a bonus and not a one-off event. Show how leaders’ daily behaviors changed and how employees perceive that change – employee opinion survey data is crucial here.
WHO CAN ENTER?
Companies that have implemented a program or initiative building a culture of appreciation within the organization during the last 18 months.
An award for a project in which employees were true partners – not recipients of a ready-made solution, but co-creators during the diagnosis, design and implementation stages.
Engagement Drive may be awarded to a project submitted in any category – external or internal campaign, EVP program, wellbeing initiative, event, talent development program or advocacy initiative – provided that employees played an exceptional and active role and their involvement was a deliberate design principle rather than an incidental element of implementation.
EVALUATION CRITERIA
- scale and depth of engagement – how many employees, at which stages and in what capacity,
- authenticity of participation – employees as co-creators, not observers,
- impact of engagement on project quality and outcomes,
- documentation of the engagement process – how and why participation was designed in this way.
JURY TIP: Describe specifically how employees were engaged – it is not enough to say they “participated”. The jury is looking for evidence of partnership, not consumption of a finished project.
WHO CAN ENTER?
Campaigns and initiatives submitted to any EBEA 2026 category that engaged employees in a particularly meaningful way during the diagnosis, design or implementation stages.
A special award for employer branding projects that extend beyond the organization and create a positive impact on the labor market, society or specific professional groups.
The award is granted to initiatives that meet specific social criteria – educational projects, professional integration programs, campaigns raising awareness of important labor market issues, initiatives supporting excluded or underrepresented groups, and similar activities.
EVALUATION CRITERIA
- scale and genuine social impact – the reach and depth of the change created by the project,
- innovation of the approach and originality of the solution to a social challenge,
- measurable social outcomes – documented changes in attitudes, behaviours or the situation of beneficiaries.
JURY TIP: The jury is looking for projects that create real change. Show specific beneficiaries, documented outcomes and the reason why your organization decided to address this issue.
WHO CAN ENTER?
Companies that have implemented an employer branding initiative within the last 18 months that has generated a documented positive social impact extending beyond the organization’s direct recruitment or employer reputation objectives.
The highest distinction of the competition.
Awarded by the jury after all category awards have been presented to the project that, in a given edition, set a new standard in employer branding and deserves exceptional recognition beyond the category level.
Grand Prix does not have to be awarded in every edition.
Awarding Process: Exclusive jury decision – direct submission is not possible.
All entries are evaluated using the same criteria regardless of category.
An entry may receive a maximum of 100 points across four evaluation criteria.
The assessment is individual – the final score is the arithmetic average of the scores awarded by all jurors assigned to a given category.
TWO-STAGE WINNER SELECTION PROCESS
The evaluation process consists of two stages.
Stage I – Nominations
After the evaluation process is completed, the organizer publishes the list of nominated projects.
A nomination is the first official distinction within the EBEA Awards and confirms that the project meets European employer branding quality standards.
The scoring threshold may be adjusted by the organizer depending on the overall quality level of submissions in a given edition.
Stage II – Winners
From among the nominated projects, the jury selects winners and distinctions in each category.
The results are announced exclusively during the EBEA Gala on 16 October 2026 in Warsaw.
Every entry is evaluated according to four criteria, regardless of category.
A maximum of 100 points can be awarded.
The assessment is individual, and the final result is the arithmetic average of the scores awarded by all jurors assigned to a given category.
STRATEGIC VALUE AND BUSINESS ALIGNMENT
Does the project result from a reliable diagnosis of the situation?
We evaluate the quality of the initial analysis, the alignment of activities with organizational objectives and the relevance of the selected performance indicators.
INNOVATION
Does the project bring something new – either to the market or to the organization itself?
We evaluate the originality of the solution, its innovative power compared with previous activities undertaken by the company and its potential to inspire others or be transferred to other areas.
EFFECTIVENESS
Did the project deliver real results?
We evaluate the completeness of the measurement approach and the significance of the outcomes achieved – both quantitative and qualitative – taking into account the expertise of the jury.
QUALITY OF IMPLEMENTATION
Does the submission make an impression?
This is the subjective assessment of each juror – points awarded for an exceptionally strong positive impression and outstanding attention to the way the project is presented.
A category for comprehensive employer branding strategies delivered on a broad scale, integrating employer reputation, recruitment and communication activities into one coherent employer brand narrative. We evaluate the clarity of challenge diagnosis, the role of HR in delivering business strategy, the innovation of the solutions and measurable outcomes. The key element is demonstrating how employer branding activities strengthen the organization’s long-term direction.
EVALUATION CRITERIA
- clear diagnosis of the challenge and alignment of the strategy with business objectives,
- consistency and integration of external and internal activities,
- innovation of solutions and the selection of communication channels,
- measurable outcomes: turnover, time-to-hire, eNPS, employee survey results.
JURY TIP: The jury values specific data. Instead of writing “awareness increased”, write: “employer brand awareness increased by 18 percentage points among engineering students within six months”.
WHO CAN ENTER?
Companies that have implemented a comprehensive employer branding strategy with a budget exceeding EUR 30,000 within the last 18 months.
An award for organizations that have consistently and strategically built their employer brand over many years – proving that employer branding is a marathon, not a sprint. This category recognizes companies whose long-term, consistent employer branding activities have delivered sustainable recruitment and reputation outcomes, making the employer brand a genuine organizational asset.
EVALUATION CRITERIA
- long-term commitment and consistency of employer branding activities – a minimum of 3 years,
- evolution of the strategy and adaptation to changing market conditions,
- sustainability of results: brand awareness, retention and recruitment outcomes over time,
- impact of employer branding on organizational culture and business objectives.
JURY TIP: Show the evolution – how the employer brand changed and matured over time. The jury is not evaluating a single campaign, but the overall trajectory of employer brand development.
WHO CAN ENTER?
Companies that have consistently implemented an employer branding strategy for a minimum of 3 years and can demonstrate documented results.
A category recognizing projects that make the most effective and creative use of limited resources. We reward employer branding strategies driven by key organizational objectives and addressing specific recruitment or employer reputation challenges. We value low-cost, high-impact solutions: innovative ideas, the right selection of communication channels, a clear and consistent EVP, and measurable impact on organizational goals.
EVALUATION CRITERIA
- quality of challenge diagnosis and the relevance of strategic assumptions,
- consistency of the EVP and coherence of implementation,
- creativity and efficiency in budget utilization,
- measurable employer branding and recruitment outcomes.
JURY TIP: Describe the starting point – what was the challenge and why were standard solutions not enough? Show how limitations became a driving force for creativity.
WHO CAN ENTER?
Companies that have implemented an employer branding strategy with a budget not exceeding EUR 30,000 within the last 18 months.
We evaluate campaigns aimed at external candidates – recruitment, employer reputation and employer branding campaigns. The category includes online campaigns (advertising, social media, video, performance marketing, content marketing), offline campaigns (outdoor, events, printed materials, activations) and integrated approaches. The most important evaluation elements are creativity, alignment with the EVP, relevance to target audiences and measurable results.
Industry Subcategories:
IT/Tech · Retail · FMCG · Manufacturing · Finance & Banking · Healthcare · BPO-SSC · Public Sector & NGOs · All Industries
Organization Size Subcategories:
Small Company (up to 50 employees) · Medium Company (50–250 employees) · Large Company (over 250 employees)
EVALUATION CRITERIA
- creativity of the concept and alignment with the employer brand EVP,
- precision in defining and reaching target audiences,
- channel selection and optimal use of campaign budget,
- measurable outcomes: applications, reach and engagement metrics.
JURY TIP: Show the “before & after” situation – what recruitment metrics looked like before and after the campaign. The jury highly values campaigns in which a creative concept serves a clearly defined objective.
WHO CAN ENTER?
Companies that have conducted a campaign aimed at external candidates or building employer reputation in the labour market within the last 18 months.
This category covers original, distinctive and visually consistent key visuals that serve as the visual foundation of employer branding campaigns. Evaluation focuses on differentiation, alignment with company identity, consistency with the EVP, quality of execution and the ability to adapt effectively across multiple communication channels. The key requirement is that the creative concept not only attracts attention, but also strengthens the campaign message and objective.
EVALUATION CRITERIA
- originality and distinctiveness compared to competitors,
- consistency with the EVP and employer brand identity,
- quality of execution and attention to detail,
- effective adaptation across different formats and channels – digital, print and OOH.
JURY TIP: Include a presentation showing the creative concept across different applications. Demonstrate that the visual identity lives beyond a single format and consistently builds the employer brand at every touchpoint.
WHO CAN ENTER?
Companies that have created a key visual used in employer branding activities within the last 18 months.
This category recognizes projects in which words play a key role in building employer reputation. It includes job advertisements, job descriptions, campaign slogans, career website content, video scripts, social media posts and all other forms of written communication in employer branding. The jury evaluates tone of voice, authenticity and alignment with the EVP.
EVALUATION CRITERIA
- originality and strength of the written message,
- authenticity of the brand voice and consistency of tone with the EVP,
- relevance of language and style to the target audience,
- measurable impact of copywriting on campaign or recruitment outcomes.
JURY TIP: Include examples of content across different formats and contexts. The jury is looking for a brand voice that sounds authentic – not like a template produced by the HR department.
WHO CAN ENTER?
Companies that have delivered a project within the last 18 months in which the quality of written communication was a key element of the employer branding strategy.
This category recognizes video content that presents the company as an employer in an engaging, authentic and modern way, or addresses topics that are important from the perspective of organizational culture. It includes recruitment videos, employer branding films, video series and all other forms of employer branding video content. Storytelling, authenticity, consistency with the EVP, production quality and distribution results are taken into account.
EVALUATION CRITERIA
- storytelling – the strength of the narrative and its ability to engage the audience,
- authenticity and credibility of the message,
- consistency with the EVP and relevance to the target audience,
- reach, engagement and impact on recruitment or employer brand perception.
JURY TIP: A link to the video is a mandatory element of the submission – it is the center of the evaluation, not the application form. The best employer branding films do not look like advertisements.
WHO CAN ENTER?
Companies that have produced and published a recruitment or employer branding film within the last 18 months.
This category recognizes modern and user-friendly career websites, career sections and recruitment landing pages that play a key role in building the candidate experience. We evaluate clarity, UX/UI, consistency with the EVP, quality of content, use of innovation (interactive elements, personalization) and measurable outcomes: growth in applications, conversion rates and time spent on the website.
EVALUATION CRITERIA
- clarity and quality of UX/UI – navigation, readability and mobile experience,
- consistency with the EVP and authenticity of content,
- innovation: interactivity, personalisation and ATS integration,
- measurable outcomes: applications, conversion and time spent on the website.
JURY TIP: Include a link to the website – the jury will review it on both desktop and mobile. Make sure it is up to date on the date of submission.
WHO CAN ENTER?
Companies that have launched or significantly redesigned a career website, career section or recruitment landing page within the last 18 months.
We recognize companies that consciously design the candidate journey – from the first contact with the employer brand, through recruitment, to onboarding. Candidate Journey is not only about efficient communication with applicants – it is a holistic approach to the relationship with the candidate as the foundation of employer reputation. The category also includes projects building employer presence in academic and educational environments – cooperation with universities, schools and initiatives aimed at candidates entering the labor market.
EVALUATION CRITERIA
- quality of diagnosis of candidate journey challenges,
- completeness and consistency of the designed experience,
- innovation in recruitment, communication or onboarding processes,
- candidate NPS, time-to-hire, offer acceptance rate, reviews on employer platforms.
JURY TIP: If you have candidate NPS data or reviews from Glassdoor, LinkedIn or other sources – be sure to include them. Candidate Journey includes every touchpoint between the candidate and the employer brand.
WHO CAN ENTER?
Companies that have implemented a project improving candidate experience in at least one stage of the recruitment or onboarding journey within the last 18 months.
We recognize consistent, engaging and authentic employer branding activities conducted on social media – LinkedIn, TikTok, Instagram and other platforms. The category includes both organic activities (content marketing, community building) and paid activities (social ads, promoted content). The highest-rated employer brands are those that consistently build their presence over time.
EVALUATION CRITERIA
- consistency and continuity of employer brand presence over time,
- quality and authenticity of content – variety of formats,
- community engagement: comments, shares and followers,
- measurable impact on recruitment or employer brand perception.
JURY TIP: Include analytical data covering at least three months and examples of content in different formats. The jury evaluates trends and consistency of activity – not one-off results.
WHO CAN ENTER?
Companies that have conducted active and strategic employer branding activities on social media for a minimum of three months.
We recognize events aimed at audiences outside the organization – candidates, students and the labor market – that build employer reputation and support talent acquisition. The category includes open days, job fairs, hackathons, campus events and all other forms of external activation supporting employer brand development.
Budget Subcategories:
Smart Budget (up to EUR 10,000)
Grand Budget (above EUR 10,000)
EVALUATION CRITERIA
- the event concept and objective in the context of employer branding and recruitment strategy,
- creativity of execution and quality of participant experience,
- effectiveness in reaching the right target audience,
- measurable outcomes: applications, reach and employer brand awareness.
JURY TIP: Show what made your event stand out from others. The jury is looking for events that leave a lasting impression on participants long after they are over.
WHO CAN ENTER?
Companies that have organized an external event within the last 18 months aimed at building employer reputation or directly attracting talent.
A category for campaigns aimed at current employees – engaging, motivating and strengthening their sense of belonging to the organization. It includes communication campaigns, motivational programs, culture-building initiatives and all projects whose primary audience is employees. We reward authenticity and real impact on engagement.
EVALUATION CRITERIA
- diagnosis of the challenge and relevance of the adopted assumptions,
- level of employee engagement – not only participation, but co-creation,
- consistency with organizational culture and company values,
- measurable outcomes: engagement, retention, eNPS and employee survey results.
JURY TIP: The jury highly values authenticity – show that the internal campaign responded to a real challenge, not simply a communication need.
WHO CAN ENTER?
Companies that have conducted an internal campaign aimed at current employees within the last 18 months.
This category recognizes initiatives that strengthen organizational culture, values and diversity. We reward projects that build organizational identity and a sense of belonging – communication programs, cultural rituals, initiatives related to communicating mission, vision and values, as well as activities focused on assessing and improving organizational culture.
This category also includes projects promoting equal opportunities and diversity: intergenerational dialogue, age management, gender equality, support for parents, neurodiversity and other initiatives creating a workplace environment based on inclusion and mutual respect.
EVALUATION CRITERIA
- diagnosis of the cultural challenge and the quality of the adopted assumptions,
- leadership engagement and scale of employee participation,
- innovation in tools and approaches to culture and diversity,
- measurable impact on engagement, workplace atmosphere and collaboration effectiveness.
JURY TIP: Culture is not an event. Show change over time – before and after – supported by survey data or regular employee engagement measurements.
WHO CAN ENTER?
Companies that have implemented a project strengthening organizational culture, company values or promoting diversity and equal opportunities in the workplace within the last 18 months.
This category is dedicated to projects that activate employees as natural employer brand ambassadors through social media, storytelling, knowledge sharing and ambassador programs. We reward initiatives in which employees become authentic and credible promoters of the employer brand value proposition (EVP).
EVALUATION CRITERIA
- clarity of objectives and relevance of the selected tools,
- authenticity of content – whether ambassadors speak in their own voice,
- scale of participation and level of ambassador activity,
- reach, engagement and impact on employer reputation or recruitment.
JURY TIP: Include examples of content created by ambassadors – posts, videos and articles. The more authentic, the higher they are rated. The jury is looking for genuine voices, not centrally designed communication.
WHO CAN ENTER?
Companies that have launched or significantly developed an ambassador program within the last 18 months.
This category recognizes development programs and talent management systems that build future skills and strengthen employee potential. It includes career paths, internal talent marketplaces, mentoring and coaching programs, succession management and learning & development initiatives (e-learning, workshops, gamification). We evaluate the employer branding value of these initiatives and the ability to communicate that value effectively.
EVALUATION CRITERIA
- relevance of the needs diagnosis and quality of the adopted assumptions,
- quality and innovation of tools: e-learning, coaching, workshops and gamification,
- the role of HR and manager involvement in the programme,
- impact on talent retention, strategy execution and EVP communication.
JURY TIP: The key to a high score is the ability to communicate the value of development programs – both to candidates externally and employees internally. Talent development is one of the strongest pillars of an EVP.
WHO CAN ENTER?
Companies that have implemented a program developing employee competencies or managing career paths within the last 18 months.
This category covers initiatives supporting the physical, mental, emotional and social wellbeing of employees – including in hybrid and distributed work environments. It includes prevention initiatives, health education, mental health support, development of benefits programs and work-life balance initiatives.
EVALUATION CRITERIA
- relevance of the diagnosis of employee wellbeing needs,
- scope of activities: prevention, education, mental health support and benefits,
- innovation in tools and approaches to wellbeing,
- real impact on employee comfort, retention and engagement.
JURY TIP: Show that the program was based on a reliable diagnosis of employee needs – not on the desire to create an attractive presentation about wellbeing benefits. We want to see the actual impact of these initiatives on employee wellbeing.
WHO CAN ENTER?
Companies that have implemented a comprehensive employee wellbeing program within the last 18 months.
We recognize internal events that are more than company parties – experiences that build organizational identity, strengthen culture and values, and engage employees on an emotional level. The category includes internal conferences, company anniversaries, culture days, values ceremonies and all other forms of events aimed at employees.
EVALUATION CRITERIA
- the event concept and objective in the context of employer branding strategy and company culture,
- situational analysis, including employee needs analysis, and how insights were incorporated into the event concept,
- creativity and originality of execution,
- level of employee engagement – co-creation rather than participation alone.
JURY TIP: Include photo or video coverage of the event and examples of content generated by employees after it ended. An event that lives for only one evening is not enough.
WHO CAN ENTER?
Companies that have organized an internal event serving an employer branding purpose within the last 18 months, regardless of scale.
This category recognizes organizations that build a culture of appreciation as a conscious and systematic management practice – and as an element of the EVP. It includes employee recognition programs, feedback systems, success celebration initiatives and all projects that strengthen employees’ sense of being noticed and appreciated in their daily work.
WHAT WE EVALUATE
- diagnosis of needs and cultural awareness in the area of recognition,
- systematic and consistent actions – not one-off initiatives,
- leadership engagement and scale of employee participation,
- measurable impact on engagement, retention and workplace atmosphere.
JURY TIP: Recognition is not a bonus and not a one-off event. Show how leaders’ daily behaviors changed and how employees perceive that change – employee opinion survey data is crucial here.
WHO CAN ENTER?
Companies that have implemented a program or initiative building a culture of appreciation within the organization during the last 18 months.
An award for a project in which employees were true partners – not recipients of a ready-made solution, but co-creators during the diagnosis, design and implementation stages.
Engagement Drive may be awarded to a project submitted in any category – external or internal campaign, EVP program, wellbeing initiative, event, talent development program or advocacy initiative – provided that employees played an exceptional and active role and their involvement was a deliberate design principle rather than an incidental element of implementation.
EVALUATION CRITERIA
- scale and depth of engagement – how many employees, at which stages and in what capacity,
- authenticity of participation – employees as co-creators, not observers,
- impact of engagement on project quality and outcomes,
- documentation of the engagement process – how and why participation was designed in this way.
JURY TIP: Describe specifically how employees were engaged – it is not enough to say they “participated”. The jury is looking for evidence of partnership, not consumption of a finished project.
WHO CAN ENTER?
Campaigns and initiatives submitted to any EBEA 2026 category that engaged employees in a particularly meaningful way during the diagnosis, design or implementation stages.
A special award for employer branding projects that extend beyond the organization and create a positive impact on the labor market, society or specific professional groups.
The award is granted to initiatives that meet specific social criteria – educational projects, professional integration programs, campaigns raising awareness of important labor market issues, initiatives supporting excluded or underrepresented groups, and similar activities.
EVALUATION CRITERIA
- scale and genuine social impact – the reach and depth of the change created by the project,
- innovation of the approach and originality of the solution to a social challenge,
- measurable social outcomes – documented changes in attitudes, behaviours or the situation of beneficiaries.
JURY TIP: The jury is looking for projects that create real change. Show specific beneficiaries, documented outcomes and the reason why your organization decided to address this issue.
WHO CAN ENTER?
Companies that have implemented an employer branding initiative within the last 18 months that has generated a documented positive social impact extending beyond the organization’s direct recruitment or employer reputation objectives.
The highest distinction of the competition.
Awarded by the jury after all category awards have been presented to the project that, in a given edition, set a new standard in employer branding and deserves exceptional recognition beyond the category level.
Grand Prix does not have to be awarded in every edition.
Awarding Process: Exclusive jury decision – direct submission is not possible.
All entries are evaluated using the same criteria regardless of category.
An entry may receive a maximum of 100 points across four evaluation criteria.
The assessment is individual – the final score is the arithmetic average of the scores awarded by all jurors assigned to a given category.
TWO-STAGE WINNER SELECTION PROCESS
The evaluation process consists of two stages.
Stage I – Nominations
After the evaluation process is completed, the organizer publishes the list of nominated projects.
A nomination is the first official distinction within the EBEA Awards and confirms that the project meets European employer branding quality standards.
The scoring threshold may be adjusted by the organizer depending on the overall quality level of submissions in a given edition.
Stage II – Winners
From among the nominated projects, the jury selects winners and distinctions in each category.
The results are announced exclusively during the EBEA Gala on 16 October 2026 in Warsaw.
Every entry is evaluated according to four criteria, regardless of category.
A maximum of 100 points can be awarded.
The assessment is individual, and the final result is the arithmetic average of the scores awarded by all jurors assigned to a given category.
STRATEGIC VALUE AND BUSINESS ALIGNMENT
Does the project result from a reliable diagnosis of the situation?
We evaluate the quality of the initial analysis, the alignment of activities with organizational objectives and the relevance of the selected performance indicators.
INNOVATION
Does the project bring something new – either to the market or to the organization itself?
We evaluate the originality of the solution, its innovative power compared with previous activities undertaken by the company and its potential to inspire others or be transferred to other areas.
EFFECTIVENESS
Did the project deliver real results?
We evaluate the completeness of the measurement approach and the significance of the outcomes achieved – both quantitative and qualitative – taking into account the expertise of the jury.
QUALITY OF IMPLEMENTATION
Does the submission make an impression?
This is the subjective assessment of each juror – points awarded for an exceptionally strong positive impression and outstanding attention to the way the project is presented.