The article examines the differences in the recruitment process in Latvia and Lithuania, using a B2B sales manager vacancy as an example. Based on HR Line EU’s practical experience and official data on average salaries in 2025, it shows how candidate expectations, advertising costs and the recruitment funnel differ in the two countries. The material will be useful for employers planning to expand their teams in the Baltic States.

In spring 2025, HR Line EU recruited B2B managers for the same client at the same time – for offices in Riga and Vilnius.
The product – technical (electric motors, automation), the vacancy – with a focus on active selling, cold networking, negotiating and working with the sales funnel.
The situation showed: despite similar requirements, recruitment in Latvia and Lithuania are two different approaches. Not only the search channels are different, but also the salary expectations and candidate behaviour.

How the selection was made

Latvia
 Advertising channel: cvbankas.lv
Placement cost: 229 €
Result: 45 applications → 7 interviews → 3 finalists
Offer: salary up to 1500 € net

Lithuania
 Advertising channel: cv.lt
Placement cost: 300,08 €
Result: 67 applications → 15 interviews → 4 finalists
Offer: salary up to 2000 € net

To justify the salaries offered, we analysed official data: the average salary in Latvia in the first quarter of 2025 was €1 757 gross (about €1 240 net), while in Lithuania it was €2 313 gross (about €1 424 net). These figures confirm the differences in candidates’ expectations and help to make job offers more accurate.
Sources:
stat.gov.lv – data for Q1 2025
delfi.lt – data from SODRA

Conclusions:

– In Lithuania, candidates are more likely to expect higher salaries (in line with market levels).

– The channels and costs of ad placement vary, as does the conversion rate.

– All things being equal, vacancies need to be adapted to the local labour market – both in terms of wording and offer.

We are continuing the selection of the second candidate for the Lithuanian office and will soon share another comparative analysis – on the differences in the forms of employment and candidate expectations between Latvia and Lithuania.