The example of the Lidl company in our country shows that the answer to this question is not sought in ad-hoc solutions, but in a strategically placed system. Since the beginning of this year, the company has confirmed its status on the market by receiving two key awards: the "Top Employer" certificate, for the sixth year in a row, as well as the regional "Employer Partner" certificate awarded by the SELECTIO Group. These recognitions are not just formal guidelines for corporate brochures, but confirmation that HR practices are seen here as a key pillar of long-term development.
Evaluations have shown that Lidl stands out in the segment onboarding - introducing employees to work - but what affects employees on the "field" the most are the direct benefits that save health, time and household budget.
MORE THAN A SALARY: SAFETY THAT COUNTS
Although Lidl entered 2026 with a new cycle of wage increases, with salespeople's salaries increasing by up to 23 percent year-on-year compared to January 2025 and January 2026, the company's focus is on a broader concept of support. All employees, regardless of whether they work in stores, logistics centers or management, are provided with free private health insurance and annual systematic examinations. At a time when effective health care is becoming more difficult to access for many, this kind of prevention ceases to be just a benefit and becomes a real support.
When you draw a line under family finances, the benefits become even more tangible. Employees have at their disposal cards for purchases at Lidl worth up to 50.000 dinars per year, a guaranteed minimum of 24 days of vacation (which increases with years of service), payment of night work above the legal maximum, as well as vouchers for school supplies. Small gestures, such as a day off for parents of top students or New Year's packages, show that the system understands the dynamics of family life.
INTERNATIONAL STANDARDS IN THE LOCAL CONTEXT
As part of the German Schwarz Group (Schwarz Group), which manages 12.600 Lidl stores worldwide, Lidl Serbia successfully translates strict global standards into the local context. The "Employer Partner" certificate especially values clear career paths, rotations and structured integration of employees after long absences (such as maternity leave), which testifies to the sustainability of the work environment.
"The focus of our HR approach is people, their experience and long-term development, which is why we improve processes every day, invest in the development of competences and encourage a culture of cooperation and trust. At Lidl Serbia, we believe that satisfied and empowered employees are the key to the company's sustainable business success", emphasizes Ivana Marković, Director of Human Resources (CPO) and member of the Management Board of Lidl Serbia.
Ultimately, the question of a good employer today is a question of trust and partnership. When an employee knows that behind him is a stable company that recognizes his needs outside of working hours, the job ceases to be just an item in the bank account. The example of Lidl shows that a successful business is not built in spite of people, but exclusively through them.
Free psychological support and counseling for all employees
While the domestic trade sector competed for years solely on the basis of salary and flexible shifts, benefits that completely change the labor market in this segment have arrived on the Serbian market with Lidl. The possibility for employees to get free and anonymous help from psychologists and other experts with one click represents a serious turn towards more humane working conditions and support, which until yesterday was reserved almost exclusively for extremely high corporate positions or, for example, the IT sector. That is why a special place in the modern working environment of Lidl is occupied by EAP (Employee Assistance Program) - a support program that provides free and strictly confidential counseling with experts in the fields of psychology, law and finance to all employees under equal conditions. Available via mobile app and phone, this program addresses issues that can go beyond the workplace and be useful in business as well as in private life.
