Hrm Institute
HRM Institute Sp. z o.o. is a Kraków-based Polish consulting firm, founded in 2012, that delivers employer branding strategy, research, training, digital products, and the EBEA Awards competition to enterprise clients across Poland.
- Company typePrivate
- Founded2012
- HeadquartersKraków, Poland
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Hrm Institute does
HRM Institute Sp. z o.o. is a Kraków-based Polish consulting firm founded in 2012 that specializes in employer branding advisory services. Its core offering spans EB strategy development, EVP creation, recruitment campaigns, internal workshops, research, and creative services delivered to enterprise clients across Poland. Named corporate clients include Kaufland Polska, Lidl Polska, Orange Polska, McDonald's Polska, Pepco, and FM Logistic, indicating traction with large multi-nationals operating in the Polish market. The firm is led by CEO and founder Anna Macnar and is structured as a private Polish limited liability company (Sp. z o.o.) with no external funding disclosed.
The business operates multiple parallel revenue streams: bespoke consulting projects, training programs (including the Akademia Ekspertów EB academy), the annual EBEA Awards competition (150 submissions in EBEA 2022), and a portfolio of digital products such as e-books, webinars, online courses, and research reports. Digital distribution runs through two proprietary platforms — the e-commerce shop at hrminstitute.pl/sklep (integrated with PayPro/Przelewy24 payment rails) and the dedicated e-learning platform employerbrandingonline.pl — alongside the FAROS newsletter, which has built a subscriber base of more than 11,000. Underlying technology is conventional web/SaaS (WordPress-class CMS, Google Analytics, GTM, Cloudflare) with no proprietary software product or platform architecture disclosed.
The flagship intangible assets are the annually published "Employer Branding" book series (latest edition EB Book 2026) and the EBEA Awards brand, which together function as both a thought-leadership platform and a top-of-funnel demand generation mechanism for the consulting practice. The commercial model is a hybrid of high-touch project consulting for enterprise accounts and scalable digital/transactional revenue from long-tail buyers of content and training, with the firm's revenue mix tilted toward project work given the relative size of enterprise engagements versus individual digital product sales.
Hrm Institute firmographics
Firmographics- Name
- Hrm Institute
- Legal name
- HRM Institute Sp. z o.o.
- Website
- https://hrminstitute.pl
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HRM Institute Sp. z o.o. is a Kraków-based Polish consulting firm, founded in 2012, that delivers employer branding strategy, research, training, digital products, and the EBEA Awards competition to enterprise clients across Poland.
- Ownership category
- akta.pro rank
Hrm Institute industry classification
Industry- Product category
- Employer Branding Consulting & HR Advisory
- NAICS
- Human Resources Consulting Services (541612)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- HR Strategy & Operating Model Design (BPACAJAA)
- akta.pro secondary industries
- HR Service Delivery, Shared Services & HR Operating Model Advisory (BPACAJAE), HRIS, Payroll & HR Operations Systems Training (EDABAIAI)
Keywords
Where Hrm Institute is headquartered
LocationHeadquarters
- HQ city
- Kraków
- HQ country
- Poland
- HQ region
- Europe
Offices2 records
Markets served
Hrm Institute business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Consulting Services: Employer branding advisory services including strategy development, EVP creation, onboarding programs, internal workshops, and online consultations.
- Training and Workshops: Open and closed training sessions and workshops on employer branding, storytelling, appreciation, and communication. Both stationary and online formats available.
- Events and Conferences: Organization of author events and competitions related to employer branding and the labor market, including conferences and educational events.
- Digital Products: Sales of digital products including e-books, webinars, audio and video recordings, work cards, and printable files through the online shop.
- Online Courses: Access to online courses through the employerbrandingonline.pl platform, with time-limited access to course content.
- Reports and Publications: Reports and publications based on proprietary research, sold as authoritative data sources in employer branding field.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Online courses with time-limited access |
| One time/ perpetual license | Pay-as-you-go | Digital products (e-books, webinars, recordings) |
| Other | Multi-year contract | Training and conference participation |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Hrm Institute product offering
Product offeringCore offering
HRM Institute provides employer branding consulting services to organizations, including strategy development, EVP creation, internal workshops, research studies, recruitment and employer brand campaigns, career page design, and creative services (graphic design, visual identity, storytelling, social media management). Complementing consulting, it sells training programs, online courses, e-books, webinars, recordings, and event registrations directly to individuals and organizations via its own e-commerce shop, course platform, and proprietary events including the EBEA Awards competition.
Product overview
HRM Institute is a Polish consulting and knowledge-sharing firm specializing in employer branding. Its portfolio is organized as a unified suite of interconnected services: consulting (Doradztwo) provides strategy, research, campaigns, and creative services; training and workshops (Szkolenia) deliver open and closed employer branding programs; an Academy (Akademia Ekspertów EB) offers structured expert education; original research and reports (Badania, Raporty) underpin the advisory and publication work; the annual EB Book compiles case studies; and the EBEA competition recognizes best-in-class employer branding projects. An online shop (Sklep) sells digital products (e-books, webinars, video recordings, online courses), physical goods, conferences, and training registrations, with a dedicated course platform (employerbrandingonline.pl) delivering online learning content.
Differentiator
Problem solved
Functional benefit
Products and services
- Doradztwo (Employer Branding Consulting) End-to-end employer branding consulting covering strategy development, EVP creation, internal workshops, recruitment and employer brand campaigns, career page design, creative services (graphic design, visual identity, storytelling, social media management), and online consultations. Targeted at companies seeking to build, strengthen, or manage their employer brand.
- Szkolenia i warsztaty (Training and Workshops)
Companies that use Hrm Institute
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Hrm Institute technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature3 records
Hrm Institute partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Hrm Institute competitors and assessment
Company assessmentDirect peers
- Universum: Global employer brand research and consulting firm. Directly comparable to HRM Institute as a specialist EB research and advisory provider, though operating at much larger international scale.
- Cielo: Talent acquisition partner with a dedicated employer brand practice covering research, EVP, and candidate experience — comparable EB specialization serving enterprise clients.
- EmployerBrand.com: Specialist employer branding agency offering EVP, research, and campaign services. Closely comparable direct competitor in the EB advisory niche.
- Link Humans: UK-based employer branding agency offering strategy, research, EVP development, and creative campaigns — closely mirrors HRM Institute's consulting + research + creative service mix.
Broad incumbents
- PeopleScout: Large RPO and talent solutions provider with employer brand capabilities. Overlaps with HRM Institute's EB advisory offering as part of a wider talent acquisition portfolio.
- Mercer: Global HR and talent consulting firm including employer brand advisory through its career and talent practices. Comparable consulting orientation at much larger scale.
- Alexander Mann Solutions: Global talent acquisition and workforce solutions consultancy with employer brand offerings. Comparable as a strategic HR/talent advisor, though broader in scope.
- Great Place to Work: Established global workplace culture research and certification organization. Comparable as a research-driven employer brand authority, but with broader scope and international footprint.
- Randstad Sourceright: Global talent solutions and employer brand research arm of Randstad. Comparable EB research and advisory capability, but embedded in a much larger staffing group.
Emerging players
- The Talent Board: Non-profit research organization running the CandE (Candidate Experience) Awards program. Comparable as a niche EB/candidate-experience research and community builder, similar in spirit to HRM Institute's EBEA.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Hrm Institute social profiles
Digital presenceHrm Institute compliance and trust
Trust signalCompliance1 record
Hrm Institute financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hrm Institute leadership team
Management profileNumber of profiles
Profiles1 record
Hrm Institute funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hrm Institute M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hrm Institute
What does Hrm Institute do?
HRM Institute provides employer branding consulting services to organizations, including strategy development, EVP creation, internal workshops, research studies, recruitment and employer brand campaigns, career page design, and creative services (graphic design, visual identity, storytelling, social media management). Complementing consulting, it sells training programs, online courses, e-books, webinars, recordings, and event registrations directly to individuals and organizations via its own e-commerce shop, course platform, and proprietary events including the EBEA Awards competition.
Is Hrm Institute a public or private company?
Hrm Institute is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hrm Institute founded?
Hrm Institute was founded in 2012. It employs 1 to 10 people.
Where is Hrm Institute based?
Hrm Institute is headquartered in Kraków, Poland, in the Europe region.
How does Hrm Institute make money?
Six revenue lines are on record. Consulting Services are the primary driver. The others are training and Workshops, events and Conferences, digital Products, online Courses and reports and Publications.
Who are Hrm Institute's main competitors?
Direct peers on record are Universum, Cielo, EmployerBrand.com and Link Humans. Broad incumbents are PeopleScout, Mercer, Alexander Mann Solutions, Great Place to Work and Randstad Sourceright. The Talent Board is listed as an emerging player.
Does Hrm Institute have an API?
No public API is recorded for Hrm Institute.
What industry is Hrm Institute in?
Hrm Institute's product category is Employer Branding Consulting & HR Advisory. Its primary akta.pro industry code is BPACAJAA, HR Strategy & Operating Model Design, with a secondary code of BPACAJAE, HR Service Delivery, Shared Services & HR Operating Model Advisory. Its NAICS code is 541612 and its SIC code is 8742.