Aminess Hotels and Resorts

Aminess is a hotel group with a portfolio of beautiful hotels, resorts, and campsites across Croatia. Starting in the heart of Istria, the company has steadily expanded its presence to Dalmatia, with further growth planned across continental Croatia.

As the company continued to grow and prepare for the demands of seasonal recruitment, which is an essential part of Croatia’s tourism industry, Aminess needed a comprehensive employer branding and recruitment strategy. 

We were excited to take on the challenge.

From the very first employee workshops, combined with our own stay at an Aminess hotel in Novigrad, one thing became immediately clear: there is just something special about Aminess.

You could see it in the way employees treated us as guests. You could feel it in the interactions between colleagues and in the partnership they built with us as an agency.

That quality is especially important in hospitality. Great guest experiences are only possible when employees genuinely enjoy where they work. Every department, every role, and every interaction ultimately affects the guest experience. The culture employees experience internally inevitably becomes the experience guests receive externally.

We recognised this “something special” as the strongest differentiator in Aminess’ employer brand positioning and the key insight behind the entire employer branding strategy.

Aminess had already established the employer branding tagline “Gdje kolege postaju prijatelji” (English: Where colleagues become friends) which remained the signature line across all employer branding communications.

Throughout the strategic process, another central idea naturally emerged. Every expectation Aminess has of its employees should be matched by an equal commitment from the company itself.

This principle of reciprocity became the foundation of the employer value proposition, connecting Aminess’ company values with its EVP pillars.