If you’re under 30 and are chasing happiness, Lithuania is the place to be. At least that’s what the World Happiness Report last year suggested, ranking the Baltic country top for young people.
It can be difficult to define happiness, but it’s palpable. The CEO of one of Lithuania’s well-known unicorns shed some light on his observations as a company headquartered in the capital city of Vilnius.
Nord Security, best known for its VPN tool, is a tech firm with a workforce of over 1,600 people, comprised of 70% Millennial and about 20% Gen Z staff.
The energy of Nord’s workforce is infectious, something Tomas Okmanas, Nord’s CEO and co-founder, witnesses daily.
“Everyone is, you know, young, happy, hungry, super talented,” he told Fortune in an interview. “People want to be part of the culture.”
Lithuania didn’t always have a good reputation. Following the split of the Soviet Union, the country had a complicated journey. It’s grappled with an astronomical suicide rate, particularly among the male population, owing to socioeconomic factors.
Still, Lithuania has managed to buck its bleak past and race to the top of the latest World Happiness rankings. Over the years, Lithuania has successfully built a case for why it’s a great place for work-life balance: only 1% of its workforce works long days, per the OECD.
The country has invested in new schemes to attract foreign talent and is developing a sprawling $110 million tech campus. It’s minted some of Europe’s most promising companies besides Nord, such as Vinted, PVcase, and Surfshark. A burgeoning startup scene, the low cost of living, ease of visas, and Lithuania’s EU membership created the perfect opportunity to attract talent following Brexit.
What is it about Lithuania?
Despite living much of his life in Lithuania, Okmanas admits the top spot came as a surprise.
“While we have grown accustomed to seeing positivity and a good mood in our offices, it’s a great feeling to know that the rest of the young people in Lithuania are happy, too,” he said.
The fast pace and hunger of a start-up setting aren’t lost on Okmanas. While the team at Nord pulls some late nights if there are product launches or other urgent things to address, “Would you see a lot of lights still on in our offices after 6 o’clock? I’m not sure, and even then it would be a high chance that people there are hanging out after work,” he says.
One key element the Nord cofounder has worked towards since setting up the company in 2012 is finding talent united by more than just their passion for tech and cybersecurity. Nord’s employees—who Tom characterizes as “geeks”—are chosen with care for those who might also invest in the company’s cultures and friendships.
Nord employees meet outside of work, whether that’s going to concerts, going long-distance biking, or connecting with fellow car enthusiasts. Since hobbies are in abundance, Nord just gives people a way to connect with other people who share those.
The best thing about having a company full of so-called “geeks”? There’s always an expert on every topic.
“If, for example, someone would raise a question on one of the company’s channels about some niche lawn mower, you could be sure that in a matter of minutes someone would write, ‘yeah, I can consult you, here [are] 5 spreadsheets on all available models, pros and cons and 10 different providers, I just updated them yesterday,’” Okmanas said.
Nord’s culture, per its CEO, at least emulates much of what is being said about Lithuania. If happiness wasn’t a magnet enough for new talent, the fast-growing startup culture could do the rest to help the Baltic state boom.
A version of this story originally published on Fortune.com on November 30, 2024.
