Employer Branding Examples: Insights, Content, and Pitfalls

Understanding Employer Branding

Employer branding is the process of shaping how your organization is perceived as an employer. It encompasses everything from candidate experience to employee journey and communicates your mission, values, and EVP. A strong employer brand attracts top talent, engages current employees, and aligns with business goals.

For a deeper dive into strategies, read our detailed guide on employer branding.

Employer Branding Strategy Examples

1. SEB: Driving Engagement with Employee Advocacy

About SEB: A Nordic financial leader offering banking and investment services.

Strategy:

• EVP Development: Highlighted innovation, inclusivity, and career growth.

• Social Media Advocacy: Employee takeovers on Instagram and LinkedIn posts tailored for young professionals.

• Ambassador Program: Encouraged internal ambassadors to share authentic workplace stories.

Results:

• +61% increase in applications per position.

• 6.7 million social media impressions.

• +25% growth in internal ambassadors.

Key Takeaway:

Employee advocacy, combined with targeted social media campaigns, can strengthen both internal and external brand perception.

2. Unilever MENA: Campaigns for Gen Z Talent

About Unilever MENA: A global consumer goods leader, producing brands like Dove and Lipton.

Strategy:

• Gamified Campaign: "The Quest" on Snapchat and Instagram to attract young professionals.

• Localized Content: Messaging tailored to cultural and generational expectations.

• Sustainability Emphasis: Highlighted Unilever’s impact on social causes.

Results:

• 1.14 million Snapchat impressions.

• 11,757 applications in just five weeks.

• 10x CTR compared to benchmarks.

Key Takeaway:

Gamified and localized campaigns on youth-oriented platforms can significantly enhance talent engagement.

3. Trafikverket: Showcasing Purposeful Careers

About Trafikverket: Trafikverket is the Swedish Transport Administration responsible for national infrastructure.

Strategy:

• Purposeful Messaging: Highlighted the societal impact of their infrastructure projects.

• Targeted Recruitment Campaigns: Focused on engineering talent and young professionals.

• Sustainability Emphasis: Communicating the organization’s environmental initiatives.

Results:

• 25% increase in applications for key roles.

• Enhanced perception of public-sector careers among young talent.

Key Takeaway:

Purpose-driven branding can make public-sector roles competitive with private-sector jobs.

4. Mondelez International: Branding with Purpose

About Mondelez: Mondelez is a global snack food leader, known for brands like Oreo and Toblerone.

Strategy:

• Purpose-Driven EVP: Aligned with sustainability, belonging, and learning.

• Employee-Centric Content: Featured testimonials on social impact projects.

• Localized Campaigns: Adapted messaging for different markets.

Results:

• Boosted awareness among students and young professionals.

• Improved application quality for sustainability-related roles.

Key Takeaway:

Aligning your EVP with global sustainability efforts attracts talent aligned with your mission.

5. Metro: Revitalizing Perceptions of Retail Careers

About Metro: Metro is a global wholesale retailer offering products and services to businesses in the hospitality and food industries.

Challenge:

Metro wanted to build a unified and impactful employer brand across its global network. To achieve this, they identified the need to upskill HR teams across 23 countries and accelerate the development of a cohesive Employer Value Proposition (EVP).

Strategy:

Metro partnered with Universum’s Employer Branding Academy (EBA) to provide a comprehensive team training program. The training was structured around Universum’s 9-step employer branding model and covered four core modules:

1. Value of Employer Branding: Participants explored employer branding fundamentals, core talent profiles, and competitive analysis using Universum’s data-driven insights.

2. Building an Employer Branding Strategy: This module focused on setting clear objectives, defining KPIs, and structuring a robust EVP.

3. Employer Brand Visual Identity and Activation: Participants gained insights into creating a compelling brand identity and activation plans through shared examples and community discussions.

4. Activate, Align, and Adapt: The final module addressed brand experience alignment and continuous evaluation, ensuring long-term success.

Weekly live sessions with Universum experts supplemented the training, fostering collaboration and knowledge-sharing among participants.

Results:

• Improved HR capabilities across 23 countries, with participants gaining certification in employer branding.

• Creation of innovative and diverse final projects that demonstrated the practical application of the training.

• Strengthened collaboration between Metro's global HR teams, forming an ongoing interactive community.

• Enhanced skills and understanding of employer branding, positioning Metro to implement their strategies effectively.

Key Takeaway:

Upskilling HR teams through structured training programs like the Employer Branding Academy not only strengthens internal capabilities but also accelerates the creation of impactful and unified employer branding strategies.

6. FrieslandCampina: Global Branding with Local Impact

About FrieslandCampina: One of the world’s largest dairy companies, producing milk-based products for global consumers.

Strategy:

• Global EVP Development: Emphasized sustainability, career development, and innovation.

• Localized Campaigns: Used Universum’s data insights to tailor messaging for regional talent pools.

• Employee Spotlights: Showcased contributions to sustainable farming initiatives.

Results:

• Strengthened global employer brand consistency.

• Increased engagement with job postings across regions.

Key Takeaway:

Global brands must balance consistency with localization to resonate with diverse talent pools.

7. Campari: Balancing Heritage and Innovation

About Campari: A global beverage company producing iconic spirits like Aperol and Campari.

Strategy:

• EVP Creation: Highlighted creativity, career growth, and global opportunities.

• Storytelling Content: Focused on employee contributions to blending traditional craftsmanship with modern innovation.

• Regional Focus: Adapted campaigns for different markets to resonate with talent preferences.

Results:

• Increased awareness in key markets like Europe and North America.

• Enhanced application quality for marketing and creative roles.

Key Takeaway:

Balancing legacy and innovation is essential for heritage brands looking to attract modern talent.

Types of Employer Branding Content

Creating the right content is crucial to communicate your employer brand effectively. Let’s explore some content types that have proven successful.

1. Day-in-the-Life Videos

These give candidates a glimpse into your workplace culture. Videos showing employees at work, sharing stories, or participating in team activities create authenticity.

2. Employee Testimonials

Highlight employee journeys and achievements. Testimonials are especially effective on platforms like LinkedIn or Glassdoor.

3. Internal Campaigns

Engage current employees with campaigns that reinforce your EVP and encourage advocacy. Examples include employee spotlights or themed office events.

4. Social Media Content

Platforms like Instagram and TikTok are ideal for showing the human side of your company. SEB, for example, used Instagram takeovers to connect with younger talent.

5. Explainer Videos

Short, engaging videos that describe your mission, values, or EVP are ideal for career pages or social ads.

Need more inspiration? Check out our articles about employer branding on social media and employer branding videos.

Common Pitfalls in Employer Branding

Even the best-intentioned strategies can falter without careful execution. Here are common mistakes to avoid:

1. Lack of Transparency

Overpromising or misrepresenting your culture leads to disengagement and turnover. Your EVP must reflect the real employee experience.

2. Neglecting Current Employees

Employer branding isn’t just about attracting new talent. Failing to engage existing employees weakens advocacy and retention.

3. Ignoring Data

Without analyzing data on candidate preferences and employee sentiment, your strategies might miss the mark. Use insights to tailor campaigns.

4. One-Size-Fits-All Messaging

Generic campaigns fail to resonate with diverse talent pools. Customize messaging for different demographics and regions.

Want to learn more about avoiding these pitfalls? Check out our in-depth guide to common mistakes in employer branding.

Conclusion

These employer branding strategy examples show how companies like SEB, Unilever, and FrieslandCampina achieved measurable success through tailored, data-driven approaches. Whether you’re refining your EVP, launching creative content, or navigating regional challenges, the right strategies and tools make all the difference.

With Universum’s expertise in EVP development, localized campaigns, and content strategies, you can craft an employer brand that stands out. Let’s build your success story today.