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Få en djupare förståelse för vad som gör ett företag attraktivt för erfarna yrkesverksamma.

Ladda ner den årliga rapporten 

Sveriges Mest Attraktiva Arbetsgivare 2024 bland Seniora Yrkesverksamma

Talanger med upp till 8 års yrkeserfarenhet.

Intresserad av rapporten för unga yrkesverksamma?

Sveriges Mest Attraktiva Arbetsgivare 2024 | Senior Professionals

Universum presenterar årets upplaga av de mest attraktiva arbetsgivarna bland seniora yrkesverksamma i Sverige. Rapporten baseras på insikter från över 5 400 erfarna yrkesverksamma, och belyser de faktorer som påverkar arbetsgivares attraktivitet i denna viktiga målgrupp.

Senior Professionals 2024 | Sweden

Exempel på Employer Branding: Insikter, Innehåll och Fallgropar 

Utforska de bästa exemplen på employer branding från ledande företag. Låt dig inspireras av innovativa strategier och lär dig hur du bygger ett starkt arbetsgivarvarumärke. 


Exempel på Employer Branding: Inspirerande strategier för framgång 

Employer branding (arbetsgivarvarumärke) är grunden för varje strategi för att attrahera och behålla talanger. Genom att anpassa företagskultur, värderingar och kommunikation skapar organisationer en övertygande anledning för topptalanger att både ansluta sig till och stanna kvar i företaget. Men att bygga ett starkt employer brand kräver strategi, kreativitet och noggrannhet. 

Employer Branding Examples: Insights, Content, and Pitfalls

De största misstagen inom employer branding – och hur du undviker dem 

Discover the top employer branding mistakes, their consequences, and how to fix them. Learn actionable tips to enhance your employer brand and attract top talent.

9 Common Employer Branding Mistakes and How to Avoid Them

Employer branding är en avgörande strategi för organisationer som vill attrahera och behålla topptalanger. Trots detta gör många företag kritiska misstag som försvagar deras varumärkesrykte, minskar rekryteringseffektiviteten och påverkar deras resultat. I den här artikeln går vi igenom de vanligaste misstagen inom employer branding, vilka konsekvenser de kan ha och hur du kan undvika dem. Oavsett om det handlar om brist på transparens, att ignorera medarbetarnas ambassadörskap eller att underskatta digital närvaro, har vi lösningarna som hjälper dig att stärka ditt employer brand. 

Top Employer Branding Mistakes and How to Avoid Them

A circular infographic titled 'We Know Talent,' detailing four areas: Employer Brand & Talent Insights, Employer Value Proposition, Employer Brand Concepts & Content, and Employer Brand & Recruitment Marketing Campaigns, with descriptive text explaining strategies for incremental progress, data-driven decision-making, intentional content creation, and talent engagement.

A collage of Mondelez International employer branding materials. Includes a man playfully holding Oreo cookies over his eyes with the tagline 'Make it Your Own,' an Instagram post showcasing sustainability efforts, and a banner with the text 'Make It Matter: Create a Sustainable Future.' Mondelez branding and product logos like Oreo, Milka, and Trident are visible

Frequently Asked Questions

What are internal communication tools, and how do they support employer branding?

How can employer branding help grow your overall brand?

How can we understand what drives talent to consider our organization?

What KPIs should we track to measure employer branding success?

Verktyg för Employer Branding: En steg-för-steg-guide för att bygga ditt varumärke 

A group of three men in a library setting laughing and collaborating around a laptop, with bookshelves in the background.

Upptäck de bästa verktygen för employer branding för att förbättra din strategi. Lär dig hur dessa verktyg kan hjälpa dig att attrahera och behålla topptalanger.  

Verktyg för Employer Branding: Förbättra din strategi

Att attrahera talanger kräver mer än ett bra förmånspaket eller en konkurrenskraftig lön. Det handlar om att skapa ett  employer brand (arbetsgivarvarumärke) som verkligen engagerar både nuvarande medarbetare och potentiella kandidater. Ett starkt employer brand förmedlar din unika kultur, dina värderingar och den arbetsupplevelse som skiljer dig från mängden. För att bygga detta varumärke på ett effektivt sätt behöver du rätt verktyg – resurser och strategier som hjälper dig att forma, stärka och kommunicera ditt budskap. 

Employer branding tools

Upptäck hur vi kan hjälpa dig att skapa engagerande employer branding-videor som attraherar topptalanger och stärker ditt varumärke. Låt oss få din berättelse att glänsa!

Lyft fram ditt arbetsgivarvarumärke med video

Frequently Asked Questions (FAQ)

What are employer branding videos?

What is the difference between an employer branding video and a recruitment video?

Why are employer branding videos important?

What types of content work best in an employer branding video?

How can companies measure the success of their employer branding videos?

Employer Branding-videor: Hur du skapar dem och några bra exempel

Two Colleagues Gather Around A Computer 

Lär dig att skapa effektiva employer branding-videor. Upptäck de bästa exemplen och tipsen för att lyfta fram ditt arbetsgivarvarumärke på bästa sätt. 

Employer Branding-videor: Hur du skapar dem och bästa exemplen

Att attrahera topptalanger kräver mer än en välskriven jobbannons. Jobbsökare vill skapa en djupare koppling till ditt företag – de vill veta hur det verkligen är att arbeta hos er. En av de mest effektiva metoderna för att visa upp företagskultur och värderingar är genom employer branding-videor. Dessa videor ger potentiella kandidater en verklig, autentisk inblick i din arbetsplats, dina medarbetare och ditt uppdrag. 

Men varför är employer branding-videor så kraftfulla? Och hur skapar du en video som får ditt företag att sticka ut? 

Employer Branding Videos: How to Create Them and Best Examples

Learn more about the services we provide employers to get ahead in their Employer Branding game. Don't wai, future-proof your employer brand today!

How can we work together?

What is Employer Branding?

What is an EVP?

What is Talent Research?

Hur kan vi samarbeta?

Navigera den nya generationen: Hur arbetsgivare i Sverige kan attrahera unga talanger

Sveriges karriärundersökning bland yrkesverksamma 2024 belyser de viktigaste prioriteringarna för den unga generationen på arbetsmarknaden.

Navigating a New Generation: How Employers in Sweden Can Win Over the Young Professional Talent Pool 

Learn more about the services we provide employers to get ahead in their Employer Branding game.

5 Things You Should Do to Recession-Proof Your Employer Brand

From Likes to Hires: 5 Essential KPIs for Employer Branding Success

Which Key Performance Indicators (KPIs) are useful in measuring your Employer Brand success?

From Likes to Hires: 5 Essential KPIs for Employer Branding Success - Universum

Unlock your Employer Branding Potential with Access by Universum

Learn more about Access and discover the power of talent insights for your organisation.

Unlock your Employer Branding Potential with Access by Universum - Universum

How Can You Recession-Proof Your Employer Brand?

Amidst ongoing economic turbulence characterized by inflation and uncertainty leading to hiring freezes and cutbacks, fortifying your employer brand to prepare for the year ahead is critical for employer branders and talent acquisition leaders. Universum’s unique advantage rooted in extensive candidate research, surveying approximately 1 million candidates annually, has become a pivotal competitive edge for many of the world’s leading employers facing economic uncertainty.

Gathered through partnerships with over 2500 colleges and universities and through servicing thousands of employers, our detailed insight on the preferences and perceptions of the candidates you’re keen on recruiting is a competitive edge for our clients. Operating in over 50 countries, this research foundation enables us to craft and deliver tailored Employee Value Propositions (EVPs) worldwide every week and a half. If you are like many of our clients, this insight is probably already helping you develop precise communication strategies, plan your communications budget, pinpointing your relevant channels and identify the EVP attributes that resonate with both your internal and external candidates.

As we brace ourselves for potential economic shifts, I’d like to share observations from our client partnerships, highlighting strategies many of our clients are employing to weather the storm ahead. These strategies involve embedding EVPs into every facet of their operations, from initial offers to alumni communications, and form the basis of our collaboration with the world’s most recognized global companies.

In the face of uncertainty and halted budgets, what can and should you do to recession-proof your employer brand?

If we anticipate stormy economic weather ahead and restrained spending, retaining and maintaining market share among candidates becomes priority number one. If your spend has been reduced, keeping what you have becomes that much more critical. To achieve this, it’s crucial to understand what attributes of the career you own in the minds of your candidates. So, my first suggestion to you is to make data your competitive advantage.

Prioritizing the understanding of why people stay, apply, or turn away, as well as how competitors attract your candidates, becomes crucial. Universum offers a framework of 40 application drivers based on 30 years of research. Candidates evaluate jobs based on their perceptions of “reputation and image,” “people and culture,” “remuneration and advancement opportunities,” and their assumptions about “the job.”

One common mistake employers make is focusing their communications on internal perceptions without considering external perceptions and candidate preferences. While these internal attributes may seem compelling and may be relevant internally, without understanding market share, employers are essentially guessing at which of these attributes will resonate most with their external candidates. In an uncertain economic climate, it’s critical that employer brand and recruitment marketing dollars are ROI- focused and rooted in data-driven, differentiated content. When every dollar counts it is critical that we remove the guesswork from our strategy and focus on actions that will produce.

As the employer brand field continues to professionalize and we see more and more noise in the talent market the candidates you want are having a difficult time differentiating between you and your competition. Employer brands built exclusively on internal perceptions often results in similar outbound messages saturating the market, making it essential to cut through the noise and differentiate effectively. Organizations must understand not only what employees think but also what candidates credibly associate with them. Benchmarking your communications against your recruiting competitors content helps determine which elements of your Employee Value Proposition (EVP) will be effective and which elements are working against you, or worse; working for your competitors.

Employer branding presents a unique opportunity to touch every facets of a business, spanning from executive leadership to the initial interaction with candidates, learning and development, and even alumni communications. Particularly during periods of tighter resources, every investment in the employer experience should act as an opportunity to vividly showcase your employer brand.

Your off-site event, team-building program, or holiday party can serve as platforms to highlight critical career attributes significant to both existing employees and potential candidates. Too often, organizations miss leveraging these investments in the employment experience as touchpoints for their Employee Value Proposition (EVP). For instance, if you host a “habitat for humanity” event, don’t merely display pictures of the occasion. Use this investment as a means to showcase your core purpose, your commitment to the community, or other vital aspects of the employment journey that your research shows are important for your candidates and employees alike. This approach is applicable to any investment you make in your employment experience. Ensuring the EVP remains integral throughout the recruitment and employment lifecycle is a great way to leverage the employee experience as a tool for amplifying your EVP within your current budget.

While the expense associated with this is minimal, leveraging investments in the employment experience in this way is an aspect of employer branding that is frequently overlooked. Creating an inventory of every touchpoint in the employment experience where the EVP can be consciously integrated can be a very helpful planning tool.

Leverage Your EVP for Retention and Engagement

During economic uncertainty and cutbacks, leveraging the EVP for retention and engagement becomes critical in retaining existing talent. Alongside retention challenges, engagement stats are declining. According to Gallup, engagement is decreasing while active disengagement is increasing. Factors like clarity of expectations, connection to company mission, perceived growth opportunities, and a sense of care at work contribute to declining engagement rates. These touchpoints are also potential EVP opportunities that can be infused into company communications to enhance engagement. Incorporating your EVP attributes into engagement surveys can provide a valuable way to keep your finger on the pulse of your internal EVP.

Once each of your potential EVP touchpoints are understood, integrating the EVP into all content becomes much easier. The 

 are integrating their EVPs into interviews, email templates, employee newsletters, offer letters, rejection letters, alumni communications, ambassador toolkits, engagement surveys, employee pulse surveys and even candidate preparation support. Stay interviews and regular retention touchpoints are becoming mechanisms to bring the EVP to life within existing investments.

Diagnose and Improve Your Candidate Experience

Preventing the loss of candidates in the pipeline entails monitoring and understanding the candidate experience. Understanding your recruitment funnel and your conversion rates at each stage is key. For instance, a strong awareness leading to high consideration but a drop in rankings when it comes to applying signifies a recruitment issue at the final stage, often indicative of challenges in the candidate experience.

Mapping the candidate experience helps employers understand whether each stage in the candidate journey reinforces or undermines the Employee Value Proposition. Ensuring a seamless candidate journey aligned with the EVP is crucial. Conducting an inventory of the candidate experience and benchmarking your candidate experience against your recruiting competitor’s ensures no opportunity is missed to leverage and operationalize the EVP.

At Universum, we serve most of the world’s leading brands. This work provides insights into what matters to both employer brand leaders and their marketing counterparts. Talent leaders within the world’s most preferred employers understand what matters to their marketing team and how they measure performance. They approach their own talent brand KPI’s with similar rigor used by their marketing partners. This significantly aids in aligning their talent brand objectives with their marketing team’s objectives.

Because marketers are often measured by the performance of their consumer brands, treating candidates as akin to customers can be helpful in securing support from the marketing team. This entails supplying marketing colleagues with comprehensive market research—specifically, talent market research—which helps identify candidate preferences and highlights your unique positioning compared to competitors. Effective talent market research not only fuels productive discussions with marketing but also streamlines content creation, enhancing your stature with the marketing department while improving your position in the talent market.

Focusing Your Employer Brand Messaging is Key to Maximize Your Impact

Narrowing down your brand’s focus to resonate effectively with a specific audience rather than attempting to cater to everyone substantially bolsters the ROI of your team’s communications. Not every candidate is the right candidate. Too often we see employers suffer from poor awareness because they try and be too many things to too many candidates. Good marketers narrow their focus on a select number of brand attributes and then work to own those attributes in their market. Employer branders that make data-driven decisions can narrow their focus and essentially “double-down” on the select attributes that will lead to market dominance and produce the best ROI without diluting their focus.

When collaborating with your marketing team, it’s important to recognize the difference in expertise between talent acquisition and marketing professionals. Rather than overwhelming your marketers with talent data, offering clear, data driven guidance proves more effective. Just as your marketers will provide your talent team with enterprise brand guidelines, supplying content like data-driven personas built out in your brand guidelines helps distill your talent insights in ways that marketing can operationalize. Aligning marketing strategies with talent acquisition goals through data-driven decisions and focused communication is critical. Robust talent market research not only elevates discussions but also streamlines content creation. In this way, employers leveraging data-driven talent insight possess a distinct edge.

One final note; amidst economic uncertainty, personal approaches and genuine communication are critical. If your company is facing financial difficulty your candidates may be just as stressed out as you are. 

So while data is important, balancing data with human compassion, empathy, and authenticity is critical

—differentiate, make data-driven decisions, but don’t forget to retain that essential human touch.

5 Things You Should Do to Recession-Proof Your Employer Brand

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