Developing and marketing an attractive place to work
Employer branding can be summarised in a few words: Developing and marketing the company as an attractive employer – to present as well as future employees.

Marketing the company as an employer
Employer branding includes all communications in attracting, recruiting, developing and retaining employees. Systematic employer branding emphasises the unique advantages of the workplace and its culture, while ensuring a correct picture of what it is like to work for the company.

Employer branding starts with the business strategy
Defining your business strategy is the starting point for deciding what kind of talent your company needs in order to succeed. Once you know your recruitment target group, you want to develop a workplace that suits their needs, and start marketing the company as an employer.

Attracting and retaining the right talent
It is a common misconception that the main objective in employer branding is to be well known in the labour market. It may however be a waste of resources to market the company to everybody and everyone. Naturally, it is important that people are familiar with your organisation, but the objective is to attract and retain the right target groups – those that the company needs to execute its business goals.