As the talent market undergoes fundamental changes, employer branding has moved to the very core of business strategies. The question is no longer if you should work on your employer brand, but how. Effective employer branding must be strategic, data-driven, and embedded across the entire organization.

Based on insights from the National Recruitment Survey (NRS), here are seven essential insights and recommendations for elevating employer branding from a standalone initiative to a business-critical function:‍

1. EVP as a Strategic Foundation – Not Just a Slogan

According to the NRS, only 21 % of respondents plan to work on their Employer Value Proposition (EVP) in 2025. Meanwhile, 89 % agree that a strong employer brand supports the overall brand, and that a weak one can lead to undesirable consequences.

Recommendation: A compelling EVP is not a campaign slogan. It’s a clear articulation of what you offer as an employer – and why that matters to the right talent. Your EVP should be the foundation for everything from your career site to onboarding and leadership communication. This is where your strategy begins.

2. From Internal HR Activity to Cross-Functional Power

Traditionally led by HR, employer branding is increasingly becoming a collaborative effort between HR, communications, marketing, and business development. Yet, the NRS shows that only half of respondents find it easy to work with employer branding – largely because it requires cross-functional collaboration.

Recommendation: Establish cross-functional working groups with clear mandates and goals. Elevate employer branding to the executive level and ensure alignment with business strategy. These are not buzz words – it's a key to long-term competitiveness.

3. External Impact Requires More Than Internal Metrics

Nearly 60% of survey respondents plan to continue working on their employer brand in 2025. However, the focus remains on internal efforts, such as measuring employee satisfaction. Only 16% plan to measure external brand perception, and less than a quarter will use content to actively communicate their employer brand.

Recommendation: To attract the right talent, a strong external presence is essential. Measure how your employer brand is perceived in the job market. Conduct competitive analyses. Tailor content and channel strategies to your target audience – not your internal preferences. Data is the key to relevance.

4. Be Present Where Candidates Actually Are – Not Just Where You’d Prefer Them to Be

The survey reveals a continued gap between where candidates spend their digital time and where employers choose to be visible. While 87% of respondents view LinkedIn as an important channel, only a small percentage of Swedes use the platform weekly. Instead, platforms like Facebook, Instagram, YouTube, and TikTok dominate digital consumption – yet nearly 90% consider these “unimportant.”

Recommendation: To reach both active and passive candidates, organizations must abandon internal logic and meet talent where they actually are. This requires a shift in mindset – from “where we believe we’re visible” to “where we know we influence the target audience most.”

5. Reduce Friction – Make It Easier to Apply

Almost 7 in 10 candidates read job ads on their phones, according to usage data from Jobbland.se. Yet, only 42% of recruiters plan to offer mobile-optimized application processes in 2025, and even fewer (15%) plan to offer CV-free application options. Requiring a CV and cover letter at the first step often creates unnecessary barriers.

Recommendation: Lower the threshold to boost conversion. Implement “easy apply” options using competency-based screening questions to encourage more candidates to take the first step – especially those who aren’t actively job hunting but are open to opportunities.

6. Authenticity and Differentiation – Go Beyond “We Have a Great Culture”

Motivation and cultural fit are top-ranking factors in hiring decisions. Yet job ads often remain generic. Phrases like “we have a great work environment” or “we’re like a family” say very little.

Recommendation: What sets you apart? What do talents gain from working with you that they won’t get elsewhere? Dare to be specific. Employer branding isn’t about creating an image – it’s about amplifying reality.

7. Employer Branding as a Strategic Solution to Talent Shortages

One of the biggest challenges identified in the survey is attracting the right candidates – particularly for specialist roles. Many employers respond by broadening job criteria, lowering entry barriers, or recruiting internationally. Few mention employer branding as a strategic solution.

Recommendation: A strong employer brand is the most cost-effective way to stand out. It helps more candidates recognize your name, understand your value proposition, and proactively seek you out – even if they’re not actively looking.

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Conclusion: The Future of Employer Branding Demands Strategic Precision and Measurable Impact

The employer brands of the future will be built on data and insight – and on the ability to translate both into concrete action. It’s no longer enough to want to attract the right talent. You need to understand how, why, and what actually shapes their perception.

Organizations that succeed in 2025 and beyond will:
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• Build their employer brand on a strong, authentic EVP and foster real relationships through transparency.
  
• Work cross-functionally and be data-driven.
  
• Connect employer branding measurably to business goals.
  
• Communicate where their target audience is – not just where they’ve always been.
  
• Reduce friction in the candidate journey and lower the barriers to entry.
• Prioritize diversity, inclusion, and transparency as integral parts of their employer identity.

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Employer branding isn’t just a story you tell – it’s a promise you keep. And in a world where top talent has choices, they will choose employers who know what they stand for – and can prove it.

The future belongs to organizations that dare to prioritize their employer brand – not as a campaign, but as a long-term strategic initiative.

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Would you like expert advice on employer branding?

The team at Keeparo are here for you if you want to receive strategic advice based on your organization's specific situation. Get in touch with us!