Employer Branding
Creative communication based on your EVP
25 SEPTEMBER 2025
How to build an employer brand that lasts
Employer branding has gone from being an HR issue to a strategic, business-critical communication challenge. As competition for talent intensifies and employee expectations grow, occasional social media posts or generic phrases about wellbeing and development are no longer enough. What is needed is something more considered, bold and creative.
The trend: from one-off efforts to creative concepts
One of the strongest trends we see in employer branding is a clear shift from fragmented communication to creative concepts built on the company’s EVP (employer value proposition). Employers increasingly develop a coherent expression and story, rooted in reality, and translate it into targeted communication, both internally and externally.
This is where authenticity and differentiation meet. When communication is grounded in the company’s culture, ambitions and promise to employees, it becomes both credible and inspiring.
What does this mean in practice?
If you are commissioning employer branding work, whether you are a CEO, HR director or head of marketing, you need to think more like a brand builder than someone ordering a campaign.
That means:
- Start from your EVP. It is not just an internal document. It is the foundation for all communication and should clearly shape how you talk about your offer to employees and candidates.
- Think conceptually. Build a creative concept that lasts over time and can be activated in many formats: video, advertising, career site, fairs, onboarding material and employee engagement.
- Create an emotional connection. Weave in stories, emotions and images that capture the person behind the job title. That is when communication moves people and stands out.
- Anchor it internally. Employees must recognise themselves in the creative concept. If it feels like “sales” rather than reality, it loses its power.
Example: MAQS Law Firm, “Closer to the case. Further in your career.”
MAQS is an example of an employer that has gone from insight to creative activation. Based on its EVP, the firm created the conceptual promise “Closer to the case. Further in your career.”, aimed especially at law students near the end of their studies. By capturing young lawyers’ desire for both responsibility and development, MAQS could stand out in a conservative industry and attract both interest and applications.
The concept is not only effective as communication. It also reflects how the firm actually works, which makes it sustainable over time.
What do you gain by working this way?
- Human connection. Stories and concepts built on real motivations engage more than slogans.
- Clear differentiation. A well-crafted EVP concept helps you stand out in a noisy feed.
- Brand building. The overall brand is strengthened by a clear, conceptual employer brand.
- Internal pride. A strong concept makes it easier for employees to understand, share and stand behind the employer brand.
- Efficiency. A creative framework makes it easier to create content continuously and consistently.
Get started:
- Do the EVP work first. Otherwise you are building castles in the air and the communication risks missing the mark.
- Develop a communication strategy with marketing and communications or an external partner, linking the EVP to target groups, channels and tone of voice.
- Plan for the long term. A strong concept should be possible to activate across channels for at least 12–18 months.
- Launch internally. When employees are on board, there is a lot to gain.
- Follow up with both data and gut feeling. Measure engagement, reach and applications, but also capture how candidates and employees experience it.
Want support developing an EVP, creating a communication concept or anchoring the work internally?
We are happy to help! Read more: What is an EVP?
