Employer branding trends 2025: what you need to know

Another year is coming to an end, another year in which employer branding has grown and become an ever more important tool for reaching strategic goals. Despite a strained economy, companies keep investing in their ability to attract, recruit and retain people. Mining company LKAB works tirelessly to bring talent from all over the world to Kiruna, law firm MAQS is building the lawyers of the future through a programme for new graduates, SEB is leading the way in technology and has become one of the Nordics’ largest tech employers, and snack maker Estrella runs successful digital campaigns to strengthen its network of potato growers. See more in our client cases.

The battle for tech talent is getting tougher

A persistent trend in 2024 is that tech talent remains in short supply. We will likely keep seeing this as more jobs require tech transformation and AI grows both as a work tool and a key success factor.

According to Statistics Sweden (SCB), the labour market is undergoing a major shift where AI is changing ways of working and cutting costs. In one SCB analysis, one in five companies said they use AI, double the share in 2019. Unsurprisingly, the most innovative companies use AI most. At the same time, the biggest barrier is a perceived lack of skills among employees and limited knowledge of how to apply the technology, which will make the competition for tech and AI skills even tougher.

The employer brand increasingly resembles the consumer brand

Job seekers’ changing behaviour will continue in 2025. As job seekers behave more like consumers, working with the employer brand will increasingly resemble working with the consumer brand. A few social posts about employees or the odd video will no longer be enough. Companies will need to understand their candidates and their own organisation in depth, all the way through employment, to activate their employer brand across the entire candidate journey.

The trends to watch in 2025

#1: Creative communication based on the EVP

Employer branding communication will become sharper and more targeted. An occasional social post will not be enough. Successful employers will keep developing more creative concepts based on their EVP (employer value proposition), the foundation for authentic, engaging and consistent communication. When companies start from their EVP to create emotionally engaging, creative communication, they create a clear link between internal culture and external message, which builds authentic, sustainable and competitive employer brands. Read more in Creative communication based on your EVP.

MAQS Law Firm created its creative concept “Closer to the case. Further in your career.” to attract law students near the end of their studies. Grounded in the firm’s own brand and what new graduates look for, the concept and campaign attracted a large number of sign-ups and applications.

#2: Using AI in the candidate journey

AI is changing how companies attract, recruit and retain people. From smart chatbots to predictive analytics, AI streamlines processes while tailoring the experience to the individual.

AI is already used in many systems, such as applicant tracking systems and automated job advertising. The more we learn about the candidate journey and candidate behaviour, the more use cases we will find for AI in employer branding.

#3: Hyper-personalisation: a more personal candidate journey

Candidates increasingly behave like consumers, and personal shopping is a strong consumer trend that will spill over into the candidate market. Today’s talent simply expects tailored experiences.

According to Gartner, brands risk losing up to 38% of their customers because of poor personalisation, a trend that will spill over into employer branding. Examples of successful personalisation include Klarna’s constant availability through AI, and Starbucks writing customers’ names on their cups: a simple, powerful way to make the experience personal.

#4: Mapping touchpoints in the candidate journey

Mapping every relevant touchpoint, from the first interaction to employment and beyond, is a real game changer. In UX and product marketing, customer journeys have long been mapped in detail to understand needs, spot missed opportunities and fill gaps.

This mindset will be adopted by employer branding in 2025, a natural extension of employer brand work moving closer to consumer brand work. Read more: How to improve the candidate experience.

#5: Data-driven employer branding with KPIs and technology

Employer branding is becoming more measurable and strategic as it moves into the boardroom. With data and KPIs, organisations can evaluate their initiatives and keep improving them. Read more: Data-driven employer branding with KPIs.

#6: Authenticity and employee storytelling

Authenticity is already a cornerstone of employer branding, but still worth mentioning. Candidates no longer want glossy marketing; they want a genuine view of the company culture.

The trend towards short, authentic and not always polished videos has made both consumers and candidates more critical. People look for real insights from real people, including about what it is like to work somewhere, and employers can use this to truly connect with potential employees.

An employer branding blueprint

The employer branding landscape is about combining technology and creativity with a genuine, human approach. The trends point towards employer branding that not only inspires but also delivers concrete results. Companies that want to stay ahead should:

• Combine creative storytelling with new, accessible technologies.
• Use data to focus on the most relevant opportunities for your company’s situation.
• Make sure human interaction is always at the core, even in AI-supported systems.
• Stay authentic and build the employer brand on facts and thorough analysis.

Want to know where your employer brand stands? Start with an EB Audit or get in touch.