What employer branding leads should focus on in 2025

This article was written ahead of 2025. Also read our latest insights: social media trends 2026, how AI is changing employer branding in 2026 and what AI says about your company.

8 trends shaping employer branding in 2025

Employer branding communication has undeniably become sharper and more targeted in recent years. Here you can read about the trends we predict will shape the employer branding world in 2025. We see more creative employer value propositions, AI taking a bigger role, hyper-personalisation, more measurement and storytelling. But what should you as an employer branding lead actually focus on?

In this article we go through what you can do to not only keep track of the trends but also implement them in your organisation.

Authenticity and transparency top the checklist

Authenticity remains highly valued, which means companies need to become even more transparent. It is not just about having values in place, but about showing how they live in everyday work. Candidates want to see the real thing. A strong employer brand needs to answer questions such as:

• How does the company handle challenges?
• How is career development supported?
• What is the atmosphere like between colleagues?
• And so on…

A successful employer branding strategy is honest and reflects the reality of the company, a challenge SEB Business Services took on when creating a completely new communication platform.

In the concept At the heart of the action, they present the Business Services unit as the heart of the bank. Since 2023 the concept has shaped both internal and external communication. Read more about the work here.

Stability and security: key in times of uncertainty

In a world marked by economic uncertainty and global instability, security and stability become ever more important to candidates, both existing and potential. Companies with an established reputation and long-term strategies can benefit by emphasising their stable, secure position as an employer.

Mental health and wellbeing in focus

For younger generations, mental health and balance are sometimes as important as pay. In 2025 employers need to show that they take these issues seriously. Show how you work with everything from stress management and work-life balance to creating safe work environments. By offering support such as therapy, occupational health services and open conversations about mental health, companies can position themselves as employers who really care.

Authentic employee storytelling

Employee stories are a powerful tool in employer branding, and in 2025 authentic employee stories become even more important. Letting employees tell their own experiences creates a genuine picture of the workplace. This can be used, for example, on the company’s social media or career site. Video content is something the gym chain SATS has invested heavily in.

By letting employees record short mobile videos about what it is like to work at SATS, the chain has managed to increase engagement on its career site.

Strong focus on personal development

With rapid technological development, skills development is more important than ever and something many talents ask for. Heading into 2025 we see an increased focus on how companies invest in employee development, not only through traditional training programmes but also microlearning, mentoring and other tailored solutions that develop both the employee and the company.

Sustainability as part of the employer branding strategy

Sustainability has gone from trend to cornerstone in how companies position themselves, towards both customers and employees. More and more candidates expect companies to take responsibility for the environment, society and the work environment. To avoid damaging the brand, this needs to be expressed credibly and concretely, for example through goals and measurable results.

Communication aimed at specific talent groups

Most proactive employers have their employer brand in place today. The next step is to refine the communication and target specific talent groups. This kind of targeted communication is often called a target value proposition (TVP). By adapting messages to different talent groups, employer branding becomes even more effective. One company that did this successfully in 2024 is Estrella, with its digital campaign to find potato growers.

The concept with the message When life gives you potatoes, make chips was shown almost half a million times and had a click-through rate more than double the industry standard. Read more about the concept here.

Talk about your leadership

If you have strong leadership in your organisation, make sure to highlight it in your employer value proposition (EVP) and your communication. An effective way to ensure consistent leadership is to create a leadership guide that clarifies leadership principles and expectations.

By understanding and adapting to these trends, you can create a more attractive and authentic employer profile. 2025 will be the year when employer branding is not just about being visible, but about truly engaging and building genuine trust.

Want to strengthen your employer brand? Read more about how Oddwork works with employer branding, from analysis and EVP to campaigns and measurement.