LAGOM Network
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Employer Branding no buzzword, but till end of this year, it will take on a whole new dimension. The skilled labor market remains tight, talent is comparing employers more critically than ever, and generative AI is also changing the recruiting ecosystem. Those who fail to build a clear employer brand now will not only lose applicants, but also their own employees faster than they think.

• The first step is to take an honest inventory: What metrics describe your recruiting performance today? How long is your time-to-hire? How often are offers rejected? And which channels really bring in applications? Based on this, you can formulate a target vision for the next 12 to 18 months.

This forms the basis for the Employee Value Proposition (EVP) – the foundation of every employer brand. It answers the question: Why should I join your company and stay? Instead of “we offer flexible working hours,” today you need tangible proof points. For example: “80 percent of our managers were developed internally.” Facts like these lend credibility.

• The next step is to clearly define target groups and personas. A software developer has different expectations than a sales representative – and both want to be addressed individually. This also applies to the candidate experience: Long application processes, unclear communication, or generic job ads are the biggest conversion killers.

In order for the employer brand to be visible, a content system is needed that translates the EVP into concrete formats: employee stories, insights into projects, videos of managers, clear explanations of benefits. A large piece of content, broken down into several parts, ensures reach without any loss of quality.

At the channel level, this means that owned media such as career pages and blogs form the basis. Earned media is created by employees who share content. And paid media is the amplifying tool – from LinkedIn to specialized job platforms.

What counts in the end are measurable results: rankings on Google, application rates, cost per hire, retention figures. With 90-day sprints, quick wins can be made visible and continuously optimized.

Our conclusion of LAGOM Network: Employer branding in 2025 is a cycle of analysis, EVP, content, channels, and KPIs. Those who set this up properly not only ensure visibility among talented individuals, but also save on recruiting costs in the long term. If you need help, we are always there for you - just book a call with our Employer Branding Expert Team here