Norway's leading employer branding experts share their best tips

Employer branding is no longer something only the biggest companies do. It has become a decisive competitive advantage for anyone who wants to attract the right talent. We asked three of Norway’s leading experts in the field to share what actually works.

Ellen Jorunn Bergem, Head of Employer Branding at OBOS

Ellen Jorunn Bergem emphasizes the importance of uncovering the internal experience across the entire employee journey — from recruitment and onboarding to offboarding.

“It’s about doing targeted, continuous work to find out what makes the organization unique — from the employees’ perspective. Then you amplify it across all available channels, including through employee advocates.”

Bergem’s approach always starts with insight work: what is it that actually makes people thrive and stay? The answers form the foundation for all external communication.

Hans Petter Stub, Head of Employer Branding at Whydentify

Hans Petter Stub draws inspiration from the Norwegian Armed Forces and their philosophy that they’re not for everyone — but for some, they’re everything.

“A strong employer brand should be discovered, not invented. It already exists — in what makes employees happy. Involve your people to identify and define the core elements that set you apart as an attractive employer.”

Stub’s point is important: many organizations try to appeal to everyone and end up appealing to no one. It’s bolder — and more effective — to clearly state who you are and who you’re for.

Fredrik Fornes, Co-founder of Hubify

Fredrik Fornes points to one of the most consistent findings in employer branding research: candidates trust employees far more than the company itself.

“Give your employees the tools and the confidence to share their own, genuine experiences — and let them explain in their own words why they value working for you.”

Fornes stresses that this isn’t about scripting what employees should say, but about making it easy and safe for them to share on their own terms.

What the experts agree on

All three point to the same thing: authenticity wins over production value. It’s not about creating the perfect video or the most polished career page. It’s about finding out what’s actually true about the organization — and communicating it honestly, through the people who know it best: the employees.