When recruitment is about people
At a time when many are chasing candidates, GLS chooses to attract people. Here, employer branding and recruitment are not about job ads, but about relationships and creating strong matches where both culture and candidates can grow.
The result speaks for itself:
95%
success rate in the first round of hiring
"We don't just hire for a task, but for our culture, direction, and ambitions," says Mette Wienberg, HR Manager at GLS Denmark.
"Meaningful recruitment to us is about seeing the potential, both in the candidate and in the future GLS."
HR as a strategic engine
At GLS, HR is more than a support function. It is a strategic driver that connects people, business, and culture.
"We work with both daily needs and long-term development. It takes courage to challenge, curiosity to learn, and a clear outlook on the future."
Data, fairness, and values in focus
The recruitment process always takes its starting point in GLS's strategy and values and is supported by data, structure, and awareness of bias.
"When data, structure, and bias awareness goes hand in hand, we don't just build better recruitment, we build a culture where quality and fairness are at the core," explains Mette.
This approach has strengthened both the quality of hires and the candidate experience, making GLS a visionary player in the industry.
Measurable results and recognition
GLS's strategic work with employer branding and recruitment has produced remarkable results:
- Denmark's highest conversion rate on the Jobindex platform
- 23% increase in the desire to apply for jobs at GLS in the last two years
- 95% success rate in the first round of hiring
- Record-high ratings on well-being and leadership
- 2nd place at the HR Award 2025
- Nominated for Rambukken Award for Strategic Employer Branding 2025
It is clear proof that culture, strategy, and execution go hand in hand.
Candidates at the center
At GLS, the candidate experience is a strategic focus area, because every meeting with a candidate shapes our brand.
"Every single candidate is a potential ambassador for GLS, and we use feedback and technology to continuously refine the experience, so both candidates and managers see recruitment as simple, efficient, and value-creating."
A great candidate journey is closely linked with a great leader experience.
Therefore, leaders are supported with training, tools, and guidance so they can build the best teams and experience recruitment as a shared task, not an administrative burden.
Looking ahead
With Employer Branding 2.0, GLS is taking the next step: We use data, insights, and new digital channels to understand and engage both current and future talent.
The new generation, Gen Z, places high demands on meaning, development, and authenticity, and that is why we work purposefully to make our culture and values visible across platforms.
"Recruitment marketing and employer branding are now fully integrated into the strategy. The close cooperation between HR and Marketing means we now attract and retain the right candidates across generations much more," says Mette Wienberg, HR Manager at GLS Denmark.
As Mette concludes:
"When we recruit with meaning, we're not just building teams. We're building the GLS of the future."
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