Employer branding at GLS | Mette Wienberg

When employer branding and recruitment are in focus, GLS stands out with a strategic and targeted approach that creates strong matches and engaged candidates. 

Collaboration, curiosity, and growth run through the organization. But what makes GLS one of the most visionary companies in the industry? We spoke with Mette Wienberg, HR Manager at GLS, to understand how strategy and values drive recruitment and foster well-being for both employees and leaders.

95%

First-round hiring success rate

For Mette, meaningful recruitment means looking beyond the immediate position and focusing on the long-term potential for both GLS and the candidate.

“We never hire just to fill a role. We hire for our culture, our direction, and our ambitions. When we find the right match, both GLS and the candidate have the opportunity to grow and succeed together,” she explains.

HR as a strategic engine

Mette emphasizes that HR is not just a support function, but a strategic partner.

“We continuously work with both daily needs and the long-term development of the organization. That requires us to challenge, be curious, and always look ahead.”

The role of HR is to connect people, business, and culture, creating the foundation for well-being and growth.

Strategy, data, and values in focus

At GLS, the recruitment process always begins with the company's strategy and values. Data is actively used to measure quality, the candidate journey, and diversity in leadership roles.

“External branding assessments provide us with valuable insights from the candidates’ perspective, which we use proactively to develop GLS’ brand.”

Structure and transparency are central, so all candidates are treated fairly and given equal opportunities.

“When data, structure, and bias awareness work together, we build not just better recruitments, but a culture where fairness and quality are at the heart of everything we do,” says Mette Wienberg.

Measurable results and pride

In recent years, GLS has achieved remarkable results:

• Denmark’s highest conversion rate on Jobindex
• 23% increase in interest in applying for a job at GLS over the past two years
• 95% success rate in the first hiring round
• Record-high scores in employee well-being and leadership
• 2nd place at the HR Award 2025
• Nomination for the Rambukken award for Strategic Employer Branding 2025

The candidate experience at the center

GLS wants every candidate, no matter the outcome, to have a positive and professional experience.

“Every candidate is a potential ambassador for GLS, and we are constantly improving our processes with feedback and technology.”

Managers should experience recruitment as straightforward and value-creating. HR supports them with training, tools, and systems so teams can thrive and perform at their best.

Looking ahead

Mette shares GLS’s vision for the coming years:

“We want to take recruitment to the next level with employer branding 2.0, more measurement, new channels, and a stronger focus on internal talent. Recruitment marketing and employer branding are fully integrated in our strategy, and the close partnership between HR and marketing helps us attract and retain the right candidates.”

She hopes GLS can inspire other companies as well.

“When we recruit with purpose, we don’t just build teams, but we build the future of GLS.”