Employer branding on Indeed | How they created genuine credibility

Once upon a time, employer branding was primarily about glossy campaigns and slick commercials. Today, however, the strongest employer brands play out in everyday life through reviews, employee stories, and feedback across both open and closed channels.

“If your company wants to attract and retain the right talent, you have to dare to show who you really are, even when it comes to feedback and reviews. That’s true employer branding, and something we prioritize,” says Knut Graf-Andresen.

Employers under the microscope, at eye level

Today’s candidates research workplaces the same way they’d vet a restaurant. They read reviews, check out photos, and judge whether the vibe matches what the company promises on its website. Every click, every review, and every conversation on platforms like Indeed and Glassdoor opens a window into the company culture.

From campaigns to daily rhythm

Employer branding in 2025 isn’t about short-term campaigns, but about a living, ongoing brand. The companies that truly stand out invite employees to share their own stories, update their content continuously, and respond to feedback, both positive and critical.

“We see that employees have a huge impact on the company’s reputation online, both on Indeed, Glassdoor, and social media. That’s why we encourage them to share their own experiences and highlight what their daily life is really like,” says Knut Graf-Andresen.

Transparency is a must, not just in pay policies, but in every way we interact with applicants and employees. “We respond to all feedback, both praise and criticism, because it’s an important way to demonstrate our values in action,” Knut Graf-Andresen explains.

Four key areas for modern employer branding

Knut Graf-Andresen highlights:

• Transparency, for example honest pay policies, visible flexibility, and a clear culture
• Authenticity, meaning real employee voices instead of staged testimonials
• Pace and respect, quick, clear feedback and respect for candidates’ time
• A sense of belonging, meaning inclusive representation and genuine community

When companies live up to these areas and show it consistently, they not only attract the right talent, but also reduce early turnover.

Nordic traits and tomorrow’s expectations

Especially in the Nordics, expectations for fairness and balance are high. Here, employer branding means daring to invite involvement and development, not just displaying pretty images.

“We actively involve our people in developing our employer brand, because we believe honest stories carry the brand further than any campaign,” concludes Knut Graf-Andresen.

Conclusion: Employer branding at eye level

Employer branding is the sum of experiences, actions, voices, and can’t be controlled by marketing alone. The strongest brands today are those that dare to listen, act, and let their true face be seen, on both the good days and the hard ones.