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In a time where job ads are fighting for attention in a noisy market, Henrik Sønderup, Sales & Employer Branding Director at Jobindex, has realized a fundamental truth: Employer branding is not just HR, it’s business development.
After two decades as a management consultant, Henrik now leads a team of 25 specialists who help organizations turn culture into communication with one clear goal: to make employer branding measurable, credible, and real.
“The job posting can no longer stand alone. Every message sent to the market impacts growth, time-to-hire, quality, and retention,” Henrik explains.
Defining who you are
When Henrik sees companies struggling with employer branding, he always starts with three crucial questions:
“Why should I choose to work for you? What would make the right candidates consider you? What can you truly offer, and can you deliver on it?”
These questions force organizations to face reality before launching campaigns. For Henrik, EVP (Employer Value Proposition) is the foundation of the entire candidate journey.
“EVP starts with realistic self-awareness. If there’s a gap between what we offer and what candidates want, we must either change the offer or adjust the target group.”
Data, thoroughness, and match
GLS has developed a thorough recruitment process where screening and interviews ensure each candidate fits both the task and the culture.
“We use screening questions and insights profiles so both managers and candidates can feel the match. Our processes are standardized across departments to ensure quality and fairness.”
The result is strong candidate pools, satisfied managers, and greater employee wellbeing.
“We see stronger candidate pools and a high degree of satisfaction among managers. Wellbeing has increased significantly, and we see employees thriving in their jobs.”
From awareness to credibility
Henrik often describes the modern candidate journey as a loop rather than a line. The journey doesn’t start with the job posting and doesn’t end on the first day.
“We move from ‘Do I even want to apply for a job?’ to ‘Do I want to apply for this job?’ The difference is in relevance and whether the message connects both facts and feelings.”
The process begins internally: interviewing employees about why they joined, why they stay, and what they tell others. Then, it extends outward: mapping what target groups value and which competitors are battling for the same talent.
Avoiding common pitfalls
Through hundreds of client projects, Jobindex has identified four recurring pitfalls:
- Over-promising: Painting a picture reality can’t sustain
- Neutrality: In trying to appeal to everyone, companies end up standing for nothing
- Visibility over story: Confusing reach with resonance
- Overcomplicating: Designing efforts so ambitious they never get off the ground
“Fear of scaring anyone away makes the message neutral. And then you attract no one,” Henrik warns.
The leadership responsibility
No employer brand survives without ownership from the top. Henrik insists that EVP must be anchored in leadership, executed by HR, and inspired by employees.
“HR executes, but the insights must come from those who live it,” he adds.
This leadership anchoring ensures coherence between what’s promised externally and what’s delivered internally.
Disciplined simplicity
For Henrik, successful employer branding is about disciplined simplicity—a clear answer to “why us” backed by evidence, not adjectives.
“Employer branding fails when companies over-promise or try to please everyone. It succeeds when they know who they are, who they want, and dare to show it.”
His advice is simple, but demanding:
- Know yourself: Define who you are and what you stand for
- Know your audience: Understand what they value and who else they could choose
- Prioritize: You can’t be everything to everyone—dare to exclude
- Execute: Keep the message consistent across all touchpoints
A pragmatic approach to talent
Henrik’s perspective is both analytical and deeply human. It reminds us that candidates aren’t data points, but decision-makers guided by emotion, psychology, and trust.
“Everything should be made as simple as possible, but not simpler,” Henrik quotes.
In employer branding, that means balancing clarity and complexity.
Henrik’s story is a reminder that authentic employer branding isn’t about perfect marketing, but about honest clarity—knowing who you are, saying it simply, and proving it consistently.
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