‘It’s a reflection of culture’: The evolution of B2B employer branding
In a challenging recruitment market, B2B businesses are focusing on their employer branding to attract top talent. Those who neglect it could be left behind.
By Molly Innes
In November last year, Hans Ubbe Ebbesen joined the world’s biggest container shipping company, Maersk, as its first head of global employer branding. His appointment is no surprise at a time when companies are focusing on their employer brand positioning, particularly those in the B2B space, in an effort to gain an edge on the competition.
According to data from LinkedIn, B2B brands are ramping up their employer branding to highlight and communicate their values to attract top talent. The platform has seen a 154% increase in entry-level job ads specifically showcasing company values, with 68% of professionals in Europe wanting to work for companies that share their values.
