In many sectors, there is a severe shortage of employees.

But in others, such as in tech, design, or consultancy, there are actually hundreds of applications per vacancy. From one extreme to the other. How can that be? The labor market is out of balance. Of course, some sectors are more attractive than others. But the mismatch is not in the number of people, but in the alignment between person, role, and organization.

What if you barely find suitable candidates? Or receive hundreds of applications... how do you know who truly fits your organization? Can you recruit more selectively so that people respond who match your values and culture? The answer is yes, employer branding😎.

What is employer branding, actually?

Employer branding goes beyond a nice 'working at' website. It is the overall image that (potential) employees have of your organization as an employer. And that image is created based on everything you communicate (and how you deliver that in the workplace). Transparency, well-being, development, and authenticity are key words for Gen Z in 2025.

Why now?

The work mentality is changing. Young professionals do not just want a job; they seek meaning. A place where their voice matters, where there is room for growth, and where the culture feels like a fit. A strong employer brand not only helps to attract talent, but also to retain it.

Warning: a strong brand is more than what you show online

Recently, we looked at the employer brand of NS. In our brand review, we examine four pillars that are crucial in the changing work mentality of Gen Z. NS scored surprisingly well on paper, yet the train services were recently disrupted due to strikes over salary and recognition. How can that be? Simple. An employer brand must be built from the inside out. No shiny employer brand just on the outside, but a story that is supported by everyone. From founder to workplace. Only then do you build a culture that people truly want to strengthen.