Your employer brand is decided before the candidate applies
Candidates research the company long before they send the application: website, career page, press coverage. We have measured what they find across 350 Danish brands. The answer is: strikingly little. The employer brand is the least visible discipline in all of Danish branding, and the least differentiated.
The lowest score in Danish branding
Across our 13 measured disciplines, the employer brand is the field's clearest low point: the typical brand scores 36 out of 100, and more than one in four sits below 30. Read the figure correctly: it does not measure whether the companies are good places to work. It measures what a candidate can SEE from the outside. And for most, the answer is almost nothing. The culture, the people and the reason to choose that particular workplace are invisible to anyone researching the company from home.
The employee value proposition: unclear for most
We also measure the clarity of what professionals call the employee value proposition: the overall answer to "why work here?" The field's average is 3.5 out of 10, and for one in five brands almost no answer at all can be read. The companies usually DO have an answer internally, but it is not written down anywhere a candidate will come across.
And when something is finally there, it looks like the neighbour's
The lowest figure in the entire measurement is recruitment differentiation: 2.9 out of 10. In other words, the career pages that exist say largely the same thing: exciting tasks, good culture, skilled colleagues, room for development. This is the employer version of the pattern from the word count in the article “The word everyone uses, and no one hears”: generalities that no candidate can use to choose between two employers.
This is doubly unfortunate, because it is precisely here that the link to the rest of the brand is strong: companies with a clear brand externally find it measurably easier to explain why you should work for them. The employer brand is not an HR task alongside the brand. It is the brand, seen from the candidate's chair.
What this means for your brand
In a market where everyone competes for the same people, invisibility is expensive, and it is cheap to fix. Much of the gap is not about changing reality, but about showing it: the people, the everyday, the reason to stay. Start with the candidate's test: search for yourselves, click as a candidate would, and ask: can you see why you should choose us, in words the neighbour does not also use?
How we measured (method)
The figures are based on 351 brands analysed in brandvju as of October 2026, all measured with the same method; the employer brand could be scored for 350 of them. The employer brand is measured on the brand's own publicly available channels; job portals and channels behind a login are not included, and a low score therefore means that the discipline is weakly visible from the outside, not that the workplace behind it is poor. The sub-measures (clarity and separation) are scored from 0 to 10; the figures shown are the field's typical level.