The Challenge

When Radiometer, a Danish medical technology leader, needed to boost their employer brand in the US market, they faced an interesting challenge. While their global reputation was strong, their US manufacturing and commercial offices needed a more localized approach to attract diverse talent. The existing Danish-centric employer brand wasn't quite hitting the mark for their American audience.

Our Approach

I brought together a cross-functional team for an intensive week-long workshop that became the foundation of our strategy. The team included voices from every corner of the organization - from Talent Acquisition and HR to Marketing and DEI specialists.

Here's how we tackled it:

First, we mapped out the complete candidate journey through different lenses. We looked at every touchpoint from the moment someone first learns about Radiometer to their first day on the job. This gave us a clear picture of where we could make the biggest impact.

Rather than overhaul the entire recruitment process, we focused on strategic improvements that would yield the best results. A key insight emerged: HR Business Partners (HRBPs) and Hiring Managers would be our champions for change.

We developed a comprehensive toolbox that empowered these key players to:

• Reach broader, more diverse candidate pools
• Create more engaging candidate experiences
• Present Radiometer as an employer of choice in the US market

The Results

Our collaborative approach led to several meaningful improvements:

• Created a dedicated US careers page that speaks directly to American candidates
• Refreshed visual content to showcase the organization's diversity
• Developed practical tools and templates for HRBPs and Hiring Managers to streamline their recruitment efforts
• Launched a LinkedIn Champion Network to amplify employee advocacy across the region

This localized approach helped Radiometer build a stronger, more authentic employer brand in the US market while staying true to their global identity.

The Challenge

Fresh off a $40 million Series A funding round, HiveMQ, a middleware tech startup based in Bavaria, Germany, was ready to double their team from 125 to 250 employees in just one year. But being a remote-first company meant they needed to attract global talent - no small feat for a startup headquartered in a small German town.

Our Approach

With a newly established employer branding function and an evolving HR team, we needed to build everything from the ground up. We focused on three key pillars:

Finding Our Voice

Working closely with leadership, we developed an Employer Value Proposition (EVP) that truly captured what made HiveMQ special. This wasn't just about listing perks - it was about clearly articulating who we were and the kind of talent we wanted to attract.

Building Our Story Hub

We transformed the careers page into a content powerhouse, creating engaging long-form content that gave candidates deep insights into life at HiveMQ. This became our central platform for sharing authentic stories about our culture and opportunities.

Creating Meaningful Connections

We designed a sophisticated social media campaign that met candidates where they were. Instead of just posting job ads, we built a three-stage journey:

• First, we introduced HiveMQ to the world through compelling employer branding content
• Then, we deepened the connection with detailed insights about our culture and work
• Finally, we shared specific opportunities with an audience that already knew and appreciated our story

The Results

The impact was dramatic and swift. Within just three months, we saw organic applications jump from 1,000 to 4,000 per month - and importantly, the quality remained consistent with our previous application pool.

Our efforts didn't just attract candidates; they put HiveMQ on the map. We were honored to be named one of the "Top 10 German Startups to Work For" in 2023 and earned a spot on the prestigious Otta Rocket List of top 100 European startups to work for.

This journey showed that with the right strategy, even a small-town startup can build a global employer brand that attracts exceptional talent.

The Challenge

Radiometer and Systematic, two successful Danish companies, faced an interesting dilemma. While their Danish roots gave them strong cultural identities, they needed to connect with talent in new markets - specifically the United States and Germany. The question was: how could they adapt their employer brand to resonate locally while staying true to their global identity?

Our Approach

We knew that successful localization meant more than just translating content - it required a deep understanding of each market's unique dynamics. Here's how we tackled it:

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Finding Our Voice

We started by having honest conversations with everyone from top executives to employees and external stakeholders. These discussions helped us understand how the companies were perceived and what mattered most to local talent. We also took time to identify exactly who we needed to attract in each market, considering both immediate hiring needs and long-term growth plans.

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Building Our Story Hub

Through collaborative workshops with local teams, we refined the employer value proposition to speak directly to candidates in each market. This wasn't about changing the core message - it was about highlighting the aspects of company culture and benefits that resonated most strongly with local talent.

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Creating Meaningful Connections

We built dedicated career pages that served as content hubs for each market, filled with authentic stories and insights about life at the companies. Every piece of content - from detailed articles to social media campaigns - was crafted to connect with local audiences while maintaining the companies' global values.

The Results

The localized approach paid off in several ways:

Our market-specific career pages became go-to destinations for candidates wanting to learn more about the companies. The authentic, locally relevant content helped build trust and engagement in each market.

By sharing employee stories and insights tailored to each region, we helped both companies establish stronger, more authentic employer brands in their target markets.

Through carefully targeted social media campaigns, we expanded their reach in competitive talent markets, helping them stand out among local employers.

This experience showed that successful global employer branding isn't about choosing between local or global identity - it's about finding thoughtful ways to adapt your story for different audiences while staying true to who you are.