What truly defines a strong employer brand? And how do we turn employees into genuine brand ambassadors? In the latest episode of our Atlas Copco Group People Podcast, Cecilia Sandberg, SVP & Chief Human Resources Officer, and Dorna Eriksson Shafiei, VP Talent & Learning, explore the real impact of employer branding in today’s competitive talent landscape.

“Employer branding isn’t about slogans or glossy campaigns - it’s the lived reality of our people,” says Dorna. Authenticity is key: research shows employees trust each other’s stories far more than corporate messaging. When our values are reflected in everyday experiences, we create a culture where people feel proud to share their journey.

"I like to think of it as a mirror: your employer brand should reflect who you really are, not who you wish you were. And when those two align—your promises and your reality—that’s when you have something really powerful to share." Dorna continues.

“There is one key dimension that matters when you want to turn employees into true brand ambassadors, and that is alignment. If our values are truly embedded in how we attract, recruit, promote, and reward people, then employees don’t have to be ‘trained’ to be ambassadors. They just live it”, ads Cecilia.

The episode dives into practical ways to build a brand that attracts and retains top talent. Pay and benefits matter, of course. But what really tips the balance today are things like meaningful work, flexibility, growth opportunities, and inclusion.