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The Magnet Employer Branding Awards reward Finnish employers in several categories. The purpose of the competition is to highlight works that not only show a high strategic and creative level but also create measurable results and return on investment. The submitted work can be internal and/or external. The juries for each competition category navigate according to five main criteria for contribution assessment.

Competing entries for the next Magnet Awards must have been published and active in Finland between January 2026 and December 2026, or be part of an employer’s global employer communication.

Creating an Employer Brand

This category celebrates companies that have laid a solid foundation for their employer branding efforts in 2026. We’re seeking organizations that have developed a clear and targeted employer brand strategy, crafted a compelling Employer Value Proposition (EVP) that resonates with their ideal talent segments, and created a concrete, actionable activation plan to bring their employer brand to life. Organizations should also demonstrate clearly defined strategic objectives, a differentiated value proposition, and a consistent employer brand message that supports talent attraction and long-term business growth. Companies are encouraged to showcase their employer branding slogan and where possible visual identity, concepts or frameworks that illustrate how the employer brand will be activated internally and externally.

Engaging Employee Advocacy Initiative

This category celebrates impactful employee advocacy initiatives that have fostered strong participation, generated excitement, and sustained engagement over time. We’re looking for initiatives that not only enhance employee pride and retention but also contribute directly to organizational growth. Examples include ambassador programs, mentorship and referral programs, Employee Resource Groups (ERGs), and communities of practice or shared interests. The focus is on initiatives that spark ongoing enthusiasm and meaningful involvement across the workforce.

EB Professional of the Year

This category honours dedicated employer branding professionals (inhouse or agency) who have made employer brand management their primary focus. We’re seeking individuals with extensive expertise in employer branding, a proven ability to develop and execute brand strategies, and experience overseeing a diverse range of employer branding initiatives. These professionals are also thought leaders, pushing the industry forward with their insights, innovation, and impactful contributions.

Best Employer Brand Management

This category recognizes organizations that excel in the ongoing management and execution of their employer brand. We’re looking for clear evidence of how the employer brand is brought to life in practice through consistent activation, targeted audience engagement, and alignment with strategic business goals. The focus is on how well the employer brand is implemented, managed, and evolved over time, with measurable impact across both internal and external audiences. In practice, this can include videos, career pages and other activations materials.

Best Recruitment Marketing Campaign

The aim of this category is to hire talent to open positions. We are looking for the best recruitment marketing campaigns that creatively and strategically target specific talent segments, showcasing the employer brand while driving measurable hiring outcomes. Whether it’s through digital ads, social media, targeted outreach, or other innovative channels, these campaigns should demonstrate a clear approach to filling roles and achieving recruitment goals. Emphasis is placed on tangible results like campaign and recruitment effectiveness. These are typically shorter campaigns.

Wild Ideas

This category celebrates bold creativity, innovation, and the courage to think beyond conventional boundaries. We’re looking for employer brand activations that dare to stand out—whether through unique campaigns, engaging videos, memorable events, guerilla marketing tactics, or any other imaginative approach. This is also the home for standout uses of AI in employer branding. These initiatives should be truly differentiating and have the potential to disrupt the norms within your industry, making a lasting impact on talent and brand perception alike.

Grand Prix: Most Magnetic Employer Brand

The Magnet Employer Brand Award Grand Prix is the pinnacle of employer branding recognition in Finland, awarded by the judges to the most loved employer brand. This award celebrates the brand that not only resonates powerfully with external audiences but is also deeply valued and supported internally. It represents the perfect blend of external appeal and internal commitment, embodying what it truly means to be a magnetic employer.

Judging Criteria

Please explain in detail what was done, what the process was like, who participated along the process and what were the tangible end deliverables (the concrete end result). Everything you can share about the return on investment and the qualitative and quantitative achievements is very much appreciated by the judges.We’ll be judging the submitted works based on the following criteria:

Strategy

Examples of what you could add but not limited to:

Timelines and roadmap with key milestones
Key focus areas
Key talent segments
Goals & KPIs

Diversity, Equity and Inclusion

Examples of what you could add but not limited to:

How you have incorporated DEI aspects
Share some DEI related numbers
Renewed photography
Use of gender neutral language in e.g. job ads & career page
Internal impact
Impact on customers

Results

Examples of what you could add but not limited to:

Concrete examples of the impact of the EB initiative (e.g. employees are happier (retention), impact on the career site)
Data trends based on the KPIs – (e.g. increase in inbound leads, increase in awareness)
Qualitative feedback from candidates, employees, even business/investors on experience of the company’s employer image.