CATEGORIES
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. Internal and/or external. The juries for each competition category navigate according to five main criteria for contribution assessment.
Competing entries must have been published and active in Finland between January 2024 and December 2024. Or be part of an employer’s global employer communication.
This category celebrates companies that have laid a solid foundation for their employer branding efforts in 2024. 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.
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.
This category honours dedicated employer branding professionals 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.
This category honours dedicated employer branding professionals 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.
This category recognizes the most impactful employer brand awareness campaigns. What is the change you are trying to achieve? We’re looking for standout initiatives that elevate employer brand visibility or drive change in perception—whether through promoting a new EVP, launching a video series, or revamping a career website etc. The primary goal should be driving brand awareness. These campaigns are typically longer-term, and we place a strong emphasis on measurable impact through strategic metrics (external and internal).
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.
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. 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.
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:
Examples of what you could add but not limited to:
- Timelines and roadmap with key milestones
- Key focus areas
- Key talent segments
- Goals & KPIs
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
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.
Examples of what you could add but not limited to:
- Explain thought process behind an idea and it’s novelty
- Show how this is differentiating approach
- Add imagery and/or videos
Examples of what you could add but not limited to:
- How involved are your employees with this project/overall EB work
- E.g. increase in eNPS score due to x (employee engagement survey results)
- Engagement rate of employees shared by your employees
- Testimonials from employees who have participated in EB activities
Career growth as an EB professional (e.g. achievements with limited budget, team leadership, renewing EVP etc.)