This article is part of in the January issue (No. 169) of Human Resources, within the Employer Branding Conference 2025, promoted by Talent Portugal.
A Adecco considers that the employer branding is the engine that drives candidate attraction campaigns. In addition to promoting the company as an employer, it is reflected in every point of contact with candidates, from the initial communication to the final experience in the recruitment process. In recent years, the company has invested in a more personalized approach, using data and insights to create targeted campaigns tailored to the interests of different audiences. This evolution has strengthened the brand's perception as a leading employer, aligning corporate values with candidates' expectations.
A Adecco works in partnership with its clients to ensure that the companies' purpose and values are at the heart of their marketing campaigns. employer Branding.
Vanda Santos – Service & Quality Director
This process begins with a deep understanding of the client’s organizational culture and strategic goals. “From there, we create authentic narratives and develop content that highlights what makes each organization unique. By using real stories, concrete examples and inclusive language, we help companies establish a genuine connection with candidates, fostering a strong and engaging employer brand.”
Fundamental to the company's talent attraction strategy Adecco, social media and digital platforms allow us to reach a broad and diverse audience efficiently. The company uses these tools to share dynamic and engaging content, such as videos, employee testimonials and market insights. “In addition, we continually invest in optimizing campaigns through the analysis of metrics and the implementation of advanced technologies, such as machine learning, to ensure that our messages reach the right target audience at the right time,” reveals Vanda Santos.
Flexibility and work-life balance are top priorities for today’s candidates, and adapting to these expectations is a constant challenge. The Director of Service & Quality explains that, in Adecco, address this scenario by promoting practices that directly respond to these needs. “We offer solutions that highlight the possibility of flexible hours, remote work and inclusive environments. In addition, we clearly communicate how we support employee well-being, reinforcing our commitment to a more human and people-centered approach.”
Build impact
Diversity and inclusion are at the heart of the campaigns employer branding of Adecco. “We create messages that celebrate differences and promote programs that highlight our commitment to equal opportunities,” continues Vanda Santos. “We use real images and stories that represent the diversity of our employees and candidates, ensuring that everyone feels valued and included. In addition, we organize events and initiatives that reinforce the importance of inclusion as a key pillar of our organizational culture.”
Measuring the impact of campaigns employer branding is essential for Adecco, where a combination of quantitative and qualitative metrics are used, such as reach and engagement on social media, the number of applications received, and direct feedback from candidates. By analyzing these indicators, they can identify areas of success and opportunities for improvement, ensuring that each campaign meets its objectives and contributes to strengthening the employer brand.
«One of the most impactful campaigns we carried out was centered on real testimonials from employees, where they shared their personal experiences and highlighted the advantages of working at Adecco.» According to Vanda Santos, these campaigns focused on the working conditions and the unique culture they offer, with a special emphasis on flexibility, professional development and growth opportunities. The most effective messages were those that genuinely conveyed the employees’ passion for Adecco, making the impact much more authentic and relatable for potential candidates. “These testimonials helped cement our image as an employer of choice and had a significant impact on the perception of our brand in the market.”
The Director of Service & Quality believes that personalisation is key to attracting different generations. “For Millennials and Gen Z, we use interactive content and innovative technologies that reflect their digital preferences. For senior professionals, we focus on messages that highlight stability, experience and professional growth. This segmented approach allows us to create campaigns that resonate with each profile, ensuring a positive and relevant experience for all candidates.”
As advice to other organizations looking to implement strategies for employer effective branding adapted to the current context, Vanda Santos would say that, to implement effective strategies employer branding, it is essential to know the target audience and align campaigns with the organization's values and purposes. “Betting on authenticity and transparency, using data to inform strategic decisions and leveraging digital platforms to reach the right audience. Finally, relying on experienced partners, such as Adecco, can be the difference between an ordinary campaign and one that truly transforms the brand’s perception in the market.»
Because, more than an attraction tool, the employer Branding is a bridge that connects organizations to talent, building a more inclusive future of work aligned with people's expectations.
