{"id":21761,"date":"2026-05-08T14:52:50","date_gmt":"2026-05-08T12:52:50","guid":{"rendered":"https:\/\/benifex.com\/sv\/?p=21761"},"modified":"2026-05-08T14:54:08","modified_gmt":"2026-05-08T12:54:08","slug":"employer-branding-ar-inte-en-hr-fraga","status":"publish","type":"post","link":"https:\/\/benifex.com\/sv\/employer-branding-ar-inte-en-hr-fraga\/","title":{"rendered":"\u201cEmployer\u00a0branding\u00a0\u00e4r inte en HR-fr\u00e5ga \u2013 det \u00e4r en strategi-, ledar- och aff\u00e4rsfr\u00e5ga som bara r\u00e5kar landa hos HR. \u201d\u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Vad h\u00e4nder egentligen n\u00e4r en kandidat s\u00f6ker reda p\u00e5 ditt f\u00f6retag \u2013 inte via din karri\u00e4rsida, utan via&nbsp;ChatGPT? Det \u00e4r en fr\u00e5ga som m\u00e5nga&nbsp;employer&nbsp;branding-ansvariga aldrig har st\u00e4llt sig, och svaret \u00e4r viktigare \u00e4n det kan verka. Vi pratade med Charles Sinclair, grundare av&nbsp;Oddwork&nbsp;och Life Inside, inf\u00f6r hans&nbsp;medverkan&nbsp;p\u00e5&nbsp;<a href=\"https:\/\/benifex.swoogo.com\/framtidens-hr\/home\" target=\"_blank\" rel=\"noreferrer noopener\">Framtidens HR<\/a>&nbsp;den 12 maj,&nbsp;om varf\u00f6r kandidatresan h\u00e5ller p\u00e5 att ritas om fr\u00e5n grunden, varf\u00f6r EVP-arbetet ofta misslyckas p\u00e5 v\u00e4gen fr\u00e5n PowerPoint till verklighet, och vad han tror \u00e4r den st\u00f6rsta blinda fl\u00e4cken i branschen just nu.&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-hur-skulle-du-presentera-dig-sjalv\"><strong>Hur skulle du presentera dig sj\u00e4lv?<\/strong>\u00a0<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Jag \u00e4r grundare och\u00a0Head\u00a0of\u00a0Employer\u00a0Branding\u00a0p\u00e5\u00a0<a href=\"https:\/\/url.uk.m.mimecastprotect.com\/s\/t3iGCwRvBtRwYGoFVfVUJUN2a?domain=oddwork.se\/\" target=\"_blank\" rel=\"noreferrer noopener\">Oddwork<\/a>, d\u00e4r vi hj\u00e4lper allt fr\u00e5n globala j\u00e4ttar till\u00a0scaleups\u00a0att bygga kandidatresor och arbetsgivarvarum\u00e4rken som m\u00e4nniskor b\u00e5de vill tillh\u00f6ra och s\u00f6ka till. Jag \u00e4r ocks\u00e5 grundare av\u00a0<a href=\"https:\/\/url.uk.m.mimecastprotect.com\/s\/QN03Cx7wDFQWr1ZhvhVUyjNe5?domain=lifeinside.io\" target=\"_blank\" rel=\"noreferrer noopener\">Life Inside<\/a>, en AI Video Agent-plattform och NVIDIA\u00a0Inception-medlem som g\u00f6r det m\u00f6jligt f\u00f6r organisationer att m\u00f6ta kandidater och medarbetare i personliga realtidssamtal med digitala medarbetare, s\u00e5 kallade videoagenter.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-vad-kommer-du-att-prata-om-pa-framtidens-hr\"><strong>Vad kommer du att prata om p\u00e5 Framtidens HR?<\/strong>\u00a0<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Hur kandidatresan \u00e4r p\u00e5 v\u00e4g att f\u00f6r\u00e4ndras i grunden och varf\u00f6r de flesta organisationer inte \u00e4r f\u00f6rberedda. Vi pratar fortfarande om karri\u00e4rsidor och kampanjer (vilket \u00e4r viktigt), men kandidaten har redan flyttat till AI-s\u00f6kmotorer, sociala plattformar och realtidsupplevelser. Fr\u00e5gan \u00e4r inte om&nbsp;employer&nbsp;branding&nbsp;beh\u00f6ver f\u00f6r\u00e4ndras, utan hur snabbt.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-varfor-ar-det-viktigt\"><strong>Varf\u00f6r \u00e4r det viktigt?<\/strong>\u00a0<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 F\u00f6r att talangmarknaden inte v\u00e4ntar. De organisationer som f\u00f6rst\u00e5r vart kandidatbeteendet \u00e4r p\u00e5 v\u00e4g kommer ha ett enormt f\u00f6rspr\u00e5ng\u00a0\u2013\u00a0inte bara i rekrytering, utan i hur de uppfattas som arbetsgivare \u00f6verhuvudtaget.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-vad-ar-det-mest-kontroversiella-du-kommer-att-saga-pa-scen\"><strong>Vad \u00e4r det mest kontroversiella du kommer att s\u00e4ga p\u00e5 scen?<\/strong>\u00a0<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Att de flesta\u00a0employer\u00a0branding-team idag inte har en aning om vad AI s\u00e4ger om deras arbetsgivare, trots att en v\u00e4xande majoritet nu anv\u00e4nder AI f\u00f6r att\u00a0researcha\u00a0en potentiell arbetsgivare. N\u00e4r en kandidat fr\u00e5gar\u00a0ChatGPT\u00a0\u201cvilka \u00e4r de b\u00e4sta arbetsgivarna inom min bransch?\u201d eller \u201chur \u00e4r det att jobba f\u00f6r f\u00f6retag A?\u201d\u00a0\u2013\u00a0d\u00e5 \u00e4r det inte din karri\u00e4rsida som svarar. Det \u00e4r en algoritm. Och n\u00e4stan ingen m\u00e4ter det idag. Det \u00e4r bara att g\u00e5 hem och testa.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-vad-ar-en-sak-som-manga-hr-ledare-tror-pa-men-som-du-tycker-ar-helt-fel\"><strong>Vad \u00e4r en sak som m\u00e5nga HR-ledare tror p\u00e5 \u2013 men som du tycker \u00e4r helt fel?<\/strong>\u00a0<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Att\u00a0employer\u00a0branding\u00a0\u00e4r en HR-fr\u00e5ga. Det \u00e4r det inte. Det \u00e4r en strategi-, ledar- och aff\u00e4rsfr\u00e5ga som bara r\u00e5kar landa hos HR. B\u00e4st blir det n\u00e4r HR,\u00a0marknad och\u00a0ledarskapet tillsammans arbetar f\u00f6r att utveckla b\u00e5de f\u00f6retagskultur, EVP och arbetsgivarvarum\u00e4rke. Det \u00e4r \u00e5tminstone ett av de tydligaste framg\u00e5ngsrecepten vi har sett i v\u00e5rt arbete med +200 organisationer.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-vilken-hr-trend-tycker-du-ar-mest-overskattad-och-varfor\"><strong>Vilken HR-trend tycker du \u00e4r mest \u00f6verskattad \u2013 och varf\u00f6r?<\/strong>\u00a0<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 \u201cEmployee\u00a0Value\u00a0Proposition\u201d (EVP) som koncept utan genomt\u00e4nkt aktivering. Inte f\u00f6r att tanken \u00e4r fel, utan f\u00f6r att det ofta blir en intern PowerPoint som ingen medarbetare, eller kandidat, k\u00e4nner igen sig i. Ett EVP som inte syns i vardagen, i ledarskapet, p\u00e5 jobbannonserna och i hur ni faktiskt jobbar \u00e4r bara marknadsf\u00f6ring riktad in\u00e5t.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-vilket-ar-det-storsta-misstaget-organisationer-gor-nar-de-forsoker-forbattra-medarbetarupplevelsen-nbsp\"><strong>Vilket \u00e4r det st\u00f6rsta misstaget organisationer g\u00f6r n\u00e4r de f\u00f6rs\u00f6ker f\u00f6rb\u00e4ttra medarbetarupplevelsen?<\/strong>&nbsp;<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0\u2013 Att driva och prioritera initiativ utan att prata med sin organisation och medarbetarna som utg\u00f6r den. Det \u00e4r j\u00e4ttebra, och f\u00f6rv\u00e4ntat, att du idag m\u00e4ter medarbetarupplevelsen i realtid genom exempelvis\u00a0Winningtemp\u00a0eller motsvarande,\u00a0men att tolka\u00a0datan\u00a0och f\u00f6rst\u00e5 vad den faktiskt betyder g\u00f6rs i riktiga samtal.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-om-du-kunde-forandra-en-sak-i-hur-foretag-arbetar-med-hr-vad-skulle-det-vara\"><strong>Om du kunde f\u00f6r\u00e4ndra en sak i hur f\u00f6retag arbetar med HR, vad skulle det vara?<\/strong>\u00a0<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 Att HR fick sitta med i aff\u00e4rsbesluten fr\u00e5n b\u00f6rjan, inte konsulteras efter\u00e5t. De flesta HR-team har enorm kompetens men begr\u00e4nsat mandat. Det \u00e4r ett sl\u00f6seri.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-vad-ar-en-sak-hr-ledare-borde-sluta-gora-under-2026-nbsp\"><strong>Vad \u00e4r en sak HR-ledare borde sluta g\u00f6ra under 2026?<\/strong>&nbsp;<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0\u2013 Tro att kandidater kommer forts\u00e4tta agera som om det vore 2018 och bygga kandidatresan och arbetsgivarvarum\u00e4rket utifr\u00e5n det.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-om-du-bara-fick-ge-ett-enda-rad-till-en-hr-ledare-som-vill-ligga-steget-fore-vad-skulle-det-vara-nbsp\"><strong>Om du bara fick ge ett enda r\u00e5d till en HR-ledare som vill ligga steget f\u00f6re \u2013 vad skulle det vara?<\/strong>&nbsp;<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0\u2013 B\u00f6rja m\u00e4ta ert externa\u00a0employer\u00a0brand p\u00e5 riktigt\u00a0\u2013\u00a0hela kandidatresan, fr\u00e5n det f\u00f6rsta AI-svaret till sista intervjun. Det \u00e4r d\u00e4rf\u00f6r vi lanserade EBI (Employer\u00a0Brand\u00a0Intelligence) f\u00f6r ett par veckor sedan,\u00a0<a href=\"https:\/\/url.uk.m.mimecastprotect.com\/s\/5WekCyJxEHyB9rYsQivUxvwmG?domain=ebi.oddwork.se\" target=\"_blank\" rel=\"noreferrer noopener\">ebi.oddwork.se<\/a>. Det ni inte m\u00e4ter kan ni inte f\u00f6rb\u00e4ttra. Och just nu \u00e4r det h\u00e4r ett omr\u00e5de d\u00e4r f\u00e5 har koll, men d\u00e4r f\u00f6rspr\u00e5nget kommer vara st\u00f6rst.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vill du h\u00f6ra Charles&nbsp;<a href=\"https:\/\/benifex.swoogo.com\/framtidens-hr\/Agenda\" target=\"_blank\" rel=\"noreferrer noopener\">utveckla tankarna live<\/a>, utmana konventionella sanningar om&nbsp;employer&nbsp;branding&nbsp;och ge dig konkreta verktyg att ta med hem? D\u00e5 ska du se till att du har en plats p\u00e5&nbsp;<a href=\"https:\/\/benifex.swoogo.com\/framtidens-hr\/home\" target=\"_blank\" rel=\"noreferrer noopener\">Framtidens HR!<\/a>&nbsp;<a href=\"https:\/\/benifex.swoogo.com\/framtidens-hr\/start\" target=\"_blank\" rel=\"noreferrer noopener\">Registrera dig&nbsp;h\u00e4r<\/a>! Eventet \u00e4r gratis men platserna \u00e4r begr\u00e4nsade.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vad h\u00e4nder egentligen n\u00e4r en kandidat s\u00f6ker reda p\u00e5 ditt f\u00f6retag \u2013 inte via din karri\u00e4rsida, utan via&nbsp;ChatGPT? Det \u00e4r en fr\u00e5ga som m\u00e5nga&nbsp;employer&nbsp;branding-ansvariga aldrig har st\u00e4llt sig, och svaret \u00e4r viktigare \u00e4n det kan verka. Vi pratade med Charles Sinclair, grundare av&nbsp;Oddwork&nbsp;och Life Inside, inf\u00f6r hans&nbsp;medverkan&nbsp;p\u00e5&nbsp;Framtidens HR&nbsp;den 12 maj,&nbsp;om varf\u00f6r kandidatresan h\u00e5ller p\u00e5 att [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":21762,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"tpl.news-post.php","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[781,894],"tags":[],"class_list":["post-21761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-employer-branding","category-framtidens-hr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u201cEmployer\u00a0branding\u00a0\u00e4r inte en HR-fr\u00e5ga \u2013 det \u00e4r en strategi-, ledar- och aff\u00e4rsfr\u00e5ga som bara r\u00e5kar landa hos HR. \u201d\u00a0 - Benifex<\/title>\n<meta name=\"description\" content=\"Kandidatresan ritas om \u2013 och de flesta m\u00e4rker det f\u00f6r sent. 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