With active sponsorship from top management, those responsible for employer branding gain a clear direction and faster traction for their initiatives. But how do you actually gain that traction? Joakim Forsberg, a global employer branding specialist with extensive experience in communication and brand strategy, shares his best advice.

1. Show the Connection to Goals and KPIs

Executives make decisions based on impact, not activity. That’s why you should always start from overarching business goals or the HR/People strategy. These might include accelerated growth or expansion into new markets, improved productivity and internal capability building, or higher employee engagement and stronger innovation capacity.

Visualise how a stronger employer brand supports those priorities — for example, by attracting top talent faster, lowering recruitment costs, or reducing onboarding time.

Frame the discussion by showing:

• What you aim to achieve (goals)
  
• How you measure progress (KPIs)
• What drives those KPIs (activities or initiatives)

2. Create Understanding of Value Through Data

Executives are used to making decisions based on numbers. That’s why it’s crucial to show how employer branding impacts factors tied to the organisation’s strategic priorities.

But a single figure — such as an eNPS of 41 or a time-to-hire of 36 days — doesn’t say much on its own.
Give numbers meaning by adding comparisons, showing change over time, and highlighting cause and effect. Combine quantitative data with qualitative insights — such as employee quotes or candidate feedback — to bring the human story behind the numbers to life.

When you frame the data, put it into context and link it to the business logic, numbers stop being information — and start becoming arguments.

3. Make Leadership Your Partner

Meeting with leadership is one of the most critical moments in any employer branding effort. It’s where the initiative either gains momentum or loses it.

In those meetings, the key is to make leaders players on your team — by grounding the purpose in their language and linking it to their priorities. Draw clear lines between business goals, people strategy and employer branding initiatives, and show how they can actively contribute — not just approve.

Here are three ways to build shared ownership:

Make employer branding a business issue‍

Show clearly that employer branding isn’t just an HR matter, but an organisational one. Listen actively, ask open questions, and invite collaboration. The more leaders feel they’ve shaped the direction, the more likely they are to drive it forward.‍

‍Find allies in the room‍

An ally in the room can make a big difference. Identify someone in leadership, HR, TA, or Communications who understands the topic and can reinforce your arguments. This adds weight — and can unlock stuck discussions.

Who presents the case matters‍

In some situations, bringing in an external expert can be wise — someone who adds neutrality, credibility, and perspective in complex discussions. An outside voice can also help elevate employer branding to a strategic business investment rather than an internal passion project.

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Are these topics important to you? Want to learn more about engaging your leadership team? Get in touch with us at: hello@keeparo.com