“It is a reflection of culture”: B2B employer branding’s development

Hans Ubbe Ebbesen became the first head of global employer branding at Maersk, the largest container shipping firm in the world, in November of last year. His appointment comes at a time when businesses, especially those in the B2B sector, are concentrating on positioning their employer brands in an attempt to obtain a competitive advantage. Data from LinkedIn indicates that in an effort to draw in top talent, B2B companies are stepping up their employer branding efforts to emphasize and share their values. Entry-level job advertising that explicitly highlight a company’s principles have increased by 154% on the site, and 68% of professionals in Europe desire to work for organizations that share their values.