While most companies struggle to build a strong employer brand, Telia had no such challenge. Their target market knows who they are and what they do. So imagine the talent acquisition team’s surprise when they realised the company’s brand is actually making technical recruitment harder.
When a strong company brand gets in the way of employer branding
Founded in 1853, Telia is one of the largest telecommunications companies in the Baltics and Nordics. Known for its broadband, mobile and TV services, the company is a digital powerhouse and a well-known household name in its local markets.
While most companies struggle to build a strong and appealing employer brand, Telia had no such challenge. Their target market knows who they are and what they do. So imagine the talent acquisition team’s surprise when they realised the company’s brand is actually making technical recruitment harder.
It’s quite a conundrum. Candidates see Telia as a perfect place to gain sales, customer service, or product experience, yet fewer people associate it with an exciting engineering career. Despite the fact that Telia has a thriving IT department with over 200 tech professionals, it’s not perceived as an IT destination.
Fortunately, when it came to attracting young IT talent, Telia’s recruitment team knew exactly how to fix this – they decided to invest in a long-term talent acquisition strategy focusing on campus recruitment.
Eager to find talent that would grow and develop with the company, Telia participates in university Career Fairs. With 10 IT internship roles to fill this time, the team was looking for a fresh, new idea that could serve as a conversation starter. And they landed on skills tests as a creative avenue to source qualified, motivated candidates for their open positions.
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