How Leading Global Health and Hygiene Company Essity Uses Employer Attractiveness to Secure the Best Talent

What makes an employer attractive? It’s a question that Essity has asked itself in its bid to secure the best talent and it is why the leading health and hygiene business has evolved its recruitment techniques, moving away from standard practices, explains Eric Plu, VP human resources EMEA at Essity. “We started the journey of evolution three years ago,” he says.

The result: Significant growth that has positioned Essity as one of the leading global companies that develops professional hygiene and personal care products.

But how? Strategic workforce planning, continues Astrid Manquin, Head of Employer Attractiveness.

Viewed in a brand new light

Essity has worked hard to develop its employer brand, including how its image is presented on a number of different channels. Attractiveness, awareness and image, and how these are perceived by prospective employees, has been key, Manquin adds.

LinkedIn Talent Solutions has been instrumental, explains Plu. “In order to attract and in order to be in contact with new candidates, our main channel is LinkedIn – it’s where we'll find most of the profile that we are looking for,” he adds. “LinkedIn has a proven track record and to me it's really one key channel on which all my team is working on.”

According to Manquin, LinkedIn has enabled Essity to progress. Using LinkedIn Talent Solutions’ many channels increased Essity’s reach. Candidates viewed the business in a brand new light. They had heard positive things about the company and now they wish to apply for positions across the globe.  “LinkedIn really helped us to reach out to our target audiences and to move them from awareness to consideration to application,” continues Manquin.

Personal touch

Since working with LinkedIn, Essity has been able to reach out to talent in “different geographies” says Manquin and Cathy Andréasson, HR digital marketing manager, concurs. She argues that LinkedIn provides companies, such as Essity, the opportunity to showcase the company ethos and culture through a number of touchpoints.

Plu agrees and believes that good recruitment is rooted in authenticity. LinkedIn’s Showcase Pages and Life Pages for example, enable Plu and his team to demonstrate core beliefs, values and behaviours that candidates discover when they join the business.

Essity employees are encouraged to share their personal stories and experiences through LinkedIn. It makes Essity more attractive as an employer, Manquin comments, with personal accounts delivering a more meaningful, powerful and trustful message.