Miltton to host the third Finnish Magnet Employer Branding Awards

The competition was originally founded in 2014 by Norwegian Hans Petter Stub, and it has since been exported across borders to Sweden, Finland and Estonia.

In the competition, organizations who have distinguished themselves in developing their employer brand will be awarded in five categories: Best Employer Brand Campaign, Creating an Employer Brand, Engaging Employee Advocacy Initiative, Wild Ideas – and this year, Best Recruitment Marketing Campaign, which has been added as a new category offered by Jobly. In addition, the jury chooses a Grand Prix winner among the finalists every year.

On top of the organizational categories, there is a category for awarding an EB professional. EB professionals who have distinguished themselves in either in-house roles or in agency roles could be named in the category. This year, one person will be awarded in the EB Professional category.

Altogether 32 organizations and 14 individuals were nominated in 2025. The companies nominated in different categories are Granlund, Humana Suomi, K-Group, Metso, Microsoft Finland, Nitor, Sitowise, Sweco, Veikkaus, and Wärtsilä.

The shortlisted individuals in the EB Professional category are Karelle Bélanger, Finders Seekers, Kirsi Lamminen, Sitowise, and Marita Navratilova, Wärtsilä.

In the morning session of the event, the shortlisted companies will present their works.

“It’s wonderful to see so many companies put the effort into documenting and nominating their work into Magnet Awards. I heard from the jury that the variety and quality of nominated works was high this year. Personally, I’m excited to hear more about what the shortlisted companies have done during the event”, says Ulla Helander, Director of Employee Communications at Miltton and one of the organizers of the Finnish Magnet Awards.

The theme of this year’s Magnet Awards event is EB Impact: Where Influence Meets Strategy. The day’s speeches will focus on topical themes related to employer branding. Jonna Sjövall from UBS talks about how you can secure leadership buy-in and funding for your employer brand work. Chris Woods from Mars talks about how to use data in recruitment marketing. Jenny Moran from Wärtsilä and Tiina Rolig from Microsoft talk about the effects of artificial intelligence on employer branding and employee engagement.

In the competition’s spirit of sharing and cooperating, Miltton won’t be hosting the event alone. The event is organized together with recruitment and employer branding company Finders Seekers and employer branding companies Universum and Instar EBC. The main sponsor of the 2025 competition is Jobly.