By: James Brown

In today’s competitive business landscape, where attracting and retaining talent is crucial, Susanna Rantanen stands out as a true innovator. With her approachable yet determined demeanor, Susanna has transformed employer branding through her creation, the Magnetic Employer Branding Method™️. She has simplified the complex world of employer branding, helping companies fill roles and create genuine connections between employees and the organizations they represent.

Running a boutique agency in Helsinki alongside her husband, Susanna and her team have supported numerous businesses—especially those navigating rapid growth—by helping them communicate their values in a way that truly resonates. Her work is not just about business success; it’s about fostering a deeper sense of purpose and shared vision between employers and employees.

With nearly a decade of experience in HR and a background in Marketing & PR, Susanna has crafted a holistic approach that blends storytelling, strategy, and human connection. Today, we sit down with her to explore the origins of her methods, the experiences that shaped her career, and what lies ahead in the evolving world of employer branding.

1. Your journey has been inspiring. What personal experiences led you to create the Magnetic Employer Branding Method™️?

There are three key factors:

First, I’ve always had a “sixth sense” for understanding behavior. I excelled in behavioral psychology during high school and briefly considered a career in it. When I stumbled into talent acquisition, I knew it was meant to be.

Second, during certification training for a work personality inventory tool, I discovered my ability to view situations from a “helicopter perspective,” connecting cause and effect—this allowed me to become a strategic thinker. I learned to match work personalities with business strategies, a skill that shaped my approach to employer branding.

Finally, I write to organize my thoughts. As an introvert, I struggled with cold calling when I first started my business in 2010. Instead of calling, I blogged about people management and company culture on my business website, which was innovative then. To my surprise, those blog posts attracted clients and speaking opportunities. I realized the power of writing and storytelling in building a brand. In 2015, I discovered Donald Miller’s StoryBrand podcast, which gave me a new perspective and inspired the Magnetic Employer Branding Method™️.

2. How do you see employer branding as more than just a business strategy but as a way to build meaningful connections between employers and employees?

Employer branding is not an external campaign like product marketing. It’s about aligning employees with the employer brand, emotionally connecting them with the company’s story, and helping them understand their role.

In 2009, Simon Barrow and Richard Mosley’s The Employer Brand book profoundly influenced me, emphasizing the strategic element of employer branding. Working in a fast-growing company as an HR & Communications Manager, I saw firsthand how crucial it was to connect employees and external audiences with its mission and culture.

My experience in talent acquisition, combined with my knowledge of work personality inventories, led me to develop a framework. Matching work personalities with company cultures and business strategies became the foundation of the Magnetic Employer Branding Method™️. This science-based approach creates alignment between the employee and the company’s mission, driving long-term business value and creating authentic brand affinity.

3. Your agency has gained recognition, particularly in the tech sector. What do you attribute to your success in helping companies navigate such challenging environments?

Our entry into the tech sector was perfectly timed. My first business was a tech start-up, which helped me build connections in the tech world. Entrepreneurs, usually with engineering backgrounds, started asking me for advice on HR and recruiting. It felt natural to suggest employer branding.

The tech sector was open to experimentation, allowing us to test new ideas and differentiate employers. This early collaboration reshaped Finland’s tech industry, helping companies attract the needed talent. My ability to see the big picture and understand causal relationships, combined with speaking management’s strategic and ROI language, has been key to earning their trust. Additionally, I excel at connecting a company’s culture with the right work personalities, which has been highly valuable to our clients.

Photo Courtesy: Susanna Rantanen

4. How has your background in Marketing & PR influenced your approach to employer branding? Do these fields complement each other in unexpected ways?

Absolutely. My unique combination of expertise in HR, talent acquisition, and Marketing & PR has allowed me to approach employer branding differently. Numerous HR professionals don’t have a marketing mindset, and vice versa.

Understanding both sides—how job seekers think, what challenges they face, and how their personal lives impact career decisions—has been instrumental in developing a holistic approach. My interest in behavioral psychology ties it all together, creating a powerful combination that’s allowed me to stay ahead of the competition for over 20 years.

5. Balancing personal branding with employer branding is a delicate act. How do you help leaders and companies strike the right balance authentically?

My methodology emphasizes an inside-out approach, focusing on two equal perspectives: the business (its mission, purpose, and culture) and the transformational employee experiences. Authenticity is key—nothing is ever forced or sacrificed. The aim is to align the company’s story with the employees’ personal growth and ensure that both sides feel genuinely represented.

6. Your podcast, Building a Modern Employer Brand, has resonated with many. What are some of the highly rewarding moments or feedback you’ve received from listeners?

The feedback I receive is truly heartwarming. A few moments stand out:

One listener told me how much they struggled with balancing company marketing and employer branding, but my podcast helped them gain confidence and stand up for employer branding.

Another listener compared me to Seth Godin in the employer branding space, which was an incredible compliment.

I also learned that a large Finnish corporation regularly uses my podcast for onboarding and educating their HR staff, which was both surprising and deeply rewarding.

7. Looking back, what are some of the vital lessons you’ve learned, and how do these influence your advice to others in the field?

Two mentors have had a lasting impact on me:

Jack Welch, whose books taught me to connect strategy with people performance, and my former employer Olli Muurainen, who emphasized the importance of company culture in building a successful business. Olli’s influence is profound—he even coined the tagline “Matching Minds with Missions,” which has become a core element of my methodology.

Both mentors helped shape my thinking, and the lessons I’ve learned from them continue to guide my advice to others in employer branding.

Published by: Nelly Chavez