This autumn almost 300,000 students will begin at one of Sweden’s universities or colleges. So far their main concerns are probably about finding somewhere to live and passing exams. But soon their thoughts will turn to their future dream career and employer.

The German company Trendence Institute has tracked employer preferences of Swedish students. In 2009, Ericsson was top of the list, closely followed by Sony Ericsson, IKEA, Google and Skanska. No big surprise – they are large, well-known established companies with a good international reputation. But they are also companies that are good at ”employer branding”, that is brand-building for potential and existing co-workers. They are highly visible in the media and often participate in fairs and exhibitions and hold lectures.

We are living in a time when the competition for talent is getting tougher. Attracting, recruiting and motivating the right person is crucial for future success. You need skilful, ambitious students on your side. The earlier you start communicating with them, the better.

Perhaps your company does not have the same resources for employer branding as the top 5 mentioned above. But that’s OK. Even small activities can make a difference. Here are some tips.

• Guest lectures. Contact some universities or colleges that teach subjects close to your areas of competence. Make a professional digital presentation. Make sure you have something to leave behind, for example a brochure, a USB memory stick or something similar. For several years Sandberg Trygg has lectured to students of International Economics at Chalmers. Thanks to this we receive a number of qualified applications every year.
• Review your job ads. Too many ads include a company description that would be more appropriate for an annual report than for attracting potential co-workers. For example. Nothing wrong with hard facts, but don’t forget the soft facts.
• Be active on the net. Many websites include a section called “Vacancies”, but it’s often slim pickings there. Make sure that those who are interested in your company can send in an application right there and then. Highlight the different professions in your company with co-worker interviews, for example.
• Don’t forget social media. It doesn’t have to be so special. A Facebook group for students in a certain target group is easy to get going. Just make sure you have the resources to conduct a good dialogue.