What truly defines a strong employer brand? And how do we turn employees into genuine brand ambassadors? In the latest episode of our Atlas Copco Group People Podcast, Cecilia Sandberg, SVP & Chief Human Resources Officer, and Dorna Eriksson Shafiei, VP Talent & Learning, explore the real impact of employer branding in today’s competitive talent landscape.

“Employer branding isn’t about slogans or glossy campaigns - it’s the lived reality of our people,” says Dorna. Authenticity is key: research shows employees trust each other’s stories far more than corporate messaging. When our values are reflected in everyday experiences, we create a culture where people feel proud to share their journey.

"I like to think of it as a mirror: your employer brand should reflect who you really are, not who you wish you were. And when those two align—your promises and your reality—that’s when you have something really powerful to share." Dorna continues.

“There is one key dimension that matters when you want to turn employees into true brand ambassadors, and that is alignment. If our values are truly embedded in how we attract, recruit, promote, and reward people, then employees don’t have to be ‘trained’ to be ambassadors. They just live it”, ads Cecilia.

The episode dives into practical ways to build a brand that attracts and retains top talent. Pay and benefits matter, of course. But what really tips the balance today are things like meaningful work, flexibility, growth opportunities, and inclusion.

In a world defined by constant transformation, what does it take for HR to stay ahead of the curve?

In the latest episode of our Atlas Copco Group People Podcast, Cecilia Sandberg, SVP & Chief Human Resources Officer, and Dorna Eriksson Shafiei, Vice President Talent & Learning, explore the evolving skills, mindsets, and strategies shaping the future of HR.

“The way we approach HR has evolved significantly in recent years—driven by advancements in AI and changing employee expectations. Traditionally, HR has been viewed primarily as a compliance-focused support function. While compliance remains essential, the scope of our work has broadened dramatically. Today, HR is increasingly recognized as a strategic partner at the heart of the organization,” says Dorna.

Cecilia adds, “The role of HR as a data-driven function is absolutely foundational. And it’s no longer just about tracking traditional metrics—it’s about using data to truly understand employee needs. That includes measuring engagement, identifying burnout risks, and uncovering career development aspirations.”

HR’s role in creating clear growth pathways is critical to retaining top talent. People are looking for more than just a pay check—we are all looking for purpose, growth, and development. And HR, in close partnership with leaders, plays a central role in delivering on that expectation.

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Nearly a year has passed since Vagner Rego stepped into the role of CEO of Atlas Copco Group. In the latest episode of the People Podcast, Cecilia Sandberg, SVP & Chief Human Resources Officer, speaks with Vagner about his reflections on this first year, what he has learned, the opportunities he sees for the Group, and the values that shape his leadership.

Vagner discusses the importance of fostering innovation while staying adaptable in an evolving business landscape. He also shares his thoughts on decision-making in times of change and how personal experiences influence his leadership approach.

Beyond strategy and leadership, Vagner talks about how he maintains balance outside of work and why well-being plays a key role in long-term success.

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