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Purpose - This study aims at exploring how companies within the industrial sector in Dalarna tailor their employer brand strategy to improve in attracting and retaining competent workforce. Focusing on exploring employer brand strategies that companies in the industrial sector used to improve their attraction and retention of competent workforce and the challenges that companies face in attracting and retaining competent workforce.

Methodology – This study adapted a qualitative design strategy and a multi-case study approach using four companies within the industrial sector in Dalarna as case companies. This study conducted four semi-structured interviews with respondents that are familiar with their company’s branding strategy as well as reviewing companies’ organizational materials from online websites.

Findings – This study’s findings shows that the case companies use different strategies to tailor their employer brand to attract and retain competent workforce. Even though they are in different branches of the industry and of varying sizes they have one common challenge, the geographical location of their sites.

Practical Implications – This study on attracting and retaining the right competence can add valuable insights to researchers especially within similar fields of study as well as companies operating in geographical locations similar to Dalarna County.

Limitations – This study focuses on companies within the industrial sector in Dalarna, and due to a limited sample, the transferability of this study could not be ensured. Other limitations like language biases due to non-native speaking English could also be noticed.