“I believe in the magic of the right recruitment – and it starts with the job ad”
An interview with Nicoline Brundell, Head of Boost at Grade
Meeting Nicoline Brundell, it’s hard not to be infected by her energy. She’s one of those people who talks about recruitment as more than just a job – it’s a craft. And for Nicoline, the most important work begins where it’s often overlooked: the job ad.
“The job ad is often the first encounter with a brand. That’s where everything starts.”
She leads Grade Boost, the team that supports Grade’s clients in reaching the right candidates – through smart, strategic job advertising, employer branding, and channel selection. Under her leadership, the team has grown to become a vital hub in Grade’s offering.
But before we dive into advertising and strategy – who is Nicoline?
“I’m probably quite bubbly,” she says with a smile.
“I love being around people – it gives me energy. But I also need time for myself. At home I have my partner and our dog, and we planned to start agility training. But life has a different pace right now.”
The Job Ad as a Strategic Tool
When Boost was launched, it was with a clear idea: job advertising needed an update. Advertising a job isn’t just about filling an empty chair – it’s about communicating an employer value proposition, inspiring, standing out, and most importantly: reaching the right person, in the right channel, with the right tone of voice.
“We see the job ad as part of the bigger picture, not as an isolated point in the process. This is where the candidate should feel: ‘This is a place for me.’ It’s about choosing the right channels, the right format, and the right tone – and that’s where we at Boost come in.”
Boost helps clients get their ads out through tailored campaigns – in the right channels, with the right CTA, and a compelling message.
“We build visibility, conversion, and long-term employer value – all starting from the ad.”
Leading with Vision – and Attentiveness
Nicoline and the team have gradually developed the offering for clients. In that journey, leadership has become just as central as the operational work.
“I’ve learned that you’re really not strong on your own. It’s the team that makes the difference. Their perspectives are invaluable. They’re the ones closest to the clients, the candidates, the reality – and that makes my job as a leader so much better.”
Clarity of direction is another cornerstone of her leadership style.
“I have a vision for Boost, both short- and long-term. It’s important to me that my team is on that journey. I need their belief in the idea for us to be able to realize it together.”
A Culture of Courage, Warmth, and Precision
What drives you, in the middle of it all?
“The human aspect of recruitment. The understanding that the right person, in the right place, at the right time – that can transform a team. A job ad isn’t just a communication tool – it’s a strategic business tool. Its impact when done right is hugely underestimated.”
“The right person in the right role isn’t just a good match – it’s an investment in the entire organization’s future.”
Boost – In Practice
In practice, Boost helps organizations in both the public and private sectors to reach the right candidates through:
- Strategic channel selection: where should the ad be published for the best effect
- Tone and content: how to tell the job story so that the right person listens
- Data and optimization: what works – and how do we know?
It’s no coincidence the team behind Boost is called a “mini-marketing team for recruitment” – they possess specialist skills that HR teams rarely have in-house, but which are critical in the competition for talent.
Want to learn more about how Boost helps organizations reach the right candidates through strategic job advertising?
Get in touch with us at Grade – we’d love to show you how it works in practice.
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