Employer branding

Background

Scania is actively looking for new co-workers at Swedish universities, in particular students within engineering, economy and informatics. Competition is tough when it comes to recruiting qualified manpower and Leon was asked to create a long-term concept to strengthen Scania’s reputation as a great employer.

Challenge

To find a tone of voice that really reached the target group and differentiated Scania from its competitors. It also had to strengthen the brand and prove Scania as an employer with good prospects.

Solution

The communication concept was built on the motto “A world of opportunities”. The theme is used at fairs, in brochures, films, ads, invitations, and on the web. Continuous surveys show that the target group is attracted by the tone of voice and that the theme receives great response all the way.