Apoteket: The original since 1971
“Understanding each other, the level you want to reach and the results you want requires deep understanding. Oddwork delivered on that from the start. We now have an EVP that captures Apoteket as an employer perfectly.”— Carolina Emanuelson, Talent Acquisition & Employer Branding Lead
Attracting talent and strengthening Apoteket’s employer brand
The assignment:
Since 1971, Apoteket has stood for quality, care and trust. It is a brand that almost everyone in Sweden has a relationship with. But even originals sometimes need to be renewed.
When Apoteket contacted Oddwork, that was exactly the point: to sharpen its employer branding strategy and create a modern employer brand that reflects its historical weight, its important mission and its future opportunities.
The goal was clear: to attract more talent, from pharmacists, one of Sweden’s most sought-after target groups, to specialists in IT, data and innovation. At the same time, Apoteket wanted to strengthen pride among its 3,000+ employees.
Data-driven employer branding from the inside out
Our deliverables:
- Employer Value Proposition
- Concept and communication guidebook
- Photography and film
- Job ad guide
- Career site
- Communication support
- Social media campaigns
Method: workshops, interviews, an employee survey, analysis of strategy documents, and competitor and market analyses.
A new employer brand that lives throughout the organisation
Results:
- The new employer brand “Vi är Apoteket” (We are Apoteket)
- An EVP that is relevant, sustainable and anchored among 3,000+ employees
- A stronger position as the original with an important role in society
- Clearer and more consistent employer branding communication in text, film and images
- Increased internal pride and clarity
Want to talk to an employer branding expert? Contact us.