Employer Branding
Capturing the
soul of
AstraZeneca
AstraZeneca pushes the boundaries of science to deliver life-changing medicines. When the Södertälje site needed an updated communication platform for the talent market, Oddwork was brought in to develop it.
Challenge & ambition
An updated communication platform
AstraZeneca has a strong, well-established global employer value proposition (EVP) built on the company’s purpose: to push the boundaries of science to deliver life-changing medicines. Together with the values We put patients first, We follow the science, We play to win, We do the right thing and We are entrepreneurial, this purpose runs through the entire organisation.
The challenge for AstraZeneca Södertälje was that its communication towards the talent market mainly appealed to researchers. The production site in Södertälje also needed to attract other target groups, such as operators and marketers.
Action plan
Finding the soul
It quickly became clear, not least after a tour of AstraZeneca Södertälje, that the strongest ambassadors for AstraZeneca’s soul are its own culture-carrying employees. Employee pride at AstraZeneca Södertälje is very strong, and many people have worked there for many years – some for their entire careers.
“During our joint workshop it was a privilege to experience the pride that lives within AstraZeneca, and to see how all the participants share the same view of AstraZeneca’s culture and values, whether they have been part of the organisation for three weeks or 30 years.”— Douglas Afzelius, former Employer Branding Advisor, Oddwork
Result
45 employer branding ambassadors
AstraZeneca Talent Acquisition and Oddwork therefore identified a group of 45 strong culture carriers from the different functions at AstraZeneca Södertälje to act as employer branding ambassadors. Together with Oddwork’s employer branding team, we designed and ran a workshop format with one specific purpose: to capture the soul of AstraZeneca Södertälje. The workshop, combined with talent, industry and competitor analysis, became the building blocks of the updated communication platform developed by Oddwork’s employer branding team.