Oddwork Spendrups
Welcome in and let your career bubble!
Brewing a strong employer brand takes more than hops and malt. It takes that little extra that makes the workplace feel like home and colleagues feel like family. This is how Spendrups built an employer brand that keeps production running, deliveries rolling and innovation bubbling.
Highlighting the unique ingredient
Spendrups is a well-known name to many, but being a strong consumer brand is not the same as being top of mind for job seekers. They needed an employer branding strategy that showed the company behind the bottles and conveyed what actually awaits behind Spendrups’ doors. Because here, the people are the unique ingredient: the ones who keep production running, deliveries rolling and innovation bubbling.
No sooner said than done. We took on the assignment to develop an employer branding communication platform, create targeted campaigns and fine-tune the recruitment communication to increase both visibility and engagement.
Time to open the door to the candidate market
Spendrups needed to reach out more clearly and broadly to attract more talent in IT, engineering, logistics and academic roles. Together with Spendrups, we identified these target groups as business-critical through an in-depth analysis of recruitment needs and skills shortages in the market.
Our challenge was to create a strategy that not only attracted active job seekers but also sparked interest among those who did not yet know their future career could be at Spendrups.
The challenges we faced were therefore:
- Show what Spendrups offers as an employer. The company is known for its products, but what is it like to work there?
- Reach the right people, including those not actively looking. Competition for skills is fierce, and many in the target groups are not actively looking for a new job.
- Communicate with a broad audience. From drivers to IT specialists, different roles had to be attracted without the message becoming scattered.
- Get the most out of the budget. Employer branding is a long-term investment, but every effort had to deliver measurable results.
Welcome in: how we did it
To find the right approach, we started by diving into Spendrups’ target groups and what really drives them. Through analysis, workshops and close dialogue with Spendrups, we identified which skills were most business-critical and which challenges we needed to address. Along the way it became clear that the existing phrase ‘Välkommen in’ (Welcome in) had the potential to carry more, not just internally but externally too. On that basis, we shaped a strategy where the message played a bigger role in attracting and engaging the right talent.
We launched two digital campaigns:
Reach campaign
To establish Spendrups as an employer.
Engage campaign
To drive interaction and interest.
The campaigns targeted four defined audiences and were adapted for Meta and LinkedIn. We ran A/B tests with different images and copy to find the most effective combinations and make sure the messages felt relevant. At the same time, we updated Spendrups’ career site to reflect the new communication and give candidates a better experience.
“Spendrups already used the phrase Välkommen in, but it was mostly something said internally. No one outside the company really knew what it stood for. We saw the potential in giving it a bigger role and made it a central part of the employer branding work.”— Karin Arbuthnott, Senior Strategic Copywriter and UX Writer at Oddwork
Results and impact
The first campaign set the tone for Spendrups’ employer branding and delivered strong results. As well as attracting both active and passive candidates and increasing interest in Spendrups as a workplace, the campaign achieved an exceptionally low CPM of SEK 20.26, far below the SEK 100 benchmark.
2.47 million
impressions on social media.
695,322
people reached within the target groups.
2,796
clicks to the career site.
What’s next?
This was just the beginning. We are now continuing to develop the strategy together with Spendrups, with a stronger focus on conversion, deeper audience analysis and new creative initiatives to help more people discover the career opportunities.
