News

Axfood develops its group-wide employer offering together with Oddwork

Axfood, Sweden’s second-largest grocery retail group with brands such as Willys, Hemköp, Axfood Snabbgross, Dagab, Mat.se and Urban Deli, has since last autumn been revising its group-wide employer offering together with us at Oddwork. After the summer, the employer branding work will be activated across the whole organisation.

Axfood press

GOTHENBURG, 7 AUGUST 2020

Axfood was formed in 2000 with the ambition of creating Sweden’s best food company, and today the Axfood family consists of many loved and leading brands, all working towards the vision of leading the way in good and sustainable food. Convinced that Axfood’s success is built on its employees, the company decided in 2019 to launch group-wide employer branding work with the aim of identifying the Axfood family’s shared employer offering, developing an updated Employer Value Proposition, strengthening its employee offering and creating an even stronger employer brand in the candidate market. The goal? To realise the vision by ATTRACTING, RECRUITING AND DEVELOPING THE BEST PEOPLE IN THE INDUSTRY.

ACTION PLAN
Across the entire Axfood group there is a huge passion for both food and people. To identify AXFOOD’S GROUP-WIDE EMPLOYER VALUE PROPOSITION (EVP) , Axfood and Oddwork decided to run workshops and interviews together with employees and leaders in the Axfood family’s largest companies: Dagab, Axfood Snabbgross, Axfood AB/IT, Willys and Hemköp. The purpose was to identify, in a concrete and honest way, what makes employees proud and what is attractive about the company culture, in short, why people want to work in the Axfood family. A team from Axfood and Oddwork ran workshops and interviews with all the companies during autumn 2019, and the group-wide EVP was developed during spring 2020. It will be activated across the organisation this autumn.

AXFOOD’S EXPERIENCE
– Oddwork is an incredibly energising partner! Their workshops have been much appreciated and have helped us discover our shared strengths within the group and further increase our pride in working here. It has been a boost to meet employees from all over the country who shared strong evidence of social engagement, opportunities to grow, how we support each other and a strong desire to make a difference. It has become clear to me that our differences within the Axfood family build a strong team together, and that we have the power to make a real difference. It will be great fun to now share this with the world, says SOFIA HÄLLSTEN, HR COMMUNICATIONS MANAGER AT AXFOOD.

THE TEAM’S EXPERIENCE
– Working with a group as driven as the Axfood family is a great joy. This is a family of leading brands and cultures that develop the entire industry and inspire millions of customers every day. Not least us at Oddwork! Our shared task has been to clarify the many strong elements that bind the Axfood family’s employer brand and company cultures together, whether you work at Dagab, Willys or Hemköp. With the passion found throughout Axfood, we are convinced we are seeing one of SWEDEN’S STRONGEST EMPLOYER BRANDS take shape. The EVP we have developed together really grabs you by the heart, says CHARLES SINCLAIR, HEAD OF EMPLOYER BRANDING AT ODDWORK.

Axfood consists of the leading brands Willys, Hemköp, Dagab, Snabbgross, Mat.se, Eurocash, Urban Deli, Middagsfrid, Tempo and Apohem.