STOCKHOLM, 11 APRIL 2024, 06.59

Now in its sixth year, the Magnet Awards has been expanded this year with an industry day alongside the evening award ceremony. The industry day is a further step towards developing Swedish employer branding as a discipline. Close to one hundred entries competed to showcase the quality and breadth of Swedish employer branding.

The jury, with representatives from the agency world, communications, HR and business, weighed every entry carefully and assessed how creativity drives impact. After an industry day with speakers from McDonald’s, LKAB, the London agency Tonic the Agency, Afry, SSAB and Samhall, among others, the winners of this year’s eight categories were announced on Wednesday evening.

This is how the chair of the Grand Prix jury, Malin Brant-Lundin from SEB, described this year’s winner:

“In a highly competitive market, where the primary target groups have an abundance of options, this year’s Grand Prix winner hasfound innovative ways, including discovery packs to engage and attract students early on, to maximise its presence and value throughout the entire employee journey.”

Stand-alone job ad of the year
Gold: SCA with the entry Dra åt skogen (agency: Coreworkers)
Silver: Lyko with the entry Sexpert
Bronze: Tre Sverige with the entry Sales- and Tech Queens

Stand-alone video of the year
Gold: not awarded this year
Silver: Thermia with the entry Thermia 100 years (agency: Think Happy Thoughts)
Bronze: Stretch with the entry We have taken a stand (agency: Minnesota Communications)

Tech
Gold: Nordea with the entry Attracting non-traditional talent pools (agency: Pipelabs)
Silver: Stretch with the entry Adventures of stretch (agency: Minnesota Communications)
Bronze: Exsitec with the entry The strength of combining the right systems

Strategy
Gold: Domsjö Fabriker with the entry From weak faith in the future to passion and northern drive (agency: Coreworkers)
Silver: Adapteo with the entry A (not so square) identity (agency: Coreworkers)
Bronze: SEB with the entry Global Employer Value Proposition (agency: Universum)

Culture & engagement
Gold: Domsjö Fabriker with the entry From weak faith in the future to passion and northern drive (agency: Coreworkers)
Silver: NCC with the entry André – The explorer (agency: OTW)
Bronze: Apoteket Hjärtat with the entry Hjärtatcareer – a career account with the heart in the right place

Creative class
Gold: the Elderly Care and Health Care Administration of the City of Gothenburg with the entry The employees of the future (agency: Gullers Grupp)
Silver: SCA with the entry Dra åt skogen (agency: Coreworkers)
Bronze: Sopra Steria with the entry The digital wonder

Campaign
Gold: Peab with the entry The construction year
Silver: LKAB with the entry Our greatest challenge, Your greatest opportunity (agencies: Friends Agenda, Oddwork Sweden, Ritualen)