SEBS x Oddwork – together for the working life of the future

Oddwork becomes community partner of Sweden Employer Branding Summit 26

GOTHENBURG | 3 NOVEMBER 2025

As working life changes, so does the need for forums where people can share knowledge and ideas about how companies build stronger employer brands. Sweden Employer Branding Summit (SEBS), formerly Magnet Summit, is exactly that kind of forum – a place that brings together HR, marketers, communicators and leaders from across Sweden to develop employer branding as a strategic part of the business.

Now Oddwork is joining as community partner ahead of SEBS26. Together we are creating a shared platform for learning, practical methods and bold conversations, with employer branding at the centre.

At the helm of SEBS is Helena Rex. With long experience in leadership, culture and employer branding, she is paving the way for the employer brands of the future, where people and organisations grow side by side.

“We are working together for a changing working life, to show that employer branding is not a campaign issue but a business-critical strategy that determines which employers succeed.”

“Culture, people and leadership are what build the working life of the future,” says Helena.

“I wanted to create a context where you are not alone, but share challenges, lessons and successes. SEBS & Network is exactly that place. Where people with a passion for employer branding meet to share insights, foresight and tools that make a difference – where talent, technology and values together drive growth.”

And perhaps it is the simplicity of that idea that makes SEBS so relevant right now. At a time when AI, the economy and the state of the world are pushing organisations to change quickly, many are wondering how company culture and employer brand need to adapt. SEBS wants to turn that perspective around and show that the employee experience is not just an HR topic, but a question of business value, innovation and faith in the future.

From hype to action

This year’s theme at SEBS, From Hype to Action, sums up the ambition: to move from fine words to concrete work. That means a format where we collaborate interactively through shared conversations and workshops, sharing real experiences of both successes and lessons learned.

“We often talk about everything that goes well,” says Helena. “But it is just as valuable to share what has been difficult or unexpected. That is where development happens, and that is exactly why SEBS exists. So that we can learn from each other and grow together.”

Growing through generosity and learning is a natural starting point for Oddwork. For us, the partnership ahead of SEBS is an opportunity to deepen the conversation about employer branding together with the industry, while exploring new ideas and the future of the industry.

“We are thrilled to see how SEBS has developed,” says Oddwork’s Head of Employer Branding and co-founder Charles Sinclair. “In a world where both the labour market and candidate behaviour are evolving ever faster, we need to develop employer brands that both empower employees and move the business forward. SEBS is a natural way for us to contribute to the development of the whole industry.”

A partnership built on curiosity

Oddwork’s involvement is about being part of a bigger conversation. Together, we want to contribute to a climate where employers are inspired to make the concrete changes we know lead to relevant and attractive employer brands.

For Helena, it is also important that SEBS is national.

“We are called Sweden Employer Branding Summit, not Stockholm,” she says with a smile. “SEBS26 on 10 March is for the whole country. We want everyone, wherever they work, to feel part of Sweden’s largest meeting place for employer branding. At the same time, we want to grow, with initiatives and partnerships outside Stockholm too. Having Oddwork on board, with a presence in both Stockholm and Gothenburg, makes that vision possible.”

“This is something we are building together,” Helena continues. “And I want to do it with the best, and Oddwork is a perfect partner.”