AstraZeneca launches new global employer branding concept

GÖTEBORG, 15 FEBRUARI 2022

AstraZeneca recruits from all corners of the world to help develop the company’s medicines. International recruitment is paramount for the R&D hub in Gothenburg, Sweden, where talent acquisition partners and relocation teams focus on attracting international candidates to join the company. Until now, AstraZeneca has not communicated what it actually means to relocate to Sweden and what to expect as you enter the company. As a step forward, AstraZeneca partnered up with Oddwork and developed the employer branding concept #GlobalGothenburg.

A series of relocation stories

The #GlobalGothenburg concept follows a selected number of employees’ everyday lives during a whole year – both at work and during free time.

“Together with four of our relocated employees, we’ve created a series where they share their personal journeys about moving to Sweden, what has surprised them the most and why they enjoy working at AstraZeneca in Gothenburg.”, says Devin Lincoln, Employer Branding Manager at AstraZeneca. “We are so happy with the results and excited to launch campaigns both externally and internally. Global campaigns will run in digital channels, supported by outdoor advertising, for six months to help build awareness and drive traffic into a landing page where candidates can learn more about joining AstraZeneca’s global community. Internally, we’re looking forward to activating the concept via events, virtual site visits and much more.”

Getting the story across in new ways

To create the authentic expression AstraZeneca was looking for, Oddwork’s film team made sure all stories were unscripted and used a mix of professional and user-generated video – something no multinational pharmaceutical company had done before.

”From the start, the focus has been on making sure these amazing stories are allowed to be communicated in an authentic and personal way, emphasizing AstraZeneca’s focus on inclusion and diversity. That’s why we’ve made sure all stories are fully unscripted and why we’ve mixed professional video with user-generated video. The expression created is something very different from AstraZeneca’s industry competitors, and we see great results in initial campaign data.”, says Joanna Bratz, Partner Lead at Oddwork.