Employer branding campaign for Scania

Assignment: convey emotions

Scania is constantly growing and in order to continue to be an attractive employer and recruit more employees, the company wants to create engaging content about different employees at work and in their private lives. We mapped out the target group’s interests, establishing what drives them and the type of content they would want to see, and this in turn formed the basis of the script.

Scania wanted the tone of the films to be engaging and intimate rather than corporate, so we focused on the interviewees’ personal values and insights as much as their professional lives.

Solution: interviews and research shaped the content

The idea and concept were developed with Scania’s communications department and are based on the company’s existing media plan and strategy for employer branding.

Based on pre-interviews, we created a story about the employees’ lives – both at work and at home. We wanted the films to have a personal touch and show the actual individual beyond their work life, but we also focused on creating beautiful, visually appealing films. We used equipment and editing techniques that would make the production have a bit more of a cinematic and documentary feel rather than being a ‘corporate’ video.

Result: contributed to a record number of applications

We have delivered several films of different lengths and formats that have been adapted for each communications channel, although they have mainly been used on Scania’s Instagram account #LifeatScania. We have been A/B testing the story angles and images to see what most engages the target group. There is a continuous evaluation process throughout the campaign, and we update the films as required.

The films have different focuses, depending on the subject. For example, the film about Anja Hemmingsson focuses on how Scania can help employees find a good work-life balance; in Anja’s case by showing how her exciting professional life as a purchaser – with many meetings, and working with many people on many different projects – can be combined with living the quiet life in the countryside. In this way, we were also able to highlight Scania’s location in Södertälje as an advantage for those who yearn for a life outside the city. In the film about Linus Bergfors, we focused on his passion for environmental issues and how it connects to his work on autonomous vehicles. In Gustav Svensson’s film, the emphasis was on his passion for training people.