Promote Sweden as a career destination The Work in Sweden brand should be used when promoting Sweden as a career destination abroad. The brand is a sub brand to the Sweden brand .
The Work in Sweden Brand The Work in Sweden brand book is a guide designed to support communication about Sweden as a leading career destination. It highlights Sweden’s key strengths that are strategically important for attracting international talent and provides clear messaging, content pillars, and visual guidelines to ensure effective and engaging communication.
You can use the Work in Sweden brand assets as a base in all communication when promoting Sweden as a career destination internationally. Draw inspiration from the brand book and adapt your communication and messages to your market and target audience for maximum local impact.
Overarching message and content themes The overarching key message is the essence in our efforts to promote Sweden as a career destination.
The overarching key message: Join Sweden and shape the future, where innovation meets opportunity. Embrace a nation at the forefront of progress, where your contributions matter. Make a lasting impact and be part of a dynamic community that is shaping tomorrow.
This message serves as an informative statement and a personal invitation, emphasising inclusivity and the potential for individual growth. It speaks to the empowerment and opportunities that await in Sweden, encouraging professionals to see themselves as part of this thriving narrative.
Related to the overarching message you’ll find three content themes that speak about the position we want to take, about engaging the target group and about convincing them to come to Sweden. You cand find more about the themes and how to use them in the brand book.
Content pillars The content pillars make it easier to create relevant content targeted to the right audience and ensure our messages remain consistent and strategic.
The content pillars are:
Innovation and business Sustainability Equality Career and work Quality of life Practical information. When using these content pillars, use relevant and up-to-date examples to bring them to life.
Visual guidelines In the brand book you’ll find guidelines for our sub-logo, primary and secondary colors, typography and the use of imagery.
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