PUBLIC SECTOR

Region Gävleborg

When the employer brand feels fragmented, the answer is not doing more, but getting it right. A unified, data-driven approach improves precision in recruitment.

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Industry::Public sectorSolution::Always-onImpact::+29.8% increased engagement

STARTING POINT

A fragmented image weakened the impact of recruitment

Region Gävleborg is responsible for healthcare, keeping public transport moving, and promoting skills development and culture. As a key societal actor, it also drives sustainable business development and cross-sector collaboration. This creates a complex recruitment landscape, where certain licensed healthcare roles are particularly difficult to fill. How the employer brand is perceived is also a challenge. Everyone has an opinion about the region, often tied to its political assignment. But what it stands for as an employer is often overlooked. Recruitment marketing has historically been carried out as isolated efforts. This has made it difficult to create long-term impact.

APPROACH

Planned, data-driven, and always-on

To address a complex recruitment landscape and clarify its employer brand, Region Gävleborg needed to change how it worked. The solution was not more activity, but a different way of working. A key success factor was aligning HR and Communications at a senior level. Together, they established a shared, long-term employer value proposition (EVP). With that in place, the region could move from one-off initiatives to a continuous, data-driven approach. Through planning and ongoing optimisation within an always-on setup, we created a steady flow of recruitment marketing and job advertising. Content is now continuously refined based on performance. This has shifted the focus from individual activities to measurable impact over time.

Client quote

“We now have continuity in what we do and can continuously adjust based on data. Results are improving, and we’ve freed up significant time without major investment.”

Victoria Hagnehag

HR Specialist

IMPACT

Connected, measurable, and more precise

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Impressions: increased visibility

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Video views: increased interest

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Link clicks: higher engagement

The figures above show how always-on advertising has led to increased and more consistent visibility, stronger engagement, and better conversion—without a significant increase in investment. Today, Region Gävleborg has stronger brand recognition. As an employer, it is more clearly associated with the values it wants to represent. Continuous tracking and analysis allow the region to understand which messages resonate and what works for different target groups. Each effort builds on the previous one. This new way of working strengthens the region’s ability to meet future talent needs. It frees up time to improve the candidate experience, accelerate digitalisation and AI adoption, and focus more on employee retention.

JOB ADVERTISINGEB CAMPAIGNCAMPAIGNCONTENT

Client quote

“We’ve gained continuity in what we do and can continuously adjust based on data. The results are improving, and we’ve freed up a lot of time without requiring any major investment.”