EMPLOYER BRANDING

Region Västernorrland

An employer value proposition for 7,000 employees and 200 professions – today and tomorrow

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Industry:Public sectorSolution:Employer brandingImpact:Internal pride, external positioning

APPROACH

Creating internal pride and external interest

7,000 colleagues and 200 different professions. That was the starting point when Region Västernorrland wanted to strengthen engagement and involvement across the organisation to create a more connected culture. The goal was to increase employee pride and job satisfaction, which in the long term can contribute to both better results and lower staff turnover. At the same time, the region wanted to strengthen its position as an employer and reach more relevant candidates. By giving a clearer picture of the workplace and everyday life within the organisation, it becomes easier for the right people to get a genuine sense of the workplace even before applying.

APPROACH

An employer value proposition built around engagement

We developed an employer value proposition to create a clear and unified direction for Region Västernorrland’s employer communication. By analysing survey data and running workshops, we ensured that the proposition reflected reality and was firmly anchored within the organisation. The employer value proposition included a messaging platform and a flexible communication concept – a practical toolkit for the day-to-day collaboration between HR, the communications department, and hiring managers. This enables Region Västernorrland to communicate more accurately and engagingly throughout the entire employee journey, regardless of audience or purpose.

Client quote

“We want to create a shared culture that is clear and consistent. We want to help employees understand the decisions being made and why we do things the way we do – and that should be the same for everyone.”

Quote from a workshop with the Regional Executive Administration

IMPACT

An employer value proposition for the long term

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employee focus groups

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professions included

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employees represented

JobbSafari and Region Västernorrland have worked closely together for several years, both on job advertising and larger communication initiatives. Through the work on the region’s new employer value proposition, the organisation now has a strong foundation to build on across the entire employee journey. The next step is to continue activating and evolving the proposition over time, ensuring it remains relevant, credible, and firmly rooted in the organisation.

ADVISORYJOB ADVERTISING

Expert quote

“Region Västernorrland now has the opportunity not only to clarify its employer offering, but also to give its departments and employees a voice. When the messaging reflects their own stories, we can genuinely show what it’s like to work at Region Västernorrland.”