“Our new Employer Branding concept inspires and has given us a clear thread in our communication”
For the past year, we have crafted the way Axfood should present themselves as an employer, internally and externally. The foundation was a number of focus groups with employees from Axfood’s various operations and retail chains.
– Everyone that took part in the focus groups really thought it was inspiring and great fun to contribute to our Employer Brand, says Terese Norén, responsible for Employer Branding within Axfood.
The next step was to develop an Employer Branding concept that connects everything and creates a unity. We got inspiration from Axfood’s own label, Garant, which has a distinct and distinguishing style.
– We are very pleased with the new concept. We think both the messages and the layout captures Axfood and what we represent. It’s also great fun to have developed a material that stands out and is completely new. The idea is to make it the thread in all our employer communication; from intranet and social media to the walls in our offices. The response thus far has been very positive indeed, and we are simply very proud.