In order to develop tomorrow’s games and be able to face a gaming market in change, Svenska Spel needed to be better at showcasing their employer brand and the unique employee experience they offer. For example, few people know that Svenska Spel is an exciting place for Developers and Analytics. And regardless role , everyone is part of a greater experience within game development, gaming responsibility, professional development, health and sports. Our goal was to reach potential employees and strengthen the ambassadorship among existing employees.
Svenska Spel’s employer branding concept is called ”A greater experience”, and employees were asked to send in film ideas on why you can have ”a greater experience” at Svenska Spel. Our purpose was to tell stories about real experiences, partly to create new experiences – and to create new ones. The employees’ involvement – from manuscript to filming in Svenska Spel’s branded environment – was the common thread. In total, we produced nine films: one employer branding film and eight short films for social media – all reflecting Svenska Spel’s culture with energy and humour.
One goal was to get as many employees as possible to participate. We managed to involved almost 100 employees in the production – 10 % of the total amount. The activity itself strengthened the employer brand and created ambassadors. For the premiere viewing of the film, all employees were gathered – and their feedback was purely positive. Today, the films are rolling in Svenska Spel’s owned channels and are continuously shared in their employees’ networks. They were also part of a targeted campaigns in social media, with the aim to increase awareness, reach potential employees and increase traffic to the career site. The campaign reached more than 170 000 people and achieved 220 000 viewings, with a frequency on 50 %. In other words, more than half of the people who were exposed to the films decided to watch all the way to the end.