Employer branding
The employer branding strategy and concept give you guidance and support to create consistent, high quality communication to attract and engage employees.
Strategy and concept
The employer branding strategy consists of an employer value proposition (EVP) and our key benefits. Together they tell the story of Scania as a place to work. These are the foundation of all employer branding activities, including communication.
Our strategy describes what we say to existing and potential employees about Scania. Our communication concept - Drive - is how we tell them. Drive combines the individual motivation of our employees to grow and excel with the collective ambition of Scania to make a lasting impact in the world of transport.
Employer value proposition (EVP)
Just as we offer value to our customers, we offer value to the people who work at Scania - or who may join us in the future. Our EVP expresses that value. It's the reason why Scania is such a great place to work - and what makes us different from all the rest.
When you join our journey towards a sustainable transport system, you are contributing to the future of transport. You are part of a team that can truly make a difference, part of a powerful force with a proven track record, the ability to make things happen and create real change. Being part of this strong, supportive culture lets people grow and contribute.
Key benefits
We have three key benefits which make a strong case for working at Scania. Each one addresses a different part of the EVP and can be dialled up or down depending on your target message.
Key benefit 1
Doing it for real with performance as our constant
Scania is a global organisation with a proven track-record in making an impact in the transport industry. We are confident in our pragmatic approach and our strong culture of developing and launching innovations that actually work at scale.
Key benefit 2
Together as a team and tied by strong values
We have a strong and supportive culture, where each individual is seen, respected and has the potential to contribute. We trust each other to act and make decisions. Join Scania and you join a supportive community, where everyone has opportunities to grow and succeed.
Key benefit 3
Committed to a better tomorrow
Our purpose is ambitious: To drive the shift towards a sustainable transport system. This bold aspiration really excites us. And it means people who work at Scania have the motivation and desire to constantly make things better. The sheer determination of our culture and our people is what keeps us going and going and going...
How to work with the key benefits
Different benefits will resonate more with different audiences. It is important to define your target audience and their needs and wants to understand how best to leverage the key benefits in your communication.
The three key benefits can be weighted to create messages that are in line with the needs of your target groups, while at the same time reflecting a consistent story about Scania.
Communication concept - Drive
The concept Drive is our creative idea for how to create exciting and consistent employer branding communication. Drive is both a reflection of what we have accomplished so far, and of what we aim to accomplish going forward. It expresses the individual motivation to grow, as well as the collective ambition and idea of the future. In that way, it relates to a journey – the individual journey and that of Scania.
Although our concept is called Drive, the word 'drive' doesn't need to feature in headlines or text every time. It's far stronger to let the sentiment of Drive shine through. A little goes a long way.
An example of how we can leverage key benefit 1 using the concept.
An example of how we can leverage key benefit 2 using the concept.
An example of how we can leverage key benefit 3 using the concept.
Using Drive for creating engagement among current employees
Here is some useful guidance on how to use Drive when the purpose is to create engagement among current Scania employees.
Permanent and semi-permanent communication:
- In receptions and common areas for employees and/or visitors (posters, screens, etc.)*
- For merchandise distributed internally**
*Note that use of the concept shall not interfere with existing guidelines for these areas.
**Please contact the department for Brand Assortments for more information about merchandise.
Campaigns - criteria to use Drive:
- The purpose of the activity is to create engagement among Scania employees
- The activity has a limited time frame
- There is a large enough audience
Do use Drive for:
- Career initiatives (incl. learning)
- Onboarding
- Activities such as Climate day, Scania Hack, Innovation factory and similar
- Employee surveys (ESB)
- Internal (family) events for employees
- Career channels in social media (LinkedIn, Instagram, Facebook)
Don't use Drive for:
- Internal news and Reflex content about things that do not fulfil the above criteria
- Profiling of Scania training facilities and other Scania services
How to work with employer branding
Use this step-by-step framework for your yearly employer branding planning for your market or unit.
The starting point for all employer branding activities is the business strategy and the long-term business goals. The first step is to define what competences we need locally to ensure that Scania can achieve its overall business objectives. First define the most important competence needs – short term, long term and if you have a priority order (with the overall business strategy as a foundation).
Just as we need to know our customers we need to know and understand our current and potential employees. The more you know about the target groups, the more effective your communication is likely to be.
Find out where you will most effectively reach your target groups and plan what activities you should engage in according to that. Plan for when during the year the activities are to be executed. And remember to include current employees and engagement activities in your planning.
Set targets for your identified target groups and activities for the year, for example increased awareness or a certain number of job applications. Quantify your targets per activity and target group if possible.
Design your messaging using the key benefits in the employer branding strategy as support. Use your target groups and what you know about their needs and wants to leverage the key benefits in a way that creates targeted, attractive messaging.
Key benefits:
1. Doing it for real with performance as our constant
2. Together as a team and tied by strong values
3. Committed to a better tomorrow
Learn more in section describing the Employer branding strategy and concept.
With the information you now have you can decide what assets you need to create for each activity during the year.
Below you can dive into different applications and elements to find inspiration for how you can express the benefits of Scania as an employer using the Drive concept.
When the communication messages and the channels are decided you can execute the activities.
Follow-up on:
- KPIs for each activity
- KPIs for each target group
- KPIs for employer brand awareness and attractiveness
Job ads
Here you'll find examples of how the employer brand strategy and Drive concept are put into practice to create job ads.
Sometimes, using the employer branding strategy in body copy is enough to tell the Scania story. You don't always need a distinct Drive headline as a visual element. We encourage you to use your own good judgement to determine whether or not you need to use headlines as visual elements.
Copy to use in job ads
Example 1:
Do you want to make sustainable change happen for real? We are currently undergoing an exciting transformation from a traditional truck manufacturer to a provider of complete sustainable transport solutions. IT is a crucial part of this transformation as Scania’s success is depending on flexible and efficient IT solutions that support current and future business requirements. Let’s drive the future of transport together.
Example 2:
Scania has a history of driving the world of transport forward. Due to our continued success as one of the world’s leading suppliers of heavy commercial vehicles we have an exciting opportunity for a General Manager to join the team that drives excellence in our customer service.
Guide to writing job ads
A guide has been put together to support you when writing your job ad. It can be downloaded as a PDF below.
Marketing material
Below are some examples of marketing material based on the employer brand strategy and Drive concept.
Learn more about social media:
Standard text to be used for events
Scania is a world-leading provider of transport solutions committed to a better tomorrow. Our purpose is to drive the shift towards a sustainable transport system. In doing so, we are creating a world of mobility that’s better for business, society and our environment.
Scania’s culture is both pragmatic and ambitious. With over 50,000 employees in around 100 countries, we are a team united by our strong values. We have both the determination to drive real change in the transport world and a proven track record of making it happen. An example of this is Scania’s commitment to the corporate climate action; Science-based targets, with the goal of limiting global warming to 1.5°C. To achieve this, Scania will cut 50% of CO2 emissions from own operations, and 20% of emissions from our products, by 2025.
Scania is part of TRATON SE. For more information visit: www.scania.com.
Events
The employer brand strategy and Drive concept can also be used to create event assets. Below are some examples.
Headlines
Here you'll find plenty of ready-to-use headlines, which can run either in English or in a local language. You'll also find tips on how to choose which headline is right for your target audience and objective.
Headlines – key benefit 1
For target groups that feel pride of the history of Scania and our power to create real impact in the world of transport, consider headlines that refer to key benefit 1.
Driving real change
Your future starts with 130 years of innovation
Headlines – key benefit 2
For target groups that are highly motivated by a strong organisational culture and being part of a community, consider headlines that refer to key benefit 2.
Driven by togetherness
A culture driven by people
Headlines – key benefit 3
For target groups with a sustainability agenda or a strong desire to challenge status quo in the world and in their own work, consider headlines that refer to key benefit 3.
Driven by purpose
Driving towards a common goal
Engaging current employees
To engage current employees, you can either use headlines based on the key benefits, or you can choose broader headlines that emphasise career development or motivation of the individual.
In the driver's seat of your own career
What's the next step on your journey?
In markets with low awareness of Scania as an organisation or a brand, it can be smart to explicitly signal, through your headlines, images and/or body copy that Scania is in the transport industry. Aim for a good balance: if your hero image or body copy is more conceptual, your headline may need to be more descriptive. And vice versa.
Join the future of transportation
We have provided a wide selection of headlines here, in English. Run them in English if that is appropriate for your market or localise them. You can also write new headlines in your local language. If you do localise these headlines, remember that it does not have to be a direct, literal translation. Neither does the word 'Drive' have to be included. But it does need to communicate the employer brand strategy and concept.
Below you may download a pdf file with example headlines that may be used as is, or for inspiration when creating your own localised assets based on the ‘Drive’ concept.
- Driving real change
- Drive sustainable change
- Real change takes real drive
- Let’s drive the future together
- Driven by togetherness
- Driven by team spirit
- Your drive is what drives us
- A culture driven by people
- Drive the future
- Your drive can take you far
- Driven by purpose
- Join the future of transportation
- Join the forces
- The future is history
- Your future starts with 130 years of innovation
- If you want to go places
- It takes 130 years of history to imagine the future
- Driving towards a common goal
- In it for the long-haul
- Drive your own career
- In the driver’s seat of your own career
- You drive the future of transportation
- Driving sustainability
- Driving towards a better tomorrow
- Improving tomorrow – today
- Let’s make tomorrow happen. Today.
- Your drive is taking Scania further
- Your drive will take us far
- What’s the next step on your journey?
- You seem to be going places
Body copy
Here are some examples of body copy. They tell the Scania employer branding story, with different emphasis on different key benefits. Use these as is or as inspiration and remember to base your messaging on what you know about your target audience's needs and wants.
Body copy - key benefit 1
Scania is a strong, global organisation that has accumulated know-how and skills within the world of transport over the last century. With our track-record and our determination, we can make a difference in the future of transport.
At Scania we have a strong culture of developing and launching innovations that actually work at scale, in order to drive real change.
Body copy - key benefit 2
Nothing is more important than our people. The strong and supportive culture of Scania provides an organisational environment where each individual is seen, respected and can contribute. We trust each other to act and make decisions, and we believe in a more flexible future workplace based on individual needs.
Development happens naturally here; individuals, teams and our customer offerings have the support they need to grow. The result is an industry-leading company with motivated, dedicated people who want to be a part of driving the shift towards a sustainable transport system.
Body copy - key benefit 3
Scania’s purpose is to drive the shift towards a sustainable transport system, by developing safe, smart and energy-efficient transport solutions that are better for people and the planet.
It is a bold and exciting journey with no finite end. Our innovative spirit and determination are what keep us going until we reach the science-based targets that Scania, as one of the pioneers of the industry, has proudly committed to.
In markets with low awareness of Scania as an organisation or a brand, it can be smart to explicitly signal, through your headlines, images and/or body copy that Scania is in the transport industry. Aim for a good balance: if your headline or hero image is more conceptual, your body copy may need to be more descriptive. And vice versa.
Images
In all of our employer branding images we always try to convey things as they really are. It is a reflection of us being trustworthy and doing things for real. This means that we aim for authentic depictions of people, products and settings.
We also want our employer branding images to convey a sense of pride, regardless if the motif is a person looking into the camera, a new bus being launched or a truck on its journey through a landscape. An image that breathes both pride and authenticity can be dramatic and impactful without being over-polished.
As we are committed to a better tomorrow, it is also important that our image selection for employer branding also contain images that are more visionary and reflect our purpose: to drive the shift towards a sustainable transport system.
The following selection shows the level of quality and the feeling all employer branding communication should convey.
Visit the Media library for more images to use in your communication. Search for EB_DRIVE for suitable images for employer branding.
Choosing images for employer branding
To attract people to Scania, it is important to show a variety of motifs, showing who we are as well as what we do. People are, naturally, a central theme for employer branding, and should always be an integral part of images used for employer branding purposes. However, that said, too many images of people is not advised. Instead, consider the overall impression and aim for an expression of a variety of motifs.
There’s a need to be broad in our approach to also allow for a variety of images depicting people. For example, images of people in action can be mixed with portraits of individuals and line-ups of teams. Always strive to make portraits and team line-ups feel as relaxed and genuine as possible. Do not create unrealistic situations or image dispositions.
We don’t try to squeeze in as many different ethnicities, ages and genders as possible in a single image, as this can give a “staged” or contrived impression. Rather, we aim for diversity across our entire selection of images.
Some images are best suited for certain channels. All images used on Scania websites should be of the highest quality and professionally created, while on social media there might be justifiable exceptions to that standard. An image of lesser quality, e.g. photographed with a smartphone, could be posted in social media if it was taken during an event.
Equally important as the motif is the look-and-feel of the images. We want to produce and choose images with an interesting, differentiated look-and-feel, that “feels like” Scania. Pride, authenticity and our purpose are important to keep in mind in order to achieve that look-and-feel.
Please note that the above guidelines are provided as support for choosing images for employer branding in addition to the Scania Imagery.
In markets with low awareness of Scania as an organisation or a brand, it can be smart to explicitly signal, through your headlines, images and/or body copy that Scania is in the transport industry. Aim for a good balance: if your headline or body copy is more conceptual, your hero image may need to be more descriptive. And vice versa.
Descriptive images can be useful in markets with low awareness.
Templates
Here are some useful templates to help create printed assets for your employer branding communication.
Choose PDF to download a preview of the template and InDesign to download the original file for your own adaptations.
Please note that you need to be logged in with your Scania account to download the templates. If you cannot see the download button, click the blue button in the header to login.
Learn more
Learn more about the employer branding strategy and concepts via the films and handbook below.
Introduction film - Employer branding strategy
Learn more about the employer branding strategy in this short introduction film.
Webinar - Global EB launch
Recording of the launch webinar for the Global Employer Branding Strategy & Concept (30 June 2021).
Webinar - EB toolbox
How to start working with the toolbox and creating a local employer branding plan.
Guidelines as PDF file
Employer branding
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