Ericsson performed their own research, which consisted of interviews with senior leaders, focus groups, and desk research. We then processed the raw information and identified three core strengths – leading edge technology, the people and the opportunities they are given.
From here we identified the characteristics that Ericsson value, and de ned how employees are empowered to create change and constantly evolve. This supported the creation of the EVP, “Invent the future. Reinvent yourself.”
Interpreting the EVP to inspire the target audience, we revealed Ericsson to be more than a producer of cutting-edge communications technology. They’re a team of dreamers who remain at the forefront of their industry by supporting their people to harness their imaginations. They dream one day of creating a fully connected and sustainable future. So we created an employer brand that challenges the reader to tell us what they dream about achieving and how Ericsson will support them to make it happen.