Sandvik: Global Employer Branding Campaign

Sandvik is a Swedish multinational engineering group founded in 1862, specializing in cutting-edge products and solutions for the mining, construction, and manufacturing industries.

Challenge

Paid parental leave is uncommon in many countries where Sandvik operates. As a global company with over 70,000 employees in 70+ countries, Sandvik faced the challenge of implementing a unified policy that would promote inclusivity and well-being while strengthening its global employer brand.

Solution

To address this, Sandvik launched a groundbreaking global policy offering all employees 14 weeks of paid parental leave at 90% of their salary. Trickle collaborated with Sandvik to promote the initiative through the emotionally resonant “Moments You Don’t Want to Miss” campaign:

  • Highlighted authentic, heartfelt stories from employees worldwide, featuring personal photos and parental leave experiences.
  • Distributed the campaign on LinkedIn and other key platforms, leveraging storytelling to drive engagement and emotional connection.
  • Targeted a global audience of current employees, potential recruits, and the wider professional community, demonstrating Sandvik’s commitment to inclusivity and care.

Results

62% Impressions over benchmark
413% Video views over benchmark
107% Engagement rate over benchmark

Key takeaways

  • 1

    Bold, Unified Policy Strengthens Employer Brand

    By offering 14 weeks of paid parental leave at 90% salary worldwide, Sandvik demonstrated a strong commitment to inclusivity and well-being, reinforcing its global reputation as a progressive employer.

  • 2

    Authentic Storytelling Drives Emotional Engagement

    Showcasing real employees’ personal photos and experiences gave the campaign genuine impact, humanizing the brand and resonating deeply with both internal and external audiences.

  • 3

    Strategic Distribution Elevates Visibility

    Leveraging LinkedIn and other platforms, Sandvik reached a wide audience of employees, job candidates, and industry professionals, achieving exceptional engagement and setting a new benchmark for B2B employer branding.

Ludvig Olsson Browall

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