Client case: Svea Solar
Services:
Recruitment strategy and process
Employer branding strategy and content creation
Project management (collaboration with internal teams)
Since its founding in 2014, Svea Solar has grown from a small apartment in Solna to being named a DI Supergasell in 2019. With rapid growth and global expansion, the need for a global HR function and structured processes became increasingly clear.
In collaboration with Whippy, specialists in onboarding, we developed a global recruitment and onboarding process for Svea Solar — including strategy, structure, and content. Working closely with Svea Solar’s global and local HR teams, our goal was to ensure that all potential and new employees receive a consistent experience throughout the recruitment and onboarding journey, while also reinforcing Svea Solar’s employer brand. At the same time, we worked to streamline and automate parts of the internal processes.
Employer brand as a core theme in the collaboration
In the fall of 2020, we began a collaboration with Svea Solar divided into three parts: a workshop and the creation of an employer brand guideline, the development of a global recruitment process and corresponding career pages, and a recruitment partnership - initially focused on the global HR team. At the same time, Svea Solar also began working with Whippy, specialists in onboarding, to develop a global onboarding process.
Throughout the collaboration, we worked side by side with Svea Solar’s HR teams in Sweden, Germany, Belgium, the Netherlands, and Spain, as well as with Whippy, to ensure that Svea Solar’s employer brand was communicated consistently and attractively across all channels and to all target audiences.
A seamless recruitment and onboarding process
Recruitment and onboarding are among the earliest phases in an employee’s lifecycle. These stages shape the first impression of the employer — and of course, the goal is for that impression to be both positive and reflective of the real workplace experience. One of the primary goals of this initiative was to create a process where every candidate in the recruitment journey, and every new hire during onboarding, would have an outstanding experience. At the same time, the aim was to establish internal structures and routines “behind the scenes” to streamline and partially automate both recruitment and onboarding processes.
UrbanUrban’s assignment was to develop career pages — one global and individual subpages for each country — along with a global recruitment process, while Whippy was responsible for building the global onboarding process. Together, we worked closely to design the processes as one cohesive journey for candidates and employees alike — consistent, interconnected, and aligned in tone and recurring elements.
Content that communicates Svea Solar’s employer brand
Svea Solar’s mission is to drive a global shift toward a sustainable society. To achieve this, it’s essential not only to operate globally but also to raise awareness on a global scale. A key factor in succeeding with this mission is having the right people on board. In other words, both active and passive candidates, as well as current and future employees, were seen as vital target audiences. Building on the outcomes from our earlier workshop, we established what to communicate, when to communicate it, and how — all to maximise the impact of Svea Solar’s employer brand.
Across various media, we created content that ranged from email text providing candidates with relevant information to a solar energy quiz aimed at raising awareness. Based on the candidate journey — from reading a job ad and applying, to potentially being hired and experiencing their first months on the job — we designed each step with tailored content.
One of the most natural media choices was video. Through film, you can communicate a message while also offering a glimpse into daily life at the company. Using the concepts and key elements of the employer brand established in the workshop, we created five films, each conveying a specific message, placed strategically at different stages of the recruitment and onboarding process.
Close collaboration with internal HR
Internally, a key priority was to streamline the management and administration of the processes — responsibilities that often fall to the HR team. Our aim was to establish a clear structure, templates, and guidelines so that recruiters and hiring managers could view the recruitment and onboarding processes as supportive tools that remove some of the otherwise manual work.
To ensure we met these goals, we worked closely with Svea Solar’s HR teams across the different countries to gain insights into the current state and gather input on how to improve the processes moving forward. HR was actively involved in the creative process, contributing ideas for communication, and also played a key role in providing feedback on the processes throughout the project.