Tre Sverige has been named Employer Brand of the Year, taking gold in the Grand Prix category at the Magnet Awards — Sweden’s national competition for employer branding. Tre also earned bronze in the Best Campaign category for its inventive initiative Choose a Nice Boss.
Magnet Awards organizes the annual Swedish Championships in Employer Branding, a contest that recognizes employers who achieve measurable impact. Awards are presented to organizations that successfully attract, engage and retain employees through outstanding employer branding practices.
Gold — Employer Brand of the Year
Tre Sverige won gold for strong employee engagement and five consecutive years of impressive growth. Nine out of ten employees say they are proud of Tre’s contributions to society — a 50% increase. The company has evolved beyond selling mobile subscriptions to become an example of an inclusive and fair workplace.
Bronze — Best Campaign: Choose a Nice Boss
During Järvaveckan, Tre challenged traditional recruitment by flipping the interview dynamic: job-seekers interviewed managers instead of the other way around. Timed to coincide with the EU elections, the campaign showcased managers on creative campaign posters and drove record engagement and a significant surge in applications.
These accolades highlight Tre Sverige’s strategic focus on employee experience, community impact and inclusive culture. By innovating both internal practices and public-facing campaigns, Tre has strengthened its employer reputation and demonstrated measurable results in attraction and retention. The recognition from Magnet Awards underscores how employer branding—when aligned with authentic values and creative execution—can create tangible business and societal benefits.
Tre’s achievements serve as a case study for other organizations aiming to build a purpose-driven workplace. Their integrated approach combines clear values, visible leadership and bold communication tactics to engage current and potential employees. As companies compete for talent in a changing labor market, Tre’s work shows that investing in people and presenting leaders as accessible and accountable can yield both cultural and recruitment gains.
Magnet Awards continues to spotlight employers who make a measurable difference, and this year’s winners demonstrate the importance of authenticity, creativity and consistent employee engagement. Tre Sverige’s gold and bronze wins reinforce that innovative employer branding, rooted in genuine workplace practices, resonates with employees and candidates alike.