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More Than a Salary: How Zenseact used internal branding to win the war for AI talent

Eriksson, William LU ; Larsson, Rebecca LU and Palklint, Klara LU (2026) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20261
Department of Business Administration
Abstract
In 2020, Zenuity was split up and the new company, Zenseact became a subsidiary to the car manufacturer Volvo Cars, owning 86,5% of the company. In the end of 2022, Volvo Cars acquired the rest of the company and became fully owner of Zenseact. Being a knowledge heavy company with ambitious developers at the core of the organization, Zenseact develops driving assistance software powered by advanced technique and innovation. However, internal concerns arose regarding the corporate identity. On one hand the company wanted to be cool, techy and disruptive. On the other hand, they wanted to be more than that, being a company with “people at heart” defining their culture, something that was not clearly communicated. When working with the... (More)
In 2020, Zenuity was split up and the new company, Zenseact became a subsidiary to the car manufacturer Volvo Cars, owning 86,5% of the company. In the end of 2022, Volvo Cars acquired the rest of the company and became fully owner of Zenseact. Being a knowledge heavy company with ambitious developers at the core of the organization, Zenseact develops driving assistance software powered by advanced technique and innovation. However, internal concerns arose regarding the corporate identity. On one hand the company wanted to be cool, techy and disruptive. On the other hand, they wanted to be more than that, being a company with “people at heart” defining their culture, something that was not clearly communicated. When working with the identity, questions like “how progressive can we be to not distance ourselves too much from the mothership?” were asked as well as how to be a modern, diverse and innovative tech company. Moreover, the AI tech market is highly competitive in terms of competing for the best talents. This led to reasonings on how to develop the company in order to compete against firms offering higher salaries for the same talents. (Less)
Please use this url to cite or link to this publication:
author
Eriksson, William LU ; Larsson, Rebecca LU and Palklint, Klara LU
supervisor
organization
course
BUSN35 20261
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate Brand Management, Internal Branding, Employer branding, Brand Positioning, Identity Core
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9224042
date added to LUP
2026-03-24 10:53:47
date last changed
2026-03-24 10:53:47
@misc{9224042,
  abstract     = {{In 2020, Zenuity was split up and the new company, Zenseact became a subsidiary to the car manufacturer Volvo Cars, owning 86,5% of the company. In the end of 2022, Volvo Cars acquired the rest of the company and became fully owner of Zenseact. Being a knowledge heavy company with ambitious developers at the core of the organization, Zenseact develops driving assistance software powered by advanced technique and innovation. However, internal concerns arose regarding the corporate identity. On one hand the company wanted to be cool, techy and disruptive. On the other hand, they wanted to be more than that, being a company with “people at heart” defining their culture, something that was not clearly communicated. When working with the identity, questions like “how progressive can we be to not distance ourselves too much from the mothership?” were asked as well as how to be a modern, diverse and innovative tech company. Moreover, the AI tech market is highly competitive in terms of competing for the best talents. This led to reasonings on how to develop the company in order to compete against firms offering higher salaries for the same talents.}},
  author       = {{Eriksson, William and Larsson, Rebecca and Palklint, Klara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{More Than a Salary: How Zenseact used internal branding to win the war for AI talent}},
  year         = {{2026}},
}