East Sweden
 

A workplace that pulsates with energy

Charlotte Patriksson works with recruitment and Employer Branding at Stadium, one of Europe's largest sports chain stores with its headquarters in Norrköping.

A workplace that pulsates with energy

Charlotte Patriksson works with recruitment and Employer Branding at Stadium, one of Europe's largest sports chain stores with its headquarters in Norrköping. 

Tell us a bit about yourself and Stadium

My name is Charlotte, I grew up in Linköping but I now live in Norrköping. I am responsible for recruitment and Employer Branding at Stadium. 

Since it started operations in 1987, Stadium has developed into one of Europe's largest sports chains. In total, Stadium has more than 150 sports and sports fashion stores all over Sweden, Finland and Denmark. The Stadium concept has been continuously developed and subsidiaries in the form of the concepts Stadium Outlet, Stadium Team Sales and Stadium Ski have been added. In addition, with Stadium Sports Camp, Stadium has Sweden's largest, and probably the world's most fun sports camps for children and young people.

What do you do to attract skilled labour from Stockholm; people who might need to commute or move?

At Headquarters approximately 230 employees are working towards Stadium's vision: to inspire people to lead an active life. Here we have departments such as purchasing, sales, marketing, logistics, finance, IT, HR and the establishment of new stores. Because we have a need for specialist skills in a number of areas, we sometimes need to recruit outside of our region. Stockholm is 180 kms away from us – it's a challenge that we take very seriously. That's why we work hard to try to adapt to the individual's needs when it comes to commuting.  

We are also working on being clearer about who Stadium is as an employer and ensuring that we keep ourselves updated on who our target groups are and where we can find suitable candidates. We hope to be able to match our job vacancies with the right candidates by doing this. Stadium is a strong brand and a workplace that pulsates with energy – where you can feel the company's culture and values in the atmosphere. At Headquarters, we work in a sporty and youthful environment to develop the Group and challenge sports retail. For us, it is important that our employees have the opportunity to grow and develop, both professionally and personally, within the group.

How has it been to grow from a small 'cellar' business into an international corporation? Why was it good to start in Norrköping?

Norrköping was our founders' home arena where they had a strong network and knew the city. The brothers had the chance to take over a sports shop called "Spiralen Sport" in Norrköping, which was the start of Stadium's journey. The Group's headquarters was also created in Norrköping. Having grown so much from a small family business into an international corporation has been extremely exciting, but at the same time it is important to take the time to create processes adapted to the company's size – the processes that apply to a small business do not work when you go from 30 to 3,000 employees.

Charlotte Patriksson

Charlotte Patriksson works with recruitment and Employer Branding at Stadium, one of Europe's largest sports chain stores with its headquarters in Norrköping.