“We are a voice before we are a brand.” – Sophie Worth, Global Talent Director at Oatly
In this standout session, Sophie Worth, Global Talent Director at Oatly, made a compelling case for rethinking the hiring experience as a brand moment. From job descriptions to rejection emails, every touchpoint sends a message.
Your Brand Speaks Before You Do
Oatly’s employer brand doesn’t stop at marketing. It’s baked into every part of the candidate journey. Their job posts sound like Oatly. Their emails sound like Oatly. Even their rejection letters reflect their values. Why? Because people aren’t just applying to a role; they’re choosing a voice, a mission, and a way of thinking.
“If you write boring job descriptions, you’ll attract boring talent,” said Worth, urging companies to use every bit of copy as a filter and a magnet. She likens hiring to fishing: use the right lure, and you’ll attract the right kind of human.
“Be brave enough to repel the wrong people” – Sophie Worth, Global Talent Director at Oatly
Human-Led, Tech-Supported
With thousands of applicants for some roles, Oatly has to scale its hiring process, but it refuses to sacrifice its humanity in the process. The team relies on an applicant tracking system to organize submissions, using smart filters like time zone alignment or visa requirements to sort candidates into review buckets. For example, roles that require cross-functional collaboration with teams in Sweden may prioritize applicants in certain time zones to maintain real-time workflows.
But automation doesn’t make the final call. Sophie Worth personally reviews every application. It’s a deliberate, human act in a sea of AI-driven filtering. Even automated responses, such as rejection emails, are written in Oatly’s signature tone: warm, real, and infused with empathy. Candidates aren’t left wondering if a machine made the decision. They feel seen, even when they don’t get the job.
“I don’t hire a CV. I hire a human” – Sophie Worth, Global Talent Director at Oatly
Structure Matters, Influence Matters More
Worth doesn’t sit in HR. She reports directly into Oatly’s in-house agency leadership. That seat at the table lets her influence strategy, cast teams, and challenge hiring managers as a peer. But the bigger point: you don’t need a dotted line to build trust with the business. You just need proximity and curiosity.
Oatly’s approach is bespoke. They consider team dynamics, personalities, and creative chemistry, not just qualifications. That’s casting, not just recruiting.
“It’s not about the org chart. It’s about value” – Sophie Worth, Global Talent Director at Oatly
How to Make Hiring More Human
Start by rethinking the experience from the candidate’s perspective. Is your process welcoming or transactional? Does your language reflect your culture? Are you filtering in the right people—or just everyone?
- Revisit your job descriptions. Replace bland, generic text with copy that reflects who you are.
- Check every candidate touchpoint, from application to rejection email, for tone and clarity.
- Involve your brand or creative team in shaping voice, even for operational hiring.
- Push for proximity to the teams you’re hiring for. Insight fuels influence.
- Use tech to enhance, not replace, personal judgment and care.
“The right copy says everything about who you are before a candidate ever hits apply” – Sophie Worth, Global Talent Director at Oatly
Above all, remember: hiring is not about volume. It’s about resonance. And when you speak with clarity and consistency, the right people will answer.