Problem: A changing economy bears many implications; precarity within employment, the restructuring of concepts, management of activities and the employment of tools reinforcing security. As a measure to procure and preserve employment in the modern market self- branding has been proposed. The value a brand has today is multifaceted and has proven to aid not only businesses and corporations but individuals as well. However, as self-branding is contingent on the precariousness of the changing economy, previous literature has focused on strategies and implications for the self-employed and failed to mention ramifications for the ‘traditionally employed.’ Furthermore, previous literature is lacking with regard to the Swedish employment market and the incorporation of potential cultural influences.

Purpose: The scope of this research is two-fold, of both an explanatory and exploratory nature. This research seeks to explain, understand and investigate the Swedish employment market with regard to self-branding and identify possible influences. As well as, uncover new insights and explore the significance of self-branding for Sweden's ‘traditionally employed.’

Method: This research adopted a qualitative approach, conducted 10 semi-structured interviews and implemented a thematic analysis to interpret the empirical findings and answer the research questions. The findings were later analysed in accordance with previous literature.

Results: The results identify to major concepts of significance with regards to the strategy of self-branding. Swedes must consider their purpose and authenticity as two major determinants of the value of their brand. Moreover, the results indicate offline branding activities, the Law of Jante and self-branding for the ‘traditionally employed’ of high relevance for the Swedish employment market.