Sandvik is a global engineering group with unique expertise in materials technology and extensive knowledge of industrial processes. Who are you? Tough question, but one guess is that you possess both soft and hard skills and are looking for a sound work-life balance. In The Power of And, B&P worked to develop employer branding within the existing corporate brand profile. Two complementary words work together to create tension. This helps the ad to stand out and get the reader’s attention irrespective of communication channel. Each potential candidate has many valuable skills, interests and personality elements over and above their formal education and experience. The Power of And captures this and shows how Sandvik is interested in the complete individual. We all have hard and soft skills. That’s just the way it is.