Karin Hansson, Statistics Sweden, karin.hansson@scb.se “An outgoing expert personality” ̶ using a brand platform as a tool to improve external communication Karin Hansson, Statistics Sweden, karin.hansson@scb.se 27 June 2018 12

Statistics Service Gabriel Wentz

Process of improvement Initial audit Problems Diagnosis Statistics Sweden’s personality Guidelines Solution Follow-up audits Changes Results

Diagnostic audit: strong points No superfluous information The most important information first Not more formal than necessary Gabriel Wentz

Diagnostic audit: the problem 70 % not helpful enough Gabriel Wentz

A typical question My name is N N and I am a writer with the Economist Intelligence Unit currently working on a report about Sweden. I would like to get the most recent figures on the number of part-time and temporary workers in Sweden, with a comparison to the number for the same period last year.    If it is possible to get back to me by the end of the day tomorrow I would appreciate it.   Thank-you in advance for your help. Best regards, N N

A typical reply Dear N,   The figures are available in our database: http://www.statistikdatabasen.scb.se/pxweb/en/ssd/S TART__AM__AM0401__AM0401I/NAKUSysselAnk M/?rxid=866f6595-6db9-4329-8720-b9f41c2c602d Kind regards, Statistics Sweden

Statistics Sweden’s personality Statistics Sweden is an outgoing expert personality that is passionate about their job instils great confidence is contemporary in expression participates in the public discourse

Gabriel Wentz

A typical reply: improved version Dear N,   The statistics you are looking for are available in our database. Here are the figures on the number of persons in temporary employment: http://www.statistikdatabasen.scb.se/pxweb/en/ssd/START__AM__ AM0401__AM0401I/NAKUSysselAnkM/?rxid=866f6595-6db9-4329- 8720-b9f41c2c602d    I hope this answers your question. If you need any further assistance, please do not hesitate to contact us. Kind regards, Statistics Sweden

Gabriel Wentz

The finished guidelines At Statistics Service, we Explain what the recipients get from us Include links – not just the figures Express that we understand the scb.se can be tricky Express regret if we are unable to help Apologise if something went wrong Invite the recipients to get back to us if they have more questions.

Follow-up audits Guideline Follow-up audit 1 Follow-up audit 2 1 Explain what the recipients get from us 80% 75% 2 Always include links to the statistics 90% 3 Express that we understand that scb.se can be tricky to use 20% 40% 4 Express regret if we are unable to help 56% 5 Apologise if something went wrong 0%* 100%** 6 Invite the recipients to get back to us if they have more questions 78% *) There were only 3 instances where the guideline could be applied. **) There was only 1 instance where the guideline could be applied.

Karin Hansson, Statistics Sweden, karin.hansson@scb.se “An outgoing expert personality” - using a brand platform as a tool to improve external communication Thank you Karin Hansson, Statistics Sweden, karin.hansson@scb.se