Brand building by government agencies

The Swedish Public Employment Service goes on television to show that they are experts in the labour market (according to themselves, that is). The Swedish Transport Administration makes adverts about building railways and the Armed Forces advertise that they are defending Sweden.


Government agencies are producing more and more advertising and marketing to promote themselves and tell us they are doing their jobs. There is no overall picture of how much this is going on or how much it costs. However, a report by the Expert Group on Public Economics (ESO) found that the number of staff working in communications at government bodies in Sweden went up 46 percent between 2006 and 2019, while the number of employees overall increased by 11 percent.


In bodies whose results are vague and difficult to measure, it is even more important to look competent and dynamic. Public sector bodies are starting to devote themselves to a form of political posturing.