The problem is that these professionals are already in jobs that are in high demand; many chose their roles because they required limited hours in school, with real-life experience and the ability to perform well on the job being the ultimate test. Convincing them to return to school to teach was no easy task, as most had never even considered it a possibility. Therefore, we invited them not just to teach but to leave a legacy, to ignite the spark of craftsmanship in the hearts and minds of the young – because not all things can be learned from a book. We crafted a recruitment campaign showcasing current vocational teachers at work, centered on vocational pride and the imperative of imparting knowledge to the upcoming generations. Through a PR campaign and paid media, we inspired hundreds to take the first steps towards becoming educators. The experience, knowledge, and passion they hold are crucial in forging a path to the future. For everything that is not shared is lost.

The campaign was a success. It ran both during the fall of 2023 and in January 2024, resulting in over 600 expressions of interest and nearly 200 individual guidance sessions. Education Director Susanne Christenson hopes that many of those who reached out will choose to retrain as vocational teachers. "I am very pleased that this initiative has opened the eyes of so many to the need for their vocational expertise in schools, and that they have taken the first step by seeking guidance. Sweden needs more vocational professionals, and consequently, more vocational teachers.”