In today’s job market, young talent is often valued more highly than experience. But in an economy where mistakes cost money, that may not be the smartest way to recruit.

The insight is simple: older candidates have already made their mistakes and learned from them. They’re a safe bet. But that experience never shows up on a CV, and it isn’t something recruiters think to ask about.

The solution was Arbetsmisstagarna, a digital service for the recruitment platform AddAge that matches employers with candidates based on the mistakes they’ve made at work. The mistake you pick becomes the candidate you’re paired with.

The campaign also ran as a LinkedIn initiative, inviting AddAge’s network to share their own best blunders, alongside campaign executions featuring mistakes that were more — or less — relatable. Simple, and a little bit fun. Made together with a copywriter for Young Lions 2026.

HOW IT WORKS

As an employer or recruiter, you upload your job ad to the site and get back stories of candidates’ past mistakes. Your mistake matches reflect the experience your job ad is looking for. The mistake you choose then becomes the candidate you’re paired with.

Location, location, location. It matters when you’re looking for your next office — and just as much when it comes to where your ad lands in Sweden’s largest daily newspaper.

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The creative work was done by me and a copywriter, produced for Dagens Nyheter’s advertising competition.

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