Expanding into a new market requires understanding local business practices, building relevant networks and working with people who know both contexts. Our collaboration with Karin Björkman, founder of Beyondo, has provided that foundation for our work in Sweden.
Sweden and the Netherlands share certain values but operate differently in business settings. The Swedish market values consensus-based decision-making, structured communication and clear expectations around work-life balance. Understanding these differences matters when entering the market.
Karin Björkman, the founder of Beyondo has experience of both markets, which made the initial collaboration practical from the start.
"Some partnerships work because there's alignment from the beginning. We could see where Otherside was heading and how that fit the Swedish context."
Karin Björkman
The partnership began with recruitment. Karin helped us find the right people who understood both Swedish business culture and our approach to sick leave management and rehabilitation support.
For Olov Lönngren, who manages our Swedish operations, having access to someone with dual-market experience helped navigate the early stages. While Olov brings deep knowledge of Swedish organisations, Karin’s guidance helped Otherside at Work translate their international approach to fit local practices and expectations.
With two decades of experience in recruitment, HR advisory and talent mobility across Sweden and the Netherlands, Karin helps international companies understand how Swedish organisations handle employee wellbeing, sick leave and rehabilitation, enabling them to adapt effectively.
"Swedish organisations operate through consensus. Work-life balance isn't a benefit - it's a baseline expectation. If you're offering solutions in this space, you need to understand how decisions are made and what matters to both employers and employees."
Karin Björkman
For Otherside at Work, whose focus is on sustainable employability and effective sick leave management, this insight helps ensure our solutions fit Swedish workplace culture and employer needs.
The partnership works without rigid structures. We collaborate when relevant - during strategic client meetings, when evaluating market developments, or when HR and recruitment perspectives add clarity to our work.
"We work together when it makes sense. No formalities needed - we both know when input is useful."
Olov Lönngren
"Following their development and contributing where I can fits well with my work. The cross-border aspect makes it engaging - helping companies succeed in new markets is what Beyondo does."
Karin Björkman
This partnership benefits our Swedish clients directly. It means we enter conversations with better understanding of local HR practices, clearer communication that matches Swedish business culture and solutions that align with how organisations here actually operate.
For us, it provides ongoing insight into the Swedish market and helps us stay current with developments in HR, rehabilitation and sick leave management.
"Working across borders requires people who understand both contexts and can help you avoid missteps. That's the practical value Karin brings."
Olov Lönngren
As we expand our Swedish operations, this collaboration remains relevant. Karin continues to provide market insight and guidance, which helps us serve Swedish organisations more effectively.
The partnership demonstrates something straightforward: successful market entry depends on working with people who know the local context and can help you adapt your approach accordingly.
"Bridging markets isn't just about translating materials or understanding regulations. It's about working with people who know both environments and can help you operate effectively in the new one."
Olov Lönngren
This collaboration supports our work in Sweden and aligns with our core focus: helping organisations maintain sustainable, healthy workforces.