The Group brand is not customer-facing; it communicates purpose, long-term direction, sustainability leadership, innovations, culture, and the people behind our technologies. Technology brands, on the other hand, speak directly to customers and partners about products, solutions, service offerings, and technical expertise.
Because the brands have different purposes, co-branding on social media must follow a clear, structured approach to ensure consistency and prevent brand mixing.
Using the correct brand
All content published under Atlas Copco Group channels reflects the collective identity and strategic direction of the entire organization. Employer branding content such as employee testimonials, learning and development, workplace culture, job opportunities, milestones / recognition and career events should be posted on Group channels using the Group brand, regardless of which division or geography it originates from. Additionally, Group employer branding posts can be reshared by technology brands to increase reach and visibility.
Atlas Copco Group assets must never be adapted into a technology brand’s visuals. The Group logotype, colors or graphical elements cannot be used inside images, videos, or graphics created for a technology brand’s post.
The correct way to signal affiliation on social media is through the “Part of Atlas Copco Group” line.
Association model
Endorsed brands carry the “Part of Atlas Copco Group” line within their official logotype. Because endorsement is built into the identity, these brands may display the “Part of Atlas Copco Group” within their social media profile image, banners, or post graphics, but always using the approved artwork.
Sub-associated brands do not have “Part of Atlas Copco Group” built into their logotype. When they wish to highlight their connection to the Group, it’s possible to add the line as a separate graphic element in their banner image or within individual posts. The brand tag preceding the line should appear in the technology brand’s primary color. When this color clashes with the background or reduces accessibility, the tag may be used in white.
Example of using "Part of Atlas Copco Group" in a technology branded post
Square tag shown in brand’s primary color
Square tag shown in white
Job postings
On platforms such as LinkedIn, job postings are distributed first via the technology brand pages and then aggregated to the Group through platform affiliation. This means the brand of the job ad is determined by the brand selected during job creation in the HR: Link system. This way, Atlas Copco Group page can feature multiple job offerings published by different brands at once.
Increasing reach through shares, mentions and hashtags
To extend the reach of Group content, technology brands are encouraged to reshare posts from the Group channels. This creates visibility across audiences while reinforcing the shared identity and helping build the Group employer brand across all markets.
Technology brands publish product and customer content; the Group reshares only when it supports a broader employer branding, sustainability or innovation message.
Technology brands’ posts may reference @AtlasCopcoGroup (where the platform supports mentions) or use hashtags such as #AtlasCopcoGroup. For any employer branding content, use of #AtlasCopcoGroup hashtag is mandatory.
Example of sharing of Group content by a technology brand
