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‘How I came to run my own business in Sweden’

American Scarlet Vikarby owns a home theatre installation business. She talks to The Local about owning a company, how being a woman can be a game changer, and how to overcome reserved Swedes.

'How I came to run my own business in Sweden'
Scarlet Vikarby and her husband Jimmy. Photo: Private

Like many expats in Sweden, LA native Scarlet Vikarby moved here for love.

"We met in the Caribbean and fell madly in love, then a year later, as crazy as it sounds, we got married," she tells The Local. 

Eight years later Scarlet, 40, is living in Stockholm with her husband Jimmy and their three daughters.

Vikarby says that moving to Sweden wasn't just a challenge due to the weather difference, but also jumping head first into a new marriage abroad.

"I got here in November and Sweden is not its best during winter," she explains. "The first year was difficult, it was a new marriage and honestly, even if it was a long distance relationship, you don’t really know the person until you start living together."

But she settled in quickly, and before long landed a job as a secretary at an English-speaking advertisement agency. It was a brief position, filling in for a friend, but Vikarby says that even when the work isn't in your field, it's a good idea to get started anywhere. 

"It's important to just start networking because Swedes can be very reserved. Contacts are what you really need to get ahead in Sweden," she says. 

The American, who has an MBA in International Business, got her real break via a friend in the US who needed help with a big Swedish client. Thanks to her contacts, Vikarby was able to snag a position as a logistics specialist in a Swedish office – which made all the difference. 

"It was my first real Swedish job. You really need that on your resume, the experience of working for a Swedish employer and in a Swedish marketplace. That's a reservation that employers always have, wondering if you'll understand the working environment and fit in."

Vikarby said that it's critical to jump on any opportunity you get, even if it's not a job you normally would go for.
 
"Once you have that first job, it shows that you've been there and done that."
 
Today, Vikarby and her husband own iHouse, a home automation and theatre installation business.

"You come to us and say what you want, we then plan it out and get the equipment for it," she explains.

Vikarby is responsible for the company's IT and economy, as well as marketing.

"In marketing I think as a woman I bring a different view. Women are not very techy so I know how to speak to them so they can understand, I bring a female perspective to customers."

Vikarby explained that there are of course females who are interested in tech as well, but that generally her company's orders are driven by the men – and she gets a chance to explain to their wives why they may also be interested.

It's an exciting dynamic, as women are also more active in business in general in Sweden than they are in the US, the entrepreneur said. Back home in the US Vikarby was frequently the only female in her department – but she said that's not generally the case here.

Still, life isn't easy as a small business owner.

"Sometimes I used to think, how are we going to pay the rent? It is hard to have a business in Sweden," she says. "They take a lot of tax and you need a minimum of 50,000 kronor ($7,246) for a private limited company (aktiebolag), which is a lot in capital."

Vikarby clarified that an enskild firma company, with sole proprietorship, is cheaper – but if something goes wrong, you're on your own. Your personal funds are then on the line.

While you must invest 50,000 kronor of capital in private limited company, normally that capital is all that you risk thereafter. If the company goes into bankruptcy, your personal economy will not be affected.

Another inescapable difficulty, she says, was mastering the Swedish language.

"I got here on a Sunday and on the Monday I was already in class, I had to be passive and do intensive studying because I was a bit older, " she explains. "It took me a good year to learn it just the solid grammar base alone."

But even with the Swedish language under her belt, she admits that the locals weren't always jumping to help. 

"Swedes appreciate when you learn the language, but they are not helping when they speak back in English," she explains. "My husband used to do that because we spoke in English for the first year and a half, he found it strange at first, but you just have to go for it, even if you make mistakes."

On the whole, Vikarby says that life in Sweden is more laid back than back home in California, and that she has built a solid network of friends and family. In fact, one of the things she misses the most may come as a surprise. 

"Coming from California, I have to say that I miss the Mexican food," she says with a laugh. "And I miss that the people over there just have a different vibe."

Back in Sweden, the American says that Swedes could learn from the US approach to life, and that many Swedes can be "afraid of taking chances and moving up the ladder". 

Indeed, to help other Americans integrate, Vikarby is behind the Facebook group Americans in Sweden, which boasts almost 400 members.

"I want to give back to Americans moving to Sweden because you can feel lonely and it is a journey where you become and new person in a new country."

So, would the American ever pack up and head home?

"No way," she tells The Local. "I love it here."

Isabela Vrba

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READER INSIGHTS

How to find a job in Sweden: Five tips from those who’ve been there, done that

The Swedish job market poses unique challenges for newcomers. The Local's readers share their best tips for cracking the career code.

How to find a job in Sweden: Five tips from those who've been there, done that

Network, network, network!

A statistic that often gets tossed around is that seven out of ten jobs in Sweden are obtained through personal connections, and there’s no doubt that a good network is crucial to your job hunt, making the labour market extra challenging for newcomers to the country.

In fact, networking was the main tip mentioned by The Local’s readers.

“The job market is quite hot in Sweden, and talent is in short supply. People hiring do not have a lot of time to find the right talent, and tips from friends, colleagues and former colleagues are the way to first, find out organisations are hiring, and secondly, get your CV on the short list,” said Kyle, a Canadian reader who works in innovation management in Gothenburg.

“If you are going for a major employer like Volvo, network gets you in the door, as HR does not have much to do with hiring… the hiring managers do all of it and have no time, due to the insane number of consensus meetings. If you are looking for smaller organisations, they have even less time to find people, and networking is their primary way to find talent,” he added.

NETWORKING IN SWEDEN:

Some of the networking tips readers mentioned were going to job fairs, getting an internship to help you establish connections in your preferred field, joining clubs (this could be anything from your local gardening association to meetups for coders, but focus on clubs that may be popular among people working in your chosen field), and drawing on your organic network of friends, neighbours and others.

Don’t neglect the groundwork

The saying “dress for the job you want, not the job you have” is getting worn out (and people may look at you funny if you turn up to interviews in a Batman suit), but there’s truth to the notion of making sure you know what you want – and preparing for it.

In other words, don’t wait for a job ad to appear before you start to customise your CV and figure out what skill set you need. Create your CV now so that you’re ready to tweak it to your dream job – you could even have a general look at job ads in your field to see what requirements are needed. And don’t forget to spruce up your LinkedIn profile so that it fits with your career goals.

“I believe that several factors contribute to successfully landing a desirable job in Sweden. It’s essential to prepare to meet the requirements beyond just having a university degree. Many individuals realise these requirements only after completing their studies when they start searching for a job, which can be too late,” said Adnan Aslam from Pakistan, who works as a food inspector.

“I recommend identifying the job advertisements for positions you aspire to hold in the future and then preparing for those requirements during your studies. For me, acquiring a basic level of proficiency in the Swedish language and obtaining a Swedish driving licence were crucial. I pursued these goals during my studies and was able to secure a desirable job before graduating,” he added.

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Felipe Cabral even has a GPT assistant trained on his own CVs and old cover letters, and said the set-up only takes ten minutes if you already have your documents. “With that in place, you can give instructions like: Read this job description and create a tailored version of my CV and letter for it. (…) Remember to always review and ask it not to create data aside from your documents.”

Be flexible and ready to adapt

Moving to a new place inevitably means having to learn not just the practicalities such as how to write a CV or which websites to use to look for job openings, but also learning how to navigate a new culture with all its unspoken expectations.

Swedish workplaces are generally less hierarchical than many other countries, but that doesn’t mean you can say whatever you want whenever you want without anyone raising an eyebrow. Swedes are usually direct, but be careful of being too abrasive or boastful: raising your voice, even during a spirited argument, or banging your own drum to show off your skills may not go down well.

“Talk, deliberate, complain like a Swede and you’ll come across like you know what the job entails, so your trustworthiness increases,” said an Indian data analyst who preferred to remain anonymous.

“Office politics are just as strong in Sweden as anywhere else. The flat hierarchy is deceiving as social hierarchy is enforced quite a bit in that lack of formal hierarchy. Take your time in learning these dynamics wherever you work before revealing your talent and capabilities. Expect those internal politics to happen, and they won’t hurt so much when they do,” said Kyle, the Canadian reader in Gothenburg.

This article about Swedish office politics may be useful.

Stay true to yourself

Adapting to your surroundings is one thing. Completely changing who you are is another.

For one thing, your happiness is as important as your career progression, and for another, your foreignness need not be an impediment: it’s also a skill that sets you apart from the rest. It means you have unique experience, and also, in the right setting, provides an opportunity to sometimes violate those social rules we mentioned above, because people assume you will, anyway.

“Trust is key. Build trust in your network, work with integrity. It’s OK to violate jantelagen if you are maintaining integrity. Sometimes your outsider and more honest/open opinion will burn bridges, especially those that may feel threatened by talent. But it will build trust with other colleagues who see it as brave and more trustworthy to work with,” said Kyle from Canada.

Hunker down for the long haul

We don’t want to scare you, because there are plenty of examples of people who quickly find their dream job in Sweden and settle into their new workplace, enjoying perks such as long summer holidays, generous parental leave and the famous work-life balance.

But if you do find it tougher than you expected: know that you’re not alone.

Several readers who responded to the survey said they were still trying to find a job in Sweden.

“I found jobs all over Europe but not here. They say they have a lack of experienced senior engineers but the don’t seem to be doing much to solve this,” said a Brazilian in Gothenburg.

A reader from Bangladesh said she was “at a loss” as to how to make a career change from her current AI role in Stockholm, despite many years of experience as an IT project manager.

“Over the past 18 months, I’ve submitted over 600 applications to various organisations. Unfortunately, despite being overqualified for some positions, I’ve faced rejections at every turn, from both large and small companies. The job market here, especially for foreign-born women, feels overwhelmingly challenging,” she said, adding that the struggle had impacted her mental health.

The Local has on several occasions reported on foreign residents’ struggle to get a foot on the Swedish job ladder, with many facing hurdles such as employers’ unfamiliarity with international degrees, discrimination, or a lack of network that can provide paths into a company.

So during the job hunt, don’t forget to care for yourself. Share your concerns with fellow job-seekers, ask for help and join networking groups – this is good not just for creating new contacts, but also in terms of your social well-being and meeting people who are in a similar situation.

And finally, as one British reader in Stockholm advised, keep looking: “Be open-minded with the opportunities that present themselves. It isn’t an easy market to enter and doesn’t feel inclusive.” But he added, “don’t give up”.

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