Migros Group's Employer Branding in Polaroid Style
The Migros Group and ESE Agency are launching a national employer branding campaign that puts the spotlight on employees from among its more than 90,000 staff members—in German, French, and Italian.
Migros Group's Employer Branding: People, Not Messages
The Migros Group and the Zurich-based creative agency ESE Agency are jointly launching a comprehensive employer branding campaign for the Migros Group. At the heart of the campaign is the new vision, «A Switzerland worth living in for everyone»—and the people who bring this vision to life every day through their work. As Switzerland’s largest employer, the Migros Group employs more than 90,000 people across numerous companies and industries, ranging from foodservice and food production to retail.
The campaign features a distinctive visual concept: moments from everyday work life are captured in Polaroid style, complemented by handwritten quotes from employees. This personal aesthetic is intended to lend authenticity to the communication and highlight the diversity of professional worlds within the Group. People from various focus companies—such as Denner, Migros Bank, Movemi, Migros Industrie, Galaxus, and the Migros cooperatives—share their perspectives.
Michel Ganouchi, Head of Employer Attractiveness at the Migros Group, describes the approach as follows: «The campaign symbolizes how our employees work every day to create a Switzerland worth living in for everyone. It is a tribute to the people who give the company its identity and embody the employer brand.»
A Movie Brings Switzerland Together
At the heart of the campaign is a dynamic short film that uses fast-paced aerial shots to show how deeply rooted the Migros Group is throughout Switzerland. The footage brings together various locations and professional fields into a cohesive whole, conveying the breadth of the company both geographically and in terms of its scope of operations.
Mirjam Dias Durães, Senior Project Manager for Employer Branding at the Migros Group, adds: «The opportunities at the Migros Group are as diverse as our employees themselves. We show that with us, you don’t just find a job—you find a meaningful role.»
The campaign is running on social media, at various points of sale, and in other advertising materials for internal and external communication—in German, French, and Italian.
ESE Agency as the lead agency for the Migros Group's employer brand
For ESE Agency, this project marks another chapter in what has now become a two-year collaboration with the Migros Group. As the lead agency for employer marketing, ESE supported Migros in the conceptual development and implementation of various projects—including employer branding communications surrounding the centennial anniversary, campaigns to recruit apprentices, and various internal initiatives.
Elia Binelli, Managing Director of ESE Agency, says: «We are very pleased to have been working with the Migros Group for so long. As the lead agency, our goal was to bring to life the real stories of the people behind the scenes.»
ESE Agency was founded as a Zurich-based creative agency and has grown from a team of three to more than 30 employees in seven years. The agency specializes in social media, campaigning, branding, strategy, and websites.
Learn more about the campaign and the Migros Group as an employer: www.migros-gruppe.ch
Contact at the Migros Group: Michel Ganouchi (Head of Employer Attractiveness), Mirjam Dias Durães (Senior Project Manager, Employer Branding), Jennifer Maj, Sergio Pintadu, Robin Berek. ESE Agency Concept: Elia Binelli (Managing Director), Severin Gamper, Bianca Streuli, Damian Steffen. Produced by ESE Agency: Bianca Streuli, Lino Haltinner, Noah Rakic, Eleonora Trifunović.
