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Job Market: Tamedia is expanding JobWinner and responding to the apprenticeship crisis with entry-level jobs. Unikat is designing a testimonial campaign for this initiative.
Job market Tamedia expands JobWinner and responds to the apprenticeship crisis with Starterjobs. Unikat is designing a testimonial campaign for this purpose. According to the Federal Office for Professional Education and Technology (OPET), the situation is as tense as it was last year, especially in the urban centers of Zurich, Bern and Neuchâtel. Although many new apprenticeship places have been created, the problem is hardly easing this year because around 2000 more school leavers are applying for an apprenticeship contract this summer than in 2003. In addition, there are all those young people who have taken up a transitional offer due to a lack of jobs. At last week's annual OPET conference, representatives from the federal government and employment organizations called for the creation of more apprenticeships. A new law, the increased use of apprenticeship promoters and start-up funding for training company alliances offer good conditions for the additional supply to alleviate the shortage of positions.
The Tamedia job market is launching a new placement platform with the open-ended Starterjobs campaign, in which apprenticeships, entry-level jobs and internships are advertised free of charge on the JobWinner.ch channel. Seraina Mohr from the JobWinner team explains that the main idea behind the initiative was the realization that jobs for career starters are rarely advertised and that youth unemployment can only be tackled by creating and placing open apprenticeship and entry-level positions. "Isabel Kaiser, Head of the Tamedia job market, got the ball rolling when she read an article about apprentices and university graduates looking for work and thought about how we could offer meaningful job search support with JobWinner.ch," says the content manager looking back. The team then developed the idea into a broad project and implemented it.
A movement should emerge
As youth unemployment is a major burden for those affected - from the psychological problems and social isolation to the increased potential for violence among these young people - it was clear to those responsible at pitch winner Unikat that they did not just want to design the topic as a campaign. "We wanted to create a real movement," explains Jan Maurer, Consultant and Managing Director of the agency.
For the job campaign, CD Daniel Meier was guided by the basic message of solidarity that even celebrities have started small. "Their presence on the advertising material is intended to encourage those affected, because even their paths were not always straight," says Meier about the testimonial campaign. For example, rock singer and producer Chris von Rohr earned his first money as an animal keeper, former Federal Councillor Ruth Dreifuss as a hotel secretary, landlady and former "10 to 10" presenter Jana Caniga as a temp in the electronics department of a department store and successful industrialist Edgar Oehler by selling hens' eggs.
Precisely because youth unemployment also affects these groups, celebrities from the worlds of business, entertainment and politics were very willing to participate free of charge. With the appeal "Everyone deserves a first chance", they are encouraging young people and potential employers alike. For this appeal, Unikat asked for youth photos in which a stellar career was still a long way off. As far away as it is today from many potential future top people. A series of text advertisements, such as "Viktor Giacobbo still had to set lead letters for his first job, show the way. You have it a lot easier: www.jobwinner.ch/starterjobs".
The campaign concept takes into account the self-image of millennials, as generational researchers William Howe and Neil Strauss describe the
first young generation of the new millennium. They cite stability, professional success and family happiness as their greatest goals. Success and enjoyment at work are among the most important factors for satisfaction today.
This tendency to overestimate oneself - an expression of ambition - is also followed by the celebrity campaign. Casting shows are not the only way to prove that everyone has great potential. The broad Starterjobs campaign aims to do the same from June 1 and goes one step further. In advertisements, radio spots, wild posters and cards for free, the role models remind us that they also started small. And that modesty is not an ornament that gets you nowhere. It obviously remains a virtue in modern society too. The best proof is provided by Unikat itself, as it was also entrusted with the rebranding of the Winner platforms.
Role models: Charles Clerc, Ruth Dreifuss and Ulrich Gygi (from left to right) started small in their professional lives and later went far. Recommended for today's young people to emulate.
Luca Aloisi
The Tamedia job market is launching a new placement platform with the open-ended Starterjobs campaign, in which apprenticeships, entry-level jobs and internships are advertised free of charge on the JobWinner.ch channel. Seraina Mohr from the JobWinner team explains that the main idea behind the initiative was the realization that jobs for career starters are rarely advertised and that youth unemployment can only be tackled by creating and placing open apprenticeship and entry-level positions. "Isabel Kaiser, Head of the Tamedia job market, got the ball rolling when she read an article about apprentices and university graduates looking for work and thought about how we could offer meaningful job search support with JobWinner.ch," says the content manager looking back. The team then developed the idea into a broad project and implemented it.
A movement should emerge
As youth unemployment is a major burden for those affected - from the psychological problems and social isolation to the increased potential for violence among these young people - it was clear to those responsible at pitch winner Unikat that they did not just want to design the topic as a campaign. "We wanted to create a real movement," explains Jan Maurer, Consultant and Managing Director of the agency.
For the job campaign, CD Daniel Meier was guided by the basic message of solidarity that even celebrities have started small. "Their presence on the advertising material is intended to encourage those affected, because even their paths were not always straight," says Meier about the testimonial campaign. For example, rock singer and producer Chris von Rohr earned his first money as an animal keeper, former Federal Councillor Ruth Dreifuss as a hotel secretary, landlady and former "10 to 10" presenter Jana Caniga as a temp in the electronics department of a department store and successful industrialist Edgar Oehler by selling hens' eggs.
Precisely because youth unemployment also affects these groups, celebrities from the worlds of business, entertainment and politics were very willing to participate free of charge. With the appeal "Everyone deserves a first chance", they are encouraging young people and potential employers alike. For this appeal, Unikat asked for youth photos in which a stellar career was still a long way off. As far away as it is today from many potential future top people. A series of text advertisements, such as "Viktor Giacobbo still had to set lead letters for his first job, show the way. You have it a lot easier: www.jobwinner.ch/starterjobs".
The campaign concept takes into account the self-image of millennials, as generational researchers William Howe and Neil Strauss describe the
first young generation of the new millennium. They cite stability, professional success and family happiness as their greatest goals. Success and enjoyment at work are among the most important factors for satisfaction today.
This tendency to overestimate oneself - an expression of ambition - is also followed by the celebrity campaign. Casting shows are not the only way to prove that everyone has great potential. The broad Starterjobs campaign aims to do the same from June 1 and goes one step further. In advertisements, radio spots, wild posters and cards for free, the role models remind us that they also started small. And that modesty is not an ornament that gets you nowhere. It obviously remains a virtue in modern society too. The best proof is provided by Unikat itself, as it was also entrusted with the rebranding of the Winner platforms.
Role models: Charles Clerc, Ruth Dreifuss and Ulrich Gygi (from left to right) started small in their professional lives and later went far. Recommended for today's young people to emulate.
Luca Aloisi
