"Bringing the company into play"

Inspire together" is PostFinance's employer promise. But how does a company show that this is actually practiced internally? "That was the big challenge," says Tina Wüthrich, Team Leader Consulting at Maxomedia. She implemented the new employer branding project for PostFinance. "The job market positioning already contains information about the company's values. We wanted to make this tangible for potential employees." The result is an interactive film and thus an opportunity to take a look behind the scenes at PostFinance as an employer. Both the customer and the agency are convinced that they have "found a good way" to achieve their goals with the "Tour de PostFinance".

Fast forward through PostFinance

The interactive movie takes you through a day at PostFinance. The tour lasts around ten minutes, during which you can make various decisions and influence the further course of the movie. At the end, you are given an assessment of how well you would fit in at PostFinance. The camera is from the player's point of view. This gives the impression of actually being on the premises of PostFinance. The film sequences were produced in collaboration with Top Fuel and director Juri Steinhart.

Give the gift of a good experience

Incidentally, the company did not decide on this measure due to a shortage of employees, but rather as part of a long-term strategy. "Topics such as employer branding, behavioral branding and employee activation are attracting more and more attention - but only very few companies have really taken action so far," says Wüthrich. PostFinance recognized their importance several years ago. The company has developed its own Employer Value Proposition (EVP) and is positioning itself accordingly on the job market. PostFinance wants to offer potential employees a good experience with the interactive film. In the best case scenario, applicants are attracted who fit in with the company's values, can identify with the brand from the outset and ultimately convey the PostFinance spirit to the outside world. But the internal effect should not be underestimated either: "Employees are reassured that they are in the right place. This creates a sense of unity and satisfaction," says Wüthrich

Successful co-creation

But how do you understand the spirit of the client as an outside agency? "Only through co-creation," says the project manager. They worked together very closely and in partnership. Tina Wüthrich explains: "During the implementation, I even spent a working day or two at PostFinance, first of all to experience the spirit for myself. Especially when it comes to values that you want to convey as an employer, this is indispensable. But also because it simplified a lot of things: We were constantly talking on the phone and emailing, and at some point we said: Why don't we work side by side? That was very important for mutual understanding. And it gave me the opportunity to get to know the concept of alternating workplaces, which also appears in the film, for myself." The fact that almost only real employees are shown in the film is also particularly attractive. "We wanted to convey as authentic a picture as possible. Even the CEO took on his role personally," says Tina Wüthrich. This also distinguishes the Tour de PostFinance from an ordinary image film. From a technical point of view, the challenge was to create a surprising, extraordinary user experience in addition to a contemporary implementation in responsive design.

Above-average click rates

The interest in the project proves the creators right: "Initial figures show that the way we communicate is attractive. We have above-average click rates and many people are playing the tour," Wüthrich concludes. (ril)