BLS presents employer benefits in a playful way
BLS lets applicants discover the unique benefits of working for the Bern-based mobility provider in a fun and interactive way. The idea and concept were developed by Zurich-based HR marketing expert Jörg Buckmann.
With 3000 employees, the Bern-Lötschberg-Simplon Railway (BLS) is the second largest mobility provider in Switzerland. The company is looking for around 200 new employees every year, many of whom are highly sought-after specialists elsewhere. The company's employer presence has now been consistently geared towards the needs of jobseekers.
What is normal in product advertising is still often neglected in personnel advertising: emphasizing the advantages and personal benefits of working for an employer. BLS has recognized this and is literally playing up its numerous advantages on its new careers website.
Interested parties can use the "Advantage Finder" to view the most important benefits for them from around 20 different benefits. To do this, they have to playfully decide between 18 pairs of benefits. Duration: around two minutes. BLS then delivers the individual main benefits based on the person's preferences.
One of five ambassadors is introduced to potential applicants at the same time as the results. Ambassadors are active BLS employees who are available to provide undecided candidates with information about the corporate culture and authentic information about the BLS working environment. Ambassadors do not give any feedback to line managers or HR after the interview. To a certain extent, they act as a buddy for the interested parties.
With this unusually "customer-oriented" approach to recruitment, BLS combines modern gamification elements with a very personalized information opportunity.
If you don't want to find out about the benefits of BLS as an employer in this playful way, you can also read about the employer benefits in a classic "accordion" or view a selection of benefits in less than a minute in a video clip.
The idea and concept came from Zurich-based HR marketing expert Jörg Buckmann (Buckmanngewinnt). The video was produced by Condor Films, Zurich, and Cyquest, a Hamburg-based company specializing in online assessments, was responsible for developing the "Advantage Finder".
Responsible at BLS: Christian Hurni (Head of Competence Center Employment), Corinne Moser / Ueli Fueter (Project Management). Responsible at Buckmanngewinnt: Jörg Buckmann (Managing Director). Responsible at Cyquest Hamburg: Anna Rabens (project manager). Responsible at Condor Films: Lena Imboden (Coordinator)
