Ka Boom implements employer branding campaign for Zurich City Police

The Ka Boom communications agency from Gossau has won the pitch for the new employer branding campaign of the Zurich City Police. Launched on January 7, 2026, the "FAQ" campaign sets a new tone in recruitment. The aim is to answer questions that interested parties ask themselves when applying for a job and to make it easier to start the application process with clear information.

Focus on specific questions

The campaign is based on questions that many people ask themselves. These include: "Do I have to be a certain height?", "Do I need a driving license?", "How good do I need to be in German?" and "What initial training do I need?". The campaign addresses these questions and answers them clearly, directly and comprehensibly.

It is based on the vision of the Zurich City Police: "Zurich is the safest big city in Switzerland thanks to the best police force." The focus is on the people behind the uniform. The Zurich City Police is positioned as a diverse employer where personality, motivation and values are key. The campaign is aimed at people with different professional backgrounds and life situations and shows the opportunities and job profiles offered by the Zurich City Police.

Real employees and exaggerated situations

The campaign works visually with real employees of the Zurich City Police. The subjects are complemented by deliberately exaggerated everyday situations that address the typical insecurities of potential applicants. This creates a visual language that attracts attention, appears approachable and at the same time remains factual.

The employer campaign is played out via digital channels, social media and outdoor advertising. A microsite (www.stadtpolizei.ch/jobs) bundles answers, information and clear call-to-actions, making it easier to start the application process. In addition to external communication, an adapted internal campaign was also launched to actively involve employees and consistently convey the attitude of the Zurich City Police both internally and externally.

The "FAQ" campaign shows how employer branding in the public sector can be implemented authentically and with a clear message.

Responsible at the Zurich City Police: Daniela Brunner, Head of Information and Communication, Peter Sahli, Deputy Head of Information and Communication, Responsible agency: Ka Boom The communications agency, Gossau SG