The House and Hutter: tackling the shortage of skilled workers at the Migros Group

The House has been supporting Migros as a creative agency in the area of employer branding for more than six years and was commissioned together with Hutter Consult to develop a digital recruitment campaign. The aim of the campaign is to position the Migros Group in the sales / retail, gastronomy, logistics / mechanics / technology and IT sectors, increase the number of applications and thus counteract the labor shortage. The employer branding campaign developed jointly with Hutter Consult and Migros focuses on the systemic relevance of Migros and is divided into three phases.

1. Phase 1 portrays employees in their daily work as well as happy end consumers. The aim is to use videos to show the value chain within the Migros Group and to focus on the importance of these professions and their influence on Switzerland as a whole.
2. In phase 2, the videos focus on the individual employees and their activities at the Migros Group and ensure that everyone experiences their feel-good moment. The images are supported by animations and dynamic text inserts, which are intended to encourage potential applicants to want to join the Migros Group.
3. In phase 3, the videos are supported by static advertising media with bright colors that draw attention to job vacancies at the Migros Group.

The campaign's advertising material was modularly structured so that it can be optimized and further developed depending on the target group, requirements and performance. The extensively shot image material is not only used for this campaign, but also serves the Migros Group as an extension of the image pool for use in other presences and measures. The cross-channel social media strategy allows Hutter Consult to dynamically address the very profession-specific target groups via ads in the appropriate channels (Meta, LinkedIn or Twitch) and to continuously optimize the campaigns.

Responsible at Migros-Genossenschafts-Bund: Michel Ganouchi (Head of Employer Attractiveness), Franziska Merz (Senior Project Manager), Mirjam Pinnow (Project Manager), Petra Bärtsch (Junior Project Manager); Responsible at The House: Andrei Vid (Senior Art Director), Samuel Bollow (Graphic Designer), Moritz Kuhn (Creative Director) Sascha Borsai (Creative Director), Oliver Spalt (Senior Art Director), Lorena Mengotti (Senior Consultant), Régine Cavicchioli (Executive Creative Director), Frank Lang (CEO); Responsible at Hutter Consult: Theofilos Sidiropoulos (Senior Consultant Digital Marketing); External partners: Annina Zimmermann (Producer boom creative), Simon Habegger (Photographer), Andrea Bax (Motion Design Bax Studio), Christof Artho (Co-Founder, jobchannel ag).