Valencia implements employer branding campaign for BLKB

IT specialists are in demand throughout Switzerland. The financial sector is also in the throes of the digital transformation and is intensively searching for the right specialists. BLKB is therefore targeting IT professionals from the region who previously had to travel a long way to work. The local bank is a surprisingly modern employer and therefore particularly attractive for the target group.

To stand out from the crowd of job offers, the campaign uses the format of digital source code, which IT specialists work with every day. The text of the campaign consists of a code snippet that draws attention to the vacancies in the bank's IT department. Only those who know about software development are able to fully understand the advertisement. "Our intention was to address the target group as much as possible at eye level," says creative director Simone Fluri, explaining the concept. In the process, Valencia was also able to benefit from the in-house digital know-how of its web agency cab services ag.

At the same time, the campaign also addresses private "influencers": people who are close to an IT professional and could motivate them to change jobs. The campaign microsite also addresses IT professionals in their own language and highlights the most relevant advantages of BLKB as an employer for the target group. The campaign is currently running on posters and ePanels at train stations in northwestern Switzerland, on public transport screens, and on the web.