Positive media response to the VBZ over-50s personnel campaign by Ruf Lanz
The VBZ recruitment campaign by Ruf Lanz, targeting the "50-plus" generation—which is often overlooked in the job market—received positive coverage in the media.
At the latest in times of labor shortages, the following also applies to personnel marketing: You can't reach your destination on worn-out tracks.
With a fresh campaign by Ruf Lanz, VBZ has been looking for new streetcar pilots and bus drivers since the beginning of January. With lively allusions to childhood memories such as Dirty Dancing, Puch Maxi or Game Boy, the campaign addresses the 50-plus generation, which is often left behind on the job market (Werbewoche.ch reported).
The unconventional personnel campaign has also caught the attention of the media, including 20 minutes, ZüriToday and Tages-Anzeiger. "There was a poster advertising VBZ's search for new female streetcar pilots, but it was so refreshing that I briefly considered applying," say Tagi columnists Isabel Hemmel and Paulina Szczesniak, for example.
Ruf Lanz has already positioned VBZ as an attractive employer on several occasions. "With the creative campaigns, we gained many motivated new employees, including more women. We also won several HR Excellence Awards and the European Change Communications Award," says Silvia Behofsits, Head of Corporate Communications at VBZ.
