War for Talents: The Employer Brand
Branders has developed an employer branding strategy for PostFinance.
The core task of employer branding is the strategic and long-term positioning of a company as an attractive employer - both to potential and existing employees. This is not primarily about designing new job advertisements, but rather about developing a strategically sound employer brand.
Swiss Post has undergone a major transformation in recent years and offers its employees far more than is generally known. With over 58,000 employees from around 100 nations and more than 100 professions, the company has long since ceased to be a "dusty postal monopolist" and is now an international company with innovative solutions along the entire value chain. As a result, the tasks and development opportunities have become correspondingly diverse and even more challenging. PostFinance has developed particularly dynamically within the Group to become an important subsidiary with a strong performance brand.
The new financial services company has increasingly emerged as an attractive alternative in the market during the general banking crisis, now offers its customers a comprehensive service in the area of finance and has ambitious goals. Its employees must be suitably qualified to ensure that PostFinance can continue to grow successfully in the future. The fast-growing company already employs around 3,600 people, and around 180 new jobs will be created every year. In order to fill these positions in the "war for talent", the employer must position itself attractively and successfully differentiate itself from its competitors. Branders developed the new employer brand with PostFinance around this process: from the analysis to the positioning to the labor market appearance.
PostFinance as an employer differentiates itself through three core promises: its attitude, its success and its culture. As an employer that "understands that demanding also means encouraging," as Sabine Zeilinger, Head of Public Relations at PostFinance, explains, the company offers diverse development prospects and attractive personnel conditions. The company's shared success is based on the combination of performance and passion and an understanding of service that is lived out as a personal attitude. "The employer's unique culture is shaped by the personality of its employees, who are personally committed to making a difference together," says Strategy Director Pascal Geissbühler, summarizing Branders' analysis. Employer branding now conveys the essence of this positioning with the employer promise "Inspire together".
A new image concept is to make the positioning tangible. The focus is on committed employees captured in everyday situations. The spontaneous snapshots convey the employer brand's attitude to life and differentiate it from conventional image worlds. The images and messages are geared to specific target groups in order to appeal specifically to potential employees.
The presence will be experienced in the labor market across the entire experience chain: initially via job and image ads, by fall via the Jobs web portal, and in the long term in testimonials, various brochures, via recruitment campaigns, and social media platforms. The goal is to provide potential and existing employees with a consistent employer experience throughout the entire process - from job search to application to employment. Branders and PostFinance expect the entire experience chain to take around two to three years to standardize. Andreas Panzeri
Swiss Post has undergone a major transformation in recent years and offers its employees far more than is generally known. With over 58,000 employees from around 100 nations and more than 100 professions, the company has long since ceased to be a "dusty postal monopolist" and is now an international company with innovative solutions along the entire value chain. As a result, the tasks and development opportunities have become correspondingly diverse and even more challenging. PostFinance has developed particularly dynamically within the Group to become an important subsidiary with a strong performance brand.
The new financial services company has increasingly emerged as an attractive alternative in the market during the general banking crisis, now offers its customers a comprehensive service in the area of finance and has ambitious goals. Its employees must be suitably qualified to ensure that PostFinance can continue to grow successfully in the future. The fast-growing company already employs around 3,600 people, and around 180 new jobs will be created every year. In order to fill these positions in the "war for talent", the employer must position itself attractively and successfully differentiate itself from its competitors. Branders developed the new employer brand with PostFinance around this process: from the analysis to the positioning to the labor market appearance.
PostFinance as an employer differentiates itself through three core promises: its attitude, its success and its culture. As an employer that "understands that demanding also means encouraging," as Sabine Zeilinger, Head of Public Relations at PostFinance, explains, the company offers diverse development prospects and attractive personnel conditions. The company's shared success is based on the combination of performance and passion and an understanding of service that is lived out as a personal attitude. "The employer's unique culture is shaped by the personality of its employees, who are personally committed to making a difference together," says Strategy Director Pascal Geissbühler, summarizing Branders' analysis. Employer branding now conveys the essence of this positioning with the employer promise "Inspire together".
A new image concept is to make the positioning tangible. The focus is on committed employees captured in everyday situations. The spontaneous snapshots convey the employer brand's attitude to life and differentiate it from conventional image worlds. The images and messages are geared to specific target groups in order to appeal specifically to potential employees.
The presence will be experienced in the labor market across the entire experience chain: initially via job and image ads, by fall via the Jobs web portal, and in the long term in testimonials, various brochures, via recruitment campaigns, and social media platforms. The goal is to provide potential and existing employees with a consistent employer experience throughout the entire process - from job search to application to employment. Branders and PostFinance expect the entire experience chain to take around two to three years to standardize. Andreas Panzeri
