With the help of a comprehensive analysis of all applicant contact points and the valuable insights gained from focus group interviews with Guma employees, the employer promise was developed from scratch. The findings from this form the value proposition to employees at Guma and serve as a guideline for the current employer branding campaign.

Since the food producer's recipes are usually top secret, they cannot be used as a lure for recruiting employees. Fortunately, Guma's most valuable secret ingredient is known - its employees. For this purpose, Emarket created the key visuals with real employees, which were implemented in both image and video format.

The focus of the employer campaign is on the employees, and thus also on the variety of job profiles that Guma employs at its site in Bilten Glarus. The campaign positions Guma as an attractive employer on social media and aims to raise awareness of the company in the Glarus area and as far away as Zurich. According to information, the first wave of the campaign had already contributed significantly to increasing employer brand awareness. It was particularly pleasing that the careers page became the most visited subpage during the campaign period. 37 percent of the total traffic was generated by the campaign. The positive impact of the campaign was also reflected in the number of applications received.

Responsible at Guma: Nicole Ackermann (Business Development & Marketing Manager), Claudia Weber (Head of HR), Regula Kümin (Head of Quality & People). Responsible at Emarket: Roy Müller (Managing Director Switzerland), Nadine Oechslin (Marketing Project Manager), Sandra Garcia (Graphic Design), Tania Schober (Employer Branding Consultant).