The KLAR Employer Identity agency implemented a comprehensive digital relaunch for Locher Ingenieure. The aim was to design a new website that clearly positions the established Zurich-based engineering company, presents it with relevant content including photos and moving images and appeals to all stakeholder groups.

Strategic EPP development in workshop format

Parallel to the web design, the focus was on the strategic development and formulation of the employer promise. A group workshop was held with Locher employees from different areas and functions in order to decipher the work culture and values from within. This in-depth analysis of internal strengths formed the foundation for the new Employer Value Proposition (EVP).

The result is a differentiating employer promise with six overarching values that precisely encapsulate Locher Ingenieure's identity. The assignment covered the entire spectrum from UX/UI to content production and technical implementation.

Responsible at Locher Ingenieure: Marcel Roggenmoser, Carla Bergmann. Responsible at KLAR Employer Identity: Christian Dietrich. Photographer: Tobias Stahel. Web programming: Inware.

 At At the heart of the rebranding is the brand-new website www.klar.agency, which serves as the centerpiece one expanded Range of Services serves as and Company helping them to make their employer brand clear, visible, and tangible make

Employer identity is the heartbeat of a company and a crucial Driver for Success. This Mission Statement shapes the new A range of services spanning strategic positioning, creative campaigns, and change and CSR communication. KLAR combines proven branding and marketing expertise with 10 Years of practical experience in employer branding.

Advanced Services

Besides the proven Employer Branding and Employer For campaigns, the scope of services includes the following areas: internal communication, behavioral branding, change communication, CSR communication, executive training, and branding and marketing communication.

Refreshed Design

The new website, with its fresh look and visuals featuring the company's own employees, showcases and illustrates how companies with a interdisciplinary Approach Strategy, Communication, Creativity) herCulture can wear them both indoors and outdoors. Users:Members get immediate access to free coaching sessions, a comprehensive overview of our services, and the free study „PULS Swiss Labor Market" “2025" featuring more than 800 interviews that shed light on current trends and candidate expectations.

Christian Dietrich, Managing Director from "Sure," he says: «We deliberately chose to move away from a purely employer-branding Agency Becomes a Comprehensive Provider of Employer Branding Services at grow. Our new Corporate Design and »The website embodies what we consistently promise our customers: clarity, speed, and substance."

Clear Employer Identity sets so that a strong Impulse for the The Swiss Workplace: Companies gain the in-depth expertise they need to stand out in an increasingly saturated market, strengthen employee loyalty, and attract the best talent.

The collaboration between Klar and APGN initially focused on a workshop in which the central employer values were identified using the canvas method and condensed into a concise employer value proposition.

In a second phase, the company website was completely redesigned with the integration of the new employer page. This included UX/UI, development of the imagery and icons as well as programming.

The new image is intended to establish APGN as an attractive employer in the region and attract qualified specialists for the important work in geriatric care. Residents, potential residents as well as relatives, visitors and authorities are addressed in equal measure in order to impressively convey the qualities and services.

For the next step in communication, Klar will develop a social media strategy, design the job advertisements and develop a newsletter concept to further strengthen the company and employer brand.

Responsible at APGN: Harald Klein, Erna Lobnig, Ruth Rüegsegger, Raphael Baumgartner. Responsible agency: Clearly employer branding. Photographer: Samuel Trümpy.

The employer promise and the honest campaign idea "Now let's be honest" are intended to create a unique positioning for KPT in the highly competitive job market. The employer brand was created in a three-phase process, with Klar taking the lead for the employer promise and internal activation and Family for the creative concept.

The starting point was a survey in which around 40 KPT employees from different areas and levels shared their views and experiences in personal interviews. The bottom-up approach is relevant for an identity-creating acceptance of the work culture at every level. A clear promise that shows internally and externally what employees can and may expect. The overarching values of authenticity, drive and dialog form the foundation of these values. They reflect KPT's corporate culture and specific way of working and form the core of our differentiating employer positioning.

Let's be honest

The "Now let's be honest" concept is intended to present the employer values in the spirit of the marketing campaigns: likeable and with a pinch of humor. The content addresses the values in a surprising way as well as other topics that are relevant for employees in the application process. The result is four films and four campaign subjects that were produced in the KPT offices in Bern with KPT employees. The campaign was supplemented with additional text subjects.

Internal anchoring

Employee retention and loyalty is the top priority in employer branding and is crucial for the successful recruitment of new talent. The internal activation of employer values is therefore the starting point for the new employer image. The aim is to inform and motivate employees to actively live the values of authenticity, drive and dialog and to cultivate the work culture with their personal contribution.

"The entire process with the KPT and Family teams was not only very efficient, but also a lot of fun," says Alessandra Bally from Klar about the project. "With management, HR and marketing, the project team had exactly the right specialist areas to get a project like this to the finish line quickly. The impressive working culture was noticeable from the very first meeting and is reflected in the results".

Responsible at KPT: Tina Dubach (Head of HR / client), Marc Bissig (Head of Marketing, Communication + Digital Sales / client), Christa Künzli (responsible for HR specialist topics / project manager), Daniel Knuchel (Team Leader Marketing Communication / project team), Nicole Stuker (HR Business Partner / project team), Claudia Kurz (Team Leader Content Marketing / project team). Responsible at Klar Employer Branding: Christian Dietrich (Head of Strategy / CEO), Peter Trüb (Partner, Creative Strategy and Text), Lionel Büttner (Partner and Creative Director), Alessandra Bally (Account Manager and Brand Consultant), Hanna Zimmermann, Gioia Varesi, Michael Zürcher (Art Direction), Delia Haueter (Graphics). Responsible at Family Agency: Claudio Catrambone (CCO), Jan Walser (Creative Director), Alexandra Niggeler (Account Manager and Agency Producer), Severin Binkert (Graphics). Film and photo production: Jens Derler (producer), Tom Streller (director), Fabian Hugo (DoP and photo), Edit (Marc Ambühl), Bildergut (image editing), Matthias Auer (photo).

Pflegimuri has redesigned its employer brand from the ground up in order to attract specialists and retain existing employees. The Klar agency supported the entire process, from strategic analysis to creative implementation.

At the heart of the new image is the Employer Value Proposition (EVP), which is based on a comprehensive analysis. In 30 interviews with employees at all levels, the work culture practiced and the perception of Pflegimuri as an employer were examined. These findings were supplemented by market and competitive data and translated into four core values that form the basis of the positioning.

The employer website has a fresh design with an expanded color palette, modern fonts and striking icons. The redesigned careers website invites you to get to know Pflegimuri's work culture. A central element is an image concept that shows employees in their day-to-day work and makes the value proposition visually tangible.

For the internal launch, all employees received a package containing a bag and a flyer introducing the new employer brand. A video explaining the creation process of the brand and its significance awaits them on the careers website.

Responsible for Pflegimuri: Margit Schneider, Verena Rey, Martina Bachmann, Tamara Woisetschlaeger, Thomas Weber, Marco Tartoni. Responsible agency: Clearly employer branding. Programming: Inware.

The aim is to build and establish four strong and attractive employer brands. These include the retail brands Dosenbach, Ochsner Shoes, Ochsner Sport and the administrative and logistics organization DOC itself.

In the first phase, the overarching employer promise with four value pillars was developed together with the client. Klar defined an efficient and target-oriented process for this. These core values were then adapted to the different positioning and DNAs of the retail brands.

In the second phase, the agency designed and created the new employer image. This included films, visuals, career websites and various communication tools for internal activation. All 4500 employees received personal mail. In addition to communicating the new values, they were also surprised with new benefits: for example, six weeks' vacation instead of the previous five. The creative concept was then adapted to the individual retail brands in terms of content and form.

True to the motto "you move us", the overarching values of progress, passion, team spirit and quality of life form the core of the content. A concept was developed for the films, which was further developed into a sophisticated storyline by film production partner Lauschsicht. It puts the employees at the center and lets them speak freely in a relaxed atmosphere. So that the statements and reactions are genuine, surprising and also funny. The result should credibly convey what it feels like to work for the employer in question.

Responsible at Dosenbach Ochsner & Companies: Désirée Hasler, Jessica Riesen. Responsible Agency: Clearly employer branding. Film: Lauschsicht (direction and production).

Specifically, the aim is to find train drivers who would like to retrain. The campaign also aims to appeal to career changers who would like to complete training.

However, prospective RhB train drivers who live outside the canton have to move to Graubünden in order for employment to be possible at all. As the Graubünden mountain landscape is a strong argument for a change of residence, not only professionally but also for leisure time, Klar has designed a campaign that combines professional and private life and focuses on the experience of nature.

Five subjects were created for the print and online campaign using existing images from various tourism regions. The core of the aggregation is the campaign landing page. Together with Ad.X, which specializes in HR media, a media mix was defined that reaches the target groups via OOH, print, online portals and social media channels. The campaign was activated in mid-December and will run until February.

Responsible at RhB: Ladina Waser, Lea Kaspar, Sereina Egli. Responsible Agency: Clearly employer branding. Media: Ad.X.

The Employer Branding Switzerland 2023" Monitor is designed to provide companies and HR units with insightful insights in times of skills shortages and addresses issues that may never have been on employers' radar because they were deemed unimportant or irrelevant. The study is designed to provide companies with insights to analyze, sharpen or realign their own employer positioning for clear market differentiation. The Klar agency developed and conducted the study together with the market research company Blue Eyes Marketing.

According to the study, the working atmosphere is more important than the salary for employees in Switzerland. However, this does not apply equally to every age group. The study also examines what other expectations employees have of their employers, what their wishes are and what their no-gos are. The study also reveals differences between Gen Z and the baby boomers and reveals how important a company parking space is and what role the staff restaurant plays.

The Monitor by Klar and Blue Eyes Marketing is conducted annually and is based on a representative online survey of 525 employees in German-speaking Switzerland who could imagine changing jobs. The first survey was conducted from December 2022 to January 2023 using a structured questionnaire.

Interested parties can Order the most important insights of the study here.

• Population: men and women, 20 to 60 years old
• Sample size: Total of 525 interviews, soft quotas on occupational groups (academics, craftsmen, office workers)
• Maximum sampling error: +- 4.4%
• Survey topics: Work culture characteristics, employer attractiveness, and employer benefits.
• Psychography: The Klar Monitor is based on the "blue mind" psychography model. The data collected is applied to the generation models/personas on the basis of their values.

Despite all the prophecies of doom, print advertising is still one of the most important forms of advertising in Switzerland. And print media continue to impress with strong characteristics: people believe and trust them because they actively select, buy or subscribe to them.

National daily newspapers provide a reliable panoramic view of world events on a daily basis, specialist media offer sound expertise, and regional media are fixed points and mouthpieces for the people in their region.

Advertising customers benefit from this strength - no other medium attracts the full attention of readers as undividedly and intensively as a printed publication. Advertising in print media is perceived positively and is also perceived as credible and informative. The credibility of journalistic content helps advertising to gain strong acceptance. The special contact experience that print offers is an important success factor and a fundamental part of the effectiveness of printed media. There is also the fact that over 87 percent of the population still read a print product every day, which also guarantees reach.

In order to substantiate these benefits, the Swiss Publishers Association VSM has prepared facts and arguments about the effectiveness of print media in a campaign aimed at the relevant stakeholder groups in the media and advertising industry. In this way, the VSM is continuing the "Print wirkt" campaign already carried out in the past in collaboration with the Klar.agency agency with new elements and advertising materials.

The relaunch of the Campaign takes place on Wednesday with a special newspaper. In addition, advertisements and digital advertising media will be used.

Responsible at the Swiss Media Publishers Association: Stefan Wabel (Management), Martin Voigt (Campaign Project Management), Angelica Muritu (Communications). Responsible at Klar.agency: Christian Dietrich, Peter Trüb, Lionel Büttner, Hanna Zimmermann, Michael Zürcher, Adrienne Boldog. Scientific and content support: Roger Lang (Wemf); Ammann, Brunner & Krobath.

Klar also designed and created IWC's employer branding with the aim of publicizing the employer values and positioning the company as an attractive employer. Employees from more than 30 countries work at the Schaffhausen watchmaker's headquarters. In the first phase, the focus is on Switzerland as a place to work, but talent is recruited from all over the world.

Based on the Employer Value Proposition, Klar has developed a storyline to authentically convey and prove the promise of talent and career development. Four stories highlight the journey and relationship between mentee and mentor. This is intended to make IWC's workplace, working atmosphere and DNA visible and tangible and to bring the claim "Engineer yourself - become part of the journey" to life.

A four-minute main film was produced, as well as four one-minute stories plus cutdowns for the online campaign. A photo shoot took place at the same time as the shoot.

Responsible at IWC Schaffhausen: René Behr, Mirjam Bettinger, Qianhan Gong. Responsible Agentur: Clear-employerbranding.ch. Film: Otakus.agency. Sound: Department Of Noise. Photography: Karinheer.com.

Music is the central tuning-in criterion of radio - the campaign takes this fact into account with a colorful and lively campaign. A "splash" is intended to awaken the positive feeling that is triggered when listening to Radio FM1. And it is also meant to be a wake-up call for all non listeners or former listeners to tune in to Radio FM1 again and check out the best music mix. The campaign includes out-of-home advertising, a spot for TV and cinema, digital ads and print ads.

Responsible at FM1/CH Media: Denise Hildebrand (Head of Marketing & PR Entertainment), Rahel Stanig (Head of Marketing Radio & Today Newsportals & TV Regional), Peter Weder (Head of Marketing Electronic Media Eastern Switzerland). Responsible at Klar: Christian Dietrich (strategy), Lionel Büttner, Peter Trüb (creation). TV Production: Prodigious Zurich

Many measures for more safety

A film featuring SBB CEO Vincent Ducrot was produced for the campaign launch. Various digital and analog measures ensure a high presence on the intranet and at SBB locations throughout Switzerland. The implementation always refers to the relevant occupational groups on site. A "No Risk App" was developed to actively involve employees in the campaign. It enables employees to post No Risk contributions from their own work area.

Responsible at SBB: Remo Kurt (Campaign Manager), Heidrun Buttler (Head of Safety and Production Quality). Responsible at KlarPeter Trüb (text/concept), Lionel Büttner (art direction), Christian Dietrich (strategy). Film production: Prodigious Zurich.