SWISS is one of the most prominent brands in Switzerland. The sector continues to be very attractive, if not to say: sexy. Nevertheless, preparations are made as the competition intensifies – for the airline as well as for the employer.Task:
Defining an employer brand while considering three central areas of work and an extraordinarily strong brand. Making adjustments to reference material and special consideration of current applicant target audiences to develop an effective communication strategy.Solution:
Focus groups in the main areas of cockpit, cabin and ground as well as a comparison with employee interviews and documents on the brand laid the foundations. An EVP workshop with HR, Recruiting and Branding gave the directions, a second adjustment led to market positioning being aligned to target audience insights and to an influence on communication strategy. The campaign was rolled out in 2016.