PostFinance has a workforce of approximately 3,900 employees and is one of the leading suppliers of monetary transactions and other financial services in Switzerland.
PostFinance is seen as a reputable financial services provider and enjoys positive image transfer as a subsidiary of Swiss Post, the Swiss postal services. The company’s reputation as a secure and trustworthy partner for private and business customers benefited it during the banking crisis in 2008, allowing it to grow steadily in recent years.
This increase in its customer base means that PostFinance has a need to find more employees, and employees who contribute to the company in a sustainable manner. To this end, PostFinance in collaboration with Branders, jointly repositioned itself on the labor market. The employer was given an attractive profile, one that addresses future employees direct and positions PostFinance as a modern financial services provider.
Based on in-depth analyses and factoring in the Swiss Post brand identity, Branders developed a new and distinctive labor market positioning for PostFinance. The company offers a diverse palette of career perspectives coupled with attractive employment conditions. It demands employee performance and dedication, while offering an open and pleasant corporate culture. PostFinance as a company considers that good services depend largely on personal attitude and engagement. Accordingly, they look for employees who embrace those values equally. Employees who are willing to commit themselves personally to achieve common objectives. A new communicative brand add-on was distilled from these values and attitudes, and defined as "sharing enthusiasm". Branders began to implement this positioning for PostFinance effectively and consistently.
The new strategy flows into all contact points in order to give uniform consistency to the employer brand.
Prior to the employer branding project, job advertisements were impersonal and had not been customized towards the target groups. The new employment ads are aimed at specific target groups. Postfinance's typical zebra crossing is employed as a secondary design element.
The new employment market appearance is put into effect at all contact points. Giveaways, advertisements, posters, brochures, web presence and social media convey the image of a modern and attractive employer.
Image advertisements show people, enthusiastic about their work.
Print media are aimed clearly toward specific target groups.
Personal employee job statements help make PostFinance values and approach public.
PostFinance is continuously expanding its cooperation with Branders based on the strategy concept for recruiting suitable employees in future as well. By focusing on individual and relevant themes relating to the job market, PostFinance succeeds in strongly positioning itself as an attractive employer.