Branders advised Swiss Post on how to enhance its image on the labor market since they offer their employees more comprehensive packages than is generally known.

Background

Swiss Post is a traditional Swiss establishment which over time has modernized and adapted itself to current market conditions. Today, Swiss Post is the second-largest employer in Switzerland with a workforce of some 58'000 employees from over 100 different countries. Long-gone are the days of fusty monopolistic postal services. Nowadays, the postal services are an internationally active corporation offering innovative solutions along the entire supply chains of private and corporate clients. The organization’s employees work in over 100 different trades and professions.

In their efforts to attract the right employees, Swiss Post realized it had become necessary to instrumentalize their brand identity in order to create a clear employer profile. It was equally necessary to make the wide range of trades and professions needed at Swiss Post public knowledge. Together with the postal services, Branders has developed a labor market identity to attract suitably qualified employees seeking long-term career perspectives.

Branders developed a new employment market positioning based on fundamental analyses and the existing Swiss Post brand position. The Employer Value Proposition (EVP) “Move with us” was developed to aid the search for manpower. This phrase is aimed at potential employees who are motivated to drive forward and develop the company and its Swiss Post brand. Through its distinctive employment market positioning, the Swiss Post brand is intended to address the preferred employees with a view to generating enduring value.

"Move with us” is also integrated into the revised graphic concept which displays genuine people expressing their commitment to performance in the workplace. People who are prepared to further develop Swiss Post and engage emotionally. People who are natural leaders and demonstrate their satisfaction in doing their job well.

The visual presence benefits from a generous use of images which optimally reflect the employer values. Additionally, the entire visual identity has been customized towards the target groups. With the new displays and job advertisements, the postal services, as an employer, aim to target students about to qualify, university graduates, professionals and specialists in particular.

To give their employer positioning an overall uniformity, the identity is implemented at all points of contact. Advertisements, posters, exhibition stands, online media and brochures support the postal services in their search for "Move with us”.

The advertisements address the target groups directly and exhibit a fresh image of the employer.

Both internally and externally the print media transmit the image of an attractive employer.

Swiss Post and Branders developed the employer market presence of the brand Swiss Post in close collaboration, and continue to maintain it together.

Website: http://www.post.ch

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