MetaDesign develops employer branding for the Swiss Federal Railways

The branding specialists in Zürich design targeted advertising for potential employees

The Swiss Federal Railways are taking a new direction in the search for new employees. The company contracted MetaDesign to develop an employer branding concept with the target of finding new employees and strengthening the bonds with existing staff.

The search for good people is becoming more and more difficult, and the classic approaches to personnel marketing are losing their impact. Faced with this scenario, the Swiss Federal Railways (SBB) decided to use its brand as a strategic instrument for its human resources needs as well.

Bringing all communication tools together as a network to convey an attractive image of the SBB as an attractive place to work is essential. External campaigns help to attract new employees. But it is just as important to strengthen the bonds of loyalty with existing staff through internal communication. After all, SBB people are the most credible ambassadors of the brand and are crucial to its image as an employer.

In addition to a modular trade show booth for graduation events and classic advertisements and factsheets, an on-board kit to welcome new employees was created. A text archive provides a guideline for content and ensures consistent messages throughout all channels. The slogan “Top performance. Together. Every day.“ strengthens the common theme throughout all design elements.

And that theme for the network is “Projection”. It shows potential employees in front of an illustration of the benefit they want to achieve by working for SBB.

Stephanie Escher, head of the human resources competence center at SBB, said, “We are convinced that we will reap many benefits from this new approach. The first ones are already evident.”