SWISS

‘Even those who have a fear of flying can find their dream job at SWISS’

Even Switzerland’s most popular airline is affected by the shortage of skilled workers. SWISS sees this as an opportunity to refine its image of itself as an employer and to present a clear profile to its target audience.

The collaboration starts with strategic discussion of the employer brand. The jobs at SWISS are varied. They range from the cockpit to the office, logistics and the hangar. In order to do justice to this diversity, we have developed a two-stage employee value proposition that defines a common purpose at the core as a unifying element, and links this to specific value propositions for each profession. In doing so, we ensure that different needs are taken into account while also anchoring a common identity at the core.

The renewed increase in demand for air travel makes cabin crew a key target group.

The first visible sign of the collaboration is the campaign for cabin crew. Because SWISS needs more staff on board. With a first wave on online channels, SWISS is aiming to get a rapid response. We put eye-catching headlines in the sky: colour gradients reminiscent of those seen at sunrise and sunset. This helps the campaign stand out from the usual SWISS customer communication.

A second wave is distributed more widely and gives the cabin crew a face. We display accessibility and an optimistic spirit. Team spirit and class. With the campaign ‘My Job. My Crew. My Lifestyle.’, we emphasise the unique make-up of the profession. The world as a workplace, the hospitality role and the crew spirit are the driving forces behind the job as a cabin crew member. The new campaign offers a personal new beginning and marks the first step in the partnership between SWISS and MADE.

Further steps are already under way. The employer brand should have an impact throughout the entire application journey. The scope of the measures will be extended to all areas. And with a campaign for pilots, the success with the cabin crew will be replicated in the cockpit.