Development and Implementation of a university ambassador concept for Swisscom
As an employer branding activity, a new university ambassador concept is developed and implemented for a Swiss IT company. The concept aims to increase the employer attractiveness among MINT students and to strengthen a specific employer characteristic in the perception of the students about the company.
Ines Petrovic, 2019
Bachelor Thesis, Swisscom Ltd.
Betreuende Dozierende: Veronika Bellone
Keywords: Employer Branding, Employer Image, IT Students, MINT recruiting, University Events, University Marketing
The named IT company aims to belong to the top 3 ICT employers in Switzerland. Although the company invests strongly in university marketing, its student target group does not perceive the employer image as good as its professional target group does. As a consequence, the Employer Branding Team commissioned the author to introduce a new university ambassador concept on the basis of a bachelor thesis.
Following research questions were formulated:
• Can a university ambassador concept increase the overall employer attractiveness among a specific target group?
• Can a university ambassador concept lead to a change of perception among a specific target group in terms of an employer characteristic?
The author concluded qualitative in-depth and semi-structured interviews as well as quantitative surveys to collect data in order to develop two drafts of the concept. Both were analyzed subsequently by the means of a SWOT analysis and adjusted accordingly. The second draft was implemented and thereafter again analyzed and optimized.
In the end, the concept comprised a multi-day long presence on a university campus in form of an employer booth tailored to the requirements of the student target group. The ambassadors on site represent the firm's employees, who could share their own experiences and present the innovative projects they work on.
The implementation showed that both research questions could be answered positively. The firm is left with recommendations based on the data collected throughout the whole process and a possible outlook for the further development of the concept.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation