Employer Branding for foreign companies active in Swiss markets with a focus on local employees
Switzerland's labor market is changing at Europe's heart. As sectors and populations change, a skill gap develops. In this context, employer branding is crucial. Robert Walters, a multinational recruiting business, faces this crossroads as it navigates the Swiss market.
Jeroen Uesbeck, 2023
Bachelor Thesis, Robert Walters Group
Betreuende Dozierende: Andreas Lucco
Keywords: Employer branding, Switzerland, Robert Walters
Switzerland, famed for precision, banking, and chocolates, is quietly changing its labour scene. Demographic trends and a fast-changing industrial sector have caused a skilled labour shortage. This lack is a problem that might hinder development and innovation. Employer branding is more important than ever in this situation. The beacon attracts talent and attracts the necessary talents. With its worldwide reach, Robert Walters is surprised by its situation in Switzerland. Despite its worldwide success, the company struggles to attract Swiss German-speaking workers.
The research introduced employer branding and its importance in today's competitive economy. A thorough dive into the Swiss recruiting market followed to grasp its peculiarities, difficulties, and prospects. The target audience's profile was carefully created to reveal their goals, expectations, and motivations. Theories and empirical methodologies were used. The study focused on 20 interviews with two pre-selected target groups. These interviews were meant to represent prospective workers' expectations and Robert Walters' services. The purpose was to find gaps, misalignments, and synergies.
A wealth of insights emerged from the investigation. The strategic research showed Robert Walters must rethink its Swiss branding approach. But it's more than a fresh logo or phrase. The company's beliefs, ethics, and products should match Swiss talent's objectives. The study highlighted key aspects. Robert Walters must first reposition its value proposition to appeal to local consumers. Second, a Swiss German-speaking demographic-focused marketing strategy may shift the game. Robert Walters will establish a Swiss talent brand by addressing these issues, not only filling jobs. This aligns Robert Walters as a chosen employer, assuring ongoing growth and market leadership in Switzerland and short-term recruiting achievements.
Studiengang: Business Administration International Management (Bachelor)
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