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Migros Bank

Employer branding for the banking of tomorrow

Our task

A top employer that embodies its values

A new strategy, new branding and, for the first time, a clearer and more externally visible employer profile: we’re working with Migros Bank to develop strong employer branding. Together, we’ve defined values, developed new corporate language and imagery – including a totally new careers page – and digitally marketed available vacancies to attract talent that can shape the banking of tomorrow and to achieve the top spot in the most important HR rankings.

 

1730
drinks

To celebrate the new employer branding, we created a special drink for the internal launch. It takes on the colours of the new branding when mixed, and was a big hit on Instagram. Now that’s how you do cultural transfer – cheers!



An eventful journey from application to retirement

We examined every touchpoint that connects applicants and employees with Migros Bank – around 80 in total – and redesigned them to fit with the new employer story, ‘Life on the cutting edge’. This has resulted in an ever more consistent immersive experience, from the job advert through the interview, welcome day and probation period, to promotion and eventually to leaving the company. The goal is a better employer image and shorter vacancy times.

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78
positions

that’s how far Migros Bank moved up in the Handelszeitung’s ‘Best Recruiters’ ranking thanks to the new employer branding: from 8th to 2nd place in the banking category and from 115th to 37th overall.

SUI Silber 2020 21 RGB WEB


Rethinking online recruiting

We’re redesigning the careers page, producing videos about the five values and other topics, reworking the interview presentation and welcome day from the ground up, introducing cool gift cards for a variety of events and creating new corporate imagery. But that’s far from all: we’re also using a new social recruiting approach to market jobs to precisely the right target groups online, increasing the volume of suitable applications. We’re joining our client in life on the cutting edge.

‘We achieved silver in the “Best Recruiters” ranking long before we were even close to the end of our employer branding journey with F/E. This exciting collaboration with its regular exchanges allows us to find the best solutions for our bank and implement them quickly and reliably.’

Patrick Wolf, Head of Human Resources