Farner and SBB rely on selfies instead of glossy portraits
The employer branding campaign of Swiss Federal Railways is getting a new image concept. Selfies instead of glossy portraits are to be used to showcase SBB's team spirit.
In Switzerland, the shortage of skilled workers is becoming increasingly precarious and is creating additional pressure on the already tight labor market. This makes it all the more important for companies to position themselves clearly as employers and to set themselves apart. SBB has already been doing this consistently and successfully for several years with the guiding principle "Do something big. Move Switzerland with us.
In the course of the changeover to the "Du" in the HR process, Farner developed a new image concept that is intended to further emphasize the collegial interaction. This is to be achieved with selfies, a style of image that is unusual in an employer's image.
The 25 images produced feature SBB employees from a wide range of professional fields in front of backdrops such as factory halls, railroad tracks or stations. The photos are used for the entire SBB HR process: on the website, in job advertisements or for recruiting campaigns.
Responsible at SBBCorinne Kuhn, Yves Rüegg, Nicole Pongracz. Responsible at Farner Consulting: Mathias Kröbl, Camille Zuber, Ennio Cadau, Roger Krage, Rebecca Gerritsen, Philipp Skrabal. Responsible at Sebahat Film+Photo: Sebahat Derdiyok, Dan Cermak (photographer).
