The canton of Basel-Landschaft is embarking on the digital transformation of its administration. This will require many new ICT specialists. The personnel market is currently dry and the canton has tight guidelines for compensation.
The Basel West agency has therefore developed a campaign under the "BL digital+" brand that focuses on identification with meaningful work. Punchy video clips tell of the advantages of a job with the canton. For this purpose, a Landing page set up with arguments and a link to the advertised positions. Employees of the canton are informed via their own landing page and other media and motivated to distribute the videos in their environment instead of a scatter budget.
According to the agency, the campaign resulted in numerous applications within a few weeks. It will be continued on an ongoing basis.
Responsible at Canton Basel-Landschaft: Rolf Wirz (National Chancellery/Head of Newsroom BL digital+); Bartolino Biondi (Finance and Church Directorate); Carmen Brun (Security Directorate); Manoj Thanathethu (Economic and Health Directorate). Responsible for Basel West Corporate Communications: Markus Siegenthaler (consulting); Thomas Aerni (conception); Willi Näf (text); Roman Albertini (design); Florian Moritz (videos).