The SBB “Back to Business” offers have succeeded in counteracting the shortage of skilled workers (1201 qualified applications) and positioning SBB as a modern employer (CHF 650,000 PR value).
SBB has taken new, innovative paths and has ventured to search for talent in an area that has so far been neglected by other brands: among returners. The core of the initiative was five part-time return programs in various areas of the company, as well as the first supervised job interview in Switzerland, to which candidates can immediately take their child with them. The ETH study on the economic benefits of returnees has also paved the way for imitators. 1201 qualified applications were received for the initial 77 vacancies; an above-average length of stay of 5 1/2 minutes was measured on the landing page. Thanks to the positive response (PR value of around CHF 650000.-) and the novelty of childcare during the job interview, the impact of the campaign went far beyond the usual “employer branding” -Objectives beyond.
