Referenzen_Marketing communications_SBB_#Foto 0 Headerbild

SBB How to reconcile what goes hand in hand in life: family and career

Services
Marketing Communications

Baseline

SBB sees valuable professional qualifications in mothers and fathers. With various initiatives, it strives to improve the compatibility of family and career. After parental leave, a specific program for mothers and fathers offers support and training for a comeback with prospects. SBB's stance and the program need to be targeted.

Solution

Story pitching with insights from a study commissioned at ETH, which for the first time shows the added business value of compatibility, generates a media buzz.

Simultaneously, the multi-stage, digitally shaped campaign with journey-specific messaging distributes the campaign film and the subjects of working mothers and fathers at SBB perceived and drawn by their children.

Our comeback campaign is meant to encourage people: Mommy and daddy skills are welcome here. Farner has succeeded in communicating the issue sensitively and synergistically both internally and externally.

Corinne Kuhn

Lead Employer Branding & HR Marketing

Outcome

A few days only after the start of the campaign, SBB already has 164 applications for the comeback programs. The Q&A sessions are generating just as much interest, with almost 100 registrations.

The many visitors to the specially created landing page sbb.ch/backtobusiness spend an average of 5 minutes discussing the benefits of compatibility and job re-entry at SBB.