Interview with Flavia Huwyler (Team Leader Employer Branding):
“Employer branding today must be genuine, approachable and relevant.”

The job market has changed and with it the expectations of employers. Together with Coop, we at Suan have developed a new employer brand that not only impresses externally, but also internally. In this interview, Flavia Huwyler (Team Leader Employer Branding) gives an insight into the development, the most important findings and the path to Coop's new employer brand.

Flavia, why is employer branding so important for Coop?
Employer branding, i.e. positioning yourself as an attractive employer, is essential for companies of all sizes today. The job market has changed dramatically: Whereas employers used to be able to choose from many applicants, they now have to actively recruit talent in many specialist areas. For Coop, this means not only offering good working conditions, but also communicating these visibly and authentically.

What was particularly important to you when developing the new employer branding strategy?
We wanted to create a more emotional and approachable image that shows people what it's really like to work at Coop. To achieve this, we conducted a comprehensive internal survey and market research in 2021. The findings formed the basis for our new positioning as an employer.

What is particularly important to employees today?
Priorities have shifted in the world of work. Security and salary still play a role, but topics such as meaningfulness, team atmosphere, flexibility and fringe benefits have become central. This is exactly what companies need to communicate to the outside world today, honestly and credibly.

How did you go about this?
The basis is a good analysis of the current situation. We asked both internal and external questions: How is Coop perceived as an employer? What do our employees particularly value? This resulted in a strong, authentic positioning. However, it is also important to note that employer branding does not end with recruiting. It has to have an internal impact, for employee loyalty and as part of the corporate culture.

What role does the visual language play in this?
A very big one. Pictures say more than 1000 words. They convey emotion, show team dynamics and make it possible to experience what everyday working life could look like and with whom it is lived. Potential applicants in particular unconsciously ask themselves the question: Can I imagine working with these people? That is why we have attached great importance to a lively, appealing visual language.

You work with models and employees. Why this mix?
As a large employer with many touchpoints and long-term use of the image material, it was important to work with professional models - especially for group pictures or key visuals, which are used in many systems. At the same time, however, we want to offer real insights. In social media and for personal statements, we focus specifically on our employees - this creates proximity and credibility.
 

The example of Coop shows how powerful credible and well-thought-out employer branding can be for external positioning and internal identification. Do you also want to sharpen your employer brand and target talent? Find out more about our services here: