The brand claim "Moving together" has become an employer promise: an HR campaign for over 80 job profiles, rolled out across the company's own fleet and throughout the city.
BERNMOBIL faced two challenges. Few people are aware of the variety of job profiles the company offers, ranging from the workshop and control center to planning. Furthermore, drivers and technical specialists are in short supply on the labor market. The goal was therefore a campaign that makes this diversity visible and shows daily operations from the inside.
It started not with a campaign, but with employer positioning. Emarket first developed the BERNMOBIL EVP, sharpening what defines the company as an employer. For the campaign concept, Emarket drew on a claim that came up repeatedly in EVP focus groups. "Moving together" represents the sense of togetherness at BERNMOBIL, and Emarket extended this idea into employer communications.
This resulted in a headline system that connects every role with its benefit to the city. Examples include "Keeping Bern moving together," "Making a contribution to Bern and the environment together," or "Getting the new tram for Bern on track together."
Photographed by Ramon Lehmann at actual work locations—in the workshop by the bus, in the control center, and at the tram depot—each image features employees from several job profiles. This allows a single subject to fulfill two tasks: it shows the breadth of the professions and explains the purpose of the work. Each subject lists the over 80 job profiles as a fact and uses a QR code to lead to the newly created careers page.
The campaign was deployed where the target audience is already on the move: via hanging cards and rear advertisements on the company's own vehicles, on screens and screensavers at ticket machines, and via outdoor advertising in the city, supplemented by Instagram, Facebook, a LinkedIn post, as well as an advertisement and online ads in 20 Minuten. The company's own fleet and infrastructure thus became the advertising medium.
Visits to the BERNMOBIL careers page more than doubled within six weeks. The campaign not only generated reach but also drove traffic to where applications are made.
