Globus employer positioning and brand presence

Retail is fast-paced, and Globus competes for sales talent in a job market that rarely views department store work as a career. Three challenges were intertwined. The employer brand lacked a distinct identity and failed to leverage the premium positioning of the consumer brand. Individual locations, such as the Glattzentrum, were perceived as unattractive places to work. Furthermore, store openings and the Christmas season required hiring large numbers of staff within weeks, which traditional job ads could not achieve. Additionally, internal development programs existed that were unknown to both employees and candidates.

Emarket worked across four streams. The first was an employer branding visual identity with a unique aesthetic, rolled out across the career site, job ads, LinkedIn, and other touchpoints. The second consisted of image films highlighting locations and strengths, each with cutdowns for TikTok, Instagram, and Facebook. The film for the Glattzentrum, for example, was shot on-site with employees, offering a behind-the-scenes look that was glamorous in true Globus style and driven by authentic testimonials from the team.

The third stream comprised recruitment assets and social recruiting campaigns for short-term staffing needs, such as the opening at Multertor in St. Gallen in September 2023, the Christmas season, and student jobs. The fourth stream was the Talent Map: in co-creation with Talent Management, Emarket developed a visualization of internal career and development paths, which is now used both internally and externally.

Globus now has a consistent employer visual identity that remains effective over years and across all touchpoints. The visuals and videos reached up to 1.2 million views on relevant platforms, engaged target audiences across Switzerland, and helped fill dozens of positions. The Talent Map makes development paths visible for the first time, serving as a tool for both retention and recruitment.