A touchpoint analysis of the candidate journey, complete with prioritized measures, formed the foundation for the new career site, which was developed based on employee interviews.
Kontur competes for project managers and specialists in the construction and real estate sector within a tight labor market, operating bilingually across locations in Bern, Lausanne, and Basel. The mandate was strategically defined rather than focused on a single measure: to make the employer brand more attractive. In practice, this is where the most common problem arises, as those who jump straight into implementation often build the most visible measure rather than the one that has the greatest impact.
Emarket therefore prioritized analysis and assessment over implementation. Candidates encounter an average of around 91 touchpoints before they reach onboarding. A touchpoint analysis mapped this journey in six stages: first, the persona was defined; then, touchpoints were identified and the current situation evaluated; next, the target state was derived from the persona's perspective; potential was determined; and finally, measures were formulated for each touchpoint. Each contact point was assessed against six criteria, including information content, authenticity, credibility, and cost-benefit ratio. Every measure was assigned a priority and an effort estimate, allowing Kontur to choose between quick wins and medium-term projects instead of tackling everything at once.
The heart of the implementation was the career site. It was redesigned from the ground up: first the user navigation and logic, then the content itself. To achieve this, Emarket conducted six interviews with employees from various departments in both German and French, using a dedicated guide for each language, and used these to develop the copy and the employee testimonials. The site's tagline is derived from the company's brand claim: "We give your visions contours" was adapted for talent to "You bring the content, we provide the contour." The site guides users from the question of who Kontur is, through working methods, areas of expertise, and benefits, to the four-step application process and open positions, including a path for spontaneous applications.
The new career site is live. Kontur now has a decision-making basis that extends beyond the career site: an evaluated map of all contact points with prioritized measures that serves as a roadmap for future steps. Furthermore, Kontur now has an employer presence with content that is not merely claimed, but developed through interviews with its own people. The application process is no longer a black box, but is described in four clear steps, lowering the barrier for initial contact.
