The Information Day of the Zurich Public Transport Company (VBZ), held twice a year, serves as a key initiative to reinforce the company's image as an attractive employer. To promote this event, the advertising agency Ads&Figures developed a campaign in eleven different languages, including not only the local languages but also Albanian, Macedonian, Ukrainian, Serbian, and Polish.
The main focus of this initiative was the challenge of reaching a diverse target audience while simultaneously directing qualified personnel to VBZ’s career page. By accurately targeting platforms and language-specific pages, potential applicants were able to access information directly in their native language, as highlighted by persönlich.ch.
A dedicated page featuring personalized information for the Information Day was created for each of the eleven languages.
With a click-through rate of 4.56% and over 11,000 page views, the initiative significantly exceeded original expectations. What stood out especially was the high level of engagement, reflecting the interest of the targeted groups.
The digital success was also evident in the real world. "Visitors on Information Day were very well-informed about the roles at VBZ in the driving services and were highly motivated to start working with us immediately," said Tobias Gees, Head of Recruitment and Employer Branding at VBZ, as quoted by albinfo.ch.
This campaign not only achieved its digital goals but also helped solidify VBZ’s position as a forward-thinking and inclusive employer, demonstrating the power of personalized communication in attracting a wide range of skilled talent.