Work in Lucerne - web platform and international campaign to promote Lucerne as a business location

A shortage of skilled workers is the word of the hour in many countries. And despite the wonderful natural scenery, numerous cultural highlights and attractive working conditions, many industries in the canton of Lucerne are also desperately looking for qualified personnel to maintain their production or service offerings.

After all, many European cities and regions - for example in Scandinavia - are in a race for the best employees. And skilled workers can be choosy these days. A popular and tried-and-tested tool for presenting regions is a web platform designed to show interested parties the advantages of living and working in the respective region in an interactive and intuitive way.

In a two-stage pitch by the Lucerne Economic Development Agency and various companies, the Lucerne-based full-service advertising agency Rocket won the contract to present the canton of Lucerne as an attractive place to work and live beyond the canton's borders with a web platform and other media measures.

Target groups

Primary: potential foreign workers
Secondary: Companies in the canton of Lucerne

The target groups were primarily defined as skilled workers in the technology, catering and care sectors in the EU/EFTA states of Poland, Slovakia and Germany. These countries have well-qualified staff who are often dissatisfied with the working conditions in their own country and are looking for opportunities to lead a better life.

The website is also intended as a business card and information tool for companies in Lucerne that would like to participate in this project in the future.

Goals

Supporting Lucerne companies in their search for employees
Potential employees
... of the canton of Lucerne as a place to work and live.
... on the subject of "Working in the Canton of Lucerne".
A website should be developed for this purpose, which can be used by companies as a supplementary tool in their recruitment.

Concept/Procedure

The result is the workinlucerne.com website, which presents the Lucerne region in the best possible light with emotional images and drone shots, statements and informational texts. The Rocket crew, which itself is made up of different nationalities, was responsible for the entire implementation: from web design and content, including photography and filming, to the campaign and the creation of testimonial videos with immigrant workers, Rocket was able to develop a convincing all-round presentation of the Lucerne region thanks to its many years of expertise in employer branding.

In addition to the German-language content, the website also provides information in English and will be available in several other languages in the longer term.

In addition, the testimonials advertise for new qualified employees in an accompanying social media campaign in their native language in their respective home countries.

Click here for the media report from persoenlich.com.

Key Learnings

Measurability of target achievement: Online marketing measures are measurable, which means that it can be clearly analyzed whether the set targets have been met.
Build on experience: For recurring or ongoing campaigns, it is important to build on experience. With this approach, marketing investments can be optimized on an ongoing basis.
Work-life balance is becoming increasingly important: nowadays, work is no longer everything when it comes to the attractiveness of business locations. And it is precisely here that Lucerne, in addition to many interesting job opportunities, can also score points with an incredibly diverse range of leisure activities, which can also be attractively illustrated visually with lakes and mountains.
Communication must reach the target group: It also makes sense to address potential new skilled workers in English as well as in their own language and thus virtually pick them up at home. The social media campaign therefore also focuses on native languages in order to build bridges and allay fears.

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