Employer Branding in a social NPO in Switzerland

Abstract

Two of the professions that are the most difficult to find are social education workers and nursing professionals. Employer Branding is a well-established tool in literature and Human Resource practice to help organizations attract and retain employees. Thus, the research question of this paper was the following: How can the Salvation Army (SA) Switzerland use Employer Branding to attract and retain qualified social education workers and nursing professionals in its social institutions in the German-speaking part of Switzerland?