Development and Implementation of a university ambassador concept for Swisscom

Abstract

The named IT company aims to belong to the top 3 ICT employers in Switzerland. Although the company invests strongly in university marketing, its student target group does not perceive the employer image as good as its professional target group does. As a consequence, the Employer Branding Team commissioned the author to introduce a new university ambassador concept on the basis of a bachelor thesis. Following research questions were formulated:

• Can a university ambassador concept increase the overall employer attractiveness among a specific target group? • Can a university ambassador concept lead to a change of perception among a specific target group in terms of an employer characteristic?