Elaboration of a Pharmaceutical Company’s Employer Brand: Positioning the company as an Employer of Choice for Generation Y in Switzerland

Abstract

The company is active in the pharmaceutical and life science sector and well known for its products and brands on the global market. Having undergone quite some growth in Switzerland, the pharmaceutical company would like to develop an understanding of how the company is being perceived in the country amongst Generation Y. The team would like to get ideas and suggestions on how it can use existing or new communication methods more effectively to convey the message as an attractive workplace for respective employee target groups and to position itself as employer of choice in Switzerland and especially for the Generation Y. Bearing in mind limited resources available with regards to headcount. The challenge lies in understanding the employer brand for the company as a whole as the legal entities in the country are very different from each other and as a consequence the respective employee target groups.