Employer Branding at Basellandschaftliche Kantonalbank

Abstract

BLKB's brand is strongly anchored externally, but the employees do not know the brand very well. As the company offers services to their customers, the employees are their most valuable assets. To keep and recruit the right talents is central for the success of the business. In order to be an attractive employer, the goal is to develop an employer brand that authentically represents the bank so existing employees are motivated to stay with the company and potential employees are encouraged to apply.