Working where life happens.
Employer Branding for Coop.
The Coop Group, one of Switzerland's largest employers, is committed to a diverse and inclusive working environment. The redesign of its employer branding is an example of Coop's commitment to promoting a welcoming workplace culture. This new look was designed to work across different media to be effective on different platforms and in different formats – from the online recruitment platform coopjobs.ch to digital assets and printed materials such as posters.
For Suan, the redesign of the corporate identity was not just a visual overhaul, but a strategic endeavor to authentically represent Coop's branding. The new employer branding is based on the concept of “working where life happens” and shows Coop as a place where work and everyday life come together harmoniously. One of the most important touchpoints is the web design for the online recruitment platform coopjobs.ch. By creating personas and extensive website workshops, a solid foundation was created for the UI design. The challenge was to use existing technical components and design elements to create something new that reflects Coop's vibrant culture, goals and values.
Services
Brand strategy
Web design
Brand experience
Graphic design
Font
Color
Adressing and icon concept
The new employer branding should respect and integrate Coop's existing visual identity, but at the same time consciously stand out in order to create a stronger emotional connection with potential applicants. At the same time, the employer branding is aimed at existing employees by clearly and authentically communicating Coop's corporate culture and values. It aims to strengthen employees' commitment and identification with Coop by visibly recognizing their role and contribution to the company. By emphasizing team spirit and individual appreciation, employer branding should help to strengthen employees' long-term loyalty to the company and further promote their motivation.
New imagery
This was on achieved through the redefined visual language. Models on the one hand and employees in their actual working environment on the other represent the different roles within the company and were available for 11 extensive days of shooting. The authenticity captured makes it easier for potential employees to connect with Coop on a personal level and develop a sense of belonging.
Web design
The project underlines Coop's commitment to promoting inclusion, welcoming diversity and providing a compelling insight into the company's vibrant culture. The coopjobs.ch portal thus goes beyond the traditional job search. Visitors are welcomed to a comprehensive platform where they can get a real feel for Coop's culture and values. The design has successfully captured the essence of Coop as a company and ensured that the job portal reflects not only the job opportunities, but also the vibrant culture and values that Coop upholds. Carrying out a comprehensive redesign in a diverse company like Coop was no easy task. Collaboration with in-house IT played a crucial role in seamlessly integrating the new design into Coop's existing digital infrastructure.
This collaboration extended not only to the online portal, but also to templates for social media, graphics, icons, images and films. Close collaboration with photographers and filmmakers ensured that every aspect of the redesign supported Coop's commitment and design concept.