Context

Since its founding in Zurich in 2009, Coople has operated as a renowned job platform that skilfully connects companies from a wide range of industries with a flexibile workforce. Thanks to its presence in Switzerland and the UK and its digital approach, Coople has become Europe's largest online recruitment platform. Coople is revolutionising the way companies recruit talent in the digital age. The company places flexible workers for short- and long-term assignments in the fields of healthcare, gastronomy, hotel business, retail, aviation, logistics, events and promotion as well as in the commercial sector.

Challenge

Coople faces the challenge of competing with traditional and often international key players in the personnel services sector. In this context, sharp communication plays a crucial role in accurately differentiating the company from the competition. It is particularly important to dispel common prejudices and social views and to convey that digital providers offer the same services as their traditional competitors - but with an added level of convenience and speed. Furthermore, visibility is to be increased in a targeted manner in order to further establish Coople as the leading online platform for digital staff leasing in Switzerland and the UK.

Approach

A multichannel communication strategy was implemented that harmonises offline and online activities. Classic communication instruments such as press releases, interview arrangements, position articles and case studies are used in a targeted manner. With a holistic LinkedIn presence for the company and its key protagonists, a broad media presence was ensured. Specialist articles on acute social issues such as the shortage of skilled workers and on trend topics such as gig and flexwork served as a starting point to further highlight the media relevance. White papers and regular blog articles on various industry-relevant topics were also produced. Continuous monitoring of these topics made it possible to remain agile in terms of the relevance of the communication. The strategy was data-driven, which allowed for continuous optimisation. Targeted campaigns were used to further emotionalise the brand and highlight the far-reaching benefits of the digital approach.

Project

PR and communication, social media

Industry

Staffing, Hiring, HR

Partner

Country

Switzerland

Implementation

since February 2022, ongoing

Contact

BRAND AFFAIRS AG

Lucas Mörgelin

Result

Through proactive pitching and close collaboration with journalists, the company's visibility in traditional media increased significantly. On the social media platforms, Coople has seen continued sustainable growth in both Switzerland and the UK, accompanied by a remarkably high engagement rate and a continuously growing number of followers. In the same period , Coople was also able to increase its membership at B2C level, the so-called "Cooplers", by approximately 10k registered employees per month and thus enjoys growing awareness.

"Together we managed to successfully communicate our messages to the outside world. Brand Affairs' strategic approach, their creative ideas and the targeted placement of our content have contributed significantly to this success. The results speak for themselves. We appreciate their constant willingness to adapt to changing requirements and their flexibility in providing us with advice and support at all times. We look forward to a continued successful cooperation and thank them for their excellent work and commitment."

Sabina Neuhaus

Group Head of Communication, Coople