Why are you losing qualified talent to your more remote-friendly competitors? How do other companies manage to maintain a strong corporate culture despite physical distance? Why is your employer brand not being noticed in the virtual working world?
The answer lies in the new reality of the Swiss labor market: remote work is no longer just a temporary trend, but a permanent change. According to a forecast by Remote Work Skills, around 40% of Swiss employees will be working remotely on a regular basis by 2035 – especially in cantons with a high concentration of service industries such as Zurich, Basel-Stadt, and Vaud.
This development presents Swiss companies with new challenges in employer branding. After all, an attractive employer brand can no longer be defined solely by a modern office on Paradeplatz or a cozy coffee machine in the break room.
The figures speak for themselves: two-thirds of companies now offer remote working, as recent studies show. In Switzerland, this trend has become particularly prevalent in urban centers. From Zurich to Basel to Geneva, companies everywhere are looking for ways to successfully position their employer brand in the virtual space.
What does this mean for your employer branding?
Traditional approaches no longer work. A chic office in Zurich West or a rooftop terrace with panoramic views of the Alps are unlikely to impress potential employees if they want to work from Graubünden or Ticino. Instead, other factors are coming to the fore: flexibility, digital infrastructure, and a corporate culture that also works remotely.
A strong corporate culture has always been at the heart of successful employer branding. But how do you convey values, team spirit, and that special "sense of unity" through screens?
The answer lies in conscious design and consistent implementation. Swiss companies that are successful in this area understand that culture does not arise by chance; it must be actively cultivated—especially in the virtual space.
Practical approaches for your virtual culture:
Regular virtual coffee breaks create informal meeting places. Digital team events replace trips to Mount Pilatus. And structured onboarding programs help new employees integrate into the team even without being physically present.
Particularly important: authenticity. 86% of job seekers research company reviews before applying. Your virtual corporate culture must be genuine—candidates immediately see through glossy promises.
An interesting aspect can be seen in the Swiss market: despite the possibility of working from anywhere, many employees remain rooted in their region. They appreciate the flexibility of working from home, but still want to work for a Swiss company.
You can leverage this local connection for your employer branding. Emphasize your Swiss roots, your knowledge of the local market, and your network in the region—even if your employees work in different locations.
A real-life example: A Zurich-based fintech company organizes quarterly physical meetings in various Swiss cities. This allows it to combine the advantages of remote work with personal interaction, while also strengthening regional identity.
Without the right technical foundation, any remote work strategy is doomed to fail. But it's about more than just functional video conferencing tools. 72% of US companies plan to prioritize their investments in virtual collaboration tools—a trend that can also be observed in Switzerland.
Swiss SMEs face particular challenges in this regard. Unlike large corporations, they often do not have dedicated IT departments that can set up complex remote infrastructures. The solution: focus on proven, user-friendly solutions and gradual expansion.
Important components of your remote infrastructure:
Your employer value proposition (EVP)—the promise you make to your employees—needs to be rethought in the context of remote working. Traditional benefits such as parking spaces or subsidized canteens are becoming less important.
Instead, new aspects are coming to the fore:
From our consulting experience with Swiss companies, we know that the most successful remote employers consistently communicate this new EVP to the outside world. They show how remote work is practiced at their companies on their career pages, in job advertisements, and on social media.
How do you make yourself visible as an attractive employer when potential employees no longer walk past your company building or hear about your great office from friends?
Digital visibility is becoming a decisive factor. This highlights the close connection between employer branding and digital marketing. Swiss companies must learn to present their employer brand online—authentically, consistently, and in a way that appeals to their target audience.
Successful measures for digital visibility:
Content marketing plays a key role. Employee stories, insights into everyday remote working life, and transparent communication about your corporate culture create trust and closeness.
Social media is becoming the primary channel for employer branding. LinkedIn, Instagram, and even TikTok offer platforms to bring your remote culture to life. It is particularly effective when your own employees become ambassadors and report authentically on their experiences.
How do you measure the success of your remote employer branding strategy? Traditional metrics are no longer sufficient. New KPIs are needed:
These metrics help you continuously optimize your strategy and ensure that your investments in remote employer branding bear fruit.
One aspect that is often underestimated is the legal framework for remote work in Switzerland. The Swiss Code of Obligations, Labor Act, and Data Protection Act (DSG) set clear boundaries while also creating opportunities.
For your employer branding, this means that transparency builds trust. Clear rules on working hours, availability, and data protection show potential employees that you take a professional and well-thought-out approach to remote work.
Important legal aspects:
The future of remote work employer branding is shaped by several trends. Artificial intelligence is changing the way we find and engage talent. Virtual reality is creating new opportunities for immersive team experiences. And Generation Z is bringing entirely new expectations for flexibility and purpose.
Swiss companies that invest in their virtual employer brand today are securing a decisive competitive advantage. Because one thing is clear: the battle for the best talent is increasingly being decided in the digital space.
Wondering where to start? Here are our recommendations based on over 15 years of experience in the Swiss market:
Would you like to strengthen your virtual employer brand and stay ahead of the competition for remote talent? Brand Affairs supports you in developing a compelling remote work strategy and making your corporate culture tangible even from a distance. With our experience in the Swiss corporate landscape and our network of communication experts, we develop tailor-made solutions for your remote employer branding.
Contact us for a no-obligation consultation. Together, we will develop a remote employer branding strategy that suits your company and delivers measurable results in talent acquisition.
