Digital transformation for talent development campaign

Netgen was commissioned by the Zurich Cantonal Office of Secondary Education and Vocational Training (MBA) to fully develop and implement an awareness campaign on the topic of "Promoting talent in the workplace". The result is "Talent Promotion PLUS", an effective, recognizable campaign as well as a user-friendly exchange platform for the various target groups with a CRM system.


Bildungsdirektion des Kantons Zürich


2020 - Today

Digital transformation for talent development campaign

Impact & Growth

  • Rising number of inquiries at the MBA on the topic of talent development.
  • The opening rate of the "Talent Promotion PLUS" newsletter is over 25%, a very good result in the "Education/NGO" sector
  • The online form for support requests to the Vocational Training Fund enables simple, efficient submission of new talent support requests to the MBA
Services we provided
  • Digital Strategy
  • UX Design & Interaction Design
  • Website Development
  • CRM setup and support
  • Training
  • General Support

Challenge: A digital awareness campaign

The main goal of the awareness campaign is to strengthen the promotion of talent in companies in the canton of Zurich by motivating and empowering apprenticeship companies and industry associations to work towards promoting talented young people in apprenticeship companies and to network with each other. The focus was on three overarching target groups:


These include the trainers in the company, the industry associations and the company owners.


In addition to the young people from the upper school, these include the apprentices as well as people who have already been trained. The latter belong to both the influencer and the affected target group.


These are mainly parents, friends, family, educators and teachers.

The Solution: Digital Brand Experience, Website, Social, CRM.

Talent development requires the commitment of everyone involved, but also brings significant benefits to all. The awareness campaign set a milestone in terms of corporate talent development in the Canton of Zurich:

Increased visibility

The campaign clearly shows what is already being implemented and lived in the context of workplace talent development and what measures are possible in companies.

Raising awareness

Until now, talent promotion was primarily a concept in high schools. The awareness campaign significantly improved the understanding of the topic as well as the awareness of the relevance of targeted talent development in companies. Targeted talent development benefits the future of industries and companies in the long term, as it has a positive impact on attractiveness and promotes the retention of talent in the industry and company.

The information available at the "Talent Promotion PLUS" website provides apprenticeship companies with practical tools and aids that enable them to take a targeted approach to talent promotion in their companies.

Exchange of information

As a platform, the website promotes the exchange of information between companies, enabling them to inspire and cross-fertilize each other with regard to talent development.


The talent stories and the testimonial films serve as a source of inspiration and provide concrete ideas about the various possibilities for promoting talent. On the one hand, this helps companies to implement their measures and, on the other hand, shows young talents new perspectives.

Campaign Website

The user-friendly website in responsive design is the main communication channel of the awareness campaign. The website is structured in such a way that users* can quickly and intuitively access the information they need. It provides companies with all the information they need to promote talent. For example, inspiration, documents, a comprehensive list of competitions, etc. The website consists mainly of the following elements:

  • Information area including form for requesting support from the Vocational Training Fund.
  • Talent practices (talent supporter directory)
  • Talent stories (blog)
  • Talent toolbox
  • Contact
  • Testimonial films (lighthouse projects)


Four electronic editions of the newsletter will now be published annually under the name "Talent Promotion PLUS". The overall aim of the newsletter is to inform readers about current developments and projects in the field of corporate talent development in the canton of Zurich and to direct them to the Talentförderung Plus website.

Developing the "Talent Promotion PLUS" awareness campaign conceptually and implementing it operationally with an interdisciplinary team was great fun. The intensive, joint work has paid off! Despite Corona, the campaign was successfully launched and quickly began to bear fruit.

Lea Friberg

Project manager Netgen

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