Strong employer branding for an attractive employer brand

Like many other organizations in the healthcare sector, PUK is affected by a shortage of skilled workers. Netgen has successfully supported the clinic since 2018 with an extensive employer branding campaign, thereby creating increased visibility and positioning PUK as an attractive employer.


The Psychiatric University Hospital Zurich (PUK), which as the largest psychiatric hospital in Switzerland employs more than 2,000 staff from over 50 professional fields, wants to be perceived as an attractive employer.


2018 bis Heute

Psychiatric University Hospital Zurich (PUK)

Impact & Growth

  • Over 50 new positions have been filled in the past two years
  • 1.4 million brand impressions since the start of the campaign
  • Over 120,000 ad clicks
  • More than 10,000 video views


Increase in the number and quality of applications

The employer branding campaign has led to an increase in the number and quality of applications. Precise targeting and clear messages enabled a more accurate selection. Traffic on the PUK main website has increased by 30%.

Better brand awareness

As a result of the campaign, PUK is increasingly perceived as an attractive employer, both externally on the labor market and in the competitive environment, as well as internally among existing employees.

Services we provided
  • Employer Branding
  • Digital & Growth Marketing
  • Marketing campaigns (organic & paid)
  • Search Engine Optimization (SEO)
  • User engagement solutions
  • Analytics & meaningful reporting

Our Role: Employer Branding

  • Concept, architecture and implementation of the campaign on various channels
  • Content conception and creation (image, video and text) for ads (Google ads and social media ads) and for the corresponding campaign pages
  • Implementation of various campaign landing pages
  • Campaign management and ongoing consulting throughout the year

Challenge: Skills shortage 

The goal was to establish PUK as an attractive employer and thereby increase the number and quality of applications in order to fill more vacant positions. We solved this task with a sophisticated campaign concept that supports the strategic goals of PUK.

The staging of the PUK as an attractive employer and respected training center was increasingly implemented on new channels by means of targeted campaigns.

Another challenge for the PUK is the still existing stigmatization of the field of psychiatry, which continues to struggle with outdated prejudices. For this reason, an information offensive was also used in communication, which breaks with the outdated image of psychiatry with a great deal of transparency and openness.

Solution: Employer Branding Campaign

Netgen designed and implemented an effective employer branding campaign for PUK with a message-driven content strategy and a comprehensive package of measures.

The heart of the campaign is a decentralized microsite consisting of six thematic landing pages. Here, as the most important brand ambassadors, employees from the area of nursing convey in testimonial videos what makes PUK an attractive employer.

During a test phase, Netgen used Google Ads to determine which messages were most relevant for which target group. Based on the insights gained in this way, the main topics and the corresponding content of the employer branding campaign could be optimally tailored to the various target groups.

The landing pages are promoted with targeted Google Ads and social media campaigns, which are continuously tracked and can be adjusted as needed.

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