SBB filled hard roles by treating career returners as proven talent

SBB faced a skills shortage and looked beyond the standard applicant pool. The Back to Business initiative targeted career returners, especially parents, whose household and care work had built capabilities employers often failed to count.

The offer combined five part-time return programs across company areas with Switzerland's first supervised job interview where candidates could bring a child. The campaign used an ETH study to support the business case for hiring returners.

Effie Switzerland says the first 77 vacancies drew 1201 qualified applications, the landing page averaged 5.5 minutes of dwell time, and the response generated about CHF 650,000 in PR value.

Recruit where employers overlook capability

SBB changed the hiring product before promoting it.

Childcare at interviews removed a very specific friction in the return-to-work journey.

Research made the message about business value, not charity.

A neglected labor pool needs proof and operating changes, not sympathy copy; remove the practical blocker that keeps qualified people out.

The work won Silver in Effie Switzerland's Employer Branding and Recruiting category. Picky Martin's case page also lists Goldbach Crossmedia Bronze, Best of Swiss Web shortlist, ADC shortlist, Swiss Poster Award shortlist, and a SABRE corporate reputation win.