Challenge: Recruiting security personnel for the ZVV network is not easy, as the tasks, working hours and workload demand a lot from the team members. However, as representative surveys show, the “Sidis” – as the security people call themselves – are highly valued by the population. And this is also true of the young passengers on their way home at night. Heads was assigned by the ZVV to strengthen the security staff’s self-image as a cordial host and in a second step was assigned by Securitas to support recruitment.
Solution: The results included an employer branding film and social media clips. They make the significance and attractiveness of the task comprehensible and show that the “Sidis” are there for much more than most passengers would expect.
Effect: The employer branding measures help to reach more suitable candidates. Moreover, they help to make the existing “Sidis” even more aware of their tasks and responsibilities and to awaken internal pride in their important function.