Swissport Employer Brand
Global Refresh & Asset Library
The challenge...
Swissport’s employer branding lacked consistency and clarity across regions.
Messaging was often operational and transactional, with limited focus on the people behind the work or the value of building a career at Swissport. Visual styles varied widely, making the employer brand feel disconnected from the core corporate identity. Key themes like development, team culture, recognition, and purpose were under-communicated, resulting in an employer brand that struggled to stand apart in a competitive market and didn’t fully represent the spirit of the workforce.
My mission...
My first move was to refocus Swissport’s employer branding, shifting the emphasis from operations to people, highlighting their impact, and reinforcing a sense of shared purpose across the organisation.
I introduced clearer messaging that humanises the brand, celebrates teamwork, and highlights growth opportunities. I unified the visual system with consistent styling, improved hierarchy, and more intentional storytelling — reflecting Swissport’s values of expertise, performance, and partnerships. Through refreshed templates, updated tone of voice, and more compelling employee-centric narratives, the employer brand now feels warmer, more coherent, and better aligned with the company’s identity and culture.
