How Axpo Systems modernizes its employer brand and reaches new talent with PastaHR

Talking to the expert

In this case study, we share insights into Axpo Systems’ employer branding transformation. We spoke with Sabina Marchetti, Head of Human Resources at Axpo Systems. Sabina oversees the entire HR function and initiated and drove the collaboration with PastaHR.

The starting point: “We needed to stand out from competitors”

Axpo Systems faces a double challenge: a general shortage of skilled workers in the energy sector, and the difficulty of reaching specific roles, particularly service specialists. Traditional job platforms were delivering almost no results. But the deeper problem was visibility: for many potential candidates, Axpo Systems simply wasn’t on their radar as an employer.

“It was important to me that we stand out from competitors. WhatsApp recruiting hasn’t reached everyone yet, and that’s exactly what we wanted to push. Become more visible externally.” — Sabina Marchetti, Head of Human Resources

The goal was clear: modernize the employer brand, reach new audiences, and position Axpo Systems as an attractive, contemporary employer in a competitive market.

The approach: Creative employer branding meets smart applications

Axpo Systems chose PastaHR to connect employer branding and application process into one seamless experience. The combination of physical touchpoints, social media campaigns, and smart application flows proved especially effective.

Key elements of the new approach:

• Company vehicles as recruiting surfaces: Axpo Systems wrapped their vehicles with QR codes and a call-to-action for direct applications, visible exactly where potential specialists spend their time: on construction sites and job locations
• Social media campaigns: PastaHR sets up and manages the campaigns, giving Axpo Systems reach among previously untapped audiences on platforms they use every day
• Smart application flows: Barrier-free applications without media breaks, directly from social media or via QR code, no login, no form, no detour
• AI pre-qualification: Integrated qualification questions ensure high quality among incoming applications, allowing broader targeting without sacrificing quality

“Through the use of WhatsApp recruiting, Axpo Systems stood out from the crowd in a positive way.” — Sabina Marchetti

Employer branding that works where specialists are

The decisive advantage of this approach: Axpo Systems communicates as an employer exactly where potential employees spend their daily lives, on construction sites, in social networks, on their smartphones. The QR code on the company vehicle isn’t a gimmick, it’s a consistent expression of the idea of reaching specialists where they already are.

At the same time, the barrier-free application process lowers the threshold for first contact: interested candidates can ask a question or start an application in just a few clicks, without switching systems or creating an account.

“Not only was the candidate experience simplified and improved, but internal processes were also accelerated. PastaHR opens new opportunities in employer branding.” — Sabina Marchetti

The results: Visibility, quality, cost-efficiency

• 150% more qualified applications, at clearly higher quality through AI pre-qualification
• CHF 6 cost per qualified application, exceptionally cost-efficient compared to traditional job platforms
• Axpo Systems stands out positively, as a modern, accessible employer in a market where that is still the exception

Conclusion: Courage pays off

For Sabina, the experience with PastaHR is not just a recruiting success, it’s an invitation to other companies to take the next step.

“I can only recommend PastaHR. Have courage, try something new. Not always the old ways, but look, try something different.” — Sabina Marchetti

Standing out as an employer in a tight talent market means being present where specialists are, and making the first step as easy as possible. PastaHR gives Axpo Systems exactly the tools to do that.

“Thanks to PastaHR, we have 150% more qualified applications.”

— Sabina Marchetti, Head of Human Resources