In 2023, I was Director of Sales & Marketing at Baur au Lac, a renowned 5-star hotel in Zurich. In the middle of a full rebranding, another initiative landed on the table: Employer Branding.

I didn’t know it would change everything…

Repeat recruiting costs aren’t a given- they’re a choice.

What if the smarter move isn’t replacing people but giving them a reason to stay?

Is Employer Branding a mere luxury? Or does a bold brand alone seal the deal?

This metaphor has been on my mind for weeks. It hits the nail on the head- and yet, somehow, it doesn’t. Culture is everywhere, shaping how we move, think, and connect.

Life is a cycle of ups and downs. Our priorities shift over time - we adapt, grow, and change. We are never perfect, and we never will be - and that’s the beauty of it.