Swissness in Public Relations

Swissness in public relations

Typically Swiss values and characteristics are often summarised under the term "Swissness". What exactly does this term mean and what role does "Swissness" play in the work at Schaerer? Our employees are trying to answer this question as part of the blog series "What is actually Swiss about Schaerer?". After team members from Technical Development and Sales have already had their say, this time Jelena Bozic gives us an interesting insight into public relations. As Marketing Manager, she knows exactly that Swiss culture and attitude to life are an essential part of the Schaerer brand identity. In this interview, she reveals what particularly excites her about her job, which "Swiss virtues" are crucial for a coffee machine manufacturer - and what surprises her most after a long stay abroad.

How would you describe your work at Schaerer? What are your tasks?

I have been working in marketing at Schaerer for over three years now, particularly in German-speaking countries. However, my experience goes back much further, I have been working in sales and marketing for over 15 years now. In all this time, I have always enjoyed my work because it never gets boring. Every day brings new challenges and you can contribute creatively. Of course, it can also be exhausting, but exciting tasks, such as planning a photo shoot or preparing for trade fairs and events, always make up for it. Such projects regularly break up the daily routine, so you don't just sit at your PC all day.

Jelena Bozic, Marketing Manager at Schaerer

It never gets boring

My specific activities and focal points at Schaerer are very varied. For example, I take care of certain sales promotion campaigns, oversee sponsorship activities - such as for SC Bern or, most recently, the Cafetier Suisse coffee conference - and organise video shoots. But I'm also responsible for classic press work, i.e. liaising with trade journals etc. The great thing about my work at Schaerer is how flexibly I can work and contribute my ideas to projects. There's also the good communication in our team of seven - even though we've had to work from home a lot in recent months and therefore rarely see each other in person.

Let's move on to the topic of "Swissness": What would you define as "typically Swiss"?

Most people think of Switzerland in terms of three characteristics: precision, quality and safety. However, these three characteristics of the Swiss identity do not simply stand on their own, but rather build on each other. Accuracy and precision are also associated with Switzerland by many people internationally, for example when they think of the famous Swiss watches. At Schaerer, we also attach great importance to precise manufacturing and well thought-out production processes. Everything at the factory in Zuchwil has therefore been customised so that each work step can be carried out as efficiently and reliably as possible. This avoids errors and inaccuracies. The finished coffee machines are also thoroughly tested before delivery.

Jelena Bozic with the film crew during filming in the Schaerer building

Always impressive for non-Swiss people

I realise that this is not a matter of course when we have guests from abroad. Whenever possible, I like to give our visitors a tour of the production facilities and show them everything. Everyone is always very impressed by how smoothly, quietly and cleanly production runs. The fact that we can produce such large quantities so efficiently in a tranquil village like Zuchwil also never ceases to amaze.

Apart from these general values, do you associate anything in particular with Switzerland? How does "Swissness" affect your work?

I think when you live here, you don't really realise what's so special about Switzerland. That's why I always find it very interesting when I come back home after living abroad for a while. The first thing that strikes you is how neat and tidy everything is. This goes hand in hand with the fact that punctuality is very important - both for people and for trains. Internationally, this is probably the exception rather than the rule. Most Swiss people are correspondingly calm and stable. Neutrality is not only the highest maxim of the Swiss state, people here are also generally reserved.

A country full of flavour and diversity

But this impression should not convey a false image. Switzerland not only stands for efficiency and thoroughness, but also for hospitality and enjoyment. Anyone who has ever tasted Swiss specialities such as raclette, fondue or the world-famous chocolate knows what I'm talking about. I also always associate Switzerland with diversity. Four official national languages are spoken in the country, which is also reflected in the cultural characteristics of the regions. Half an hour's drive from Zuchwil, you can already hear more French than German - something you don't hear in many countries with a population of 8 million and an area of around 40,000 kilometres².

The best of many cultures

More than a quarter of people in Switzerland are not Swiss nationals. At Schaerer, too, many employees come from abroad, including myself. However, this diverse workforce is not a contradiction to "Swissness", on the contrary. In my work, I therefore adopt the "classic" Swiss values and pay attention to accuracy and the best results, while at the same time incorporating different cultural perspectives and a sense of enjoyment.

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