JUNO TALKS with Charlot Pagel und Sabrina Grendelmeier from Mammut
A strong consumer brand protects against skilled labor shortages and fosters team culture within the company across national borders. We talk to experts Charlot and Sabrina from Mammut about the power of the brand for employer branding and culture.
Can you briefly introduce the Mammut brand?
CP: Mammut has existed since 1862. We were founded in Dintikon, Switzerland, initially as a rope manufacturer for agriculture. The ropes quickly became popular in mountaineering. Today, we are an outdoor equipment and clothing manufacturer with a wide product range. We have multiple locations across Europe, North America, Japan, and China.
J: Do both of you have a personal connection to the mountains?
SG: I grew up near the mountains. At Mammut, we have people who spend every weekend in the mountains, tackling extreme hikes and via ferratas. And then there are people like me. I enjoy being outdoors and playing sports, but in a more relaxed way. I might go for a run or a small snowshoe tour.
CP: I’m from Mecklenburg-Western Pomerania, which doesn’t have any mountains. I’ve always loved skiing and think mountains are amazing. However, that wasn’t the main reason I joined Mammut. What attracted me was the expectation of a cool company culture at a mountaineering brand — and I wasn’t disappointed.
Looking at your history, it seems like the significant growth started in the 1980s. Is that also when the company began strategically building its employer brand?
SG: We only truly started a structured employer branding strategy this year. Figuratively speaking, we’ve reached the first mountain hut. Together with our employees, who will also act as our ambassadors, we’ve gathered insights into what Mammut stands for, what sets us apart, and where we want to go. Now comes the challenge of prioritizing and defining these ideas together. It’s exciting to hear the thoughts of our employees.
You have different locations. Are you conducting this process globally?
SG: Our goal is to first develop this for Switzerland and then roll it out globally. There are cultural differences, especially between Europe and Asia, and we’re keen to take these into account.
CP: I’m amazed at how strongly the values we experience at our Swiss headquarters are reflected in other parts of the world. Whether it’s in our stores in Switzerland or Germany, our logistics center, or our team in North America, the same spirit is palpable everywhere. It’s inspiring. The Mammut brand attracts people who identify with it, creating a strong and unified culture no matter where you are.
Charlot, you’re also a psychologist. How do you explain this? What makes the Mammut brand so strong that it forms such a value-based community?
CP: I have a few hypotheses. The shared passion for the mountains, nature, and our products creates a bond that fosters closeness, even among people who don’t know each other well. Newcomers join and instantly have something in common with the company and their colleagues, even without extensive onboarding. They’re simply part of the team because they share the same passion. We have flat hierarchies that are nevertheless clearly defined. People here aren’t interested in putting on a mask for work, and I think that attracts like-minded individuals.
Do you feel the attractiveness of your consumer brand in recruitment?
SG: Absolutely. For example, when we built our career website, we debated whether to include a button for unsolicited applications. Soon after, we were flooded with applications — something not many companies can claim these days—and had to remove the button. We also see the power of the brand during interviews. The first thing we usually hear is: “I love being in the mountains.”
How does your employer brand tie into the “mountain” storyline?
CP: The corporate brand revolves around mountaineering and what happens above the tree line. Our target audience is people who seek adventure in the mountains and approach challenges with a “mountain mindset”. For example: sticking together while also looking after oneself, or finding quick solutions with limited resources. You can see this in how we work — we take responsibility for ourselves while relying on our team. We find solutions, even when we don’t have the biggest budget.
On your career website, you mention “adventure,” “teamwork,” and “pushing boundaries.” Can you live up to those promises? Do you find that this creates pressure or false expectations?
CP: The adaptability we encourage within the company can be challenging for our employees. By supporting and nurturing them, we create a balance.
SG: The team plays a crucial role in such situations. The close bond, sometimes even in their private lives due to shared passions, helps employees push beyond their limits.
Can you share an example?
CP: Two years ago, we faced supply chain issues. Last year, we had overstocked warehouses. It was challenging, but it worked because everyone came together. We needed quick, creative solutions, and teamwork was essential.
How do you foster the “mountain mindset” outside of daily work?
CP: I love talking about our Mammut Spirit Day, which we hold annually. It’s a global event where every team participates. On that day, we shut down our laptops and head out into nature. Last year, we delivered supplies to a hut in Switzerland. We filled backpacks with food and carried them up to the hut—normally a task done by helicopters. This year, we supported local communities near our office by pulling weeds, clearing streets of litter, and so on.
Which other outdoor brands are your competitors for top talent?
CP: Our main competitors are other brands in the outdoor and sports industry. They often have a similar culture to ours, and it’s common for employees to move between these companies. The specific brands depend heavily on the location; in Central Europe, they differ from those in China or Japan.
Can you provide insight into your candidate journey?
SG: We have a recruiting guide that outlines the process. At Mammut, managers play a key role in recruitment. HR provides recommendations and tools but doesn’t make the final decision.
Your CEO, Heiko Schäfer, said in an interview that the website is the best place to showcase the brand. Does this also apply to the career website?
SG: Absolutely. Candidates get an authentic picture of what it’s like to work here and find answers to their initial questions. Many know the brand but aren’t familiar with the work culture. With the new career website, we’ve seen an improvement. Many candidates reference it during interviews.
You don’t post employer branding content on Instagram, correct?
CP: That’s right. It’s something we discuss from time to time, but we don’t actively pursue it. It might sound lofty, but we’re fortunate not to need it. Instead, we focus on LinkedIn, where we occasionally post about employee events—but not all of them. What’s important to us is that the things we do for our employees are genuinely for them, not just for external promotion.
What are your goals for the next few years?
SG: One goal is for the employer branding strategy to come from within, so employees can identify with it. We also aim to build strategic partnerships with universities and schools that align with us. For example, we’re currently filming an introduction video for the Business School Video Challenge, organized by the Boston Consulting Group. We hope many students choose us as their favorite.
CP: One of my upcoming projects is Diversity, Equity, and Inclusion (DEI), which will span all areas of the company and naturally influence employer branding. We’re already quite diverse, especially in terms of nationalities—we have 33 nationalities at our Swiss headquarters alone and even more globally. However, there are areas within DEI that we haven’t actively addressed yet, and this will undoubtedly be a priority in the coming year.
Final question: Which Mammut products do you own, and what’s your favorite?
CP: I love our backpacks, especially the Trion Spine backpack. Its Active Spine technology evenly distributes the weight across the body, keeping it stable while running. It’s my go-to backpack for trips, whether three days or two months long. I’m also excited about the Stoney ski apparel I ordered in dark green.
SG: My favorite product is a down parka that I absolutely love. It keeps me warm in winter and looks stylish at the same time. I also bought a fleece jacket that resembles teddy fabric—perfect for colder days at the office.
Thank you!