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Migros Lehrstellen Hub

Your apprenticeship. Your perspective. The Migros Apprenticeship Hub is a real talent matcher. In a nutshell, it offers online career guidance. Videos showing apprentices’ perspectives and 24/7 support via a chatbot help budding apprentices find their way to the right apprenticeship.


The best results can only be achieved in a team. This includes critical questioning from the basic task to the details of implementation. My "extended team" at Liip has always lived this in a constructive way, with its well-founded competences and thus contributed to the successful result.

Pascal Schwager
Digital Product Owner

’Your apprenticeship. Your perspective.’ – Find the right apprenticeship for you

‘By apprentices, for apprentices’ is the guiding principle of the overall concept, from the content to the features. The apprentices of the Migros group even got behind the cameras themselves to tell their peers all about what life is like as an apprentice.

A chatbot that is on your level

Young digital natives do not want to fill out long contact forms and wait for answers. Instead, they want chats where everything happens quickly and conveniently from home, and Mino Chat fits the bill all round. It opens at a click, presents services and events, and answers questions. The entire platform is also aimed at a young target group from a linguistic perspective and makes use of youthful, humorous vocabulary with strong visual support.

High performance even with significant visualisation

Digital natives primarily use mobile devices. The project therefore also took a mobile-first approach with a modern implementation for smartphones, aimed at the target group.
3D renderings and animations form the core of the website, with various videos supplementing the visual information available. Crucially, all of the content is responsive regardless of the device used to access it. In other words, accessibility is guaranteed despite the comprehensive range of functions and visual content. And clean code goes without saying.

Sophisticated algorithms in the Talent Matcher

How can a teenager know which job is the right one for them? The Migros group’s Talent Matcher offers a sophisticated algorithm that helps them to find the perfect job. Users answer simple questions, both to identify the right job for them and to refine their personal profile: How do I behave in certain situations? Do I like working with other people? What kind of personal relationships do I cultivate?

Success via state-of-the-art technology

This was connected to the existing CMS for the Migros Group’s careers platform. The modern technology stack uses Nuxt (vue.js for SSR apps), the Node.js Express server and the Node.js proxy API to export, aggregate and cache data from the CMS. Bulma was used as the CSS framework and TWGL.js with a custom GLSL shader was used for the dynamic visuals. Flexibility was a top priority when selecting technologies, to enable us to consistently meet user needs.

Maximum flexibility thanks to headless CMS

The new platform is fully integrated into the careers platform and has overcome some tough technological challenges. The highlight of the system is its use of Drupal 8 as a headless CMS. This means a consistent overall appearance for users while ensuring that the page is technologically completely independent of the home page of the Migros Group’s careers platform.

Future prospects

As the largest training institution in Switzerland, the Migros Group has set itself the goal of creating an innovative, comprehensive platform for young professionals. Attracting young people back to the website again and again requires a constant supply of new content, new tools, and new insights from usage behaviour. We are therefore currently working hard to develop a taster apprenticeship finder and an application coach – watch this space.

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