Driving positive social impact
At SMG, our activities create a social impact on consumers, the industries we operate in, our employees, and society as a whole. Through a combination of business initiatives and socially driven efforts, we aim to create meaningful, lasting change.
We understand SMG’s platforms to play an essential societal role by making markets more accessible and empowering consumers across financial backgrounds. By providing online marketplaces, we enable users to compare prices easily and find affordable options, making goods available to a broader segment of society. Beyond facilitating the sale of cost-effective second-hand and refurbished goods, we offer transparent information that helps consumers make well-informed buying decisions. While we view enabling affordable choices as a strategic opportunity for SMG, we remain mindful of evolving expectations around affordability, digital access, and inclusion. We aim to monitor relevant developments in ESG future risk assessments to ensure our approach stays aligned with societal expectations.
In 2024, AutoScout24 launched the AutoScout24 Direct platform, creating an online consumer-to-business car sales offering, setting new standards for online car sales. The platform connects private sellers directly with a network of 7,000 professional dealers, simplifying and accelerating the process of reintroducing vehicles to the market.
This streamlined solution empowers private sellers to sell their vehicles reliably, securely, and efficiently, reducing the challenges associated with private sales. By connecting them with a large network of dealers, the platform provides greater opportunities to leverage the transaction and receive fair remuneration for their assets. At the same time, it offers dealers a cost-effective method to expand their inventory.
In the real estate sector, SMG empowers consumers through unique market insights and tailored search experiences. By digitising the real estate space, we are able to guide professional and private customers through every step of their journey, reducing the complexity of this process with user-friendly solutions. This is particularly helpful for home seekers, enabling efficient, streamlined, and transparent decision-making.
We remain dedicated to pioneering secure and responsible business practices, which are essential for maintaining the trust of our customers who rely on our platforms. This includes fulfilling our social responsibility to the Swiss population, as outlined in the Cybersecurity and data protection section, which details SMG’s commitment to the two topics.
Beyond our consumer-focused efforts, we actively participate in industry associations and initiatives with the aim to contribute to broader societal and sectoral progress.
One of SMG’s contributions is to the FIDO Alliance (Fast IDentity Online), which develops open authentication standards to eliminate passwords and enhance phishing-resistant security. As part of this global alliance, we are shaping the future of secure authentication. Our vision is to provide seamless, passwordless authentication for employees and customers, fostering trust and contributing to a more secure digital environment. We are also active members of the Association for Corporate Data Protection (VUD) and the International Association of Privacy Professionals (IAPP). Additionally, through our participation in digitalswitzerland, we promote digital transformation, innovation, and the responsible use of technology for societal benefit.
As a member of AGVS (Auto Gewerbe Verband Schweiz), the Swiss automotive industry association, we support strategic priorities in mobility and innovation. By aligning with their strategy in education and resource management through targeted initiatives such as our EV Hub platform, we help advance the collective progress of the automotive sector.
Ricardo also collaborates with Projekt Restwert/Plusvalue, an initiative dedicated to helping consumers resell items while supporting individuals in special circumstances, empowering their professional and social reintegration. By leveraging Ricardo’s platform, we support in facilitating the resale processes for Projekt Restwert.
In cooperation with Swiss Crime Prevention, all SMG platforms provide information about the most common classified ad scams through recurring education and prevention campaigns.
Giving back and creating unforgettable experiences for meaningful causes is at the heart of RicardoForGood, our year-round charity auction initiative. Using our transactional marketplace Ricardo, we raise funds for important initiatives while bringing communities together to spark hope and drive change. We provide dedicated communication and activation support, such as landing pages for auction series, technical support, and free platform usage, to ensure that 100% of the proceeds go directly to the causes. Additionally, our expert network and media channels amplify each auction’s reach, sharing inspiring stories and maximising their impact.
In 2024, over 1,200 auctions raised more than CHF 500,000, supporting life-changing initiatives across Switzerland. Each auction tells a story of hope and generosity, whether it’s contributing to breast cancer research with Pink Ribbon Switzerland or helping children in need through SOS Children’s Villages. These contributions don’t just raise funds; they bring communities together, creating a ripple effect of kindness and change.
To create broader benefits for our local communities and the environment, and to enable our employees to contribute to causes they care about, we run a company-wide Social Impact Programme. The initiative allows volunteering up to one day of working hours per year to support efforts focused on social development, environmental protection, and the circular economy.
A highlight of 2024 was the Plant Trees, Grow Together initiative in Vietnam. In partnership with the Joy Foundation, over 30 employees of SMG and their families planted 500 trees, with the potential to sequester hundreds of tonnes of CO2 over their lifetime. Initiatives like this reflect not only our dedication to sustainability and responsibility, but also provide employees with enriching experiences that strengthen their connection to SMG.
As a digital pioneer that connects and empowers people through our online marketplaces, cybersecurity and data protection are integral to our business. Customers rely on us every day to safeguard their data and ensure a secure, trustworthy digital experience. To maintain trust, we commit to high standards of cybersecurity and data protection.
2024 Highlights
- SMG’s Chief Information Security Officer (CISO) won the Cybersecurity Excellence Award at the Global Cyber Conference.
- Rolled-out Ricardo MoneyGuard as an additional new secure payment method, enhancing safe and trustworthy transactions for Ricardo users.
- Launched state-of-the-art adaptive Multi-Factor Authentication (MFA) for customers across our General Marketplace and Real Estate platforms.
- Hosted 16 events, including eight during Cybersecurity Month and eight focused on Data Protection and training, such as the international Data Protection Day.
- Joined the International Association of Privacy Professionals (IAPP).
- Introduced a secure interface across eight platforms, enabling users and authorities to submit data access and deletion requests efficiently.
Agility in the digital space
The ever-changing digital environment presents diverse risks and opportunities for SMG. The adoption of new technologies such as AI helps us drive efficiency and innovation, while the increasing sophistication of cyber threats requires us to remain vigilant and proactive in our approach to security and data protection.
Our robust frameworks and governance help us address these risks and ensure compliance with relevant regulations, while our practices enable us to harness innovation. We invest in cutting-edge security and data protection systems, equip our team with highly skilled legal and security professionals, support our customers in learning how to stay safe online, and collaborate with other leaders in the space to drive advancements for a safer, more accessible digital space for all.
Governance and accountability
The BoD and the CEO oversee cybersecurity risks and data protection requirements, with support from the Chief Information Security Officer (CISO) and Data Protection Officer (DPO).
On an operational level, our CISO leads the group’s Security, Trust, and Safety Team to drive strategy, target setting, and processes, enabling us to pursue our vision as a pioneer of online marketplace security. Our DPO heads the Data Protection Team, oversees data protection compliance, and serves as the primary contact for Swiss data protection authorities. Single Points of Contact (SPOC) within each of our business units and Privacy and Security Champions across all product and engineering teams support company-wide engagement.
Close collaboration between the CISO and the DPO drives the alignment of SMG’s cybersecurity and data protection efforts across business functions. The Group Compliance Officer, the ELT, the RAC as well as the BoD are regularly updated on developments and progress.
A comprehensive Information Security Management System (ISMS), based on the ISO/IEC 27001 standard, guides our actions to identify, prevent, and mitigate cybersecurity risks, and to report and remediate incidents effectively. IAZI follows the Service Organization Control Type 2 (SOC 2) framework, a cybersecurity compliance framework for organisations handling sensitive customer data. In 2024, IAZI’s SOC 2/Type II certification was successfully renewed following an external audit.
Our risk management approach
We apply an adaptive approach to risk management, evaluating the severity of risks to our users, assets, and platforms and acting accordingly. Risks can broadly be categorised into two types:
- Operations-related risks that could affect our services, such as botnets, spammers, ransomware, and malware attacks; and
- Platform-related risks that could impact our customers, such as disingenuous sellers, unauthorised account takeovers, and phishing scams.
To ensure a comprehensive view of our security posture and shape future actions to maintain an adaptive and resilient system, we conduct multiple risk assessments from different perspectives. The results provide a more holistic understanding of the threats we face and serve as the foundation for setting internal, quantifiable targets that drive ongoing improvement.
Our cybersecurity policy landscape
Cybersecurity is defined in the SMG Security Policy as the main reference point for all security-related matters across SMG, encompassing physical security, cybersecurity, and information and data security. It details the organisational structure, responsibilities, methodologies, frameworks, and core principles that govern security at SMG. It applies to all SMG employees and third-parties such as contractors who have access to or interact with SMG’s infrastructure, systems, services, or premises.
Related policies and directives include the SMG Workplace Security Guideline, the SMG Vulnerability Management Guideline, SMG Incident Management Guideline, and the SMG Crisis Management Guideline, among others. All directives are reviewed at least annually to ensure they incorporate developments in the digital landscape and remain aligned with SMG’s strategic goals.
Leveraging cutting-edge solutions to prevent and mitigate security risks
We utilise firewalls as a first-line of defence, data-enriched intelligence tools that detect suspicious activity on our platforms, and fraud detection and prevention mechanisms to safeguard our systems.
To prevent phishing attacks and account takeovers, we implement a range of security measures for account access and creation, tailored based on risk-scoring. In 2024, we introduced a state-of-the-art adaptive Multi-Factor Authentication (MFA) system designed to significantly enhance account security for our users. This advanced authentication system enables our customers to securely and conveniently sign in to our websites and apps. It includes smart push notifications and passwordless login where possible, adding an extra layer of protection against phishing. Moving forward, we aim to continue to refine and enhance this implementation, increase user awareness, and accelerate adoption across our user base.
Launched in 2023, we have continued to promote and support the adoption of a new payment feature on Ricardo, MoneyGuard, providing a secure, fast, and flexible transaction for buyers and sellers on the platform. MoneyGuard enables sellers to offer additional payment methods like TWINT and credit cards, ensuring transactions are processed securely without the need to share sensitive bank details. Payments are held until buyers receive and verify their items, enabling smooth and trustworthy transactions for all parties involved.
These innovations are core to our risk-based security strategy, furthering our goal to be leaders in adaptive security.
In parallel, we are improving our financial infrastructure, most notably through the rollout of our billing engine, enabling consistent enforcement of 3D Secure and transaction-level reconciliation. These enhancements improve traceability, reduce fraud risk, and lay the foundation for greater standardisation across platforms.
Empowering our employees as a crucial line of defence
Security is a company-wide endeavour at SMG. All employees undertake mandatory basic cybersecurity training upon joining the company. Additionally, we have implemented an automated, hands-on platform to enhance awareness and continuously strengthen our employees’ defences against phishing. We also encourage further engagement with the topic through training resources on our e-learning platform. Regular internal awareness communications are maintained throughout the year, along with a dedicated programme during Cybersecurity Month.
Cybersecurity Month: Driving awareness and engagement
Every October, we dedicate an entire month to intensifying focus, learning, and engagement around cybersecurity. Our internal programme features expert talks, crisis simulations, and competitions designed to address the challenges of this rapidly evolving space. A yearly highlight is our lockpicking session, which provides a hands-on demonstration of physical security vulnerabilities, reinforcing the importance of both digital and real-world security measures.
Training sessions equip employees with the skills needed to counter cyber threats, while live simulations give employees an insight into their own handling of high-pressure situations. These activities empower our teams to better understand cybersecurity challenges and their critical role as SMG’s first line of defence.
Externally, we reinforce our commitment to digital safety throughout the month by sharing insights, practical tips, and best practices via our blog and social media channels, helping customers protect themselves in the wider digital landscape. Topics include phishing, account takeovers, and fraud.
These activities play a vital role in raising awareness of vulnerabilities and best practices, inspiring action, and offering collaboration opportunities for employees, partners, and customers. By driving awareness both within and beyond our organisation, SMG contributes to building a more secure digital environment for all.
Monitoring and testing
We employ a comprehensive range of measures to monitor and continuously improve our systems, including penetration tests, third-party security audits, application testing, logging, and ongoing monitoring.
In addition to automated security testing, we leverage crowdsourcing with Bug Bounty programmes and actively encourage internal and external parties, such as security researchers, industry partners, vendors, customers, and consultantsm to report potential vulnerabilities as part of our Vulnerability Disclosure Program (VDP). This collaborative approach allows stakeholders to scrutinise our applications, identify vulnerabilities, and strengthen our security posture through continuous feedback and improvement.
We regularly evaluate our security assurance through internal evaluation frameworks and Key Performance Indicators (KPIs) to ensure that risk treatment is appropriate and policies and directives are enforced. In 2024, we performed security tests and third-party audits on every platform, further strengthening their maturity and resilience.
Data protection is, first and foremost, about protecting individuals and their right to privacy. Preventing data issues and safeguarding stakeholder data are critical to our business and trust in our brands. These principles are deeply ingrained in our culture.
Our data protection approach
SMG’s data protection processes include a range of measures designed to ensure that we handle personal data in compliance with the Swiss Data Protection Act (FADP) and other applicable laws. Our Data Protection Team, led by the DPO, drives the operational implementation of activities across the business. Further responsibilities and oversight are detailed earlier in the Governance and accountability section.
Our key activities comprise regular employee training on data protection, implementing data protection agreements, running maturity assessments, and conducting internal audits. The data protection processes are underpinned by a comprehensive and well-structured Data Protection Management System (DPMS) to standardise internal processes, manage incidents and data subject access requests, identify risks, safeguard personal data, and demonstrate compliance with data protection regulations.
A data protection by design approach ensures that privacy and data protection considerations are embedded in the design phase of any system, service, product, AI tool or process, and then throughout the lifecycle.
We have Data Processing Agreements (DPA) with all of our providers to ensure compliance with data protection laws and safeguard the security and privacy of the data processed on our behalf. These agreements establish clear obligations for our providers, helping to protect personal data and maintain regulatory compliance across all our business operations and throughout the supply chain. For data transfers to providers in third countries that lack an adequate level of protection, Standard Contractual Clauses (SCCs) are signed with the respective providers.
Our data protection policy landscape
Our Data Protection Policy serves as the overarching framework for data protection within SMG. Complemented by the Data Governance Policy and various guidelines covering the complete data lifecycle, it applies to all employees who access or process personal data on behalf of SMG and, where applicable, third parties that process personal data on our behalf. The policy establishes key principles governing data privacy, defines the organisational structure of data protection, and assigns roles and responsibilities to ensure accountability and compliance. By outlining clear guidelines, obligations, and expectations, it provides a structured approach to managing data protection risks, ensuring that all employees and stakeholders understand their roles.
Additionally, we have implemented policies regulating internal processes for responsible data handling, including a Data Deletion Concept and Data Sharing Policy. These policies are reviewed annually, and, as with our security policies, all employees are expected to uphold the principles outlined in the documents. Furthermore, both data protection and cybersecurity are anchored in our CoC, with all employees taking responsibility for compliance within their area of work.
Employee ownership of data protection
As part of their onboarding and annual compliance requirements, employees complete online data protection training. This training builds a strong understanding of personal data, key data protection principles, incident response procedures, and each employee’s role in ensuring compliance with applicable statutory requirements.
We also provide tailored data protection training for employees in relevant positions, ensuring they receive targeted guidance to address specific regulatory or organisational requirements. In 2024, we held eight training sessions, covering almost 25% of our total workforce (over 230 employees).
Employees also take ownership of updating our Records of Processing Activities (RoPA) in our DPMS.8 Our self-service portal empowers those responsible for specific tools and processes, such as asset owners and business process owners to independently add and update their assets or processes. Dedicated communication channels provide direct support from the Data Protection Team, fostering collaboration and confidence in maintaining high data protection standards.
Data access and deletion requests
We maintain a streamlined and transparent process for managing user access and deletion requests, ensuring full compliance with data protection regulations. Through a secure and user-friendly interface, users can easily exercise their rights. Each request follows a standardised workflow, enabling efficient and timely processing in line with industry best practices, further reinforcing user trust and our commitment to data protection.
Our coordinated incident response
We have clear measures in place to enable a swift response to potential security incidents or data breaches, helping to manage risks and minimise impacts. For security incidents, we provide structured guidance on when and how to escalate an incident, including third-party support centres for major incidents. Our approach follows the NIST Framework,9 covering identification, detection, protection, response, and recovery. The SMG Security Incident Management Guideline underpins this approach, detailing protocols for incident handling and response to ensure consistency and effectiveness.
In the event of a suspected data breach, employees must immediately report it to the data protection and security teams through our established Incident Report Form. The DPO triages and assesses each report, treating it as a potential data breach and initiating a comprehensive investigation process. Based on the findings, the team provides instructions on immediate remedial actions, identifies the relevant jurisdiction, and ensures proper notifications are made to affected individuals and authorities as required by law.
Data protection complaints
In 2024, no substantiated complaints were identified concerning breaches of customer privacy.10 In 2017, the Swiss Federal Data Protection and Information Commissioner (FDPIC) opened a formal investigation against Ricardo regarding an update to its privacy notice. The investigation was concluded in October 2024 with the publication of the FDPIC's final report (on a redacted basis), which contained non-binding recommendations. At our request, the FDPIC also published our response to the report. Following publication of the final report, the FDPIC informed Ricardo that a third party had requested access to the FDPIC's unredacted report under the Swiss Freedom of Information Act. Despite our objections, the FDPIC made the unredacted report available to the third party in March 2025. We remain committed to constructive engagement with authorities and continue to enhance our privacy practices in line with evolving regulatory expectations.
Our incident response maturity is internally monitored by appropriate KPIs, which serve as guiding tools and early indicators of potential weaknesses for the group’s Security, Trust, and Safety Team.
On a broader level, we regularly evaluate the progress and effectiveness of our data protection measures, policies, and frameworks through internal data protection maturity assessments. In 2024, we conducted assessments for 15 platforms, providing valuable insights into the risks and maturity levels of our processes. These evaluations help us maintain compliance with statutory, legal, and internal requirements while incorporating developments in the digital landscape and safeguarding the personal rights of data subjects. The results are shared with the respective business units to drive targeted improvements throughout 2025, with progress to be reviewed in the next maturity assessment. Key focus areas identified include data retention and deletion practices, the management of third-party data processors, and completion rates for employee privacy training.
Our digital responsibility extends beyond our company and customers. At SMG, we are dedicated to creating a more secure and responsible digital space in Switzerland. In 2024, we actively shared insights, best practices, and updates in over 20 LinkedIn posts and blog articles to raise awareness and contribute to a safer digital environment. Through our engagement with various associations and alliances, we contribute our expertise in safeguarding the data of our users to others in the technology sector (see Industry alliances to drive collective advances).
As sponsor-level members of the FIDO Alliance, we actively contribute to enhancing global security standards for digital services and reducing the world’s reliance on passwords. Our contributions include speaking at the FIDO Authenticate Conference in 2024, where we shared insights and participated in discussions on cutting-edge authentication technologies. Additionally, as a member of digitalswitzerland, we support the multi-industry initiative to drive digital innovation and strengthen cybersecurity across the country.
Our membership in the Swiss Association for Corporate Data Protection (VUD) and the International Association of Privacy Professionals (IAPP) allows us to exchange knowledge and best practices with Swiss and international experts while gaining access to resources from the country’s leading law firms and industry specialists.
We also cooperate with law enforcement agencies to combat cybercrime in Switzerland, by performing research and preventive work with the Swiss Crime Prevention initiative. Collectively, these efforts aim to contribute to a safer and more responsible digital environment in Switzerland and beyond.
We aim for our employees to thrive in a culture of trust, collaboration, and empowerment. We encourage personal growth, skills development, and the sharing of ideas that spark positive change.
Our diverse and talented people embody the strong culture we have built since our foundation. We believe in the power of working better together to foster trust, collaboration, and cultivating a supportive environment where everyone can contribute meaningfully. This commitment is anchored in our CoC, which sets clear expectations for integrity, respect, and ethical business practices across all levels of the company.
As digital pioneers, we embrace curiosity, innovation, and openness to new possibilities. Through culture training and leadership development, we strengthen connections across teams, equipping our people to grow, lead, and succeed. Together, we unlock our full potential.
Empowering our workforce for the greatest impact
Our workforce’s skills, engagement, and well-being are vital to SMG’s success. As an employer, we have a responsibility to foster an environment where employees feel supported and empowered to reach their full potential. Attractive working conditions, opportunities for continuous learning and development, and inclusive leadership directly impact employee satisfaction and engagement, which are key drivers of SMG’s ability to innovate, grow, and deliver value.
We strive to create a positive and supportive workplace that not only allows employees to thrive but also strengthens our ability to attract and retain top talent.
All employees at a glance
at 31 December | in headcount | 2024 | |
|---|---|---|
Switzerland | 644 | |
Serbia | 114 | |
India | 72 | |
Vietnam | 53 | |
France | 31 | |
Germany | 25 | |
Total | 939 |
People governance and policies
At SMG, employer-employee relations are governed by internal human resources policies and regulations, in addition to applicable laws in each jurisdiction. These policies are adapted to local specificities and cover essential aspects including compensation, working hours, career development paths, performance management, employment terms, and retirement provisions. To ensure continued relevance and effectiveness, these policies undergo regular reviews and updates.
The Director of Human Resources holds primary responsibility for people management, supported by the Director of International Locations and local personnel representatives. Since our founding in 2021, SMG has evolved significantly and counts over 930 employees (863 FTEs) in six countries as at 31 December 2024. Our governance framework plays a critical role in ensuring consistent approaches across SMG while accommodating regional and regulatory variations where necessary. Establishing harmonised, group-wide policies and reporting processes across the company remained an ongoing effort and a key priority in 2024.
As part of our due diligence process, employee-related risks are regularly assessed and integrated into the ERM framework. Insights from these assessments inform the core pillars of our people strategy, including learning, growth, diversity, and inclusion.
Our people strategy framework
Our people strategy, established in 2023, is built around four key pillars that foster a dynamic, inclusive, and high-performing workplace:11
Perform as one company reflects our commitment to building a unified team and shared culture. In 2024, we transitioned all our external contractors in Serbia into fully integrated SMG employees. By fostering a shared understanding across locations, we aim to cultivate a cohesive culture of belonging and collaboration.
Lead with courage begins with self-awareness, encouraging leaders to take ownership of their work, and lead their teams, and themselves, with authenticity, confidence, and purpose. Leaders are empowered to cultivate a culture where every individual feels valued and appreciated for their contributions.
Attract and retain talent focuses on recognising and nurturing great people, who, in turn, attract and inspire others, strengthening the competitiveness of SMG. By valuing skills, passion, and dedication, we strive to attract top talent and create an environment where employees thrive and see long-term opportunities for growth and success.
Fuel learning and growth encourages employees to embrace new ways of working and enhance their skills, fostering a culture that values performance and courage to explore uncharted paths. We recognise failure as an essential part of learning and growth, empowering individuals to innovate and thrive.
Employee well-being, diversity, and inclusion are supported through this framework, with insights gathered directly from quarterly Pulse Surveys or People and Culture Surveys to drive continuous improvement.
Employee breakdown12
at 31 December | in headcount | Women | Men | 2024 | |||
|---|---|---|---|---|---|---|
Employees by work schedule | ||||||
Full-time employees | 153 | 402 | 555 | |||
Part-time employees | 97 | 81 | 178 | |||
Employees by contract type | ||||||
Permanent employees | 248 | 479 | 727 | |||
Temporary employees 1 | 2 | 4 | 6 | |||
Total2 | 250 | 483 | 733 | |||
of which employees with non-guaranteed hours | 9 | 12 | 21 |
1Excludes apprentices and interns
2Data refers exclusively to employees based in Switzerland and Serbia
The majority of employees at SMG work on a full-time basis across all locations. In Switzerland, the second largest group consists of part-time employees, making up over one-fourth of SMG’s workforce. While part-time work is available for all advertised positions in Switzerland and upon request across locations, it is less common in Serbia and other international locations, reflecting local labour market structures and workforce preferences. However, we remain committed to flexibility through various work arrangements, including hybrid models and adaptable working hours where feasible. In 2024, in addition to six temporary employees, SMG employed 19 apprentices and interns in Switzerland. These apprentices and interns are not included in the subsequent overviews in this section.
Furthermore, we engaged 86 non-employees in Switzerland and Serbia in 2024, primarily freelancers and contractors hired for specific services or project-based work. These roles, typically in areas such as consulting, graphic design, and copywriting, enable us to leverage specialised expertise as needed.
Employee movement13
New hires
for the year ended 31 December | in headcount, except rates | Women | Rate (%) | Men | Rate (%) | 2024 | Rate (%)2 | ||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Age under 30 | 12 | 32% | 12 | 17% | 24 | 22% | ||||||
Age 30 to 50 | 28 | 15% | 46 | 13% | 74 | 14% | ||||||
Age above 50 | – | 0% | 4 | 8% | 4 | 5% | ||||||
Total new hires 1 | 40 | 17% | 62 | 13% | 102 | 14% |
1Data refers exclusively to employees based in Switzerland and Serbia
2All rates are calculated as the number of new hires divided by the average number of employees in each respective category during the reporting period
Total rate of new hires:14 14%
Leavers
for the year ended 31 December | in headcount, except rates | Women | Rate (%) | Men | Rate (%) | 2024 | Rate (%)2 | ||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Age under 30 | 13 | 34% | 17 | 24% | 30 | 27% | ||||||
Age 30 to 50 | 31 | 17% | 57 | 17% | 88 | 17% | ||||||
Age above 50 | 12 | 53% | 10 | 19% | 22 | 30% | ||||||
Total leavers 1 | 56 | 23% | 84 | 18% | 140 | 20% |
1Data refers exclusively to employees based in Switzerland and Serbia
2All rates are calculated as the number of leavers divided by the average number of employees in each respective category during the reporting period
Total employee turnover rate:15 20%
The turnover rate in 2024 reflects the after-effects of a prior strategic reorganisation undertaken to align roles with SMG’s evolving operating model, following the company’s formation through the 2021 merger. This was a one-time effect, and the employee turnover rate is expected to decline going forward. Notably, the net turnover rate, reflecting voluntary employee resignations, remained steady at 7.9% in 2024.
Working environment
At SMG, we are committed to creating a positive, flexible, and dynamic work environment where our employees can thrive both personally and professionally. Collaboration, trust, and continuous learning shape our culture, ensuring that everyone feels supported, motivated, and connected to a shared purpose. These principles are embedded in our CoC, which mandates a safe, supportive, and respectful workplace. Our flexible work arrangements allow employees to adapt their schedules to individual needs and maintain a healthy work-life blend.
Valuing employees goes beyond the workplace experience; it also means ensuring competitive and fair compensation. We are committed to fair pay across locations, complemented by merit-based rewards and a comprehensive range of benefits aligned with local market practices. Where offered, these include generous contributions to insurance schemes and pension plans, support for healthcare services and well-being perks, and additional location-specific benefits.
In 2024, we introduced the Profit Growth Share Plan (PGSP), a discretionary profit-sharing programme that rewards the invaluable contribution of our employees to SMG’s success.16
Attracting and retaining top talent is not just about recruitment; it reflects our dedication to fostering a workplace where employees feel recognised, valued, and empowered.
Corporate culture
By embracing the value of better together, we unleash our full potential, communicating openly, and fostering a culture of inclusiveness, trust, and fun.
Cultural and communication efforts in 2024 were marked by a range of initiatives, including:
- 80 workshop hours of Culture Bootcamps across locations, offering an in-depth exploration of our purpose and values while honing essential self-leadership skills for both professional and personal growth.
- Six global New Starter Days, fostering a purpose-driven journey for new employees.
- 27 active Guilds at SMG, creating communities of practice to exchange knowledge and expertise.
Regular employee events and business unit on- or off-sites are complemented by the OneEvent, a moment to bring SMG’s entire global workforce together, to connect, inspire, and celebrate. The previous gathering took place in 2023.
These initiatives strengthen our corporate culture and relationships across locations and business units, ensuring that employees feel motivated and connected to a larger mission. They reinforce our shared purpose, encourage collaboration, and promote continuous learning.
Flexible working
At SMG, we embrace agile working models and flat hierarchies to foster cross-functional, self-directed teams where entrepreneurial thinking and innovation thrive. Our culture is built on trust, autonomy, and collaboration, empowering employees to work in ways that best suit their roles and teams.
Employees have the freedom to choose between home, office, or hybrid arrangements, ensuring alignment with team dynamics while maintaining personal flexibility. Our offices are designed to be engaging and adaptable, supporting both collaboration and deep-focus work practices. Transparent and accessible communication channels keep teams connected, engaged, and aligned, no matter where they work.
Prioritising mental well-being
Supporting mental health is a crucial component of employee well-being.
We partner with a global specialist providing confidential and solution-focused social counselling. This online service is available to employees in Switzerland, Germany, and France, and also extends to their household members. Employees in Serbia and Vietnam have access to tailored support through a similar offering.
Additionally, online learning options are available on health and well-being topics, including managing anxiety, overcoming overthinking, achieving digital balance, and boosting productivity through mindfulness and movement.
People and Culture Surveys
We are committed to actively listening to and understanding employee needs through regular engagement. Our well-being and engagement initiatives are evaluated through three quarterly Pulse Surveys and a holistic annual People and Culture Survey. The annual survey assesses key areas such as work-life balance, learning and development, social responsibility and diversity, collaboration and communication, and feedback and recognition, providing comprehensive insights through factor scores.
In 2024, we expanded the survey to include more international locations.17 Our latest 2024 engagement score reached 65%, slightly above the national Swiss benchmark of 64% (July 2024).18 This supports our ongoing commitment to act on employee feedback and maintain engagement levels above national benchmarks. Our People and Organisational Development Team analyses survey results to identify lower-ranked areas and gather direct input from employees to develop targeted initiatives. A strong culture of feedback and open communication supports this process. By closing this feedback loop, we reinforce our commitment to continuous improvement and ensure that employees are heard and valued.
Survey participation continues to trend above 70%, demonstrating employees’ willingness to share insights and help shape the future of our workplace. Results from 2024 highlight a strong focus on well-being, with 90% of employees agreeing that “My manager genuinely cares about my well-being”.
By continuously listening, gathering insights, and acting on feedback, we foster an environment where employees feel valued, engaged, and inspired to grow.
Our success is built on the skills and dedication of our employees, making talent attraction and retention an integral element of our people strategy.
Talent attraction
We aim to hire top digital talent to meet the high expectations of our users. To create a positive candidate experience, we have established an efficient, inclusive, and transparent hiring process with clear guidelines and tools. An employee referral program helps bring exceptional individuals into the company who align with our core values. In 2024, we created inclusive job description templates to attract a more diverse talent pool, driven by our belief in the power of diversity and inclusion.
Based on feedback from our employees, we are confident in our employer value proposition, 74% of respondents in the 2024 People and Culture Survey stated they would recommend SMG as a great place to work.
The market further validates our positioning, with SMG heading the Top 10 list for global companies within our size bracket (by employee count) in terms of candidate Net Promoter Score (cNPS), as measured by a leading recruitment platform.19
People development
As the pillar Fuel Learning and Growth is a cornerstone of our people strategy, we are committed to empowering our employees through continuous learning and on-the-job development. By fostering skilled and motivated individuals, we create an environment where people find long-term fulfillment while inspiring others.
This commitment is supported by our comprehensive learning offerings, which are designed to enhance competencies, support career progression, and equip employees with skills needed to embrace new challenges with confidence. In 2024, employees across all global locations completed an average of 7.6 hours of training.20
SMG learning
The SMG Learning Universe (SLU) is designed to drive both individual and collective growth, fostering a dynamic and active learning culture. This online ecosystem provides tailored learning materials for mandatory and optional training. From compliance topics to conflict resolution and mastering AI tools, the platform offers a diverse library of courses. Additionally, Culture Amp, our employee experience platform, enhances development through targeted skills coaching.
Leadership development
Our leadership programme strengthens leadership skills and personal leadership styles while aligning with SMG’s values. It consists of three core elements, onboarding for new leaders, continuous development programmes, and the Pick and Growth series, which explores advanced leadership topics. These sessions equip participants to lead with confidence, clarity, and purpose.
As part of our commitment to diverse leadership, we strive to maintain a minimum threshold of women in leadership programmes, ensuring equitable opportunities for development and career progression.
External training and further education
Recognising that certain expertise requires external resources, we actively support employees in pursuing additional educational opportunities. SMG provides full or partial financial assistance for courses that enhance professional skills and align with organisational goals, such as role-specific or language skills training. This investment enables our employees to grow in ways that benefit their roles, careers, and the company alike.
Feedback and performance reviews
SMG’s review framework consists of two pillars, performance and growth cycles. The performance pillar emphasises a trusted review process and encourages ongoing, performance-focused conversations. The growth pillar supports continuous development through personalised plans that facilitate meaningful growth.
This framework fosters a strong feedback culture, incorporating diverse perspectives through peer feedback, upward feedback, and manager reviews. Regular one-on-one conversations between managers and team members provide valuable opportunities to discuss performance, challenges, and career growth, ensuring timely and actionable input throughout the year. The Culture Amp platform streamlines this process, minimises bias, and tracks objectives effectively, helping employees align their aspirations with business priorities.
In 2024, an average of 66% of employees21 (68% of women and 65% of men) completed their performance reviews. This percentage is primarily influenced by the exclusion of new joiners and soon-to-depart employees from the tracked performance cycle.
At SMG, we stand for equal opportunities and a workplace built on respect, inclusivity, and diversity. These principles are deeply embedded in our CoC. With over 50 nationalities represented in our Swiss and Serbian offices alone, we recognise that a diverse workforce brings a rich variety of perspectives, experiences, and ideas.
Diversity figures22
Board of Directors
at 31 December | in percentage, except total | 2024 | |
|---|---|---|
Women | 14% | |
Men | 86% | |
Age under 30 | 0% | |
Age 30 to 50 | 14% | |
Age above 50 | 86% | |
Total headcount1 | 7 |
1Two members left the Board of Directors effective 31 December 2024
Employees
at 31 December | in percentage, except total | Top Management | Middle Management | Other Employees | 2024 | ||||
|---|---|---|---|---|---|---|---|---|
Women | 15.8% | 22.9% | 40.4% | 34.1% | ||||
Men | 84.2% | 77.1% | 59.6% | 65.9% | ||||
Age under 30 | 0.0% | 3.8% | 22.3% | 15.8% | ||||
Age 30 to 50 | 68.4% | 83.8% | 70.7% | 74.4% | ||||
Age above 50 | 31.6% | 12.4% | 7.0% | 9.8% | ||||
Total headcount1 | 38 | 210 | 485 | 733 |
1Data refers exclusively to employees based in Switzerland and Serbia
Fair pay and equal opportunities
In Switzerland, SMG was awarded the legally compliant Fair-ON-Pay Advanced certification in 2023, confirming that men and women at SMG receive equal pay for equal work. Issued by Comp-On AG, the certification serves as a benchmark in the Swiss market and will be repeated in 2025 to ensure continued compliance and a sustainable approach on this topic.
In 2024, we collaborated with the University of St. Gallen to conduct a workshop focused on diversity-related topics, resulting in concrete initiatives to implement at SMG. To further support inclusive leadership, we introduced unconscious bias workshops for our leaders23 across all locations, delivered by an external trainer. These interactive sessions help leaders understand how unconscious bias can influence their decision-making and leadership approaches, while providing practical strategies to recognise and mitigate personal biases. The training specifically addresses the impact of bias on key business processes like recruitment and employee development, guiding more equitable leadership practices. In 2024, 83% of all leaders participated in this initiative.
As a member of Advance, a network of over 140 Swiss companies advocating for gender equality, we are dedicated to fostering leadership diversity. Through this network, we participate in a mentorship programme that pairs high-potential female mentees with senior executive mentors from different companies, providing cross-company insights and supporting professional growth.
Non-discrimination
Fair and respectful treatment is anchored in our values and forms the basis for a healthy and inspiring working environment. We actively cultivate mutual respect and tolerance among employees to prevent discrimination, disadvantage, and harassment. No incidents of discrimination were reported or registered through SMG’s whistleblowing process in 2024.
Developing our diversity and inclusion strategy
While diversity and inclusion remain topics of global debate, our commitment to the principles outlined in our CoC remains firm. In 2025, we are building on our existing efforts and launching a dedicated initiative to further develop our business-driven diversity and inclusion strategy. This strategy not only reflects our values but also strengthens our culture and empowers our employees in a meaningful way, guided by global benchmarks and best practices to ensure a structured, impactful, and sustainable approach.