What does it mean to be employer of choice today? The author takes the high number of vacancies at Möbel Pfister AG as an opportunity to investigate the attractiveness of her employer from a design strategy perspective. By means of research, qualitative interviews and workshops, she discusses the needs of today's employees and consequently narrows down her problem definition to personnel development and promotion. Enriched by best practice examples, the author tests and designs a prototypical personnel development process tailored to Pfister. This process also allows employees who do not necessarily want to be promoted to remain loyal to the company in the long term. As a result, she presents some prototypes from this process: the peer-to-peer workshop, the upward feedback and the semester talk.