Transport Company
from Montreal
Role / Art Director
WINNER OF THE GRAND PRIX ÉCHO
External recruitment strategy,
Infopresse 2019
Employer Brand 2018/2019 - Integrated campaign to position the STM as an employer of choice by demystifying its employment sectors and boosting its established image
Goals
1. Popularize
Create a 360° awareness campaign for the STM employer brand with a massive recruitment objective to fill 2,000 vacant positions
2. Inform
Demystify the 5 job sectors offered, to highlight the unique and diverse potential of the work environment.
“The STM is also…”
3. Value
Revitalize/rejuvenate the STM's image by positioning employees and the chevron at the heart of the imagery, to target, in a concrete and figurative way, an environment that allows room for professional development
The campaign was a great success, with more than 15,000 CVs received in the first few months of launch.
Pain points
Several pain points were identified during the internal launch of this campaign before reaching this result which addresses each of them with a technical solution: an impactful campaign in terms of both visuals and message and a personalized landing page for conversion
1. Notoriety
The nature of the employer was poorly understood, the employment sectors were not known to the target nor the benefits provided by this employer
2. Conversion
Because the formal hiring process was too laborious, the majority of applications were not finalized or were incomplete
3. Commitment
The previous campaign did not resonate with the target population due to vague and not strategically planned communication
A 360° vision
The campaign includes the printing of impact formats in metro stations and on buses and bus shelters, the creation of a digital strategy supported by 6 videos (social networks, banners, La presse+ publications, website design), a TV ad and specific events
Creative Director: Sylvain Dufresne, Louis-Thomas Pelletier
Photography: Mathieu Fortin, L'Éloi production / Production: Raphael Ouellet, Gorditos
Postproduction: Videonerve