Case Study

Creation and Promotion of Agropur’s Employer Brand

Agropur tasked TACT with developing its employer brand and rolling it out both internally and externally. This project required the creation of the Employee Value Proposition (EVP) and the definition of the visual identity of the employer brand. A digital communication plan was then developed.

The employer brand awareness campaign for Agropur aimed to increase its visibility at five previously identified locations and to foster pride and engagement among the company’s members and employees. Additionally, the campaign sought to increase the number of resumes received.

Challenges

Four major challenges were identified:

Defining an employer brand from scratch;
Targeting prospects located more than a 55-minute drive away from the workplace;
Reaching the target audience on Facebook despite limited targeting capabilities. Job-related ads are restricted to avoid discrimination;
Applicants are required to create an account on Agropur’s job platform to submit their application, and it is also impossible to measure conversions.

Objectives

Generate over 5 million impressions for the digital campaign running over six weeks;
Generate over 100,000 complete video views featuring employees for the six-week digital campaign;
Increase the number of resumes collected by 10% for the period 2021-2022 compared to 2020-2021;
Redirect prospects to the largest source of resume generation: Indeed.

Strategic Directives

TACT developed a positioning and visibility strategy based on the creation of the employer brand to highlight Agropur’s key differentiating factors.

Establishing employer brand awareness

By focusing on awareness campaigns, it was possible to circumvent keywords directly related to recruitment and instead focus on the employer brand and employee testimonials. This approach helped reach the target audience without targeting constraints, directing them to Agropur’s website in the “Careers” section, and subsequently building valuable retargeting audiences.

Leveraging micro-targeting

Specifically targeting potential candidates in the manufacturing sector and those around the five critical sites. Whether through geographic targeting or interests specific to this audience, the goal of these campaigns was to maximize resume generation. To achieve this, the campaigns had to highlight the Employee Value Proposition (EVP) and promote Agropur’s employee benefits and working conditions.

Maximizing retargeting

Reaching out again to individuals who showed interest and engaged with previous ads. The goal was to increase frequency and share new information with a captive audience that had already been exposed to Agropur’s messages.

Tactics

Tactics implemented to meet the objectives:

Facebook ads
YouTube ads
Programmatic display ads
Updates and enhancements to the “Careers” webpage
Job postings on Indeed

Results

+ 900,000

unique users

5.1 million

impressions

42,200

unique outbound clicks

216

hires made

The campaign reached over 900,000 unique users, totalling 5.1 million impressions. There were 42,200 unique outbound clicks across all advertisements, with a cost-per-click of $0.86. More concretely, during the six-week campaign, 216 hires were made from 1,583 resumes.

Agropur observed an 18% increase in resumes received for the 2021-2022 period compared to 2020-2021, across all sites in Canada and the United States.

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Case Study

Creation and Promotion of Agropur’s Employer Brand

Challenges

Objectives

Strategic Directives

TACT developed a positioning and visibility strategy based on the creation of the employer brand to highlight Agropur’s key differentiating factors.

Establishing employer brand awareness

Leveraging micro-targeting

Maximizing retargeting

Tactics

Results

+ 900,000

5.1 million

42,200

216

Inspiring projects

Discover all our case studies!

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