Camden X Humanify
Feb 2023

Camden and Humanify launch full-spectrum HR marketing service

Unique partnership covers employer branding to recruiting

Toronto, February 22, 2023 – As a slew of Canadian industries deal with acute labour shortages and employers struggle to attract and retain talent, indie creative agency Camden has launched an HR marketing partnership with specialist talent acquisition consultancy Humanify to provide a full suite of services. Camden is leveraging its 20-year HR marketing track record, while Humanify has been offering commission-free, on-demand recruiting and project management since 2015.

The context: challenging market, uneven offering
Canadian agencies of all sizes have begun offering HR marketing in the wake of the labour shortage by providing services such as employer branding. The impact of these initiatives has not been uniformly positive, with client skepticism fuelled by proposals that vary enormously and whose value is difficult to assess. A number of factors have contributed to this sense of disenchantment on behalf of clients. There is a marked tendency to churn out creative concepts when developing ad campaigns for recruitment initiatives, instead of conducting initial research to form a solid positioning strategy based on a real-world EVP (employee value proposition). Roll-out is then often patchy, with little support given to internal deployment of the employer brand to ensure talent retention, and a tenuous capacity to support either HR operations or recruitment efforts. The result? An employer brand that is reduced to a simple creative concept and, more often than not (and more importantly) fails to generate the anticipated ROI.

The solution: full-spectrum employer branding, recruitment results included
Camden and Humanify are international organizations with complementary expertise and who share the values of humility, transparency and an instinct to find new ways to achieve goals. This synergy produces a business offering that covers the entire spectrum of HR marketing needs: qualitative, quantitative and sector-specific research, extensive analysis, EVP, employer brand positioning strategy, creation of the employer brand and adaptation for all platforms, strategic planning for internal and external audiences, full media strategy (mass, digital, etc.), content strategy, production (photo, video, motion design, etc.), in addition to tailored in-house services that include assessment and validation of incoming CVs, ATS research and optimization, sourcing, targeted and niche recruiting, headhunting, pipeline creation, interview management, as well as managing and optimizing the talent acquisition processes from start to finish.

The imperative: responding to urgent needs and building for the future
These services are modular and adjustable, depending on client needs. They can also be deployed alongside urgent recruitment tactics that a client may have instigated in response to pressing HR needs that cannot wait for an entire employer brand project to be completed.

“Humanify entered the talent acquisition sector in 2015 with the goal of revolutionizing the traditional offering,” commented Patrick Dubois, founder of Humanify. “We’ve also been looking for a way to do the same with employer brand services for some time. This is a major shift, and to be able to offer an optimal solution ultimately meant finding the right partner. Camden is that ideal partner, because of their values and innovative vision. All the ingredients are finally in place, and the market is ready for this best-in-class service offering.”

The promise: turbocharged projects, measurable results
This new partnership also aims to simplify and facilitate the client experience while accelerating the management of employer brand projects. The offering is based on demonstrable value and measurable results, driven by an outlook that emphasizes ROI. To align with current Camden and Humanify policies, employer branding services will be priced at a flat rate by Camden, while recruiting will incur no commission fees for candidates who are hired after being sourced by Humanify’s team.

Mathieu Bédard, Camden CEO, commented: “Employer branding is not about ad agencies coming up with off-the-cuff creative concepts; it’s a much wider, complex and critical subject. We wanted to push the envelope. Humanify wanted the same thing. When we met, there was instant chemistry, and we can safely say that the next chapter promises to be extremely exciting, simply because our alliance is a natural fit that aims to achieve one thing: to make a real difference for our current and future HR clients. And that’s a promise.”

This new partnership currently offers services in Canada in both languages, with a launch planned for France later this year. Find out more by visiting 

About Camden
Camden is a creative agency founded in 1991 that currently employs over 80 people at its offices in Toronto, Montreal, Lyon and Hong Kong. It offers a full range of services that includes strategy, advertising, employer branding, social media content and production. The agency has over 120 clients and brands across almost every sector, among them: Intact Insurance, Sobeys, Puma, Recipe Unlimited (Montana’s, Swiss Chalet, St Hubert), Clarins, Decathlon, EssilorLuxottica, Kodak, Transitions lenses, ELNA Medical, Jamp Pharma, Nudestix, Natixis Investment Managers, Pratt & Whitney Canada, Canadian Federation of Municipalities, Retired Teachers of Ontario (RTOERO), Vinci, Look Cycle, and FC Barcelona. Camden is the creative agency for brands with drive.

About Humanify
Founded in 2015, Humanify is an operations and recruitment consultancy whose 60+ consultants serve over 250 clients in Canada and overseas. Inspired by the motto “innovation in everything we do”, the firm is disrupting the recruitment industry with a flexible business model based on blocks of hours and service packages, a much-needed alternative to the elevated commission-based fees based on talent salaries that are charged by traditional headhunting firms. Humanify works seamlessly to tailor a process specific to each mandate by becoming an extension of the client’s in-house team. The firm’s client list includes Blue Cross, BRP, Rona, Newtrax, BDC, National Bank, SAQ, Hydro-Québec, and Cirque du Soleil. To find out more, visit

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