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Building a solid HR campaign

Lécuyer

Lécuyer is a family-owned business founded in 1956 that manufactures a wide range of pre-cast concrete products.

  • Employer brand
  • Recruitment campaign
  • Newspaper ads
  • Facebook campaign

    • More than a job

    Not only were Canadian companies like Lécuyer dealing with a widespread labour shortage, but they faced the added difficulty of industrial trades being a hard sell to prospective applicants.

    The concrete manufacturer realized it would have to develop an appealing employer brand to nab – and keep – new hires, so they turned to Camden for a strategic and creative vision that could bust some trade myths and help the brand shine.

    Camden’s analysts established two core campaign messages. The first centered on teamwork, emphasizing Lécuyer’s down-to-earth, unifying work environment. The second would promote a steady Lécuyer career path in a sector often pegged as a gig ecosystem (or “just a job”).

    • LEC Ton équipe, ta carrière
    • LEC Ton équipe, ta carrière bis
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    Authenticity (for real)

    Visuals aligned with Lecuyer’s authentic team culture supported our core message while instilling trust and putting the company's employees at the heart of the HR campaign.

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    A good investment

    Camden’s cross-platform effort helped Lécuyer convey its new employer brand and recruit staff within a 60 km radius of the plant.

    Facebook Ads, content creation, display in sports venues, career fair kiosks, ads and advertorials in local newspapers: our media planners a optimized every dollar to create a rock-solid HR campaign.

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