Nom du projet
Talent worth fighting for
PACCAR designs, manufactures and finances premium light-, medium- and heavy-duty trucks (Kenworth, Peterbilt, DAF) and diesel engines.
With a labour shortage in full swing, PACCAR was having trouble attracting and retaining top talent, especially at the plant level. So they recruited Camden to get them seen by job hunters and attract relevant applications from truly qualified candidates.
In short, they needed us to develop a do-it-all employer brand.
How did we stand out in a competitive environment? By going against the grain and focusing on the human benefits of working at PACCAR – a sentiment we expressed with the tagline “Work better. Live better.”
The approach was supported by focus groups led by our research team, whose insights underscored PACCAR’s well-rounded work environment that fosters personal and professional growth.
“Work better. Live better.” was a two-pronged message combining the action and the dream into one solid promise.
And it got the work done.