This is Bertrand.
The client
Founded in 2005, Bertrand Plumbing & Heating Inc. provides top quality residential and commercial plumbing, heating, ventilation, electrical, air conditioning and water treatment services throughout the Ottawa area.
Its needs
It's difficult to recruit qualified staff in the skilled trades. Even more difficult when the company is located in a rural area, minutes from a major center. Add to that the fact that there are fewer and fewer young people interested in a career in the skilled trades, and you have a perfect cocktail for HR challenges in small and medium-sized businesses. Among the client's needs, Winston had to:
Produce a rapid offensive to recruit in the short term.
Develop and ensure effective and sustainable recruitment.
To launch a distinctive employer brand by focusing on the company's values and culture, and to offer it maximum visibility.
To position the company as a key player in the promotion of specialized professions.
Bertrand x Winston
Winston's team developed Bertrand Plumbing & Heating's employer brand with two goals in mind: attract qualified candidates + engage current employees. What we did for this client:
PHASE 1 - Short-term advertising offensive
Community management and optimization of communication tools | Development of a monthly editorial calendar | Creation of campaign visuals | Media buying | Content for the career page
PHASE 2 - Employer branding
Analysis, survey and interviews | Personas | Employee Value Proposition (EVP) | Campaign strategy | Revision of job offers | Restructuring and new content for the website | Development of 2 new recruitment programs | Creation of advertising visuals | Launch of a beer with the company's logo and a portion of the funds raised will be used to finance a recruitment and retention program for young talent.
