Since its founding in 1954, Saputo has grown from a family delivering cheese on a bicycle in the streets of Montreal into a global dairy processor. But as its workforce grew to over 18,000 employees across four different continents, the organization found itself lacking a cohesive story about what it meant to be a Saputo employee. The organization needed a unifying employer brand that could both excite current employees and inspire new talent.
By visiting Saputo’s manufacturing and office facilities around the world (ten locations, five countries and 300+ employees), we tried to get as close to being a Saputo employee as possible so we could uncover what makes working there exceptional. We discovered that across the organization, employees – regardless of role, location or tenure – feel empowered to contribute in ways that matter. Every employee has a sense of how their role supports their team and the organization overall.
The compelling stories of growth, compassion, and initiative that we heard across teams and regions reinforced the notion that everyone’s unique contributions make a difference – and this became the centerpiece of the new employer brand. A recruiting campaign, “Our Best is Made of Yours,” leverages new photography and video assets to show the ways in which employees make meaningful contributions that impact customers and the organization. It both inspires candidates to envision an exciting future with the organization and invites them to bring their best to the table.
The employer brand is now widely used to bring a compelling and consistent story to the organization’s recruiting and talent management communications – across regions and role types. It’s also being used to improve the day-to-day employee experience, infusing the brand in the moments that matter most internally.
The organization has seen a substantial increase in its reach and engagement on social media and other digital properties since the launch of the employer brand and campaign. The careers page views have increased by 54% over the past year. Engagement on LinkedIn has grown six-fold and is double the industry average. Facebook engagement has increased thirteen-fold and is triple the industry average.