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 producer with more than 18,000 employees across four continents. With such tremendous growth, ensuring new team members understood what it meant to be a Saputo employee became a challenge - and a business priority. So, we hit the road, visiting ten locations across five countries, to uncover what makes working at Saputo exceptional.
What we saw was an organization in which employees—in every role, location, and tenure—felt empowered to contribute in ways that matter.
These stories of growth, compassion, initiative, and impact became the centerpiece of the new employer brand campaign.
A claim that “Our Best Is Made of Yours” illustrated the ways in which employees make a difference every day, while inspiring candidates to envision an exciting future and bring their best to the table. These messages were paired with custom photography and video, then activated across social media, career fairs, recruiting presentations, digital, print ads and brochures.
Results and ripple effects
Since the launch of the campaign, Saputo has seen a substantial increase in engagement. Views of the careers page increased by 54% over the previous year, LinkedIn engagement grew six-fold (twice the industry standard) and Facebook engagement jumped by a factor of 13 (triple the industry average).
Articulating Saputo employer brand has brought a compelling and consistent story to the organization’s recruiting and talent management communications, while elevating the employee experience by infusing the brand in the moments that matter most.
“Defining this employer brand has built a shared foundation and blueprint for every division of our company to approach employee engagement and recruiting efforts. We now have authentic and compelling messaging and recruitment tools that allow us to attract and retain talent for the current and future needs of our business.”
-Glenda Gilcorado, Senior Director Talent Management, Diversity, Equity and Inclusion