2021 Winner

CASE SUMMARY

Objectives & Challenge

Exceldor had to recruit during a labour shortage that has impacted Quebec’s businesses particularly hard. Employers around the province had to think outside of the box to find innovative ways to recruit new employees. Exceldor focused their recruitment efforts on the immigrant population, and needed an effective method to reach out to them.

Insight & Strategy

The team had to streamline the recruitment process by getting a hold of potential new hires as they went about their daily routines. It came up with a plan to create the very first bus shelter that hired people on the spot.

Execution

Passersby simply had to pick up the phone to talk directly to Excledor’s human resources department. By interacting with a bus shelter set up in Montreal’s Saint-Michel borough, job searchers were able to have a live interview and ask all their questions.

Results

Following its implementation, Exceldor saw a 320% increase in the number of visits to their careers section on their website. This resulted in 427 applications and 40 new hires, a record at Exceldor, especially during an ongoing labour shortage (normally, only two or three applicants are hired during recruitment periods.)

Credits

Nicolas Boisvert - Creative Director - lg2
Camille Gagnon, Félix-Antoine Belleville and Nicolas Boivert - Writer - lg2
Vincent Bernard - Art director - lg2
Catherine Darius - Strategy - lg2
Marie-Christine Huppe´, Isabelle Miville, Alexandra Laverdière and Laura Boutet - Project Manager - lg2
David Poulin - Director - Nova Film
Charles Gaudreau - Producer - Nova Film
Je´ro^me Boiteau - Sound and engineering - Studio Expression
Benjamin Picard - Media
Marie-Pier Côté - Public relationship - TACT Intelligence-conseil
Vincent Martel, Michel Drouin and Catherine Resch - Quebecor