Like many large-scale employers, C3 was grappling with labour shortages. After a thorough review, we found that their internal HR team was using all the right marketing channels but where they could improve was in creating a recruitment brand that was more emotive and compelling.

We set out to create a recruitment brand that captured the human goodness we observed at C3’s sites. Yes, everyone works hard, but there’s also a playfulness and connection between the team members that’s just as important as the job description or pay rate. We wanted to bring that sense of camaraderie to life.

To meet the immediate need for job applicants, we launched the brand with a high-impact outdoor campaign, supported by social media and digital advertising that drove traffic to a specific recruitment landing page. This micro-site ensured campaign continuity and allowed us to build a rapport with future employees, making the job search experience personal and engaging.