2022 Winner
GoldBest New Insight
SilverBest in Content Publishing
Exceldor Coopérative
"Check Mark CV "
Touché!
"Check Mark CV "
Touché!
The employment crisis has been raging across the country for many months, and chicken and turkey producer Exceldor Cooperative was feeling the pressure. They had more than 200 positions to fill in three of their factories in Quebec.
Due to the type of employment in the factory, Exceldor Cooperative was fighting against many industries at the same time, all advocating better wages and working conditions than its competitor. The struggle was real, and the situation was becoming critical for Exceldor, as without manpower in the factories, the processing of chicken was becoming increasingly problematic.
But how could it attract a workforce with little experience who are already overexposed to the countless recruitment messages from all Exceldor Cooperative’s competitors?
By analyzing the profile of the typical employee in the three Exceldor factories, they were able to establish a better profile of their desired candidates. They were mostly newcomers, people without a diploma or even students. Based on this information, they discovered that most of these potential candidates often do not have the means to write a CV. Either because of the inaccessibility of equipment such as a computer, or they simply do not have the knowledge required to do so.
The company put itself in these people's shoes and created a device that made it easy to apply to its job opportunities. That's how the Check Mark CV was born: the simplest CV ever. A CV that could be filled out in only three questions, simply by checking boxes and sending it by a text message.
Exceldor Cooperative relied on local newspapers and Publisac (weekly flyers bag) to get the CV directly in the hands of future employees.
The local newspapers were specifically chosen based on the municipalities that were closest to the three Exceldor cooperative factories. In addition, the Publisac inserts were distributed only in neighborhoods where the established profile target was overindexing. A targeted map was made in collaboration with TC Media, its media partner, that identified the most relevant neighborhoods for its needs. The chances of directly contacting its target were maximized, especially since it also relied on the frequency of the message.
To boost their chances of reaching their target, a more in-depth media mix was also deployed, including billboards on buses passing through the neighborhoods surrounding the factories, along with live mentions on local radio. Not to mention a large digital presence, in both banners and in social, geotargeting precisely to the profile of their target.
The Check Mark CV is one-of-a-kind since it is the first CV that connects with this group of job seekers and simplifies the process of job searching.Knowing that not everyone is lucky enough to have access to a computer, has the time to build a resume or knows how to do it, Exceldor Cooperative decided to destroy all barriers and simply offer a resume where there were three boxes to check off.
Its simplicity even goes as far as the application, since sending it was done in just one easy step. Simply take a picture of the completed CV and send it by text message to the number indicated, which varies according to the factory and the region where applicants were applying. No need to spend hours creating a resume and printing it, and no need to go to the factory to apply in person.
By understanding the reality of its potential candidates, Exceldor Cooperative was able to offer a recruitment formula that focuses on simplicity and speed.
The Check Mark CV campaign generated 400% more CVs than the past year. From there, the human resources team took direct charge of the hiring process, and, in two weeks only,
203 candidates were hired.
In addition, the campaign generated maximum visits on the Exceldor Cooperative website. In fact, it generated 75% more traffic on the Careers section compared to last year's recruitment campaign.
Furthermore, the digital campaign connected greatly with candidates on social media platforms, using video to engage over 497,000 potential candidates, leading to 2,200 clicks on the link to learn more about career offerings.
In the end, Exceldor Cooperative stood out from its competition by enlisting a different approach to hiring and will continue to attract a hard-to-reach workforce.
Due to the type of employment in the factory, Exceldor Cooperative was fighting against many industries at the same time, all advocating better wages and working conditions than its competitor. The struggle was real, and the situation was becoming critical for Exceldor, as without manpower in the factories, the processing of chicken was becoming increasingly problematic.
But how could it attract a workforce with little experience who are already overexposed to the countless recruitment messages from all Exceldor Cooperative’s competitors?
By analyzing the profile of the typical employee in the three Exceldor factories, they were able to establish a better profile of their desired candidates. They were mostly newcomers, people without a diploma or even students. Based on this information, they discovered that most of these potential candidates often do not have the means to write a CV. Either because of the inaccessibility of equipment such as a computer, or they simply do not have the knowledge required to do so.
The company put itself in these people's shoes and created a device that made it easy to apply to its job opportunities. That's how the Check Mark CV was born: the simplest CV ever. A CV that could be filled out in only three questions, simply by checking boxes and sending it by a text message.
Exceldor Cooperative relied on local newspapers and Publisac (weekly flyers bag) to get the CV directly in the hands of future employees.
The local newspapers were specifically chosen based on the municipalities that were closest to the three Exceldor cooperative factories. In addition, the Publisac inserts were distributed only in neighborhoods where the established profile target was overindexing. A targeted map was made in collaboration with TC Media, its media partner, that identified the most relevant neighborhoods for its needs. The chances of directly contacting its target were maximized, especially since it also relied on the frequency of the message.
To boost their chances of reaching their target, a more in-depth media mix was also deployed, including billboards on buses passing through the neighborhoods surrounding the factories, along with live mentions on local radio. Not to mention a large digital presence, in both banners and in social, geotargeting precisely to the profile of their target.
The Check Mark CV is one-of-a-kind since it is the first CV that connects with this group of job seekers and simplifies the process of job searching.Knowing that not everyone is lucky enough to have access to a computer, has the time to build a resume or knows how to do it, Exceldor Cooperative decided to destroy all barriers and simply offer a resume where there were three boxes to check off.
Its simplicity even goes as far as the application, since sending it was done in just one easy step. Simply take a picture of the completed CV and send it by text message to the number indicated, which varies according to the factory and the region where applicants were applying. No need to spend hours creating a resume and printing it, and no need to go to the factory to apply in person.
By understanding the reality of its potential candidates, Exceldor Cooperative was able to offer a recruitment formula that focuses on simplicity and speed.
The Check Mark CV campaign generated 400% more CVs than the past year. From there, the human resources team took direct charge of the hiring process, and, in two weeks only,
203 candidates were hired.
In addition, the campaign generated maximum visits on the Exceldor Cooperative website. In fact, it generated 75% more traffic on the Careers section compared to last year's recruitment campaign.
Furthermore, the digital campaign connected greatly with candidates on social media platforms, using video to engage over 497,000 potential candidates, leading to 2,200 clicks on the link to learn more about career offerings.
In the end, Exceldor Cooperative stood out from its competition by enlisting a different approach to hiring and will continue to attract a hard-to-reach workforce.
Credits
Touché!Exceldor Coopérative
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