Diversity done right
Brand
Headquartered in Brampton, Ontario, Canon Canada Inc., a wholly owned subsidiary of Canon U.S.A. Inc., is a leading provider of consumer and business-to-business digital imaging solutions. Canon Canada Inc. is dedicated to its Kyosei philosophy of social and environmental responsibility. Behind Canon’s 80-year history and development as a business lies its corporate DNA: a respect for humanity, an emphasis on technology, and an enterprising spirit that the company has consistently passed on since its foundation.
Canon wanted to initiate a new recruitment drive and believed that employees from different backgrounds bring different perspectives. Internally they constantly strive to improve our diversity and inclusiveness at all levels for demographic groups. On its website Canon proudly says: “We aspire to be a company that grows by openly accepting and working with people having different characteristics and values.”
Strategy
Canon’s Kyosei philosophy aims to “see all people, regardless of culture, customs, language or race, harmoniously living and working together in happiness into the future”. We kept this in mind and leveraged colour psychology to enhance Canon’s diversity-focused hiring process.
Promoting harmony among people regardless of their backgrounds, we crafted a campaign that showcased its diversity values. The campaign delved into how colours influence our mood, behaviour, and physiological responses. For instance, red represents vitality, speed, excitement,
blue denotes intuition, inspiration and clear communication while green signifies freshness, eternity and joy, and so on.
The campaign not only allowed for the strategic categorization of candidate profiles and job openings, it also allowed seamless customization in colours and shades. This added a significant layer of psychological insight into the recruitment process.
Outcome
The campaign was met with an overwhelming success. Over 200 new hires were made across all disciplines and it greatly enhanced Canon’s professional drive to meet and exceed its DEI goals.
Canon Canada was named one of Canada’s Best Employers for Diversity by Forbes. This is the second consecutive year that the company received recognition for its dedication to diversity, equity and inclusion. “We are honoured that Canon Canada has once again been named one of Canada’s Best Employers for Diversity,” said Isao “Sammy” Kobayashi, President and CEO of Canon Canada. “The recognition is a testament to our ongoing efforts to foster a supportive, welcoming workplace. Diverse thoughts and experiences only make us stronger. The work we do evolves as we learn more, but we are committed to integrating equality, diversity and inclusion in all aspects of our operations.”
Campaign Deliverables:
- Value Proposition Optimization
- A/B Testing
- Customized, Persuasive and Informative Website Content
- Highly Persuasive Print Campaign
- Highly Persuasive Landing Pages
- Optimized Conversion Website
- Social Media Marketing
- SEO
Scope of Project
- Brand Strategy
- Messaging
- Web Design and Development
- Digital and Printed Marketing Assets
- SEO Strategy
Video:
https://www.youtube.com/watch?v=I_jid1nQ-8Q
Website: