Spotlighting the top employer for young people
Brand
Rogers Communications Inc. (RCI), headquartered in Toronto, is one of the leading, well-established communications and media companies in Canada, since its beginning in 1920.
Competent management of human capital and employee development are often among the key factors that contribute to a company’s success. Rogers attributes its success to (and takes pride in) its highly-skilled and diversified workforce with 26,000 employees across Canada.
As a result of rapid expansion, the Rogers internal talent acquisition team faced increasing hiring demands. The team became quickly overstretched and required a new campaign approach for a number of key technical hires ahead of continued growth and new product launches.
Strategy
Keeping Rogers’ future objectives in mind, we focused our hiring efforts on the Gen Z audience. Gen Zs account for 30% of the world population, and are expected to make up 27% of the global workforce soon. They are also the first generation to be fully immersed in tech. Social media, the Internet, and smartphones are integral parts of their everyday life. And this is precisely the kind of audience that Rogers needed at this stage.
We observed that to hire Gen Zs, we needed an approach that targets them directly and caters to their aspirations. We took time to understand the world they have grown up in and adapted to playing to their strengths accordingly. For Rogers, it meant catering to their need for mission-driven careers, occupational mobility and a positive workplace culture.
Outcome
Attracting, training, and developing young talent has always been key to the future of Rogers as an organization. Keeping this in mind, the campaign especially focused on its Onboarding initiatives, the new Graduate Leadership Development program and Rogers 3.0, the organization’s multi-year business plan with investment in its people and their development as its key strategies. The campaign helped to position Rogers as a very attractive environment to work and build a career.
For the 8th year in a row, Rogers was recognized as one of Canada’s Top Employers for Young People! The award, given by Mediacorp Canada, recognizes employers across the country who help college and university graduates make the transition from school to work.
Scope of Project
- Brand Strategy
- Messaging
- Web Design and Development
- Digital and Printed Marketing Assets
- Marketing Brochure
- SEO Strategy
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