Case studies

Context
St-Hubert was facing critical hiring challenges which translated into many franchisees sectioning off part of their restaurant or postponing the opening of new restaurants due to personnel shortages.

Strategy / Solution
An in-depth brand development solution was implemented. The methodologies used combined traditional marketing research analysis and participative organizational development methods for employees; individual interviews with management; group discussions with candidates and the monitoring of competitors.
The research allowed us to identify St-Hubert’s DNA as well as practical and emotional advantages; to understand the real stories of employees; and to discover its reputation as an employer. The results of this appreciative analysis were integrated into the employer brand model (created by Illico Hodes), which in turn emphasized the aspirations and business opportunities that could eventually help create an HR program.
  
Implementation
Creation of the employer value proposition; visual identity; collateral; and recruiters tool kit.

Results

• Restaurant openings on time
• Hire of talents from competitors
• Reduction of the hiring cycle by 30 to 50 %
• Employee engagement
• Media coverage

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