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Founded in 1983 by Canac-Marquis Grenier, Manugypse specializes in the distribution of interior system products and pushes the boundaries to stay ahead in its markets. To position itself as an employer of choice and attract applicants, Manugypse enlisted Imédia. We developed a recruitment campaign comprising a call-to-action message, photo sessions, advertising visuals, and a digital distribution strategy aimed at attracting applications. All this was accomplished in record time to coincide with the imminent opening of Manugypse’s third branch in Mirabel.
Manugypse
With the help of a focus group, we were able to create a profile for potential employees and tailor the call-to-action message to their interests and behaviours in a way that applicants could identify with.
“Join the crew” is the signature for the campaign, in continuity with the brand’s positioning signature, “Solid and innovative.” The visuals highlight a gutsy trio. The cohesive team represents the distinct advantage Manugypse offers: a solid crew of colleagues who aren’t afraid to roll up their sleeves, where each member is recognized for their true worth. The artistic direction highlights the determination, pride, and seriousness of the teammates through their straightforward gaze and upright posture. With them in the light, their imposing presence creates a contrast with the darkness in the background.
To represent the three main departments of the company—manufacturing plant, transportation, warehouse—the concept was executed in three versions displayed on strategically located road signs. The visuals were also adapted into static images, GIFs, and videos distributed on Meta and Google platforms, targeting specific interest groups. This allowed us to reach individuals seeking jobs similar to those offered by Manugypse and to improve remarketing performance.
To ensure continuity in the digital journey of an interested candidate who lands on the Manugypse job page by clicking on the digital ads, we deployed the concept on that page. We optimized the content and interface to highlight the employer’s benefits, better categorize positions by location, and facilitate the application process.
The campaign was a success as soon as it was launched, with 95% of clicks on Facebook ads leading to a complete landing on the Manugypse website. The research marketing portion generated a click-through rate (CTR) of 5% on text ads, significantly above the current platform norm of 2%. With its simple, concise, and strong message, the employer brand stood out to its target audience. The 300 applications received in the weeks following rollout demonstrate the impact of the campaign.
