A strong bond

Employer brand

Who is Canam Group?

Canam Group is a Quebec-based company established 60 years ago with a head office located in Beauce. It has over 3,500 employees in five countries (Canada, the United States, India, Romania, and the Philippines) and operates 12 plants in Canada and the United States. It is a major manufacturer of buildings, structural steel components, and steel bridges for the construction industry in North America.

Since 2019, Canam has launched a series of digital initiatives. Their transformation represents much more than replacing obsolete systems; they also outfit themselves with state-of-the-art tools to improve their business processes. In this way, they can position themselves as a leader in the construction industry.

And their needs?

Update the employer brand image
Confirm the tone for speaking with candidates and employees
Equip the HR team for recruitment and mobilization
Improve their reputation as an employer

sept24 + Canam = a collaboration since 2021

Our team gave its all in developing their employer brand. The team developed a confident and direct brand concept without arrogance that implies that they have seen others and that they are doing everything to inspire a solid career, like their projects.

Exploration stage

Our approach is simple yet infallible. We distributed a survey to the employees and organized focus groups and a workshop with management to better analyze the internal situation. To collect data on the employer positioning of their direct competitors, we analyzed their information channels, such as Facebook, LinkedIn, Glassdoor, career sites, etc.

Our major findings:

The consistent high volume of work inspires confidence in Canam. They are here to stay. STRENGTH
The employees take part in major projects, and they are proud of them. PRIDE
Canam is a driver of possibilities in which employees can evolve. OPPORTUNITY

Creation stage

The employer brand that has been deployed is based on the above findings. The “Hero” archetype forges a bond between the grandiose aspect of their projects and the raw material of their creations: steel is an alloy of iron and carbon, the former a metal with a malleable base and the latter rigid yet fragile. The result? A strong combination representing the alliance between Canam and its employees. A strong bond.

A few examples of variations:

A strong bond of expertise and pride
A strong bond of training and career opportunities
A strong bond of achievement and stability

The new identity

At Canam, we don’t know the meaning of the word “impossible.” Here, we stand out thanks to steel.

This bond of iron and carbon is the very expression of the strength of the relationship built with our great team.

Our alliance proves that our expertise is limitless and gives rise to a world of possibilities. No project is too big for us. Imagine the pride of seeing your work shine all over North America. Does this speak to you?

Canam’s team of drafters took up the structure that had been proposed to them to reproduce it at scale according to their standards. This structure is not only at the heart of the developed idea, but thanks to this great collaboration, it could materialize and become THE steel project to represent Canam! And—who knows?—maybe a future project…