The Client: Laserax
Founded in Quebec City in 2010, Laserax started out developing integrated laser solutions for the province’s largest foundries and aluminum smelters. But word quickly spread beyond the industry, and today they also work with casting plants and auto parts suppliers worldwide.
Laserax pushes the limits of laser technology by providing OEM systems and turnkey machines to meet their customers’ unique needs and setting new industry standards for sustainable design. The head office is still in Quebec City, but they now have offices in the United States and Germany and continue to expand internationally.
Our mission
- Standardize their employer brand image
- Find a distinct tone of voice to better connect with current and potential employees
- Develop their internal storytelling
- Identify employee motivators
- Build a talent attraction strategy
Working together since 2021
The enthusiasm and pride of Laserax’s employees inspired our team to create an employer brand as innovative as the company itself.
Information gathering stage
Our approach was simple but foolproof: We had employees fill out a comprehensive survey and participate in focus groups. We also held a workshop with management to better understand and articulate the employer vision.
Our key takeaways:
- Everything they do at Laserax involves innovation, which means there are plenty of career opportunities.
- Employees are encouraged to have fun at work.
- Employees are proud of what they do and of working for an organization that can compete against large companies.
Creative stage
Using the main takeaways from Laserax’s EVP as inspiration, we created a manifesto to demonstrate the branding concept.
New identity
Ready to challenge yourself? What if you could achieve more than you ever thought possible working for a fun company that values personal development, self-reliance, and teamwork? At Laserax, “pretty good” isn’t good enough. We incubate innovation in a high-tech industry and take pride working together to advance the laser. Come see just how far we can beam you up.
Launch stage
The employer brand was launched internally at Dooly’s on November 3 and was very well received.
In line with their new employer branding guide, Laserax also put a fresh spin on the concept for the launch:
The employees were quick to embrace the new brand after the launch. The three core values—fun, pride, and innovation—are now part of their everyday vocabulary. Several initiatives from our interactive marketing plan have been implemented and are already seeing results. A truly successful collaborative effort!
The team behind the solution
Geneviève Dumas
Alexis Carignan
Martin Clairmont
Hugo Léger
Annie Ladouceur
Louis Madinier
Mathilde Volland
Marie-Eve Beaudry
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