case studies

the challenge

In today’s corporate environment, recruiting and retaining the right people is fundamental to performance.  Three years ago, AltaLink, the company that transmits most of Alberta’s electrical power, was using very traditional recruiting techniques with limited success. As a company with an exceptional employee offering, AltaLink needed to add rocket fuel to its recruitment efforts.

the solution

AltaLink turned to Brainstorm to lead a process of creating a strong brand for the employment offering and to create the tools to effectively communicate that brand. Since today people, regardless of profile, search online and expect to “interview” a company long before the company interviews them,  Brainstorm’s strategy focused on using the Web as a central communication tool. Video and print pieces engaged people's interest and moved them to the Web for a detailed "sell".  Almost immediately, the number of visits to the recruitment section of AltaLink's site increased ten-fold.

This year, the emphasis was employee retention. A print-based Benefit Re-Enrollment Package directed employees to 3 videos we created and posted on YouTube, as well as a "how-to" Flash presentation hosted on the company's intranet.