Shell Canada

Recruitment Albian Sands

Challenge

Shell Canada Limited is one of Canada's largest integrated oil and gas producers with extensive operations in the Fort McMurray oil sands. Shell approached William Joseph to assist with its human-resource recruitment efforts at Albian Sands at a time when many other oil sands operations were also recruiting. It wanted to position itself as the employer of choice and frontrunners in the industry.

William Joseph Thinking

William Joseph established an integrated approach that included strategic analysis of employee recruitment tactics; focus group design and moderation; design and execution of on-target recruitment campaigns; environmental, recruitment and educational video development; and corporate event marketing.

Our comprehensive project provided Shell with a detailed analysis of its target market's motivations and perceptions about the oil sands. This research and strategic planning informed the creation of a multi-layered recruitment campaign, including full production of recruitment videos, advertising and promotional materials, and a trade show display.

Results

The recruitment campaign was successful on a number of levels and William Joseph now also works with Shell International to help fulfill a variety of its internal communications. We produce a variety of video projects, ranging from business plan communications to process animations and corporate issues.