The unusual recruitment campaign had been publicized among others on social networks.
Interested parties were able to go to the factories in Alma or Saint-Coeur-de-Marie to learn more about the conditions offered by the regional company in addition to leaving with one of its star products. In a context of labor shortages, companies are now scrambling to try to attract staff.
Nutrinor received about fifteen CVs during the two days of recruitment.
The principal coordinator of operations, delicatessen section, Jérémie Cloutier, explains that this particular offensive arose from a play on words.
It’s like saying to people, “Come make the bacon for a packet of bacon.” We thought it was fair game to invite people to come and get a package of bacon and maybe leave with a job, he says.
In order to pursue its development objectives, Nutrinor currently has between 15 and 20 positions to be filled and, according to the coordinator, offers attractive working conditions.
<q data-attributes="{"lang":{"value":"fr","label":"Français"},"value":{"html":"On met de l'avant avec notre campagne, que nous avons un salaire d'entrée pour un manoeuvre de 16,50$. It can go up to 24$ per hour. We also have a lot of competitive advantages for our employees. What we want is to have more people in order to be able to seize more opportunities in the different markets “,” text “:” We are putting forward our campaign, that we have an entry salary for a maneuver of $ 16.50. It can go up to $ 24 an hour. We also have a lot of competitive advantages for our employees. What we want is to have more people to be able to seize more opportunities on the different markets “}}”>We are putting forward with our campaign, that we have an entry salary for a laborer of $ 16.50. It can go up to $ 24 an hour. We also have a lot of competitive advantages for our employees. What we want is to have more people to be able to seize more opportunities in the different markets., he says.
No diploma is required. The company provides the necessary training to employees.
The recruitment campaign took place at the Alma and Saint-Coeur-de-Marie factories
Photo: Radio-Canada / Lynda Paradis
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An effective strategy
For the professor of marketing at the University of Quebec at Chicoutimi (UQAC), Damien Hallegatte, this strategy is part of what specialists call HR marketing, for human resources marketing.
They [les employeurs] work what is called their employer brand over the long term. They try to be attractive not only to customers, hence the brand that attracts consumers to buy their products, but employers want to be attractive to potential candidates as well.[..] HR marketing thrives on labor shortage as marketing thrives on customer scarcity.
, mentions Mr. Hallegatte.
According to him, the advantages of this offensive are obvious: original, funny and effective. It presents a product marketed by the company, in addition to creating a very specific hiring context.
Going to carry a CV, there is a little stressful side. It’s rarely fun to go and carry a resume. But in this case, there is a little playful side, there is a game side. We are going to wear our CV! It is more likely afterwards if we make an offer to the candidate, that he wants to work
, believes the professor.
There is only one risk in using a strategy like this, according to Damien Hallegatte. If, for example, there are lots of people who come to give their CVs just to get a bunch of bacon, the company ends up with a bunch of CVs to sort through.
, he explains.
With the number of applicants known, the company is still waiting before taking stock of this activity. Officials want the repercussions, including posting on Facebook, to work in the medium term.
UQAC marketing professor Damien Hallegatte
Photo: Radio-Canada
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Use social media
Other companies use their virtual community to try to fill their positions. The Au Petit Cordonnier boutique in Chicoutimi has already used its social media to hold competitions as well as to recruit employees. This is the first time this week that the company has organized a competition, specifically to reach more future candidates.
<q data-attributes="{"lang":{"value":"fr","label":"Français"},"value":{"html":"Nous avons deux postes à combler actuellement. On a une clientèle qui est très fidèle sur Facebook. On a près de 10000 subscribers. People love contests. I always have a nice answer, so I decided to join the two sides “,” text “:” We have two positions to fill right now. We have a clientele that is very loyal on Facebook. We have nearly 10,000 subscribers. People love contests. I still have a nice answer, so I decided to join the two sides “}}”>We currently have two positions to fill. We have a clientele that is very loyal on Facebook. We have nearly 10,000 subscribers. People love contests. I still have a nice answer, so I decided to join the two sides, says Au Petit Cordonnier social media manager Stéphanie Tremblay.
Whether gift certificates are offered or prizes are drawn, the results appear to be conclusive with both options.
There are studies that show that when something is free, people become irrational. Just to get a free pack of bacon, we’re gonna go just for that. Even if it costs us more gasoline, that we live very far away, that it costs us more than what the bacon would cost us at the grocery store, we will do it anyway
, concludes the professor of marketing, Damien Hallegatte.
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