CSS Harricana
Back to the roots of academic success
Opportunity
Like most educational establishments, the Harricana School Service Centre (HSSC) faces significant challenges. Located in the Abitibi-Témiscamingue region, it faces a shortage of qualified personnel, a high turnover rate and a certain negative perception of work in the education sector.
Our team was asked to design a strong, recognizable employer brand to encourage recruitment and retention, particularly among teaching staff. To achieve this, we relied on the autonomy of talent within the HSSC, an element of pride that attracts a great deal of internal support and sets us apart from other employers in the area.
Creation
We landed on a creative concept rooted in water, in the force of the current that feeds the Harricana River and the esker lakes that define the region’s identity. From this idea emerges a school service center that’s always on the move, allowing it to tap into a larger pool of applicants.
The shapes inspired by the layout of the esker lakes evoke the autonomy of the teaching staff, but also their interrelation to form a whole. These entities are perceived as communicating vessels that support each other and facilitate the sharing of knowledge. They inform the graphic identity, but also the promotional objects and physical installations.
The color palette and copywriting, including the employer brand manifesto and employee value proposition, allude to the flora and fauna that cover the territory, as well as the vitality of the school environment.
“Our brand image is no smoke and mirrors! We now have the tools and the action plan to attract and increase our talent retention. Republik enabled us to take an in-depth look at our strengths and limitations, which will enable us to seize our opportunities.”
Impact
Throughout this mandate, we wanted to honor the remarkable work of the people in this field, and underline the importance of a healthy education system. We wanted to create an employer brand that would instill pride and value in the people who have chosen this profession. Success in education isn’t just about the students: it’s also about the talent that thrives in this learning environment.
As in all our projects, inclusive writing is used on all pieces produced for the employer brand.
