Collège La Cité
Us Too
Us too
Collège La Cité wanted to strengthen its attractiveness as an employer for both current and future staff. In a context of labour shortages in the education sector, the institution entrusted us with a mandate to develop its employer brand, with the objective of showcasing its internal culture and highlighting what makes its work environment unique.
The process began with an internal survey aimed at capturing the perceptions, needs, and aspirations of staff members. This participatory first step helped identify the College’s core cultural strengths, as well as the key engagement drivers to build upon in shaping the employer brand positioning.
Building on this foundation, we initiated a strategic ideation phase that led to the creation of a mobilizing Employee Value Proposition (EVP), later translated into a distinctive visual identity. This identity was then deployed across several communication tools, including a series of photos and corporate video capsules featuring staff members from various departments, acting as ambassadors of the internal culture.
The project culminated in the rollout of a large-scale employer brand campaign, deployed both internally and externally, built around the authentic faces and voices of those who experience La Cité every day. The impact was immediate: increased engagement, renewed pride, and strong buy-in from staff.
The success of the initiative was further confirmed the following year with the renewal of the internal ambassador cohort. Interest generated by the first campaign was so strong that, for the second edition, registrations had to close early due to an overwhelming number of applications. A clear sign of the enthusiasm sparked—and the effectiveness of the strategy implemented.
