Revitalising Colas Rail’s Employer Brand and Recruitment: A Results-Driven Approach

The Challenge

Colas Rail, a leading European railway infrastructure provider, struggled to attract diverse talent across all experience levels. Traditional job advertising wasn’t yielding the desired results.

Solution

Frost Creative was selected to develop a comprehensive employer branding and recruitment campaign.

Objectives

• 50% Increase in Qualified Applicants: Attract a wider pool of qualified candidates, exceeding recruitment goals.
• Enhanced Employer Brand Identity: Strengthen Colas Rail’s reputation as a top employer and build brand awareness.
• Diversity & Inclusion Focus: Increase applications from women, people of color, and those with disabilities.
• Targeted Audience Expansion: Reach new talent sources through innovative channels like TikTok and Instagram.
• Employee Retention Boost: Cultivate a strong employer brand that promotes Colas Rail as an attractive and rewarding workplace.

Strategy & Execution

• Employee-Centric Storytelling: We leveraged the ThreeTwo™ framework, integrating employee insights and featuring impactful brand ambassadors identified through in-depth interviews.
• Passion-Driven Narrative: We captured the spirit of Colas Rail by showcasing employee passion for creating a sustainable future.
• Compelling Visual Identity: A unique visual language combined employee portraits with shots conveying their hobbies and interests, celebrating individuality within a unified brand experience. Colas Rail’s iconic diamond logo was seamlessly incorporated for brand recognition.
• Integrated Campaign Delivery: We collaborated with Colas Rail’s Marketing, HR, and Recruitment teams to ensure consistency across all messaging and materials.

Results

• 50% Increase in Overall Applications: Successfully achieved the primary objective, exceeding applicant recruitment goals.

Targeted Growth:

• Graduate Applications Uplift: 45%
• Apprenticeship Applications Uplift: 49%
• Diversity & Inclusion Progress: Attracted a more diverse candidate pool, aligning with the inclusion goals.
• Cost Savings: Millions saved in recruitment fees due to increased pool of qualified candidates.
• Employee Retention Potential: Created a strong employer brand foundation to bolster employee retention.

This results-driven campaign transformed Colas Rail’s employer brand and recruitment strategy. The campaign not only attracted a wider range of qualified candidates but also positioned Colas Rail as a desirable employer with a strong commitment to diversity, inclusion, and employee development.

About Frost Creative

Frost Creative help organisations uncover and articulate what makes them unique by building an attractive, engaging brand with smart strategy, a structured way of working, and compelling creative.