PCL Construction :: Employee Value Proposition

Overview:
Client: PCL Construction
Agency: CSG
Creative Direction & Content Strategy:
Brooke Wylie
Design: Daniela Silva Riera
Year: 2020

The Project:
PCL tapped CSG to develop a robust Employee Value Proposition to bring the ethos of its newly updated brand and messaging to an internal level and engage employees at every stage of their careers.

To prepare for this work CSG sat in with the PCL marketing and creative teams to learn about the new brand inside and out. Then we conducted interviews with employees from around the company at all different career levels and conducted a survey to capture even more perspectives.

Informed by the results of that discovery, we crafted a series of key messages that mirrored PCL’s external ethos back to its most important internal stakeholders: employee-owners. Each of these messages was adapted and expanded into full messaging matrices applicable to disparate departments and a wide swath of career stages.