Nutrien grows safety and recruitment efforts
Nutrien is a leading global provider of crop inputs and services headquartered in Canada. They operate a world-class network of production, distribution and ag retail facilities that positions us to efficiently serve the needs of farmers. They partnered with Owlish Agency to execute a high-impact, multi-channel advertising campaign focused on safety and recruitment. The initiative focused on attracting top-tier talent, reinforcing the company's industry-leading safety standards, and elevating awareness for global initiatives tied to new hires and sustainability efforts. Through a dynamic mix of photography, billboards, social media graphics, print ads, and earned media, the campaign not only set new benchmarks for engagement but also drove record-breaking recruitment numbers at one of their chemical production plants.
Objectives, Strategies & Tactics
Objectives:
Increase Awareness – Nutrien’s commitment to training new hires, workplace safety, and global sustainability efforts.
Drive Recruitment – Attract highly skilled professionals to fill critical roles at the Louisiana plant.
Enhance Engagement Metrics – Measure success through application numbers, media impressions, social shares, and overall reach.
Strategies:
To meet these objectives, Owlish Agency crafted a comprehensive marketing strategy leveraging both digital and traditional media. The campaign focused on:
Brand Storytelling – Showcasing employee success stories and safety milestones.
Multimedia Content – High-quality photography and striking visuals to humanize the recruitment process.
Omnichannel Distribution – Social media, print, billboards, and earned media placements to ensure maximum exposure.
Global Messaging Alignment – Integrating campaign content into Nutrien’s annual report and international social channels.
Tactics:
The execution was a high-energy, precision-driven campaign that featured:
Bold Outdoor Advertising – Billboards in high-traffic areas, targeting potential job seekers.
Dynamic Social Media Graphics & Ads – Eye-catching creatives tailored for engagement, maximizing shares and visibility.
Print & Trade Publications – Recruitment messaging placed in industry magazines and local newspapers.
Public Relations & Earned Media – Stories highlighting new initiatives and safety excellence featured in industry news and business publications.
Results
The campaign exceeded expectations, delivering unprecedented success:
Record-Breaking Recruitment – Nutriens’s achieved an all-time high in hiring for the Louisiana plant.
Massive Media Engagement – The campaign generated significant impressions, social shares, and media coverage.
Stronger Brand Positioning – Nutrien’s reinforced its reputation as a leader in workplace safety and employee investment.
By blending creativity with strategic precision, Owlish Agency helped Nutrien’s redefine recruitment marketing, setting a new industry standard for talent acquisition and corporate communications.