Suncor: Go ahead. Expect more!

Case Studies

gq-logoGo ahead! is a virtual network leveraging people’s propensity to network rather than look at recruitment advertising. It’s a bold, multi-year, multi-media campaign attracting job candidates to Suncor who are the most successful in their fields and therefore not actively seeking new opportunities – and establishing Suncor as a top employer right after one of the largest mergers in Canada’s history.

The business need or opportunity

Suncor Energy is one of North American’s largest oil and gas companies, primarily focused on oil sands development in Northern Alberta, near Fort McMurray. The company also has offshore and downstream operations, and an international lubricants business. Suncor and Petro-Canada merged in 2009, and new oil sands projects were announced the following year. These growth plans required a significant number of new employees over a period of three to five years (targets are company confidential), primarily at oil sands locations; lack of staff could adversely affect project completion as well as projected production. The recruitment team had to establish the new, post-merger Suncor as a leading Canadian company and top employer with numerous, rewarding opportunities. It also had to establish one consistent approach that was relevant and effective for all areas of the business.