The Jacques Cartier and Champlain Bridges Incorporated (JCCBI) is reporting very positive results from its employer brand identity and its internal slogan “WE CONNECT — OUR COMMUNITY,” launched in March 2023, as well as its external slogan “BRIDGE — YOUR CAREER,” launched in March 2024. This brand positioning was designed to raise awareness of JCCBI as an employer of choice, support retention efforts, and attract top talent who share its values and mission. 

JCCBI has been able to count on its employee ambassadors to promote its values and serve as the face of the organization. Their testimonials have appeared in various print and digital publications over the last three years. 

Tangible talent recruitment and retention benefits 

By maintaining a stronger and more consistent employer brand presence on the market, JCCBI has deepened candidates’ understanding of its culture, values, and mission. 

This visibility early on in the recruitment process has helped better qualify applications and ensure a more natural alignment between the profiles sought and the employee experience offered. 

JCCBI by the numbers 

• In just three years, the staff turnover rate fell by 50%, a significant improvement attributed to the employer brand efforts, along with other organizational initiatives. 
• After two months with JCCBI, 84% of new hires confirmed that their role matched what was presented to them during the hiring process. 
• Since 2022, the average length of employment of JCCBI staff members has increased by more than one year. 

These results show tangible benefits for the organization, particularly in terms of operational efficiency, business continuity, and resource optimization. They are also part of a broader initiative aiming to enhance the employee experience and the corporation’s talent management practices.

JCCBI continues Its “BRIDGE — YOUR CAREER” campaign

Building on these achievements, JCCBI will continue its efforts to keep up this momentum and continuously improve its talent management.