Precision Drilling
The Challenge Precision Drilling wanted to hire 2,500 new employees to fully crew Canadian drilling and service rigs, camps and U.S. and international drilling rigs. Precision engaged NATIONAL to provide communication support to help attract, recruit and retain the top-quality employees it needed to accomplish its growth objectives.
The Solution The Studio helped develop a distinctive concept that epitomized the culture on the rigs. The new term ‘Toughneck’ was created. The Studio designed a recruitment Microsite that included the “Are You Tough Enough?” quiz, designed to help visitors self-screen. The campaign creative was also applied to existing recruitment materials. A recruitment toolkit was developed for Precision employees to help managers communicate to crews about the program. Print, online and outdoor advertising was also used in smaller centres throughout Atlantic Canada and Ontario to attract attention.
The Results Precision received more than 16,000 applications for employment and more than 20,000 unique visits to the Microsite. The campaign was also recognized externally with a CPRS Award of Excellence in Communication Management and an IABC Silver Leaf Award of Excellence.
