How to foster pride of belonging through employer branding

↳ The needs

Orano, one of the world's largest players in nuclear energy, faced significant employer branding challenges at their Canadian operations. Based in Saskatoon, Saskatchewan, Orano Canada leads uranium extraction and processing in the province's north, but struggled with low brand recognition among potential talent and declining employee engagement scores. In a competitive market where skilled workers have multiple options, Orano needed to differentiate itself as an employer of choice while addressing misconceptions about the nuclear industry. The challenge was twofold: capture what truly makes working at Orano unique, and communicate this authentically to both current employees and prospective talent across Saskatchewan.

↳ The solution

We implemented a comprehensive research-driven approach, conducting 25+ in-depth interviews across all departments and experience levels—from field technicians to senior management. Through systematic analysis of employee stories and motivations, we identified four core themes that define the Orano experience: pioneering innovation, environmental stewardship, community impact, and professional growth.

Our creative team translated these insights into the "Dare to Care" employee value proposition—a campaign that positions Orano employees as bold professionals who choose meaningful work that benefits both Saskatchewan and the global energy transition. The campaign showcases real employee stories across four pillars: daring to innovate in clean energy, caring for environmental responsibility, daring to build stronger communities, and caring about personal and professional development.

↳ The results

Campaign Delivery:

• Comprehensive out-of-home and digital campaign launched across strategic locations in Saskatoon

• Strong engagement and positive reception from both employees and the broader community

• Successful establishment of the "Dare to Care" brand platform

Long-term Impact: The "Dare to Care" framework now serves as the foundation for Orano Canada's ongoing employer brand strategy, with additional campaign phases and materials continuing to build on this strong foundation. The campaign has been embraced internally and recognized as an effective model for authentic employer storytelling that highlights the meaningful work happening at Orano Canada.