Revitalising Colas Rail’s Employer Brand and Recruitment Strategy

Colas Rail is a premier provider of railway infrastructure services in Europe, and is known for delivering exceptional mobility solutions and turnkey systems that cater to the railway’s entire lifecycle. Their impressive portfolio includes some of the continent’s most high-profile rail projects.

After a competitive selection process, Frost was chosen to develop a refreshed and effective employer brand identity and recruitment advertising campaign that would run across all traditional and digital communication platforms.

Tackling a National Recruitment Challenge

Colas Rail faced challenges in gaining traction with job advertising at all levels of the business, including apprentices, graduates, project managers, and others. Our goal was to not only attract the right talent but also encourage applicants from diverse backgrounds to apply.

Our objectives were clear:

• Increase the number of suitable candidates by 50% while strengthening Colas Rail’s recruitment brand identity and raising brand awareness

• Target new audiences through novel channels like TikTok and IG

• Demonstrate an inclusive work environment with equity, diversity, and inclusion in mind

• Increase the number of women, people of colour, and those with different abilities applying

• Build Colas Rail’s profile within the industry as a fantastic place to work, with great career progression

• Encourage internal brand ambassadors to become employee retention advocates.

Creating a Lasting Impression

Utilising our refreshing ThreeTwo™ creative framework, we strategically integrated employee insights into our creative output and campaign execution. Our diligent team conducted thorough interviews with employees throughout the UK, ultimately pinpointing the most impactful brand ambassadors for our campaign. As a company committed to cultivating a sustainable future, Colas Rail’s diverse workforce and unique aspirations are integral to driving impactful change.

Our team recognised that passion is the driving force behind change, and Colas Rail is dedicated to delivering just that. We embraced this passion as the foundation for our storytelling, resulting in a compelling and captivating creative solution that celebrates the individuality of each employee. Combining front and side profile shots with personal images depicting their unique hobbies, interests, and passions outside of work, we crafted a visual language that unites all elements seamlessly. By incorporating the iconic diamond shape from the Colas Rail logo, our team delivered a dynamic and recognisable campaign that truly captures the essence of Colas Rail.

Fully Integrated Brand and Campaign Delivery

We collaborated with multiple stakeholders throughout the project, including Marketing, HR, and Recruitment teams. As a result, we produced work that promoted Colas Rail as the preferred employer for new recruits and the best place to work for existing employees.

Our work included:

• Employer engagement

• Employer brand guidelines

• Tone of voice and messaging

• Photography and video animation

• Marketing collateral and advertising

• Integrated digital media plan and delivery of nationwide social media campaign

Our initial impact

• 50% Increase in general applications

• 45% uplift in graduate applications

• 49% increase in apprenticeship applications