Petro-Canada, one of Canada’s largest oil and gas companies, retained Shikatani Lacroix to develop an employee-branding and student recruitment program that could evolve over time throughout all of the company’s HR, marketing, work environment and recruiting initiatives. The fully integrated employee-branding program developed by SL included campus recruitment advertising, a digital brochure and a host of other communication elements. SL developed the employment brand statement “Your Potential, Our Possibilities,” expressed as part of a tagline and unique identity linked to the client’s corporate maple leaf icon. SL also worked with Petro-Canada on on-boarding and knowledge tools to connect the employment brand strategy to on-going HR initiatives.