Tuning into TV’s recruitment reach

Commercials brand companies as employers of choice
By Shannon Klie
|Canadian HR Reporter|Last Updated: 09/21/2006

A young woman moves seamlessly from serving coffee at Tim Hortons to visiting a doctor to graduating from college to playing soccer and back to work at the doughnut shop. Tim Hortons is using the visual medium of television to illustrate its total rewards package of health benefits, scholarship opportunities and flexible hours.

Putting it all together required a co-operative effort between corporate human resources, the HR field services team, which works directly with the store owners, and the marketing department, said Nan Oldroyd, director of human resources at Tim Hortons.

“The messages were really around the tag line ‘Imagine a job that fits your life’ to show we’re a unique, flexible employer,” she said