New employer branding

Soucy has revealed its new employer brand: ON A MISSION. It is the fruit of a consultation process that involved the company’s 1,800 employees.

With this new employer brand, Soucy is proudly emphasizing what sets it apart as an employer: a culture driven by challenges, solidarity, and tangible impacts in an environment where people move forward together as one and never back down.

“Our goal was to align our employer brand with who we are. And it’s more than a slogan. It’s a way to express who we already are, together.”

— Joanie Mailhot, Department Head, Communications and HR Marketing

The employer brand was launched in December 2025 in Soucy’s business units in Canada and Brazil with one clear-cut goal: to ensure that every employee understands, embraces, and proudly embodies this new identity.

As a teaser to the new brand image, mysterious red letters appeared in the various units before the new identity was revealed at an in-person event organized by management teams. Testimonials from employees, a message from executive management, and promotional items turned the launch into a concrete and unifying experience.

“The communications and HR teams launched the employer’s message, but it is our employees who really give it meaning.”

— Karine Ritchie, Department Head, Recruitment Squad

The employer brand made its public debut in the spring of 2026 at the Des Chênes-toi à Drummondville race. Soucy employees crossed the finish line under the cheers of their families, friends, and colleagues while proudly wearing their red ON A MISSION t-shirt.

Participants could then head to the company’s booth where they were able to play games, take part in prize draws, enjoy some refreshments, and rest in a relaxation zone. In other words, Soucy’s presence was highly visible and energetic — a reflection of the brand image. It was a public debut that truly marked the start of a new chapter. From now on, ON A MISSION will be showcased everywhere Soucy goes to attract talent.