The Niagara Immigrant Employment Council (NIEC) brings together employers, educators and social service agencies who are working to help immigrants find jobs in Niagara region. Our interviews with employers revealed that although there were sometimes language and cultural barriers that discouraged them from hiring immigrants, their main concern was to find the best candidate for the job, regardless of the candidate’s country of origin.
With this research in mind, Pier 8 Group crafted a brand positioning that focused attention squarely on the benefits employers can reap by tapping into a large pool of internationally-trained workers who are ready, willing and able to do the job. That positioning is summarized in the slogan A World of Skills. Pier 8 Group also designed the NIEC logo and a set of brochures, displays and other communication tools to promote the Council’s efforts.