Job Description
What youll do At Canadian Tire Corporation (CTC), we believe employer brand is built at the intersection of purpose, culture, and lived experience. This role is critical to shaping how our People Promise - Theres a Place for You Here - is experienced internally, and how that story is expressed externally. CTC has a strong and trusted customer brand; this role will help elevate our employer brand to the same standard grounded in authenticity, belonging, and the diverse experiences of our employees. Reporting into the Diversity, Inclusion & Belonging (DIB) function, this role builds and leads CTCs employer brand strategy approach across key audiences, channels, and touchpoints. With a strong grounding in brand strategy, storytelling, and campaign execution, the Manager applies a DIB-informed lens to ensure our employer narrative is inclusive, credible, and reflective of the communities we serve and that it supports Talent Acquisition outcomes from awareness through application, hire, and retention. This role succeeds through partnership. The Manager sets the enterprise employer brand narrative, standards, and campaign strategy, and works closely with Talent Acquisition/Recruitment Brand and Corporate Communications to align plans, integrate messaging, and enable execution through shared channels. Employer Brand Strategy Own and evolve CTCs enterprise employer brand strategy, including an EVP and core narrative aligned to our Brand Purpose, Core Values, and True North priorities. Develop audience insights (e.g., talent personas, candidate motivations, and barriers) and translate culture and employee experience into authentic messaging that resonates with diverse talent communities. Define channel and content strategy in partnership with Talent Acquisition/Recruitment Brand and Corporate Communications across key touchpoints (e.g., careers site, social, employee advocacy, internal channels), ensuring a consistent experience from awareness through onboarding. Lead recruitment marketing campaign strategy and creative direction; coordinate delivery with Talent Acquisition/Recruitment Brand (always-on and priority/seasonal hiring), and keep campaigns grounded in authentic employee stories. Create messaging frameworks and simple governance (toolkits, templates, and inclusive language standards) so teams can communicate consistently while reflecting local nuance and lived experience. Establish simple ways of working with Talent Acquisition/Recruitment Brand and Corporate Communications (shared planning, roles and responsibilities, and review checkpoints) to keep messaging aligned while respecting team ownership of channels and execution. Strengthen internal trust in our employer brand by partnering with DIB, People teams, and Corporate Communications to incorporate employee listening data and close the gap between message and lived experience. Belonging-by-Design Storytelling Apply an inclusion, belonging, and accessibility lens to employer brand strategy and creative, helping ensure representation is meaningful and messaging is culturally relevant. Partner with internal teams to build confidence and capability in inclusive storytelling (e.g., best practices, language guidance, and creative consultation) across employer brand and people communications. Act as a strategic advisor to senior leaders and partners on employer brand positioning and talent trends; when needed, support execution by managing external partners (e.g., creative, production) in coordination with channel owners. Work with an agency partner to support creative and campaign development, ensuring work aligns to employer brand standards, inclusive storytelling principles, and channel requirements. Proactively identify credibility risks, gaps, and opportunities in our employer narrative, and recommend thoughtful, creative solutions that strengthen trust with employees and candidates. Operating Model, Influence & Measurement Lead cross-functional planning and working rhythms (intake, prioritization, and quarterly/seasonal plans) that connect employer brand work to hiring and talent priorities. Project-manage employer brand and recruitment marketing initiatives end-to-end, balancing creative development with timelines, approvals, and stakeholder needs. Define success metrics and report on outcomes, using insights to refine strategy (e.g., awareness/engagement, careers site traffic and conversion, apply rate, qualified applicants, campaign performance, and signals of employee advocacy/sentiment). Define and own an industry awards strategy to strengthen employer brand recognition (including an annual awards calendar, submission storytelling, cross-functional inputs, and post-win activation). Build scalable enablement tools that help teams activate the employer brand (e.g., messaging guides, recruiter enablement, and content libraries) while allowing for local relevance. Model inclusive leadership through how work gets done: co-create with partners, seek diverse perspectives, and build trust through clear communication and follow-through. What You Bring Were looking for a strategic, creative employer brand leader who can build an enterprise approach from the ground up combining brand discipline, recruitment marketing execution, and a genuine commitment to inclusion and belonging. 5+ years of progressive experience in employer brand, talent brand, recruitment marketing, brand strategy, or communications (ideally within a large or matrixed organization). Proven experience building and delivering integrated campaigns across digital and social channels, with clear objectives, creative strategy, and measurable outcomes. Ability to turn insights into strategy (e.g., talent personas, audience segmentation, and content plans) and execute pragmatically from vision through delivery. Comfort using data to guide decisions and tell a performance story (e.g., campaign reporting, conversion metrics, and ongoing test-and-learn optimization). Experience advising or partnering with senior leaders and cross-functional stakeholders, with an ability to influence without formal authority. Strong relationship-building skills, grounded in empathy, credibility, and trust. Ability to apply an equity and inclusion lens to content, decision-making, and program design. High cultural intelligence and comfort working in multicultural and multiethnic environments. Bilingualism (English/French) is an asset. This role is based at our Yonge & Eglinton campus, with occasional travel. Were always looking for great talent! In addition to competitive pay, we offer: Comprehensive benefits and retirement programs Performance incentives, Continuing Education Programs Other perks to support your well-being Career growth opportunities and product discounts Our typical hiring range is between $79,000.00 - 131,000.00 CAD Annual. Salary decisions are also dependent on other factors such as your experience, job-related knowledge, skills and competencies, market location, industry benchmarks, internal equity and other role-specific requirements. #LI-GT1 This posting represents an existing vacancy within our organization.
