West Fraser
CLIENT SINCE 2021
West Fraser (formerly Norbord) is a leading wood products company with 60 locations across North America and Europe. From lumber and plywood to engineered wood and pulp, their materials are used in construction and manufacturing around the world. The company’s OSB facility in Bemidji Minnesota is an important part of their U.S. operations, providing stable jobs and supporting the local economy.
Services: Google Hiring Ads & Billboard Design
The Challenge
Following the transition from Norbord, West Fraser had a couple challenges. They first had to reintroduce themselves to the community under a new name, and then they needed to fill open positions in a competitive labor market. They needed to find a way to clearly communicate who they were, what they stood for, and why West Fraser is a great place to work.
The Strategy
To help meet their new goals, Pinnacle Marketing Group combined traditional and digital outreach methods.
- Billboards: As part of the rebranding effort, Pinnacle rolled out a large-scale billboard campaign across key areas in Bemidji. These helped announce the change from Norbord to West Fraser and reestablish their presence as an employer in the region.
- Digital ads: A digital campaign followed, focused on attracting job seekers through display and digital ads. The campaign ran across the Google Display Network, YouTube, and trusted partner websites and apps. This was done to reach potential applicants where they already spend time online.
The messaging of both the billboards and the digital ads was to highlight West Fraser’s commitment to family values, stable employment, and opportunities for growth.
Google Hiring Ads
Digital Ad Campaign Results
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Impressions
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Clicks
Hiring Results (2021-2022)
*Out of the 7 employees who left, only 1 was involuntary, 3 retired, and 3 accepted other jobs.
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Total Applications Recieved
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Total Hired
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Total Retained
Billboard Design
The Results
The billboards and digital ads drove significant visibility and strong hiring outcomes.
The campaigns not only helped West Fraser attract quality candidates but also supported strong retention. The billboards successfully clarified the brand transition for the community, while digital efforts provided a data-driven approach to reach and engage job seekers.
Our work with West Fraser is ongoing. We’ve continued to partner with them to help keep their name top of mind as one of the region’s best places to work. A big part of that is focusing on the things that matter to employees, such as work/life balance, long-term stability, and a strong sense of community. We’ve built campaigns that highlight those values in a real and relatable way. At West Fraser, it’s not just about the job, it’s about the life that comes with it.