Case studies

Fromagerie Bergeron : Attracting talent through HR Marketing

Ursa Marketing’s HR Marketing Mandate for Fromagerie Bergeron

Since 2022, the Human Resources Department of Fromagerie Bergeron has been working with Ursa Marketing to improve the visibility of its job openings, both within Fromagerie Bergeron and Maison d’affinage Bergeron.

With positions ranging from operational roles (packaging attendants, production workers) to executive roles (assistant director of engineering, distribution supervisor), Ursa’s mandate is to implement digital marketing tactics to : 

  • Increase the company’s visibility among potential candidates
  • Accelerate the generation of qualified leads for the various available positions

What is Fromagerie Bergeron?

Founded over 35 years ago in Saint-Antoine-de-Tilly, Fromagerie Bergeron is a Canadian reference for Gouda-style cheeses. The Bergeron family continues its expertise by creating distinctive, lactose-free cheeses, such as Louis Cyr, Classique Fumé, and Fin Renard. With more than 110 awards won, its team of 300 people produces over 20 varieties of aged and fresh cheeses daily, enjoyed throughout Canada.

Challenges Related to the HR Marketing Mandate

From the outset, one of the main challenges was the lack of conversion tracking, which made measuring performance and optimizing advertising campaigns very difficult. This was further complicated in 2025 by a technological issue: the migration to an external job posting platform. The transition to Glow in the Cloud required a complete adjustment of conversion tracking to continue measuring results accurately.

Another challenge lay in the still limited visibility of Maison d’affinage Bergeron, which was often confused with Fromagerie Bergeron. This low differentiation between the two entities made it more difficult to highlight the value of each divisions to potential candidates.

Finally, the diversity of positions to be filled posed an additional challenge: with roles ranging from packaging attendants to executive positions, it was essential to continuously adapt the choice of platforms, as each type of position required targeting a very specific audience.

HR Marketing Tactics and Strategies Implemented

We developed a comprehensive strategic approach, integrating a variety of digital tactics to address the challenges related to Fromagerie Bergeron’s HR marketing mandate.

Website and Performance Measurement

From the outset, we ensured proper tracking of key website events, such as submitted application forms. Implementing robustperformance measurement across platforms like Google Analytics 4, Meta Ads, LinkedIn Ads, and Google Ads allows us to accurately assess the return on investment across all channels.

In 2025, the team anticipated the migration to the new job posting platform, Glow in the Cloud, by adjusting conversion tracking. This preparation enabled reliable measurement of campaign results and ensured continuity in performance despite the platform change.

HR Marketing Advertising Campaigns

To address the diversity of positions to be filled, we implemented a structured and targeted approach. LinkedIn and Meta platforms were strategically selected based on the type of position. These platforms enable us to reach the most relevant audiences and maximize the impact of the advertising budget by focusing efforts on the channels that perform best for each profile.

At the same time, the team worked to strengthen the visibility of Maison d’affinage Bergeron by developing content tailored to the channels most suited to its target audience. Display and TikTok campaigns were launched, expanding the entity’s visibility and attracting new qualified candidates.

Results of HR Marketing Efforts

How did Fromagerie Bergeron manage to reduce its LinkedIn recruitment costs by 70% while increasing the number of applications by 2.5 times? Discover the concrete results of this digital transformation.

Cost per Conversion on LinkedIn: -70%

On LinkedIn, between 2023 and 2025, the advertising budget was reduced by 26%, yet conversions increased by 150%, and the cost per conversion dropped by 70%. This performance highlights the effectiveness of audience targeting and campaign optimization based on the type of position.

Cost per Conversion on Meta: -45%

On Meta, between 2023 and 2025, the CTR increased by 33%, while the cost per conversion decreased by 45%, demonstrating that the campaigns were reaching the most interested candidates more effectively while also reducing spending.

Engagement Rate on HR Pages of the Website: +167.8%

For traffic on the HR pages of the website, the period analyzed in 2025 compared to 2023 shows a 107% increase in page views and a remarkable 167.8% increase in the engagement rate. These figures demonstrate that the traffic generated was not only higher, but also significantly more qualified.

Thanks to a targeted advertising strategy tailored to the diversity of positions to be filled, Ursa Marketing successfully maximized campaign effectiveness while optimizing the budget. Segmenting campaigns by position type and selecting the most effective channels enabled the team to reach the most relevant candidates, significantly increase conversions, and reduce the cost per acquisition.

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