Desjardins recruits during happy hour

The financial security network finds new staff by targeting bar and restaurant crowd bathrooms.

Looking to attract some new employees, Montreal’s Desjardins Financial Security Network (DSFIN) may just find their next hire in the powder room.

DSFIN has enlisted Montreal-based  Zoom Media in the recruitment efforts, affixing decals and posters to bathroom doors and mirrors in dining establishments and clubs frequented by young professionals.

Focused around the slogan ‘Make the best investment,’ DFSIN is hoping this OOH approach will convince those interested in business and finance that a career change may be in the cards.

‘We want to get in touch with young people,’ Dominique Carrier, DSFIN marketing analyst, tells MiC. ‘Our target demographic is 25 to 35, and we needed to create some visibility.’

The restobar effort is just one aspect of the campaign, which began Feb. 1 and ends March 28. Carrier says the creative was created internally at DFSIN, but includes banner ads created by Montreal agency Lg2 on the,,, and websites.

Carrier adds that this is the first year DFSIN is using social media hubs such as Twitter and Facebook, and hopes that the campaign will net her company 110 new recruits.

‘We also decided to go earlier with this campaign than our other English Canada branches, because the Quebec market needed to be handled differently,’ Carrier tells MiC. ‘The rest of our campaign will launch in the spring.’