Company: Canadian Tire Corporation, Toronto, Ontario, Canada
Company Description: Canadian Tire Corporation is one of Canada’s most admired and trusted companies. With world-class owned brands and exciting market-leading merchandising strategies, we are continually innovating with a purpose: to make life in Canada Better. Founded in 1922, Canadian Tire has a 100-year history of being there for Canadians and today has more than 10,000 employees spanning three continents.
Nomination Category: Event Categories
Nomination Sub Category: Corporate & Community - Corporate Event
 Nomination Title: Canadian Tire Corporation's Employee Share-Out Event
- Which will you submit for this nomination, a video of up to five (5) minutes in length or a written essay of up to 525 words? Choose one:
Essay of up to 525 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing a written essay for this nomination, submit in this space an essay of up to 525 words describing the event: its genesis, goals, development, and results:
Total 525 words used.
In February 2022, Canadian Tire Corporation (CTC) held its first-ever Employee Share-Out and the objective was a bold one. Through this global forum, CTC aimed to connect employees worldwide and across diverse workforces to unite them around their shared purpose—CTC’s evolved Brand Purpose (We Are Here to Make Life in Canada Better), Core Values, and Strategic Pillars. Employee Share-Out became a symbolic moment of unity for CTC, one where employees could reflect on their collective strength and acknowledge all they had overcome, achieved and learned through the previous two years. In doing so, Employee Share-Out was the very definition of a best-in-class corporate event.
The genesis of Employee Share-Out was forged in a time of need and change. This event was the brainchild of Greg Hicks, who notably started his role as CEO of CTC on the same day that the 2020 COVID-19 lock-down was announced in Ontario. Greg’s challenge was to not only articulate CTC’s Brand Purpose in a time of immense uncertainty but cultivate company pride, striving to ensure all 10,000+ employees understood and felt a genuine connection to the Brand Purpose.
At a time when most team members continued to work remotely, combined with the fact that Canadian Tire has offices across the globe, this presented a logistical challenge. And the team rallied and rose to the occasion. The planning team defined what an event of this scale would need to succeed and focused on four core areas in its development:
1. Inclusion is a must | Success required a fully virtual event with the ability to rewatch and reference later. The event’s timing was also significant to inclusion and needed to consider both the time zones and the working hours represented by all employees.
2. Create a sense of connection | Employees needed to feel connected to the speakers, content, and each other both during and after the event. This took the form of a live chat in the virtual platform, and a dedicated space via internal channels to continue the conversation post-event.
3. Impactful content | The complex content needed to be clear, concise, and impactful. The team included internal speech writers and filmmakers who worked together to create best-in-class content.
4. High-quality production | To signify the importance of the event, the quality needed to be elevated from previous employee events. The planning team leveraged professional broadcast partners to create a custom set and film from a studio to create an exceptional final product.
The results of the inaugural Employee Share-Out clearly demonstrate its success:
- The live event had more than 1,300+ comments and included comments like:
“Leaving feeling engaged, inspired and ready to contribute to our brand purpose.”
“In my 18 years at CT, this is the first presentation that I could easily follow and grasp, and not feel overwhelmed.”
- To date, 8,000+ employees have watched the content
- The event had a global reach, with employees watching from across Canada, USA, Norway, Bangladesh, and China
Employee Share-Out provided employees with the best possible virtual experience and has set the bar for how Canadian Tire Corporation will connect with and inspire employees moving forward.
- Optionally, you may list creative and production credits for your event - a list of the people and organizations that contributed to its development:
- Jane Shaw, SVP, Communications, Canadian Tire Corporation
- Stephanie Nadalin, VP, Communications, Canadian Tire Corporation
- Michelle Ghandour, AVP, Employee Communication, Canadian Tire Corporation
- Jonathan Anderson, AVP, Strategic Marketing, Canadian Tire Corporation
- Jessica Leal, AVP, Talent and Learning, Canadian Tire Corporation
- Taryn Collie, AVP, Enterprise Strategy, Canadian Tire Corporation
- Julia Wilkinson, Senior Writer, Communications, Canadian Tire Corporation
- Jay Gordon, Manager, Content and Channels, Canadian Tire Corporation
- Sean O’Neill, Creative Lead, Canadian Tire Corporation
- Erin Graham, Producer, Canadian Tire Corporation
- Emily van Dop, Manager, Events, Canadian Tire Corporation
- Juliana Sozzi, Advisor, Brand Experience, Canadian Tire Corporation
- Ashley Lewis, Manager, Employee Communications, Canadian Tire Corporation
- Jennifer Grabb, Advisor, Employee Communications, Canadian Tire Corporation
- Marie-Josee Boissonneau, Manager, Translations, Canadian Tire Corporation
- Jennifer Monuk, Project Manager, Communications, Canadian Tire Corporation
- Courtney McNamara, King Events (virtual platform)
- Anthony Sacco, National Operations Manager, Inspired Image Production Company
- Claire DaSilva, Production, Inspired Image Production Company
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