One City. One Team. One Vision. The City of Thunder Bay’s Human Resources Division unveiled a new employer brand identity and value proposition, along with an enhanced Careers website, at City Council last night in a presentation outlining the result of extensive research that defines the City’s strengths as an employer to enhance recruitment and retention.

“In order to position the City of Thunder Bay as an employer of choice, we needed a better understanding of what gives us a competitive edge to attract and retain talent over the long term,” said Lorraine MacPhail, Manager, Talent Acquisition & Development. “This work provides a strategic foundation to strengthen recruitment, improve employee engagement, and reinforce the City’s reputation as a welcoming, engaging place where employees feel supported and empowered to make a difference.”

Based on real employee and market insights to ensure that the City’s employer brand would be both authentic and impactful, the City surveyed 443 employees, conducted focus groups and manager interviews, and benchmarked against five key competitors to help reveal perceptions around the City’s reputation, work culture, job characteristics, and growth opportunities.

The findings helped shape an employer value proposition statement for the municipality, supported by three pillars:

Our City runs on people like you; that’s why we’re creating a workplace where everyone belongs. Driven by a commitment to excellence, we make a real impact in our community every day. Here, stability meets purpose, and diversity is valued. In our supportive and collaborative environment, your growth and well-being are at the heart of everything we do.

Meaningful Impact: Every day you have an opportunity to make a difference. Whether it's enhancing public services, improving infrastructure, or running successful community programs, the work here offers a sense of purpose. When people join, they stay, finding meaningful and rewarding careers.

Thriving Together: Our strength lies in our unity. Here, we cultivate a culture of collaboration and camaraderie, where diverse backgrounds and perspectives come together to create a lasting impact. You'll find a friendly workplace with supportive colleagues, and teams dedicated to shaping our city’s future.

Investing In You: We prioritize your well-being and future. Here, you’ll thrive with a healthy work life balance, comprehensive benefits, and secure pension plan. We foster your potential through professional development programs that support your growth and open doors for career mobility across our organization.

This work is grounded with the tagline, ‘Together We Thrive’, a concept inspired by what City employees say they value most—teamwork, collaboration, and shared purpose. Going forward, the creative and copy elements will be tailored to job postings, social media outreach, and external/internal communications.

For more information and to view the new Career Site, visit www.thunderbay.ca/jobs.

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Media Contact: Rebecca Eras, Communications Officer, 807-633-1218