With 1,100 available positions in its network,

BMR Group is inviting Canadians to RELEASE THEIR POTENTIAL!

Wednesday, January 22, 2020 – BMR Group is thrilled today to launch its new employer brand under the slogan Release Your Potential. Having experienced significant growth over the past few years, BMR Group is using this campaign to acquire the most effective tools to attract new talent to its ranks and continue its rise.

Libérez votre potentiel

Standout features highlighted

In collaboration with the marketing firm HRM, BMR Group surveyed its employees to pinpoint what made it stand out in the job market. The key strengths of BMR Group as an employer quickly emerged and naturally led to the creation of the slogan Release Your Potential, which embodies the value the company places in autonomy, its human-centred culture and the real opportunities to see one’s career advance at BMR.

1,100 positions to be filled in the spring

BMR has not escaped the challenges brought on by the labour shortage affecting the country in recent years. Many stores face staff shortages and some job categories are a source of real frustration for dealers. Delivery truck drivers are a case in point and are now a scarce commodity on the market. Just a few weeks away from a large recruitment drive to fill 1,100 positions in its network in the lead up to the hardware industry’s peak period in the spring, the launch of this employer brand makes perfect sense.

“The labour shortage directly impacts our dealers’ operations. Some of them have even had to reduce their operating hours due to a lack of staff. Our employer image will therefore be used for hiring at the head office and in our warehouses, and for supporting our dealers in their recruitment process across the country,” said BMR Group’s Vice-President of Human Resources, Marc Gauthier.

Funny video clips to fill high-demand positions

Afin de capter l’attention des chercheurs d’emplois, Groupe BMR a collaboré avec l’agence de production Oranje pour concevoir de courtes capsules humoristiques qui seront largement diffusées sur les médias sociaux.

  • The first video presents the driver position, one of the job categories most affected by the shortage.
  • The second video presents the salesperson position, for which we are seeking hundreds of employees for the 290 BMR stores across the country.
  • The third video also presents the salesperson position, but this time targets retirees who we invite to come and work in stores for however many hours they wish!


Groupe BMR is a subsidiary of Sollio Cooperative Group, which includes more than 275 renovation centres and hardware stores in Quebec, Ontario and the Maritime provinces. Retail sales for Groupe BMR and its members are estimated at more than $1.5 billion per year and some 8,000 people work within the network. Groupe BMR is the leading Quebec player in the hardware industry and operates under the BMR, Agrizone and Potvin & Bouchard banners. 


Kaven Delarosbil
Director, Communications and Events
BMR Group
[email protected]

Information and interview requests :
Alexandra Thompson
Communication Adviser
BMR Group
[email protected]