ubrizol, a Cleveland-based specialty chemicals manufacturer, aims to recruit
both recent college graduates and midcareer professionals. Tom Zastudil, the
company's director of domestic staffing and international assignments, says it's
crucial to tailor the company's employment brand marketing to appeal to both
sets of talent, who are likely to have diverse interests.
With entry-level talent, Lubrizol focuses on raising recognition of its brand.
"Our job is to make sure they know about us," Zastudil explains. "We try to
use every resource we can to do that." Lubrizol starts even before potential
applicants enter college, sending employees out to local high schools to do
hands-on science with teenagers. The effort continues at college job fairs and
speaking engagements at engineering clubs.
"We do giveaways that will help them remember us," Zastudil explains.
"Instead of just giving them a pen, we hand out flash drives, mouse pads and
branded gift cards that enable them to download music."
To attract midcareer talent, Lubrizol's message emphasizes the benefits of
living in the Cleveland area, from affordable housing to the joys of rooting for
local professional football, basketball and baseball teams.
Rather than engaging in a bidding war, Lubrizol offers what Zastudil describes
as "a holistic opportunity, in terms of benefits, career development, tuition
reimbursement and development conversations. We're also very proactive in terms
of global assignments."
To that end, by year's end Lubrizol will debut a new online system that will
show applicants job openings at plants in 20 countries and in five different
languages.
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Workforce Management, October 22, 2007, p.
40
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