1. Lubrizol's Two-Track Approach
With entry-level talent, Lubrizol focuses on raising brand recognition. With mid-career talent, it targets benefits of living in the Cleveland area.
2. Overhauling an Old Brand
Union-Pacific decided it needed to revamp its brand to compete for talent inside and out of the railroad industry.
SFM focuses on bringing in young talent who can be shaped to fit today's customer service-oriented culture.
By Patrick J. Kiger Comments 0 | Recommend 0
orkers' compensation insurer SFM focuses on bringing in young talent who can
be shaped to fit today's customer service-oriented culture.
"Our employment brand is, 'Employees are the heart of our
success,' " explains Jody Rogers, SFM's human resources administrator. "We're
selling the idea that you can come here and grow professionally and become an
expert in this field. This is a company where we've gotten very good at what we
do, where we respond to external and internal customers, where everybody is part
of a team and gets timely information."
"We communicate the brand in a lot of different ways," Rogers
continues. "It's in how we write and phrase our job postings, in what we say
when we go to speak at insurance clubs and career fairs. I don't say, 'This is
our culture' and why, but I get across the message that it's about our employees
and how passionate they are."
SFM relies upon employee referrals to find talent, though the
company doesn't have a formal program that provides incentives for leads.
"We've found that we really don't need it," Rogers says.
"Employees like working here so much, they give us referrals without
compensation."
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orkers' compensation insurer SFM focuses on bringing in young talent who can
be shaped to fit today's customer service-oriented culture. 
