Sargento
Revitalizing Sargento's Employer Brand
Employer Branding | Integrated Marketing | Manufacturing
After Sargento Foods underwent a major business transformation in 2017, the cheese company was ready to take on its next challenge: employer branding and talent acquisition. Leaders recognized the need to attract talent from outside Wisconsin. Read more here.
The Challenge
Sargento needed to better define and position its employer brand to attract talent from outside Wisconsin.
The Solution
Relish conducted comprehensive research and developed the employer brand “Your Passion. Our Culture,” launching it with a new careers site in 2020.
Sargento Affirms Family-Centric Culture
Relish Marketing brought its Brandfluence™ process to Sargento’s headquarters in Plymouth, Wisconsin, to explore the organization’s identity as an employer. Our research underscored the company’s longstanding identity as a place of family-oriented leadership, values and corporate culture, while also revealing opportunities to strengthen diversity. This commitment to family became the cornerstone of the company’s employer brand, “Your Passion. Our Culture.”
“Relish started by seeking to understand who we are, what we needed and where we were trying to go, integrating strategy and creative simultaneously and seamlessly,” said Marketing Director Christopher McCarthy. He adds that this approach led to the development of “employer brand messaging, graphics and guidelines that really felt like us – only updated and taken in a contemporary, relevant direction.” Sargento successfully completed the launch of its new employer brand both to employees and talent candidates in the first half of 2020 with its new careers site.