Casella

Building the Foundation of a Lasting Employer Brand

We worked closely with the Casella team to translate these challenges and needs into key messaging to set Casella apart. Our messaging strategy set the foundation for their employer brand, which was then used to build out a creative campaign paired with strategically selected assets to use for recruitment.

What We Did

• In-Person Employee Interviews
• Online Survey Insights
• Stakeholder Interviews
• Strategic Workshops
• Brand Audit
• Competitive Audit

A Message with Muscle: “The Power of Hard Work”

What we found was clear: This is work you can be proud of. The kind that doesn’t come with a cubicle, a pile of student debt, or a monotonous 9-to-5. It comes with good pay, good people, and a good life. We leaned into that sense of pride to create a campaign that spoke directly to the people Casella wanted to hire — no corporate jargon, just the real deal.

What We Did

• Verbal Identity
• Campaign Messaging
• Audience Research
• Employee Interviews
• Executive Interviews

Employer Branding That Goes The Distance

An employer brand isn’t just a campaign, it’s a long-term recruitment foundation. We delivered a full suite of employer branding assets, including a distinct verbal and visual identity and comprehensive brand guidelines.

What We Did

• Visual Identity
• Employer Branding Assets
• Brand Throughline
• Messaging Guidelines
• Graphic Templates

Bringing It to Life With Media

To make “The Power of Hard Work” real, we had to show it in action. Our media team produced three job-specific recruitment videos, shot and edited a library of campaign assets, and capped it all off with a Super Bowl regional commercial.

What We Did

• Creative Strategy and Delivery
• On-Site Photo & Video Shoot
• Three Unique Recruitment Videos
• Library of Campaign Assets
• Super Bowl Regional Commercial
  

Bringing Branding to Recruitment

At the end of the day, our work with Casella is about getting results. The campaign came together on a newly revamped careers page built by their internal team using our messaging, media, and employee spotlights. Together, they formed a powerhouse campaign that converted clicks into applications.

What We Did

• Careers Page Messaging
• Recruitment Media
• Employee Spotlights

Recruiting the Next Generation of Waste Management

When employer branding is done right, it drives tangible results — and in Casella’s case that meant hundreds of applications for positions they were struggling to fill. It also meant a bonus uptick in searches for their core services, resulting in a boost for their business from multiple angles.