Energizing a Employment Brand to Build a Workforce of 1000s


Our first work with LG Energy Solution Michigan—then known as LG Chem— was their groundbreaking in Holland in 2008. Our partnership continued in 2015, when they equipped our team with a greater task: helping them grow their workforce.

With planned expansions on the near horizon, the LG team needed help to develop and implement a consistent, future-focused, strategic marketing plan to meet their growing staffing needs and support their employee retention efforts.

LG Chem Building with Flags


Working closely with the Human Resources Department we developed an ongoing recruitment and retention campaign. We started by looking into the areas they were already successfully engaging their employees. Using surveys, we asked employees about their work at LG. We uncovered what drew current employees to work at LG in the first place, as well as what kept them happy there. These answers allowed us to develop an understanding of their work culture and set a foundational brand statement with key messaging to guide our communications.

For a truly impactful recruitment campaign, we knew authenticity would be our greatest ally. We supported our work by creating a microsite specific to LG’s employment brand. With links to job postings and details on benefits, this site acts as a central hub for marketing efforts including:

  • Social media advertising
  • Search and display ads
  • Outdoor advertising
  • Bus advertising
  • & Geofencing

While digital and print advertising continue to be successful recruitment tools, we’ve expanded our efforts to include a variety of local sponsorships, press support and more.

Our retention efforts focus on reaching LG’s team members and making employees feel seen, valued and more connected to their company. We put out employee spotlights, shared on social media, that showcase who LG’s employees are as individuals. Each one is accompanied by an updated professional headshot that complements the updated website photography.

LG Energy Solution has substantial diversity, both in employees and in job opportunities. By featuring real LG employees, we strove to show that there are many different career paths, beyond and including the manufacturing floor. The company itself has many sides, as do its employees.


  • Brand discovery & key message development
  • Recruitment microsite
  • Billboard advertising
  • Digital advertising (Google, Facebook, etc.)
  • Geofencing
  • Every-door-direct-mailer campaigns
  • Employee features
  • Brand photography
  • Social media management
  • YouTube video advertising
  • Brand image management
  • Internal brand templates


Since we began working with LG Energy Solution Michigan, they’ve seen increased employee retention and substantial company growth. Having started at our partnership at ~300 employees, they’ve grown to over 1,000 employees at their Holland location. With plans to further expand their Holland manufacturing facilities, they’re on track to grow to over 3,000 employees. Our efforts with LG continue as we help them reach new audiences and expand their employment base to support continued growth.

Interested in Working with Us?