LG Energy: Energizing an Employment Brand

When a global battery manufacturer needs to grow from 300 employees to over 1,500, the employment brand has to work as hard as the people it’s recruiting.

The Story

BCO’s relationship with LG Energy Solution Michigan dates back to their Holland groundbreaking in 2008. After the economic downtown, they returned in 2015 with ambitious expansion plans and growing workforce needs. We’ve been working with them since to maintain an employment brand that could scale with them.

Deliverables Overview

Brand discovery and key message development
Recruitment microsite
Digital advertising
Outdoor and bus ads
Employee features and brand photography
Social media management

How We Worked Together

LG Energy offers a culture where hard work is a point of pride, and the chance to make a meaningful impact on the future of energy is a driving motivation. What’s more, the company offers a glimpse into manufacturing collaboration on a global scale. The company’s unique workstyle calls for an employment brand and key messaging guided by the elements that resonate with their dedicated team.

Results

Rather than generic recruitment content, we featured real employees across the full range of roles — showing that LG offers career paths well beyond the manufacturing floor. The campaign has grown alongside the company ever since.

LG Energy Solution Michigan has grown from roughly 300 employees to over 1,500 at their Holland location, with plans underway to expand to 3,000.

Telling stories

What better way to recruit new help than be telling the stories of their current workforce. Over the years, we have interviewed dozens of team members and captured their stories in both word and image.

Creating saturation

Daily commutes on Holland’s main thoroughfares are a reality for production workers across the community. In addition to digital, our campaign has frequently tapped outdoor resources including billboards and busses to keep the LG story top-of-mind.