Building Employer Brand at a Manufacturing Brand
Ball Corporation is a leading figure in the aluminum manufacturing industry: It manufactures 50% of aluminum cans in North America, along with household products and aerospace technology. However, it hasn’t released a new customer-facing product in 25 years.
That’s changing with the launch of its new, infinitely recyclable aluminum cup. This new product offers an alternative to the plastic cup and can be recycled as you would an aluminum can. The company’s hope is that consumers will reuse the cups when refilling their drinks, reducing plastic waste.
Leading employer brand through these historic changes is Heidi Myers, Director of Global Talent Acquisition at Ball. Myers and her team have embraced this spike in visibility as an opportunity to frame the brand as part of something bigger. This framing, Myers hopes, will attract the next generation of great talent to Ball.
Putting the Brand on the Map
Ball’s product launch coincides with another monumental event for its brand visibility: It’s just received the naming rights to a sports arena (formerly the Pepsi Center) in Denver, Colorado, where Ball is headquartered. The move is part of a partnership with Kroenke Sports & Entertainment and another outgrowth of Ball’s sustainability efforts.
Ball Arena’s presence in Denver is a huge step for brand awareness. Myers and her team see a tremendous opportunity to cultivate name recognition during home games and other events and sharpen their competitive edge as an employer.
A Spike in Visibility Leads to a Spike in Growth
What has all this headline-grabbing change done for Ball’s growth? A lot: The company is experiencing a 200% growth increase in North America alone and recently opened three new manufacturing plants. Ball’s team now encompasses roughly 18,000 employees around the globe.
This rapid expansion poses some exciting challenges for Myers and the talent acquisition team. New plant openings mean attracting talent to locations where Ball hasn’t recruited before. The secret to keeping pace with all this growth, according to Myers, is activation. “Don’t underestimate activation,” she says. “Any resources you can dedicate to it, do it.”
Myers recognizes the central role that employer brand and talent acquisition play in Ball’s future as an innovative, rewarding employer: “Talent acquisition is the backbone of an organization. Without good people, your organization is not going to grow.”