The Power of Great Employer Branding
Building an Authentic Employer Brand
Results
Recruiting the Next Generation of Waste Management Professionals
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.
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Background
A Leader in Innovation and Sustainability
Casella Waste Systems is a publicly traded company providing waste management services in the Northeastern United States. Founded in 1975 by John Casella, who continues today as the company’s CEO, Casella offers residential and commercial collection, recycling, dumpster rentals, organics recycling, landfills, and resource management consulting throughout 11 states.
“One big commercial agency out of LA said, ‘Everyone’s recruitment creative should look as good as Casella’s.’ We are the envy of the advertising world.”
Suzanne Samour, Director of Marketing
A Workforce Shortage, a Brand Opportunity
Casella Waste Systems has been handling the Northeast’s waste since 1975. Their work goes way beyond waste removal: they’re about smarter, sustainable ways to manage it. But when it came to hiring, they were hitting a wall.
Like many in their industry, they were struggling to recruit and retain drivers and mechanics.
They needed to:
- Attract younger generations and untapped audiences (especially women)
- Tie their work to a greater purpose — “helping people and helping the planet”
- Highlight the benefits of their tuition-free CDL school
- Stand out while still aligning with their existing brand
Approach
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. `
PROCESS
Behind the Wheel with Target Audiences
We took a deep dive into Casella’s target audiences to uncover as many insights as possible. After developing an understanding of these audiences, we developed a creative campaign made of visual and messaging elements that would particularly resonate with them.
We started with one simple question: What makes Casella different? To find the answer, we hit the ground running, calling CDL school grads, interviewing employees, and getting an inside look at life behind the wheel, in the shop, and on the ground.
We gathered insights through an online survey targeting CDL school grads who had joined Casella, then conducted in-person interviews at multiple locations across Vermont and Connecticut.
Messaging
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. Instead, it comes with good pay, good people, and a good life.
We leaned into that sense of pride, purpose, and grit to create a campaign that spoke directly to the people Casella wanted to hire — no fluff, no corporate jargon, just the real deal.
Media & Production
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.
Campaign
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
- Comprehensive brand guidelines
- A framework for future campaigns
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.
