When a midwest casino and hotel reached out about their recruitment and retention challenges, they were experiencing the perfect storm: a competitive labor market with 15 Fortune 500 companies nearby, high turnover (108 positions filled but 91 employees departed in a single month), and location challenges outside the metropolitan area.

Through in-depth employee interviews, competitive analysis, and leadership workshops, I uncovered their true strengths: exceptional benefits, unmatched internal mobility, and a sense that “no two days are the same.” The result was a comprehensive HR employer brand built around the metaphor of “The Lake” — a thriving ecosystem where employees at all career stages could grow and flourish.

The brand strategy and accompanying campaign idea were implemented through a 12-month rollout targeting board members, leadership, current employees, new hires, and potential candidates. Since launch, the organization has built on this foundation with a new recognition program that directly incorporates their refreshed internal brand identity.