Lincoln Electric, the world leader in arc welding equipment, is a 130-year-old legacy brand. The company has evolved and expanded its business through automation, innovative applications, and advanced welding technologies.
However, not all successful companies invest in their brand to reflect their current and future states. Many appear to be outdated in both look and feel. Worse still, employees see this as a poor image of the company. This presents a challenge in portraying your enterprise as a desirable workplace and in attracting, engaging, and retaining the talent you need.
Lincoln partnered with Baker to develop their first employer brand. We revealed their passion and pride in their work and the company through in-depth interviews and employee workshops. Lincoln’s unique compensation model allowed the company to stay flexible during difficult times without layoffs, even though potential talent didn’t always see this as a positive.
“Thank you again for the work. We will absolutely benefit from this new branding.”
Global Careers Website
The brand idea is in their being.
When we peeled back their industrial façade, we saw an opportunity to modernize the brand, relecting their people’s upbeat and energetic nature, which was sincerely needed to make it a desirable employer brand. We also spent time analyzing the corporate brand to identify its distinctive positioning. The employee promise was ‘Be the essential link in creating tomorrow’s infrastructure.’ This inspired our rallying cry, ‘Be the LINC.’ And we aimed for the triple entendre—the connection to your career, the company, and your global relevance. Be the LINC, 100% ownable and memorable.
Help create the future here, including yours.
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