“It is widely understood that the greatest asset in any workplace is the people that fill it. Getting the right people, matched with the right work, is critical to creating a successful company culture and positive workplaces. But the ways in which we attract the best people has changed dramatically in recent years – gone are the days of the old-fashioned job board – and these changes are even more challenging in an increasingly tight labor market…. Caterpillar has an iconic product brand and a strong culture that helps communicate valuable and relevant messages to our customers. Our employment brand should do the same for candidates. To do that, we are elevating success stories about our team so potential candidates can see how joining Caterpillar’s global team provide them an opportunity to contribute to our company purpose: helping our customer build a better world.” IBI June 2018, page 66.
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