Leadership Transition


In 2019, Olympic Steel saw a change in leadership with a new CEO, Rick Marabito. He set out to build on his predecessor’s legacy to further strengthen the organization’s corporate culture with the right people in the right positions within Olympic Steel. That meant showing valued employees that there was a career path for them within the organization to retain them for the long-term; it also meant successfully recruiting the right talent that would help the company grow and prosper in the future


We began with focus groups for managers and employees. Because managers would be key to changing the corporate culture, Marabito started by preparing them for true ownership of their role and creating a shared vision through focus groups and training.

Then, for the first time ever, the company rolled out an employee branding campaign that would strengthen their employee communication efforts. A strong employee brand speaks volumes to current and potential employees by ensuring you are portraying an image and sending the messages that will attract and retain the best people for your organization.

The “I AM Olympic Steel” branding unites everyone around common values using an authentic voice that resonates throughout the company. The communications campaign, centered around a microsite, weaves together stories from employees’ experiences to demonstrate the value of benefits, career growth potential and the ways Olympic Steel is committed to supporting its current and future employees.

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