Earthwear Face & Body: Communicating Corporate Culture (A)
(4 pages of text)
By the spring of 2014, the founder of EarthWear Face & Body is in desperate need of part-time employees to help run her successful skin care retail business, which she runs out of her home in North Battleford, Saskatchewan. After eight years of hard work, she has turned her part-time hobby making all-natural skin care products into a thriving business. She sells her products online, through retail stores, at craft and trade shows and at the Saskatoon Farmers' Market. But her successful business has become too much work for her to manage on her own. A failed attempt to bring on a part-time employee made it clear that she needs to develop a targeted recruitment strategy. How can she effectively communicate her corporate culture to attract the best candidates? See supplement 9B14C046
- To provide students with an opportunity to discuss corporate culture — what it is, why it is important and how firms can best communicate it to prospective employees.
- To place students in the decision-making role of a company founder who must decide how to expand her business while maintaining the brand with which customers are familiar.
- To place students in the founder’s shoes and discuss the relationship between personal reputation and the corporate reputation she has built for EarthWear.
Canada, Small, 2014
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