Your role uniquely combines Sustainability and Talent Attraction. How do these two areas work together to strengthen Welch’s employer brand?
Sustainability and Talent Attraction are more connected than they may initially appear. Both are fundamentally about telling an authentic story about who Welch’s is, what we value, and the impact people can have here. Our farmer-owned cooperative model, long-term commitment to communities, and evolving sustainability strategy give candidates a deeper sense of purpose and connection to the business.
From an employer brand perspective, sustainability helps us move beyond simply promoting jobs. It allows us to show prospective employees how their work contributes to something larger, while also ensuring that the story we tell externally reflects the real experience and priorities of the organization.
What are you hearing most often from candidates today? What are their primary drivers when considering a new role?
Candidates continue to look for competitive compensation and benefits, but the conversation has become much broader. They want to understand the culture, the quality of leadership, opportunities for growth, flexibility, and how their work will make a meaningful impact.
We are also hearing more questions about stability, transparency, and what the organization is truly like behind the employer brand. Candidates are doing more research and evaluating employers very carefully. They want honest conversations about expectations, challenges, and the employee experience. Authenticity throughout the recruiting process has never been more important.
How is AI changing the recruiting process at Welch’s, and where do you believe the human touch remains essential?
AI is creating opportunities to make recruiting more efficient, consistent, and data driven. It can help us streamline administrative work, improve sourcing, enhance job content, identify talent-market trends, and give recruiters more time to focus on higher-value activities.
At the same time, recruiting is ultimately a human decision and a human experience. The most important moments, understanding a candidate’s motivations, assessing leadership potential, building trust, and helping someone make a significant career decision, require judgment, empathy, and genuine connection. I see AI as a tool that strengthens the recruiter’s capabilities, not one that replaces the recruiter.
What’s one talent attraction or employer branding initiative that has delivered the greatest impact for your organization?
One of the most impactful shifts has been moving toward more authentic, employee-led storytelling. Rather than relying exclusively on polished corporate messaging, we have focused on highlighting our people, our farmer-owned cooperative structure, our products, and the real experiences that make Welch’s distinctive.
This approach has helped candidates better understand both the business and the culture before they apply. It has also created stronger alignment between our corporate brand and employer brand, while giving employees an opportunity to see themselves reflected in how we tell the Welch’s story.
What’s one piece of advice you would share with HR and Talent Acquisition leaders as they prepare for the year ahead?
Stay close to the business and remain focused on the candidate experience. Talent Acquisition cannot operate as a separate service function. The strongest recruiting strategies are built through a deep understanding of business priorities, workforce needs, talent markets, and the capabilities the organization will need in the future.
At the same time, efficiency should not come at the expense of connection. As technology continues to change how we work, the organizations that stand out will be those that use technology thoughtfully while still creating a recruiting experience that feels personal, transparent, and human.
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