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GLOBAL 2016: Rebranding helps attract talent

Because the word oil has been demonized by some, we’re seeing majors rebrand as energy, technology, or resource and development companies. They are not gas companies or oil companies anymore. This applies both on the corporate and consumer brand sides. Rebranding also impacts the workforce. Oil and gas companies are having a lot of trouble getting young people to come work for them, particularly in so-called white collar jobs. If you’re 27, you might go to one of these brands if it emphasized its work in research and development and technology. It becomes a more acceptable and exciting prospect.
 
Jon Wentzel
Chief Client Officer
Burson-Marsteller
Jon.Wentzel@bm.com