It's not uncommon for a non-forest products related student or experienced candidate to question the Weyerhaeuser name, let alone describe our brand or why we are an employer of choice. For years, those that did know Weyerhaeuser simply referred to us as the "Tree Company". Most remain unaware of our 100+ year history or our multiple lines of business. With the shrinking talent pool of critical skills such as engineering, IT and innumerable skilled trades, coupled with the reality of heavy retirements, Weyerhaeuser could no longer afford to quietly attract talent to our humble roots. In early 2005, the company began to identify a number of key employer of choice attributes, and a strategy to communicate these attributes to current as well as prospective employees. We clearly had a strong, compelling story to tell -- we just weren't telling it! Partnered closely with our internal corporate communications and our external recruitment ad agency, Weyerhaeuser created a recruitment marketing campaign and brand awareness strategy targeted to get the word out. Now our creative strategy is tightly linked with the corporate brand, and our communication strategies include print, online, collateral and interactive marketing. Come and listen to our process, results and most of all, a journey that uncovers our story of the "Tree Company."