#1

Leapt from #4 to #1 in Industry Brand Awareness

CHALLENGE

SandRidge Energy, Inc. is a publicly-traded oil and natural gas exploration and production company headquartered in Oklahoma City, Oklahoma. SandRidge turned to Prolific for consulting and strategy expertise to reach the finest employees in the energy sector. In addition to landing the very best candidates, SandRidge needed a competitive recruiting advantage unique from oil and gas giants like Devon, Chesapeake, and others.

In a sector obsessed with profits over purpose and recruiting gimmicks galore, SandRidge wanted to tell a story authentic to their unique culture.

SOLUTION

Prolific provided strategic guidance and execution on SandRidge’s approach towards recruiting. While many oil and gas competitors touted unlimited paid time off, beer carts, and office parties to reach new employees, Prolific knew SandRidge needed to take a different route. Understanding SandRidge CEO Tom Ward’s philanthropic nature, SandRidge was positioned as the company that would transform the community through service. Employees were given time off to volunteer and impact Oklahoma City’s fight against illiteracy, incarceration, and homelessness. As a result, Prolific developed the SandRidge tagline and campaign theme, The Power of Us, to separate from the pack. SandRidge also went through an award-winning, companywide re-brand.

RESULTS

  • According to America’s Research Group, SandRidge moved from the 4th most well-known brand in the oil and gas sector all the way to #1.
  • Through their recruiting and brand campaign, SandRidge was able efficiently recruit top prospective employees aligned with its mission and vision, and drastically reduce its human capital churn.

“In my 35 years of doing consumer research, I have never seen a company make that kind of a bold move that quickly. Prolific’s strategies were so strong for SandRidge that it allowed a billion-dollar brand to move from #4 to #1 in brand recognition in less than a year.”

Britt Beemer, CEO, ARG

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