Championing culture and the limitless power of people.

First American has been a leader in the title insurance and settlement services industry for more than 130 years. Core to First American’s internal culture is the belief that its people are the company’s most important asset and the key to its continued success.

The company’s leadership determined that it was time to bring this reality to the forefront—to bolster ongoing recruitment and increase retention of top industry talent.

BrandingBusiness was given three key objectives:

1) Take a fresh look at First American’s employee experience and bring a new face to the company’s Employer Brand.

2) Celebrate the familial culture of the organization internally through print and digital media.

3) Aid First American in achieving FORTUNE magazine’s list of the 100 Best Companies to Work For®.

With the support of First American’s Human Resources department, BrandingBusiness wrote, designed and developed a 100+ page spirit book that curated stories from employees across the country. The book highlighted how First American successfully honors, rewards, celebrates, listens to and communicates with its employees.

On the heels of the book’s release, BrandingBusiness began work on a series of videos that once again focused on sharing the emotional power of employees’ stories and the culture at First American.

The “People First” videos and supporting content enabled employees to tell their stories first-hand, highlighting lesser-known programs and benefits at First American such as its philanthropic activities and rewards programs. Viewed by thousands of employees across the country, the series continues to be shared on the company-wide First American intranet.

With the buzz and excitement around “People First” still resonating, BrandingBusiness shifted its focus to the wider topic of First American’s Employer Brand.

Following a series of workshops, employee focus groups and discussions with functional area leaders within the company, BrandingBusiness created a “People First” system. In collaboration with First American, “People First” has become a vibrant and documented visual system, a verbal dialogue and a communications architecture, bringing clarity and cohesiveness to employee communications focused on topics ranging from recruitment to retirement. Dedicated to authenticity, the People First system features original photography of employees from across the company.

The collaboration between First American and BrandingBusiness continues today, ensuring that the employee experience is always a top priority. As a clear validation of the relationship and work completed, First American has been named to FORTUNE magazine’s list of the 100 Best Companies to Work For® seven consecutive times (2016 – 2022).

“We have a great story to tell and BrandingBusiness has played an important role in helping us present that story in a dynamic, professional and cohesive way. Our partnership with BrandingBusiness has helped us share the First American culture and internal brand.”

Mark Rutherford – Senior Vice President of Human Resources, First American

See How We Guide
Brands Through
Times Of Change