84 Lumber

Intro/Background

84 Lumber is the nation’s largest privately held supplier of building materials, serving contractors and DIY customers. As a female-owned, family-led company, 84 Lumber prides itself on being a place where people can build their careers from the ground up.

Senior Marketing Manager Ashley Cyprowski leads divisional marketing, including recruitment marketing and employer branding. Her team partners closely with recruiting to keep 84 Lumber’s story front and center wherever candidates discover the brand.

Challenge

Before leaning into Indeed’s branding tools, 84 Lumber faced a familiar but high-stakes problem: critical roles to fill, in markets where the right talent is hard to find.

Many 84 Lumber stores sit in rural areas with limited local talent pools. From an employer brand perspective, most of 84 Lumber’s presence was scattered across traditional channels like billboards and radio, plus organic social media. Candidates who did find the company online were not always getting a clear, consistent picture of the career story.

The stakes were real:

• Rural locations struggled to attract enough right-fit talent.
• Recruiting teams carried the burden of explaining the career path opportunities.
• Marketing knew 84 Lumber had a compelling story — training, scholarships, military-friendly culture — but it was not fully visible where candidates were actually searching for jobs.

84 Lumber needed a way to bring its career story to life in the same digital spaces where talent was already looking.

Solution

Recruiting leaned into Indeed’s tools to drive applicants. Marketing saw an opportunity: if Indeed could deliver volume through hiring events and sponsored jobs, what could it do if the employer brand itself was more intentional and visible on the platform?

That question led 84 Lumber to explore Indeed’s employer branding solutions — starting with Company Pages and Employer Branding Ads, and evolving into Employer Branding Hub (EBH) and the broader Employer Branding Suite.

The appeal was straightforward:

• A central place to tell the 84 Lumber career story using rich content.
• Consistent, on-brand experiences across job ads, company profiles, and campaigns.
• A way to connect all the work marketing was already doing to what candidates see on Indeed.

Building a cohesive brand story with Employer Branding Hub

Ashley’s team met with directors of recruiting to align on priorities and then used Employer Branding Hub and Company Pages to bring that strategy to life. The work focused on three core moves.

1. Turn the Company Page into a true talent magnet

 
First, 84 Lumber treated its Indeed Company Page as an extension of its careers site — not just a static profile.

The team:

• Aligned the look and feel with other 84 Lumber career properties so the experience felt cohesive.
• Added “day in the life” videos across different roles to show what the work is really like on the ground.
• Highlighted unique benefits and programs, like scholarship opportunities for associates’ children and the ability to build a long-term career starting from the Manager Trainee role.
• Surfaced recent employer awards, such as “Most Trustworthy” and “Most Patriotic,” to reinforce values that matter to candidates.

Over time, Ashley saw a clear before-and-after difference. The page evolved from a lightly maintained profile into a branded storytelling hub that matched the rest of 84 Lumber’s employer presence.

2. Put real employee voices at the center

 
84 Lumber knew that reviews and testimonials were key to credibility. Using Indeed and Glassdoor tools alongside Employer Branding Hub, Ashley’s team:

• Invited newer associates to share honest reviews of their experience.
• Made it standard practice for marketing and a recruitment director to monitor and respond to each review, closing the loop and reinforcing that feedback is taken seriously.
• Wove in video testimonials and employee stories that underscore the “career from the ground up” journey, from entry-level trainee to leadership.

This created a feedback loop: employees had a direct way to share their voice, while candidates could see authentic stories that matched what recruiters described in conversations.

3. Drive the right traffic to the right story

 
With the content foundation in place, 84 Lumber used Indeed’s branding programs, including Employer Branding Ads, to put that story in front of more of the right candidates.

Key steps included:

• Running Employer Branding Ads across selected markets, driving candidates back to the Company Page where they could see videos, culture content, and open roles in one place.
• Pairing branding campaigns with ongoing sponsored jobs and hiring events to make sure awareness translated into apply starts.
• Prioritizing the Manager Trainee role as the flagship hiring focus on Indeed, given its importance as the entry point into the company.

Marketing and recruiting stayed tightly aligned, using regular check-ins with their Indeed account team to understand performance, spot gaps, and continue refining the brand experience.

As Indeed rolls out the unified Employer Branding Suite, 84 Lumber is already well positioned: Employer Branding Hub and Company Pages are now the backbone of how the company shows up to candidates online.

"We’ve definitely seen an uptick in traffic to our Indeed Company Page. It’s helped us tell the 84 Lumber careers journey to potential candidates, and I know we get a ton of apply starts from Indeed based on what our recruitment team has shared."

Ashley Cyprowski, Senior Marketing Manager
84 Lumber

Results

84 Lumber has seen clear, directional wins from investing in employer branding with Indeed and Glassdoor. Ashley points to:

• A noticeable uptick in traffic to the Indeed Company Page, especially during periods when Employer Branding Ads were live.
• Campaigns that met or exceeded their click-through and engagement benchmarks, consistently directing candidates back to rich, branded content.
• Several apply starts coming from Indeed, according to recruitment team feedback.
• Ongoing growth in key metrics like page views and engagement.

Beyond the numbers, the qualitative impact is just as important:

• The Indeed Company Page now feels cohesive and reflective of the 84 Lumber brand, rather than an afterthought.
• Candidates get a clearer view of what the work is really like — videos, testimonials and award recognition help set realistic expectations and attract the right candidates.
• Recruiting leaders report better candidate flow and quality over the past few years, even as 84 Lumber has modernized its internal platforms and processes.
• Marketing has increased confidence that the story they tell in other channels is fully reflected on Indeed.

For 84 Lumber, employer branding on Indeed is no longer a side project. It is a core part of how the company reaches the right people in the right markets and invites them into a career story they can grow with for years to come.