By Lindsey Munson, managing editor, Plastics Business
With the plastics industry shifting toward advanced equipment, automation and technologies in recent years, companies continue to recognize that their greatest asset and strongest advantage is their people. Recruiting and retaining skilled employees has become one of the industry’s toughest challenges – prompting manufacturers to take a closer look at how employee benefits, workplace culture and professional development influence short- and long-term success.
In this article, Bruin Manufacturing shares how it’s building a benefits program that not only attracts talent but also fosters engagement, loyalty and a workforce positioned to help meet its goals and thrive.
People-First at Bruin Manufacturing
Family-owned and operated since 1949, Bruin Manufacturing, headquartered in Marshalltown, Iowa, has spent more than 75 years building a reputation for delivering custom plastics injection molding solutions while investing in the people behind the operation. With a second manufacturing facility in Newton, the company provides custom injection molding, mold design and construction, assembly services and in-house tooling – all supported by a culture of innovation, employee empowerment and continuous improvement.
Bruin’s culture is built around the acronym “DRIVEN,” which represents the core principles that guide its daily operations:
Dedicated – Serving Bruin’s team members, customers and community
Responsive – Meeting customer needs quickly and effectively
Innovative – Continuing the innovation-focused philosophy on which Bruin was founded
Value – Creating value through creative solutions, integrity and reliability
Empowerment – Encouraging employees’ involvement and contributions to both company success and personal growth
Niche Expertise – Delivering technical solutions as a high-quality, small-parts custom molder
That people-first philosophy is one Reeba Bloom knows firsthand. Now serving as chief operating officer, Bloom began her career at Bruin more than 11 years ago on the production floor before advancing through accounting, customer service, operations, human resources and executive leadership. Her experience across every department gives her a perspective on both operations and the workforce that brings the company to life.
“Throughout my career at Bruin, I have been fortunate to learn every stage of our business,” Bloom said. “This progression has given me a comprehensive understanding of both our operations and our people. It also has provided valuable insight into how every department contributes to serving our customers and supporting Bruin’s long-term success.”
In the following Q&A, Bloom shares her insights and perspective on how Bruin shapes its employee benefits, culture and approach to attracting, developing and retaining talent.
>> What employee benefits or programs have had the biggest impact on attracting and retaining employees?
Bruin’s success in attracting and retaining employees comes from a combination of meaningful benefits and a culture that genuinely values people. Employee-focused programs that have had an impact on Bruin’s workforce include:
- Health insurance – Bruin covers 75% of employee premiums
- 401(k) retirement plan – Company match
- Comprehensive paid time off – Includes vacation, floating holidays, birthdays and appointment time
- Paid parental and maternity leave
- Educational assistance and ongoing training opportunities
- Employee recognition programs – Includes work anniversaries, birthdays, holiday gifts, Christmas bonuses and annual dinner rewards
- Workplace culture – Built around empowerment, respect, open communication and personal development
Bruin’s success in attracting and retaining employees comes from a combination of meaningful benefits and a culture that genuinely values people.
>> How has the company’s approach to employee retention evolved over the past few years?
Over the past several years, Bruin has expanded its focus beyond traditional compensation and benefits to place greater emphasis on the overall employee experience.
Key initiatives include:
- Implementing paid parental leave in 2022
- Enhancing PTO benefits beginning in 2023
- Continuing to invest in employee recognition and appreciation initiatives
- Increasing opportunities for employee feedback, communication and involvement
- Expanding educational assistance and professional development opportunities
Bruin’s goal has been to create an environment where employees feel valued, supported and invested in the company’s future success.
>> How do training, career development and upskilling support retention efforts?
Bruin believes people are more likely to stay with an organization when they can see opportunities to learn and grow. To support employee growth, the company provides:
- Job-specific onboarding and skills training
- Ongoing training related to professionalism, teamwork and workplace effectiveness
- Annual performance reviews and continuous coaching conversations
- Educational assistance for approved programs that support both employee growth and company needs
- A culture that encourages employees to contribute ideas and participate in continuous improvement initiatives
>> What do employees value most today when it comes to benefits and workplace culture?
While every employee is different, Bruin has found that team members consistently value:
- Work-life balance through PTO, holidays and flexible scheduling
- Strong healthcare and retirement benefits
- Recognition and appreciation for their contributions
- A respectful, safe and inclusive workplace
- Opportunities for growth and advancement
- Open, accessible leadership and clear communication
>> Looking back at Bruin’s 2021 retention innovation recognition, what elements have remained in place? What has evolved the most?
Many of the employee-focused practices that helped shape Bruin’s culture in 2021 remain in place today and continue to be a core part of the organization.
The elements that have remained consistent include:
- Strong employee recognition and appreciation efforts
- A continued focus on culture and engagement
- Open communication throughout the organization
- Leadership emphasis on empowerment, teamwork and employee involvement
Areas that have evolved include:
- Expanded PTO and leave programs
- Increased support for professional development and educational assistance
- Additional employee-focused retention and engagement initiatives
>> What advice can be shared with plastics manufacturers looking to improve employee retention and engagement?
“My advice would be simple: invest in your people,” Bloom said.
Specifically at Bruin, key areas of focus include:
- Provide meaningful benefits that support employees and their families
- Creating a culture of appreciation and recognition
- Investing in training, development and career growth opportunities
- Encouraging employees to be involved in
- problem-solving and continuous improvement initiatives
- Maintaining open communication between leadership and employees
- Supporting work-life balance through flexible and family-friendly policies
At the end of the day, employees want to know they are valued, heard and given opportunities to succeed.
>> What are the company’s future goals or plans for its employee benefits program?
Bruin continuously reviews its policies, benefits and employee programs to ensure they align with the workforce’s needs and long-term business objectives. As outlined in Bruin’s vision and values, it remains committed to employee engagement, empowerment, development and overall well-being.
Looking ahead, the focus will remain on strengthening the employee experience, supporting professional growth, maintaining competitive benefits and ensuring that Bruin continues to be a place where people can build rewarding, long-term careers.
More information: www.bruinmfg.com