Ethics and Aesthetics: How Credibility and Integrity Attract and Retain the Right People
Objective
Celebrate workplace culture and stand out in the aesthetics industry.
Solutions
Workplace Survey, Top Workplaces awards
Results
Credible recognition attracts higher caliber of candidates with shared values, who are more likely to stay and invest in award-winning culture long term.
When Andrea Trofimuk reflects on her journey with Sinclair North America, she describes it as a Cinderella story. Starting over 13 years ago and rising to lead the company’s North American subsidiary in 2015, Andrea has poured her heart into shaping Sinclair’s culture and mission. “It was always this virtue I had, where I wanted to build a prestigious and credible workplace culture,” she says.
But how do you turn that vision into a measurable reality? For Andrea, the answer was the Top Workplaces program, a trusted seal of approval she had admired from afar. “I saw other companies recognized — hotels and businesses outside of our space — and I thought, ‘What kind of awards could we achieve?’”
Ethics, aesthetics, and impact
“We want to be a beacon within our space,” Andrea continued. “You don’t traditionally see many people stay in companies for an extended period of time, but I’m going on 14 years within this company. The reason I thrive in this environment is because I feel valued, I feel heard, and I feel I can make an actual impact. My impact isn’t based solely off of revenue. It’s really in how people feel about themselves and how they feel about their day-to-day. How empowered are they?”
Over her time at Sinclair North America, Andrea has strived to build a culture where individuals feel valued and respected. That commitment to transparency, support, and impact led to consecutive Top Workplaces award wins in 2023 and 2024.
“Job seekers today are more informed than ever, thoroughly researching potential employers. We’ve recognized that receiving Top Workplaces awards has enhanced our ability to attract strong talent. These awards provide candidates with the credibility and confidence they seek, as they recognize the standards Top Workplaces represent. Meeting the criteria signals to prospective employees that our organization is a trustworthy and rewarding place to work.”
Andrea Trofimuk, Sinclair North America, Chief Executive Officer
Credible seal of approval attracts the right talent: for now, and the future
Recently, Sinclair North America has noticed a higher caliber of candidates come through the door. Not just more volume, but better quality. Candidates are aligned with Sinclair’s culture, mission, and vision more than ever. That personal and professional alignment helps the company grow too.
“It’s interesting to see how many more candidates are talking about culture in the interview process because they recognize it’s critically important to us too because of the recognition from Top Workplaces,” shared Andrea. That takes success well beyond recruitment, building a strong foundation for shared values, engagement, and retention.
Top Workplaces awards help Sinclair North America tell their story with credibility and authenticity. It’s no wonder great candidates want to join the team – at the end of the day job seekers just want to find a place where they feel valued and supported, just like Andrea has during her 13 years with the company.
