Naming and identity for the internship program

Severstal leadership program is an internship for those who are ready to move to Cherepovets for 2 years and learn all about the production processes in the company. Here, students adopt experience from the top management of Severstal and after 2 years interns can become leaders themselves.

How to challenge youngsters who are ready to move to Cherepovets and do something other than sitting in offices and doing the daily routines? We found out that this internship is for those who have the real spirit to drive their career forward. So we created a name for the program that differentiates this internship from other leadership programs on the market. Here, youngsters can dive into all business processes of Severstal, find out more about the production and influence the development of the company. There are no standard decisions or any boring theories from the schoolbook! This is how the slogan for the internship "Career by trial and error" was created. We decided to use a two-part structure in communication and show the contrast between theoretical knowledge and real business experience. "Discuss the benefits of a windmill with classmates? Please, no! My choice is to develop a new energy industry by creating wind powered towers".