Today, “Acara” was announced as the new brand for Superior Talent Resources, a provider of staffing based in Buffalo, NY. “Acara,” derived from the Sanskrit word akara, stands for tradition, custom and leadership in community.

The company is the staffing division of Aleron, which ranks on Staffing Industry Analysts’ list of largest staffing firms in the US. Aleron is a new brand as well: Formerly known as the Superior Group, the company rebranded last year. Aleron maintains distinct brands for each of its offerings, which also include Broadleaf Results, a provider of VMS, MSP and RPO; Lume Strategies, a provider of IT consulting; and others.

“Our breadth of services has only continued to strengthen over time, and the Acara rebrand better reflects our capabilities and purpose,” CEO Scott Stenclik said. “The timing is perfect, as we’re seeing many clients who are confused about what talent channels to utilize in a tightening job market that is trending toward freelancing, AI, blockchain, and even convergences in applicant tracking and employee management systems.”

Acara’s services include contingent staffing, direct placement, payrolling, contract-to-direct placements and executive search.