Hire Investment, a national staffing firm based in Rochester, Minn., changed its name to Voca, effective today.

The name change will be implemented across the company’s services throughout 2017.

“The new name – Voca – was the result of reflection and discussion surrounding where we started as an organization, what our passion and purpose is, and how we can continue to build upon our success with our partners,” CEO Stephen Knaup said. “The American workplace and workforce are constantly evolving. Because of our experience and expertise, we understand those changes in very nuanced ways, working with our partners to provide expert solutions.”

The company also last month added Ray Culver as VP, North American sales. He most recently was VP, MSP channel sales for Manpower and Experis, both ManpowerGroup Inc. (NYSE: MAN) companies. Culver is based in Los Angeles and has more than 20 years of sales and sales leadership experience.

“The addition of Ray to the team is a reflection of our commitment to further growth and leadership in the industry,” Knaup said.

Hire Investment, now Voca, counts $40 million in annual revenue and 30 employees. It has physical locations in five states and serves verticals including the healthcare, professional, legal, financial, creative and technology fields.