Case Study

Building an award-winning employee storytelling campaign

Jenn Spantak, Caterpillar

How did one of last year’s most compelling storytelling campaigns get its start from the cutting room floor? Caterpillar’s Global Employment Brand & Marketing Director, Jenn Spantak, will share the journey of the “Your Story. Our Impact.” campaign from its tenuous start getting leadership buy-in to its award-winning finish across multiple channels to attract candidates and energize employees. Join this session to learn how to source stories and even when it’s best to deploy them.

Case Study

Incorporating artificial intelligence into talent marketing

Every conversation these days seems to touch on Generative Artificial Intelligence (Gen AI) tools like ChatGPT. As a talent marketer, you can easily feel behind the times. How can you put this technology to work for you? In this case study you’ll learn how to leverage Gen AI tools to augment marketing communications and content creation. This call will give you tangible takeaways to help you integrate Gen AI into your teams and steps you can take to effectively – and safely – develop an AI partner for your talent marketing communications.

Case Study

Bringing a career site in-house, from scratch

Carolyn Larnson, C.H. Robinson

We’ve all considered the pros and cons of bringing your career site in-house – and this is your opportunity to hear directly from Carolyn Larson, Senior Program Manager of Recruitment Marketing & DEI at C.H. Robinson, about her experience doing just that. She’ll share candidly about the technical functionalities required to bring a career site in-house, internal resourcing and skillsets required, the unexpected costs and internal hurdles, as well as the benefits, leadership support, and ROI. If you’ve ever wondered if moving your career site in-house would be the right decision, this session is for you.

Case Study

Programmatic job vendors: Where’s the ROI?

We could debate all day whether programmatic vendors are – or aren’t – in following through on promises to find new talent. Either way, you can’t afford to gamble with your programmatic spend. Whether you’re getting a great return on your investment or are scratching your head over where the spend is going, you’ll want to witness this case study. We’ll talk through setting goals and what we should expect programmatic jobs to accomplish as well as whether programmatic is an effective strategy outside the United States.

Case Study

Organizing data for meaningful talent marketing metrics

Samantha Schuch, Spectrum

The only thing harder than attracting talent is showing the ROI of your efforts … that is, until you attend this session with Spectrum’s Talent Attraction Marketing Manager, Samantha Schuch. She’ll show you how to create and roll out a playbook for consistent tracking to determine what recruitment sources drive the best ROI for the business. Discover how to track not only digital media efforts, but sourcing, events, and types of creative along with brand awareness and social profiles. After this session, you’ll be able to show all the value talent attraction and acquisition brings to your organization.

Case Study

Maturing your talent marketing approach

It’s one thing to develop long-term goals for growing your talent marketing program … but it’s a challenge to weather labor markets, hiring goals, and company objectives from one year to the next. Join this confidential session to learn how one company approaches the opportunity — and the challenge — of growing a talent marketing team for today and tomorrow. We’ll explore the journey from dreaming up a team to what responsibilities they actually cover and how to continue to evolve the thinking around what a “mature team” means.

Case Study

Rallying employer brand when “EVP” is a curse word

Shavonne Thomas, AbbVie

It’s one thing to energize the enterprise around an EVP – it’s another when you have to start with an uphill battle to get everyone to WANT one. Shavonne Thomas is AbbVie’s Associate Director of Employer Brand & Recruitment Marketing, and she’ll describe her ongoing journey to put the “value” in “employee value proposition.” From inheriting a project that needed better TLC and socializing, to crafting new ways to put meaning behind it and make it resonate with leadership and employees, Shavonne is helping AbbVie flip the script on the understanding of what an EVP is and how to get key stakeholders to rally around it.

Case Study

Recruitment marketing menus to manage demand

You’re making a career of developing innovative, productive ways to market your company’s biggest talent opportunities – what’s the best way to make sure hiring managers across the enterprise know how you can support their efforts? Recruitment marketing menus are becoming the trend, and for good reason: Join this case study to see how one company created a picklist for hiring managers to know the cost, effectiveness, and use cases for different recruitment marketing techniques.

Case Study

Thriving with a global, always-on recruitment marketing strategy

Ciara Salg, Hilton

Global companies face complex, nuanced challenges in attracting talent from all corners of the world; a special challenge like this requires special thinking, and Hilton is making great strides in figuring it out. Join Hilton Senior Manager of Recruitment Marketing, Diversity Recruiting, & Employer Brand Ciara Salg as she describes the always-on approach leveraging programmatic, SEM, and paid and organic social media to create a consistent presence regardless of time zone. You’ll get a rare peek behind the talent marketing curtain from one of the most iconic global employers.

Case Study

Optimizing recruitment marketing spend with data-driven decisions

There are two phases in managing a budget: When you’re asked to tighten your belt … and the moment just before you’re asked to cut spending. What if you could get ahead of it all? In this case study, we’ll see a confidential example of exactly how one talent marketing leader handled this challenge. We’ll witness the ins-and-outs of how the team was able to find significant cost savings in talent marketing spend across various platforms by using data and fresh thinking to inform platform consolidation and partnership expansion to meet the needs of their evolving business.