Agenda

Case Study

Metrics That Matter: Making Dashboards Count

With so many KPIs and platforms available, how do you ensure your data is actually driving smarter decisions? This case study walks through how one talent marketing team rebuilt their analytics dashboard from the ground up to align metrics with business goals. Learn how they moved beyond vanity metrics to uncover actionable insights on source effectiveness, candidate experience, and content performance. Attendees will leave equipped to make data more than a report—making it a storytelling tool for proving ROI and driving strategy.

Case Study

Career site optimization for AI

Amy Lane, Bon Secours Mercy Health

If AI is addressing candidate questions, who’s writing the answers? Through site traffic analytics, Bon Secours Mercy Health noticed candidates arriving from large language models and converting at high rates. That insight raised a critical question: if AI is becoming the first touchpoint for candidates, how do talent teams ensure those answers are accurate and on-brand? In this session, Amy Lane, Recruitment Marketing & Brand Strategy Manager, will share how her team adapted their career site content to support AI-generated responses, operationalized content for LLMs and voice assistants, and built processes to keep information accurate at scale. Amy will cover the tools and internal resources required, along with what the data is showing so far.

Case Study

Stop the Scroll: Capturing Employee Attention for Retention Marketing

Karla Diaz, Assistant Director, Talent Brand, and Mikaela Balfany, Senior Manager, Campaigns and Content

Northwestern Mutual’s employer brand team spent years focused on external attraction, but as business needs changed, so did their strategy. In this session, Karla Diaz, Assistant Director, Talent Brand, and Mikaela Balfany, Senior Manager, Campaigns and Content, will share how they shifted employer brand from a top-of-funnel function to a retention-focused discipline by building internal marketing that delivers on promises around growth, development, and employee talent experience. They’ll walk through how the team earned buy-in, launched new internal touchpoints like an on-campus career center and narrative employee storytelling, and how they have measured success in a way that resonates with leadership.

Case Study

The Death of SEO and Job Boards as We Know it

Margaret Gemski, Centene

Candidates used to find jobs by searching career sites; now, they ask AI. That shift is quietly changing how people learn about your company, your roles, and your employer brand. In this session, Centene’s Sr. Manager, Talent Brand & Recruitment Marketing, Margaret Gemski, will talk about what Answer Engine Optimization means for recruitment marketing teams today. If AI is answering candidate questions, the bigger question becomes who is shaping those answers. Join this confidential presentation to learn practical ways to see what information candidates are gathering about your company before they ever visit your career site.

Case Study

Building an Award-Winning Employee Storytelling Campaign

Employee stories remain one of the most powerful tools in a recruiter’s toolkit—but what separates good from unforgettable? This case study takes you behind the scenes of a standout employee storytelling campaign, from concept to launch. Learn how the team identified compelling internal voices, balanced brand and authenticity, and measured impact across social and owned channels. You’ll leave inspired with ideas for creating emotionally resonant, high-performing content that celebrates real employees—and drives real recruitment results.

Case Study

We Need to Talk: How to Manage Your Agency Relationship

Lauren Darnall, Trane Technologies

We call them “agency partners,” so maybe it’s not a surprise that we sometimes need to consider therapy … or a break-up. But long-term success depends on your commitment and management of tricky situations. Good thing we have our own Carrie Bradshaw of talent marketing: In this session, Lauren Darnall, Global Talent Marketing Leader at Trane Technologies, will share how to know which broken agency relationships can be overhauled to realign on what matters, and how to know when you may have outgrown your agency.

Case Study

Talent Community 2.0: Building Engagement Pipelines for Future-Ready Talent

In a market where speed and readiness matter, building meaningful talent communities is no longer optional—it’s essential. This case study explores how one organization created a “pre-apply” talent ecosystem—engaging potential candidates long before jobs go live—using content, events, mentorship and digital micro-experiences. Drawing on research about talent community and pipeline strategy. Attendees will walk away with tactical models for nurturing long-term engagement, measuring community health metrics, and integrating community insights into recruitment forecasting.

Case Study

Global Recruiting in Action: Driving Talent Acquisition Across Borders

Keisha Fowler, Eli Lilly and Company

Global recruiting sounds exciting until you try to hire at scale across regions, languages, cultures, and very different talent markets, all while keeping one employer brand intact. That is the reality Keisha Fowler, Associate Director of Recruitment Marketing and Employer Branding at Eli Lilly and Company, navigates every day. In this session, Keisha will share how she turns global recruiting strategy into real-world execution. She will walk through how the team aligns stakeholders across regions, decides what needs to stay consistent and what needs to be localized, and launches recruitment marketing and employer brand campaigns that resonate in local markets.

Case Study

Building a candidate-first employer brand

Lindsay Karklin, Kathleen Farris, and Ellen Bonzo, Progressive

Being a member of the Progressive Insurance employer brand team means asking “What’s in it for the candidate?” That was the North Star that guided Senior Manager of Talent Marketing Lindsay Karklin, Talent Marketing Managers Kathleen Farris and Ellen Bonzo, and the team on a years-long employer brand project with the candidate at the center of it all. If you’re considering how to balance employer brand, consumer brand, company purpose, research, creativity, budget, timing, scalability, and authenticity — whew! — learn from some Progressive Insurance friends who recently walked that road.

Case Study

DEI 2.0: Navigating Talent Attraction in 2026

The conversation around diversity, equity, and inclusion isn’t fading—it’s evolving. In this case study, explore how leading employers are redefining DEI strategies to meet candidate expectations in a changing social and political climate. Learn how organizations are shifting from performative messaging to measurable outcomes, using data storytelling, employee advocacy, and transparent reporting to attract diverse talent authentically. Attendees will walk away with actionable frameworks for balancing compliance, culture, and credibility in 2026’s competitive talent landscape.

Workshop

Talent Marketing for a Global Enterprise

Amber Costello & Laura Oliver-Suos, Capital Group

IIt’s hard enough to develop effective talent marketing strategies in one country; but when you’re overseeing a worldwide program, the work becomes exponentially harder. Capital Group’s Senior Manager, Talent Acquisition Amber Costello and Global Talent Marketing & Acquisition Manager Laura Oliver-Suos will kick off a group conversation for those with a global purview. Whether you’re getting different countries under the same EVP umbrella or introducing your employer brand to new regions, this session gives you the opportunity to ask questions and benchmark among peers facing the same challenges and opportunities you are.

Workshop

The Evolution of Employer Brand: From Campaigns to Culture

Today’s audiences expect authenticity — not just polished videos and taglines. In this discussion, we’ll explore how employer branding is expanding beyond marketing campaigns into culture, employee experience, and leadership visibility. How can we align brand promise and lived experience in 2026 and beyond?

Workshop

Are They a Friend, Indeed?

Angel Recht, Illinois Tool Works

We need to have a conversation when the mother of all job boards does something that makes you think, “Maybe this partnership isn’t worth it.” Angel Recht, Director of Talent Attraction & Programs at Illinois Tool Works, will begin an in-person conversation for us to compare what we’re hearing from our reps and agencies about the need to conform to Indeed’s integration mandates and data sharing … and what alternatives we’re exploring as the situation develops.

Workshop

Measuring What Matters: Redefining ROI for the Next Era of Talent Marketing

Traditional metrics like apply clicks and hires don’t tell the full story anymore. This session dives into how leading teams are redefining success — from long-term brand health to audience engagement, sentiment, and quality-of-hire impact. Compare measurement frameworks, explore new reporting tools, and leave with ideas to showcase real business value to your C-suite.

Workshop

AI and Automation in Talent Marketing: Friend, Foe, or Both?

AI tools are transforming how we create content, personalize campaigns, and measure success — but they’re also reshaping roles, budgets, and expectations. In this workshop, we’ll unpack what’s working (and what’s not) when it comes to using AI in recruitment marketing. How do you balance efficiency with authenticity? What guardrails should you set? Let’s explore how to future-proof your team in the age of automation.

Workshop

Beyond Jobs: Building Communities and Connection in a Noisy Market

As audiences tune out traditional job ads, how can brands stand out? We’ll talk about building long-term talent communities, leveraging ambassadors, and creating content that connects before candidates are ready to apply. Expect fresh ideas for humanizing your brand and nurturing authentic engagement.