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

Cyclical hiring: Successfully mixing creative, data, and teamwork

Sue Hoerchner & Emily White, Kohl’s

Let’s explore how Kohl’s optimizes advertising creative to engage and convert a broad candidate pool during peak hiring seasons. Join Manager of Talent Brand and Recruitment Marketing Sue Hoerchner and Senior Social Media & Recruitment Marketing Analyst Emily White for a behind-the-scenes look at how Kohl’s creates strategy with their internal visual communications team, recruitment leaders, and ad agency partners. They’ll share how that collaboration continues after go-live, thoughtfully reviewing metrics and optimizing campaign tactics and creative to yield effective – and economical – results.

Case Study

Bringing a career site in-house, from scratch

Carolyn Larson, 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

A holistic view of talent marketing’s role in the hiring process

Stef Nikitas, Ace Hardware

Talent marketing can’t thrive in a vacuum: Recruiters, hiring managers, and leadership need to know how they’re expected to plug in — and what they’re accountable for. At Ace Hardware, Director of Talent Acquisition Stef Nikitas is making that her team’s responsibility, shepherding the “Ace Way of Hiring” project, an all-encompassing resource that details the hiring process start to finish, including where and how employer branding and recruitment marketing are best deployed. In its early launch stages, Stef will give us an insider’s view of the rollout of this ambitious program.

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

Artificial intelligence: Using custom GPTs for talent marketing

Rowan Toffoli, Lockheed Martin

The promise of artificial intelligence is both overwhelming and vague – are companies actually doing something meaningful with it? At Lockheed Martin, the answer is a resounding “YES!” Rowan Toffoli, Lockheed Martin’s Executive Communications – Lead Social Media Writer and accomplished Gen AI subject matter expert, will share how she creates custom GPTs for specialized communications and brand marketing projects. Rowan will also walk us through use cases for AI in talent acquisition in a session that will make your jaw drop.

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

Empowering employee advocates in the name of talent attraction

Keri La Ra, U.S. Bank

The voice of the employee carries the most weight in attracting future candidates – but that doesn’t mean it’s easy. U.S Bank’s Head of Talent Attraction & Experience, Keri La Ra, and her team are working to marry the science of talent attraction with the art of authentic messaging in their own advocacy program. She’ll share lessons learned from the inception of their advocacy program, including clearing hurdles on training and compliance, getting clinical on content selection, and evolving the strategy to grow participation and reach, specifically in the talent acquisition community.

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.