Agenda

Case Study

The Death of SEO and Job Boards as We Know it

Margaret Gemski, Sr. Manager of Talent Brand & Recruitment Marketing at 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

From Clicks to Quality: Reframing Talent Attraction Through Funnel-Based ROI

Stef Nikitas, Director of Talent Acquisition, Ace Hardware

Talent Acquisition teams are under increasing pressure to prove the ROI of their investments—across technology, media spend, people, and now AI. In this session, Stef Nikitas, Director of Talent Acquisition at Ace Hardware shares how her team is shifting from a volume-driven mindset to a quality-focused, funnel-based approach to talent attraction and hiring. Stef will walk through how Ace is examining the entire candidate journey—from top-of-funnel attraction and engagement, through Paradox and Workday, to recruiter and hiring manager decision-making—and connecting those efforts to downstream hiring outcomes. Attendees will learn how increased transparency, smarter measurement, and intentional funnel alignment are helping TA move beyond “roles filled” to demonstrate true business impact through data.

Case Study

Stop the Scroll: Capturing Employee Attention for Retention Marketing

Karla Diaz, Assistant Director of Talent Brand, and Mikaela Balfany, Senior Manager of Campaigns and Content at Northwestern Mutual

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

We Need to Talk: How to Manage Your Agency Relationship

Lauren Darnall, Global Talent Marketing Leader at 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

Making Talent Marketing Content a Company-Wide Activity

Sue Hoerchner, Manager, Talent Brand and Recruitment Marketing, and Emily White, Senior Social Media & Recruitment Marketing Analyst at Kohl’s

Truly great talent marketing content isn’t created in a silo. For the talent brand and recruitment marketing team at Kohl’s, success has come from building strong internal partnerships and treating asset and media creation as a shared, ongoing effort. In this session, Sue Hoerchner, Manager, Talent Brand and Recruitment Marketing, and Emily White, Senior Social Media & Recruitment Marketing Analyst, will share how a small social team collaborates closely with visual communications, brand social, internal communications, and corporate public relations partners to align on needs, formats, and priorities. Through their examples, including employee-generated content, you’ll learn how smaller teams can leverage relationships to accomplish an outsized amount of great work.

Case Study

Fixing the Front Door: Rethinking Job Postings

John Vomhof, Jr., Associate Director of Talent Brand, Best Buy

A lot of companies might look at job postings as just another box to check – but it’s also a vital tool for candidate engagement and driving recruitment marketing ROI. Best Buy’s Associate Director of Talent Brand, John Vomhof, Jr., and his team recognized these opportunities and got to work to rebuild the most fundamental part of filling a role. In this session, we’ll hear how Best Buy aligned recruiters, HR partners, and business leaders to recognize the importance of a consistent, articulate job post, and how they used vendor data and partnership feedback to shape a more candidate-friendly approach.

Case Study

Global Recruiting in Action: Driving Talent Acquisition Across Borders

Keisha Fowler, Associate Director of Recruitment Marketing and Employer Branding at 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

Designing a Web-First Career Site: Inside Hilton’s Global Talent Experience

Ciara Salg, Senior Manager of Recruitment Marketing and Employer Brand at Hilton

Rebuilding a global career site is a balancing act, accounting for candidate experience, brand, technology, and scale. In this confidential case study session, Ciara Salg, Senior Manager of Recruitment Marketing and Employer Brand, will unpack how Hilton rebuilt its global career site from the ground up, partnering with a dedicated web design agency instead of a traditional recruitment marketing firm. Ciara will share a candid look at the strategic decisions that led to a scalable, candidate-first experience that allows Hilton’s team to easily manage the site and make data-based adjustments as they progress.

Case Study

Building a candidate-first employer brand

Lindsay Karklin, Senior Manager of Talent Marketing; Kathleen Farris, Talent Marketing Manager; and Ellen Bonzo, Talent Marketing Manager; at 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

Career site optimization for AI

Amy Lane, Recruitment Marketing & Brand Strategy Manager at 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.

Workshop

Talent Marketing for a Global Enterprise

Amber Costello & Laura Oliver-Suos, Capital Group

It’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

Internal Mobility as a Talent Marketing Strategy

Tiffanny Schuler, Sr. Recruitment Marketing Manager & Talent Systems, Relativity

As retention becomes a strategic priority, internal mobility is no longer just an HR program — it’s a powerful talent marketing lever. In this interactive workshop, Tiffanny Schuler, Sr. Recruitment Marketing Manager & Talent Systems for Relativity, will explore how employer brand and recruitment marketing leaders can market opportunity to employees with the same intention used for external candidates. From storytelling and skills visibility to systems enablement and recruiter alignment, this session will focus on turning internal mobility into a visible, compelling part of your EVP. Join peers to share what’s working, benchmark approaches, and walk away with practical ideas to better position growth from within as a core part of your talent strategy.

Workshop

AI in Talent Marketing — Pushing Forward Even When You’re Figuring it Out

Ana Santellana, Lead – Recruitment Marketing, Events, and Employer Brand, American Airlines

AI is reshaping talent marketing in real time — and many of us are building the plane while flying it. In this candid, interactive session, Ana Santellana, Lead – Recruitment Marketing, Events, and Employer Brand for American Airlines, will lead a conversation for us to explore together practical AI use cases inside a complex enterprise environment. We’ll talk through integrating AI into recruiting workflows, building internal knowledge tools that surface resources instantly for recruiters, L&D, and operations teams. We’ll also share how we optimize career site language to increase LLM-driven traffic. Designed for leaders who may feel imposter syndrome around AI but know they can’t sit on the sidelines, this workshop offers an open forum to ask questions, benchmark progress, and walk away with the confidence — and ideas — to push your AI strategy forward.

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.