Agenda
Pre-Conference Workshops
May 16, 2017
8:00 AM
Registration for Workshop Attendees
9:00 AM - 12:00 PM
Morning Workshop
Find Your Story: Building Brand Ambassadors through Storytelling (Read More)
Often I am asked where I go for inspiration when building an employment brand strategy. The answer? I go to the employees. I observe a team meeting, take a software engineer out for coffee or shadow a call center employee for the day (never a dull moment!). We cannot write our company’s story in a vacuum, and we cannot force an untrue narrative. Candidates expect transparency, and when they don’t receive it, we can’t expect them to hang around for very long.
This 3-hour workshop is focused on 2 key areas: uncovering your company’s unique stories and building a team of brand ambassadors to share them.
First, we’ll discuss what stories are worth finding. Next, we’ll discuss all the ways in which they can be documented and shared; from social platforms to 3rd party articles, Glassdoor, Indeed and video production. Lastly we’ll dive into how to build your brand ambassador strategy through your employees and your recruiters — ensuring that they’re amplifying what makes your company a great place to work. After all, employees are the most trusted source to represent your employment brand, let’s work with them for results!
12:00 PM - 1:00 PM
Luncheon for Workshop Attendees
1:00 PM - 4:00 PM
Afternoon Workshop
The Power of Employer Brand – What Good Looks Like (Read More)
Organizations are investing in employer branding more than ever before. But how do you unlock its potential? How does it move beyond just an HR initiative to fundamentally transforming the way your organization engages with talent? Join us for this workshop and learn:
- What does best practice look like?
- Where can it go wrong?
- How can you turn an EVP into an effective employer brand
- How do you get started – create your own effective brand position
Day One: General Summit
May 17, 2017
7:30 AM
Registration for General Conference Attendees
8:15 AM
Welcoming Remarks by EBrandCon emcee Maren Hogan, Chief Marketing Brain, Red Branch Media
8:30 AM - 9:15 AM
Keynote: What's Next in Employer Branding (Read More)
Employer Brand has become a key focus for employers to help candidates to make a judgement about whether they will be right for your business. No employer branding strategy can afford to ignore wider trends in the workforce. What’s the gig economy, AR, VR go to do with EB? Maybe nothing – or maybe everything! Join Craig as he discusses what’s next in EB and how some new (and not so new) tools and concepts may shape a company’s employer brand.
9:15 AM - 10:00 AM
What Women Want: Employer Branding Strategies to Attract Women (Read More)
Companies face increased pressure from many stakeholders to demonstrate gender diversity at all levels of the organization. Competition for the best female talent has never been stiffer. And a solid investment in gender diversity is required for an employer brand to be perceived highly.
Today’s employer branding experts must consider is how their brand is perceived specifically by female jobseekers, and think about a female-specific strategy for their communications.
In this session, we’ll cover:
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The Right Ingredients: What elements, policies and programs matter to women? Maternity leave policy, flex-time, promotions, internal support groups, women in leadership, community programs. How can you influence internal policy and practice to make sure your company has the right foundation.
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Telling the Story: What is the right message to communicate to women about your workplace? How do you create content that is attractive, authentic and viral?
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Through What Channels: Where do women gather data? What content do they seek and through what vehicles? How to use social media and UGC sites to your advantage?
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Measuring Success: How can you tell if you’re on the right track? How will you measure your brand’s value and reputation as it relates to female jobseekers?
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Action Plan: How should your organization build a strategy and structure to guide it toward a stronger employer brand for women? We’ll break down specific steps about resources, initiatives and more.
10:00 AM - 10:30 AM
Networking break
10:30 AM - 11:15 AM
The Best in Recruitment Marketing: Real Stories from Real Companies (Read More)
The great thing about being a technology vendor in the recruitment marketing space is working with kick-ass organizations that are ready to push the lever and create change. Tracey Parsons, Recruitment Marketing Practice Director at SmashFly, has a front-row seat to the impressive results and creative initiatives from SmashFly customers. From the vantage point of a recruitment marketing thought leader AND recruitment marketing consultant, Tracey outlines her favorite recruitment marketing success stories from 2016, from digital marketing to lead nurture, and shares how companies can reallocate spend to better performing and emerging channels.
11:15 AM - 12:00 PM
Start from the Beginning: Craft a Killer EVP (Read More)
What is an employer value proposition (EVP)? Find out what it is, why it matters, how to uncover your organization’s, and how to determine which aspects of your EVP to brand and market. During this interactive session, you’ll also begin to think about the strategy behind pulling your EVP and employer brand through the entire employer brand lifecycle -- from pre-hire to alumnus.
12:00 PM - 1:00 PM
Networking luncheon
1:00 PM - 1:45 PM
Be True to Your Brand: How to Integrate Video Into Your Content Strategy (Read More)
"If a picture is worth a thousand words, then a video is worth 1.8 million words. " – Dr. James McQuivey, Forrester Research
Building an attractive (and realistic) employer brand is important to successful employment experiences, but what’s the most powerful way to concisely convey your culture and company employment initiatives in candidate messaging?
Enter the video marketing star. While a varied content mix is important, there’s little doubt that video has changed the way we live our lives, and so with it the way we can market the reality of employment at our organizations. In this session, we will use current successful examples of published employer brand and recruitment marketing videos as our guide to learn:
- What considerations are necessary to the building of our video marketing strategy?
- The key aspects of building a powerful video
- “Social-izing” your employer branding and recruitment marketing videos
1:45 PM - 2:30 PM
Misunderstood Brands - How to Build a Brand & Change Candidate Perceptions (Read More)
In this session, Will shares valuable takeaways including:
- Case study examples - before & after lessons learned from companies including GoDaddy, GE, VMware and SAP
- Tactical plan for optimizing brand rebuild
- Aligning your employer brand strategy with your hiring strategy
- Leave session with understanding of building an EVP build, brand narrative and content strategy
2:30 PM - 2:45 PM
Break
2:45 PM - 3:30 PM
Top 5 Tips for Amplifying Your Employer Brand with Employee Advocacy: Case Study of Ericsson (Read More)
Unleashing the power of social employee advocacy allows companies to experience greater success in terms of amplifying their messaging, increasing their thought leadership, improving their online reputation, and generating valuable results. With a proper employee advocacy strategy, your company can transform how employees receive, share, and amplify the branded content across their own social networks. Join us for this unique case study and learn how Ericsson is currently using employee advocacy to amplify their employer branding.
Senior Director, Global Employer Brand, Recruitment Marketing, and Diversity TA Head
Ericsson
3:30 PM - 4:15 PM
4 Key Dimensions to Building a Robust Yet Flexible EVP and the Value of Building Emotional Connection with Your Employer Brand (Read More)
In this session we will look at the 4 critical ingredients that ensure an EVP is built on solid foundations and has the flexibility to deliver true segmentation. Brought to life with case studies and examples to prove this is way more than just another EVP methodology.
At the heart of this approach sits emotional connection. Understanding the value of emotionally connecting with talent and seeing the impact that it has on attraction, retention and most importantly business performance will win hearts as well as minds.
Key takeaways from the session:
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The 4 dimensions of a robust and flexible EVP
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Emotional to Functional journey of the passive to active candidate
- A simple business case to secure the budget you need
4:15 PM - 4:30 PM
Break
4:30 PM - 5:30 PM
Panel Discussion: Applying Lessons Learned from Consumer Marketing to Employer Branding and Recruitment Marketing (Read More)
In recent years, employer brand has become mainstream as more companies begin to hire dedicated professionals and teams to own and manage it. Many employer brand pros grew up in talent acquisition. Others emerged from traditional marketing. Hear from three pure marketers who made the transition to employer branding. Discover the similarities, differences, strategies, tactics and lessons learned.
Senior Director, Global Employer Brand, Recruitment Marketing, and Diversity TA Head
Ericsson
5:30 PM - 6:30 PM
Networking reception
Day Two: General Summit
May 18, 2017
8:00 AM - 8:30 AM
Continental Breakfast
8:20 AM - 8:30 AM
Morning remarks by EBrandCon emcee Maren Hogan, Chief Marketing Brain, Red Branch Media
8:30 AM - 9:15 AM
Morning Keynote: Best Practices in Employer Branding (Read More)
Despite recognizing the power of employer branding, many companies still don’t take a strategic approach to employer brand. This morning keynote session will identify best practices in planning, implementing and measuring a real brand strategy.
9:15 AM - 10:00 AM
Sodexo’s Never Ending Story (Read More)
This session will focus on the voice of employees - your greatest investment. Chloe Rada, Senior Marketing Manager, Talent Acquisition will discus how to package your story and make it consumable for your prospective audience. Full of great tips and free platforms, recruitment quizzes and stories - this session will provide you the steps to put your recruitment marketing campaign plan into action.
10:00 AM - 10:30 AM
Networking Break
10:30 AM - 11:15 AM
Tips for Creating Great Employer Brand Content (Read More)
Session Takeaways:
- See how other innovative companies are wowing candidates with story content in unexpected places throughout the candidate journey and into their new hire status
- Learn how to find stories that best bring to life lofty but important strategic statements
- Learn best practices in executing your creative vision using in-house, contract, or agency resources
11:15 AM - 12:00 PM
Branding Strategies for Smaller Companies (Read More)
No budget? No problem. Join us for this information packed session crafted for smaller to mid-sized companies with little to no budget for employer branding. Allison will share ideas for utilizing free tools, content development and sharing, and grassroots strategies to boost your brand without the global brand recognition.
12:00 PM - 1:00 PM
Networking lunch
1:00 PM - 1:45 PM
Case Study: Development to Measurement - A Look at Citizens Bank’s Employer Branding Strategy (Read More)
Join us for this engaging session to take a look at Citizen's Bank's employer branding strategy, from development to measurement. Session highlights include:
- A roadmap is necessary when building your employer brand function
- Identify and engage your stakeholders and partners across your company early
- Measure everything! Data is critical to proving the ROI of your work
1:45 PM - 2:30 PM
Teach Recruiters to Fish with an Employer Brand Tackle Box (Read More)
Brandy Ellis, Manager of Talent Strategy at MaxPoint, will bring together large and small company experiences to provide you with a few beacons of light to navigate the choppy seas of employer brand ambiguity and survive the ever-looming Hurricane Hiring Manager. Your recruiters are out fishing every day – but are they activated to use the right bait for the right fish? Is that fish the right pairing for your company? The saying goes….Teach a Man to Fish…. In this highly interactive session that's sure to entertain, learn how to build a of tackle box of training, tools and resources to teach your recruiters to fish by effectively leveraging your employer brand. Attendees will participate in a hands-on case study exercise to learn how to apply the strategies to their actual day-to-day and put them to work in their own environments. Ready to be fed for a lifetime?
2:30 PM - 2:45 PM
Afternoon Networking Break and Contest Giveaways
2:45 PM - 3:30 PM
@tmobilecareers Liked Your Tweet (#EB in 140 Characters) (Read More)
In May of 2016 T-Mobile made the decision to shift our audience focus on all @tmobilecareers social media (TW, FB, IG, LI) from candidates to employees. At T-Mobile we have 55,000 employees across the US and receive over 1 million applications a year. If you look at the numbers it wouldn't make logical sense to focus social media on the smaller audience -- but it made brand sense so we took the leap. In 12 months we reduced our audience size by 95% and got 100x the engagement rates of years prior. In this session we'll look back at our last 12 months, our measurements for success and our lessons learned. #BeMagenta
3:30 PM - 4:15 PM
Closing Keynote Panel: Employer Branding for the iGeneration (Read More)
While we’re living in a multi-generational workforce, one branding strategy may work for one generation and not for another. To attract those iGeneration candidates, your branding strategies may need to change. But how? To reach this generational group, you will have to push your branding via several channels. You’ll also need to push your branding steadily over long periods of time – but is that sustainable? Join us for this lively panel discussion on EB for Gen Z.
4:15 PM
#EBrandCon adjourns