Tuesday, May 22, 2018
9:00 AM – 12:00 PM
Morning Pre-Conference Workshop A
In today's world, your Employer Value Proposition (EVP) is the bedrock on which your employer brand is built. How do you show and share that in video? Crystal and Abby will work with workshop participants on how to connect their EVP to video from storyboarding concepts to sharing it with the world. Participants will get "hands-on" and storyboard their own EB videos, draft messaging to share it both internally and externally and work through how to integrate it into campaign and content strategies.
Crystal Miller Lay
CEO and Founder
9:00 AM – 12:00 PM
Morning Pre-Conference Workshop B
In this session you will map and design a candidate experience and leave with the tools, resources and capability to repeat the process for your organisation.
During this session you will also see:
Bonus: Learn the exact secrets, strategy and tactics behind how Virgin Media took a negative candidate experience measured at -29NPS that was responsible for leaking $6m worth of customers a year into +23NPS in less than 6months with an estimated $4m a year revenue stream.
This session is designed to be fun, interactive and highly implementable afterwards.
12:00 PM – 1:00 PM
1:00 PM – 4:00 PM
Afternoon Pre-Conference Workshop A
Client Developent and Success
Day One: General Conference
Wednesday, May 23, 2018
7:45 AM – 8:45 AM
VP of Marketing and Creator/Co-host of HRLatte
8:45 AM – 9:30 AM
Employer branding is already fueled by automation that is getting smarter by the minute. Artificial intelligence can create micro-targeted job advertisements, content generation, Twitter conversations with job candidates, a far better candidate experience - including job interview preparation, improved job application completion rates, and much, much more. AI can also create targeted lists of prospects. But it's just a tool. And tools don't have empathy or build relationships. Craig Fisher will show you how to control the robots and boost your employer branding and recruitment marketing efforts while still creating an amazing candidate experience in a show and tell session chock full of cool tools and smart tips to improve the human experience you won't soon forget.
Craig has trained hundreds of notable sales and recruiting teams, including LinkedIn’s U.S. sales force, and Hootsuite's recruiting team, on effective branding and inbound strategies, and has literally inspired tens of thousands of recruiters worldwide with his keynotes, strategy sessions, and as a Social Talent Ninja Trainer.
Craig Fisher will share some creative and innovative strategies to hyper-engage top talent now. Attendees will learn:
- Inbound strategies that drive the pipeline to you and cement your relationship with the best candidates
- Best practices in developing candidate outreach and recruitment marketing strategies
- Real, not trendy. ways to engage candidates and grow your pipelines fast
- How to leverage the smartest tools and technology to get an edge on your competition
- How to keep high touch in the wake of automation
- How to AI proof your career
Head of Marketing
9:30 AM – 10:15 AM
Top talent today doesn’t much like the job search experience, and they sure as heck don’t trust the people behind that experience. Anyone surprised? No? It’s because the relationship between talent and employers has been fundamentally adversarial, with friction written all over it: from communication to mobile to application to interview. We’re in a boxing match when we should be doing a tango. To get there, we first need to invest in understanding our audience and simplifying the experience we give them. In this session, Tracey Parsons examines how talent (people!) feel about the career search experience, the common barriers we can overcome, and how we can evolve our thinking on “employer branding” to focus on building trust and advancing relationships.
Parsons Strategic Consulting
10:20 AM – 10:35 AM
10:35 AM – 10:45 AM
10:45 AM – 11:30 AM
Creating a content strategy includes having a fundamental and realistic understanding of your EVP (employment value proposition), clarity on the current and on-going hiring needs of your business and leveraging your employees in a powerful way to help you achieve your goals. However, how do you measure the success of your content and adjust based on your audiences you are trying to target? Hear how Dell has managed their content strategy and how they have succeeded in adjusting what type of content is successful for the audience they are trying to target. You will learn:
- What Dell has learned is effective when targeting interns and students – in particular in locations outside the US.
- We all want more women in technology –what are some of the tactics the Dell team has taken to create more visibility with in the market with this demographic?
- Veterans are a key target for the team at Dell – learn some of the things the team at Dell are doing in partnership with their Veterans Employee Resource Group to attract more Veteran talent to the team.
Director, Global Employment Brand
11:30 AM – 12:15 PM
Chief Marketing Brain
Red Branch Media
Track 1: Case Studies
Track 2: Technology and Tools
1:15 PM – 2:00 PM
Continuity. Pace. Momentum. Three essential ingredients to achieving, and securing the investment for, a world class employer brand. Charlotte Marshall—Vice President of Digital, Social Media & Employer Brand—joined Magellan Health, and challenged convention by cutting the time it traditionally takes to build an employer brand in half. In doing so, she realized three key benefits (beyond time) that helped her secure investment, increase advocacy and ensure brand relevancy. Don't miss Charlotte share exactly how she secured C-suite investment in her ambitious, 100-day quest and the six vital steps Magellan took to accomplish a successful employer brand activation. Walk away inspired and equipped to create an employer brand (at pace) that resonates with candidates, internal stakeholders and even customers.
1:15 PM – 2:00 PM
Most talent acquisition processes have been built on infrastructure tools designed with HR and compliance in mind, not a modern candidate experience. Yet in 2018, delivering an authentic Employer Brand that also delivers a seamless and intuitive candidate experience is merely table stakes.
Talent acquisition leaders now need to take the experience a step further, using real-time data and machine learning to transform every single touchpoint into a nurturing opportunity. Architecting and delivering this personalized, seamless experience requires a digital strategy that complements the brand journey: beginning with the candidate experience through onboarding, but most importantly transforming into powerful brand advocacy amplified across your employee’s more receptive social networks.
Key takeaways from this session:
SVP, Strategic Accounts & Partnerships
2:00 PM – 2:45 PM
Overcoming dated stereotypes that adversely impact your candidate pool is difficult to do without a clear employer value proposition and employer branding message and strategy. Making the case with leadership to obtain buy in requires careful planning and a solid roadmap. Learn:
Claire Jacobs Elson
Assistant Vice President for Human Resources
2:00 PM – 2:45 PM
Candidate behavior continues to change as fast as consumer behaviors. We’re in a customer centric candidate world where the candidate is treated and marketed to the same way as a customer.
According to McKinsey business report, 90% of major brands are making it a top priority to focus on branded customer experiences as their main differentiator. And it makes sense that the focus includes thequality of the branded candidate experience as well.
Innovative technology has the power to parse the EVP throughout a candidate’s journey with seamless interactions and touchpoints. But with so many channels and touchpoints available for brands to use, we are bombarded with content both bad and good. So it makes it challenging to grab attention, sustain engagement and target the right talent at the right moment.
Candidate’s decision style and receptivity changes throughout their journey experience. Every brand right now delivers some degree of Candidate Experience. But mapping those branded experiences to the candidate’s needs is where the gap lies.
In this presentation, we’ll walk through:
SVP Global Creative Director
TMP Worldwide New York
2:45 PM – 3:00 PM
3:00 PM – 3:45 PM
Employer brand is often an afterthought or condemned to be under the control of other teams (Marketing, Brand, etc.) It’s when we get empowered to establish ourselves as equal partners and experts in our space, and we collaborate, that the magic happens. Join Mira Greenland from CareerArc as she moderates a panel of experts and learn how to build confidence for success in Employer Branding. Learn how to differentiate and get the attention, resources and recognition for the contribution Employer Branding makes to the organization and overall corporate brand.
Director, Employer Branding and Recruitment Marketing
Vice President, Talent Marketing & Innovation
Global Head of Employer Brand & Marketing
3:45 - 3:55
5:00 – 6:00
Day Two: General Conference
Thursday, May 24, 2018
8:00 – 8:30
8:30 AM – 9:15 AM
9:15 AM – 10:00 AM
Salesforce, the global CRM leader and fastest growing of the top 5 enterprise software companies, is earning recognition around the world as a great place to work. The company's incredible story of growth, innovation and social impact leads many in the industry to ask just what the heck is going on behind the scenes of Salesforce to achieve these kinds of business results? The secret, it's the company's 30,000 deeply engaged employees. Join Jennifer Johnston, head of global employer branding for Salesforce, to learn how the company crafts and executes its employee engagement and employer brand strategies to both deliver a phenomenal experience across every stage of the employee journey that drives passion, productivity and loyalty, while also creating an army of advocates that help attract more great talent to the company.
Jennifer will share:
- Salesforce's strategy for driving employee engagement
- The company's best hacks for deeply engaging employees
- Top 3 ways Salesforce builds it's employer brand
- And 3 ways to empower and enable employer brand advocacy
Senior Director, Global Employer Branding
10:00 AM – 10:10 AM
PathMotion will present the results from a first-of-its-kind study looking at the effectiveness of storytelling in HR and employer branding, and how this approach worked for multinational bank Citi. The research took place in a controlled lab environment at Claremont University, testing undergraduate students who browsed the Citi career site versus those who read stories from Citi employee. What you'll learn: how storytelling works on a neurological level, how to use persuasive stories to improve your employer brand in an authentic way - a critical point for anyone who recruits millennials or Gen Zs, and practical ways to make storytelling work: which types of stories, avoiding pitfalls in storytelling, and how to boost your career site and other key recruitment channels without having to start from scratch.
10:10 AM – 10:30 AM
10:30 AM – 11:15 AM
- discuss what makes a good story in the context of employer branding and recruitment marketing
- give tips for getting great stories that give candidates real insight
- show examples from a variety of companies that bring concepts like purpose, values, and mission to life
11:15 AM – 12:00 PM
Employee advocates can be powerful. Even better – employee advocates are available to businesses of all sizes. Thermo Fisher Scientific will share how to find colleagues across global operations who could share stories about something they experienced personally or through work and how it all came together to create an integrated personal and professional component. Because of this, when we think of “the Thermo Fisher employer brand” it’s not just this creative messaging, it’s as much as the integration of real stories as anything. Join us for this case study session to learn how to build an advocacy program from the ground up - by setting KPIs, training and involving your employees by showcasing their story, and strategies for execution/roll out.
Director, Talent Acquisition – Global Employer Brand Leader
Thermo Fisher Scientific
12:00 PM – 1:00 PM
Track 3: Candidate and Manager Experience
Track 4: Employer Brand and Creative
1:00 PM – 1:45 PM
Your company culture is your personality and it’s something candidates want to learn about during the recruitment process. But how can your candidates experience your culture first hand? Join us for this case study session and learn how Kevin Richeson with IMPRINT Hospitality has shifted the focus to culture in the candidate experience to develop the employer brand in organizations like Carnival Cruise Lines, Baccarat Hotels and Resorts, 1 Hotels and El San Juan Hotel.
Chief People Officer
1:00 PM – 1:45 PM
This session is for any organization that recruits or plans to recruit on campus. Nicole will help attendees:
1:45 PM – 2:30 PM
Every battle is won before its ever fought - Sun Szu
If you are struggling to source candidates, sending blind and cold InMails and emails, the answer isn't to send more. The answer is to invest in your employer brand. Why? Imagine a world where candidates come to you, where they are learning when they want to learn, where your conversation are better informed. Intrigued? In this session you'll learn how to leverage different content to connect and engage with candidates at every level of the funnel.
Sr. Manager, Employer Branding
1:45 PM – 2:30 PM
Employee engagement is a costly matter for companies and organizations of all types and sizes. Replacing top talent that leave your organization is a costly matter - to both your bottom line and employer brand. Join us for this case study session to learn how Ryan McCarty created a Culture of Good employee engagement program for TCC-Verizon, and then wrote a book about it. Ryan empowered more than 3,000 employees across 38 states to bring their souls to work by taking their feedback into consideration as to what local charities to work with in their communities and what annual events to host. The Culture of Good did such an incredible job of improving employee engagement that 93 percent of TCC employees said that Culture of Good shares their values, making TCC a place they want to work, and TCC’s reduced turnover has saved the company $3.2 million. Learn tips for improving your employee engagement to grow your employer brand.
Culture of Good, Inc.
2:30 PM – 2:45 PM
2:45 PM – 3:30 PM
Why we need to measure employer brand
Examples of measurement in leading organizations, large and small
Internal data (e.g. surveys) vs. external data (e.g. benchmarking)
Using publicly available user-generated information (review sites, social, forums etc)
Analyzing your employer brand trajectory over time
Tying metrics and results to actual financial ROI
3:30 PM – 4:15 PM
Join us for this unconference style wrap up session with Director of Employer Brand for T-Mobile, Tisha Leslie. Tisha will share a new perspective on employer branding, and tie in valuable lessons learned from her experience in shifting the audience focus on all @tmobilecareers social media from candidates to employees. From launching to measuring the progress and success of the social brand campaign for @tmobilecareers, as well as highlighting valuable takeaways from the various presentations at EBrandCon San Diego – this is a can’t miss session to bring it all together!
Director, Employer Brand
4:15 PM – 4:20 PM