Agenda
Pre-Conference Workshops
Tuesday, May 7, 2019
8:00 am
Continental Breakfast and Workshop Registration
9:00 am–12:00 pm Morning Workshop AEmployer Brand Strategy Workshop: Using Marketing and Advertising Techniques to Attract and Retain Talent (Read More) EB isn't just for recruitment - well understood and well done, your EB also aids in the reduction of attrition and retention. Given the average cost to replace a single worker is 21% of their annual salary, failure to consider the employment brand throughout the employment lifecycle can be a costly mistake. In this hands-on workshop, we'll explore how the Employer Value Proposition (EVP) is the often misunderstood hero that can help take your employer brand from recruiting to an engagement & retention tool. We'll look at how to create those strategies, what's included and do exercises that you can take back to bring it to life within your own organization.
Through hands-on exercises and case study-centered conversation, participants will learn how to:
 | 9:00 am–4:00 pm Workshop BFull Day Workshop: Create Your Recruitment Marketing Content Playbook, presented by Rally™ (Read More) Great recruiting content is essential for talent attraction. Are you breaking through the noise? Rally™ with us for a one-day, hands-on, interactive workshop where you'll create your Recruitment Marketing Content Playbook for attracting top talent. This isn't a workshop where you'll sit quietly and listen to a bunch of presentations! You'll be working side-by-side with our experts and mentors to complete exercises in class that will teach you how to create impactful Recruitment Marketing content. In just one day, you'll create your recruiting content strategy and jump-start your content creation plan that you can put into action immediately! You'll learn how to:
Designed for:
Experience level:
Workshop resources:
Receive 5 PDCs from SHRM and HRCI for completing this workshop.
97% of past attendees would recommend this Rally workshop to a colleague! “The Rally Recruitment Marketing Workshop was an incredible experience for new marketers and experts alike. With the balance of education, meaningful discussion and hands on practice, I walked away feeling like I could implement new practices at WeddingWire to better attract our desired talent and to manage our strategic marketing throughout the candidate experience!” “Lori presented a topic that spoke to varying levels of practitioners. She gave us digestible content that allowed us to apply our learnings in a way that makes sense to our businesses while also sharing ideas across disciplines. I was incredibly impressed with the amount of applicable information we walked away with from only a 1-day conference!” WORKSHOP SPONSORS INCLUDE:
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12:00–1:00 pm
Luncheon
1:00 pm–5:00 pm Afternoon Workshop ATalent Congress: Optimizing Your Employer Brand with Data (Read More) In this four hour interactive workshop, recruiting and HR managers will be exposed to a wide array of techniques, principles, and practices to architect a foundation for reporting and analysis using data in their respective businesses. The learning objectives are: > Understand the basic elements of how and where to use analytics to make strong decisions in recruiting  | 9:00 am–4:00 pm Workshop B (continued)Full Day Workshop: Create Your Recruitment Marketing Content Playbook, presented by Rally™ |
4:00 pm
Workshops Adjourn
4:30 pm - 5:30 pm
Welcoming Reception sponsored by RolePoint (Read More)
Join fellow attendees, speakers and partners at the Palm Terrace (6th floor) to meet and greet before the main conference begins. This is the perfect time to meet up and socialize with your EB peers, and enjoy complimentary food and drinks before the conference kicks off. Thank you to our welcoming reception sponsor, RolePoint.
Day One: General Conference
Wednesday, May 8, 2019
7:00 am
Continental Breakfast and Registration
8:00 am–8:15 am
Welcome to EBrandCon! (Read More)
Don't miss the opening remarks and warm welcome from EBrandCon's emcee, Audra Knight!
By day, she uses marketing best practices and leveraging tech tools to attract talent to cancer care company, Foundation Medicine. By night, her gigs include industry blogging, team #HROS, co-hosting the Social Recruiting Show, ice hockey and of course, rock & roll.
8:15 am–9:00 am
Keynote
5 Lessons from Bank of America (Read More)
Join us for the opening keynote presentation from Laila Moore, Vice President, Global Employment Branding at Bank of America as she shares 5 lessons from the organization's EB journey. Her discussion will include:
- Employer Brand vs. Recruitment marketing
- Being Candidate-centric
- Telling your story
- Media planning
- What’s free (or at least pretty cheap)
9:00 am–9:45 am
Employer Branding Strategies That Use Storytelling to Inspire and Engage (Read More)
Is your employer branding strategy stuck in the “occasional-social-post-if-someone-has-time” rut? In this candidate-scarce climate, the content that will break through must be consistent, compelling, and memorable. Are you ready to tell your story?
Join Mira Greenland as she showcases the companies leading the pack in employer brand content. Learn how they use storytelling to solidify their messaging and deliver a narrative that truly resonates with your candidates, and your customers. Understand the techniques used to craft a narrative and how to effectively share your message for maximum impact across multiple channels.
- Learn why using video in your Employer Branding strategy gives you real competitive advantage regardless of your budget.
- See how companies develop a multi-channel, multi-touch approach to story delivery that leverages social channels, blogs, brand ambassadors, and more.
- Consider how diversity and inclusion initiatives and/or company benefits can impact, and add to, your brand story.
9:45 am–10:15 am
Networking Break
10:15 am–11:00 am
Her Too: EB in the #MeToo Era (Read More)
It's been over a year since the #MeToo movement went viral. In the first 24 hours, there were over 4.7 million people who used the hashtag on Facebook. On Twitter, there were 19 million uses of the #MeToo hashtag in the last year. While positive things like #HowIWillChange / #HowICanChange and the "Me Too bill" came out of this movement, many companies are still struggling with how to address the important issues driving this movement.
So what is our responsibility in this #MeToo era as protectors of the employer brands? From reputation to culture marketing, in this session we will look at the 6 issues employer brands must address to not only safeguard the brand reputation but flourish as an employer that looks after "her too."
In this session, we will cover:
- A Brief Look at "Me Too" and the workplace
- Diversity and Inclusion Issues with #MeToo and EB
- The Importance of Engaged Leadership
- Harassment Policies and EB
- Accountability to the Employer Brand
- Training and "Her Too" Culture Marketing
- Complaints: Acting, Speaking & Silence
11:00 am–11:45 am
Bringing Your Personal Brand to Life to Connect with Talent (Read More)
The difference between opportunity and obscurity can come down to how you’re perceived by your target audiences. This perception is formed by how you carry yourself, how well you deliver results, or how much perceived value you offer. These elments and more make up your personal brand, and I intend to show you how to unlock its power.
Join me for a session that some have compared to a Tony Robbins like experience, without the hot coal fire walk.. I’ll show you how to use your LinkedIn profile as a way to showcase your value to the world and attract the right candidates. Upon leaving this session you will have the keys to unlock more engagement for your employer brand through a solid personal brand approach for your employees. I also promise to show you an image you can’t unsee... Can’t wait to see you there!
12:00 pm–1:00 pm
Networking Lunch
Track A: Emerging Technology and Trends | Track B: Recruitment Marketing |
1:00 pm–1:45 pm Using the Latest Tools for the Greatest Impact (Read More) 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 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. Attendees will learn how to leverage the smartest tools and technology to get an edge on your competition and ow to keep high touch in the wake of automation.  | 1:00 pm–1:45 pm Adopting a Long-term Solution with Inbound Recruiting (Read More) The current job market is candidate driven, The Company doesn't pick talent, talent picks The Company. Employer Branding, which encompasses brand awareness, employer's reputation as a place to work, and their employee value proposition, is a major prerequisite to attracting high quality talent. In this session, Mogul's director of partner success, Francesca Gonzalez Roel will discuss how companies can get ahead of the curve. She will share examples of how to showcase your workplace on various social channels and include mission, values, culture, CSR, support for women and minorities, ERG groups, programs to mitigate unconscious bias. Attendees will learn to attract high quality talent by clearly communicating their organization's Employer Brand and Employee Value Proposition through:
Employer Branding
Content Marketing
Candidate Experience  |
1:45 pm–2:30 pm How to Create Compelling Culture Content for Career Sites and Social Channels (Read More) Candidates are searching for insight into the employee experience. Are you giving candidates a real and compelling window into what it's really like to work at your company, on that team, in that job? We're sharing what we've learned creating content libraries for employer brands committed to sharing their real employee experiences through their recently re-launched career sites and social channels. Attend this session to see great examples and learn how to efficiently create substantive employee story content to show your own team and universal culture.
- What we learned creating content libraries and career site content for a wide variety of brands (24 Hour Fitness, AstraZeneca, BAE Systems, Dell and more)
- Actionable tips that will help you get the most out of your story content for your career site and social channels (videos, social graphics, blogs, etc.)
- How to communicate what's unique about your organization using employee stories
- Real life examples of compelling career site and social content
 | 1:45 pm–2:30 pm Tell Me A Story: Writing Better Recruiting Messages (Read More) Knowing what to say comes naturally for some. For others, they fall into the trap of copying and pasting the same job description or email a hundred different times. The problem with that theory is that while it might work for a moment, it won’t work forever. Plus, you’re missing the key to engagement and earning the click: Personalization.  |
2:30 pm–2:45 pm
Networking Break
2:45 pm–3:30 pm
Taking Your Brand Efforts to the Next Level (Read More)
Chances are, you are either building your employer brand strategy or trying to evolve a strategy that may not be a mature model yet. Join Carrie for a facilitated discussion to draw on her 10+ years in this space with multiple big brands. She evolved a recruiting strategy into this discipline at AT&T, she was brought into AA to build their brand, EVP and marketing strategies from scratch, and she joined Dell last year to take an existing brand strategy to the next level. (And she even spent some time on the vendor and consulting side of the house helping organizations of different sizes build their brands!) She'll share lessons from each as micro-case studies, but with input & discussion among the audience to ensure it's relevant to you.
3:30 pm–4:15 pm
How to Activate Your EVP with The Four Pillars of Talent Attraction (Read More)
Learn how to activate your EVP to attract and hire top talent using "The Four Pillars of Talent Attraction" methodology to recruitment marketing and the foundational elements needed to support this approach. Come away from this session with actionable takeaways to improve the efficiency and cost-effectiveness of your recruitment marketing ROI.
5:00 pm–6:00 pm
Networking Reception sponsored by RolePoint (Read More)
Join fellow attendees, speakers, and sponsors for drinks and appetizers.
Thank you to our reception sponsor:
Day Two: General Conference
Thursday, May 9, 2019
7:30 am
Continental Breakfast
8:15 am–9:00 am
Morning Keynote
The Next Evolution of the Employer Brand: The Brand Experience (Read More)
9:00 am–9:45 am
What if Employer Brand and EVP isn’t what you think it is? (Read More)
Imagine going to market with the intention of repelling the vast amount of talent you engage with in order to compel the few that will thrive, not just survive.
Imagine having the tools, stories and confidence to polarise an external talent audience whilst also galvanising your employee base with the same core messages.
Imagine interviewing more people who believe your company is their calling, not just a career move.
After working with some of the largest and best known brands in the world, Bryan will share Ph.Creative’s unique approach to employer branding and EVP which challenges conventional thinking and has changed the way many EB leaders think about their craft forever.
Are you open to thinking differently, to repel the many in order to attract and retain the few? Learn why and how at this session.
9:45 am–10:15 am
Morning Networking Break
10:15 am–10:30 am
Sponsor Showcase: Fairygodboss (Read More)
Fairygodboss: Where Millions of Women are Finding Their Next Job.
Fairygodboss is the largest career community for women. Our mission is to improve the workplace through greater transparency. Millions of women visit our site each month to find great jobs, leave employer reviews, and get career advice.
10:30 am–11:15 am
Candidate Experience as a System (Read More)
Employer brand, like candidate experience, is a lesson in cross-functional team management. Your employer brand isn’t owned by any one person – it’s owned by many. Candidate experience is the same way – and without a centralized program to manage the touchpoints, your brand will flounder as candidates interact with it. That being said, defining the candidate experience (and all the vast touchpoints that includes) is an immense task – one that you can (in many cases) influence, not control. So, how do you go about documenting, managing, and influencing the candidate experience as it pertains to your employer brand? In this session you’ll:
- Conceptualize the candidate experience, starting from awareness all the way to hire
- Build a matrix for documenting the candidate experience, including areas of opportunity
- Include measurements for impact
- Build prioritization and program management around your next steps
- Receive a template for documenting your own candidate experience
11:15 am–12:00 pm
Finding Employer Branding Solutions to Difficult Recruiting Problems (Read More)
Join us for this engaging session with Will Staney, Founder & CEO of Proactive Talent as he shares employer branding solutions to difficult recruiting problems to help you attract and hire the best talent.
12:00 pm–1:00 pm
Networking Luncheon
Track C: Tips, Tricks and Tools for Branding Success | Track D: Candidate Experience |
1:00 pm–1:45 pm Getting Creative: Delivering Employee Content in a Regulated Industry (Read More) Working in a regulated industry can make sharing employee generated content complicated (to say the least). How do you share what your enthusiastic employees have to say when your hands are tied by conservative legal guidance? Hear about the creative ways this company has found to curate those stories while keeping our friends in legal and compliance happy.  | 1:00 pm–1:45 pm Creating Candidate Delight (Read More) The words on the lips of nearly all Employer Brand leaders is “Candidate Experience.” And yet, there doesn’t seem to be much alignment around what those words actually mean. Is it the employer brand? Our marketing? Is it the application process? The interview process? In reality, it is all of those things, and so much more. As we continue to reckon with our ever-shifting audience and record low unemployment, it is more important than ever to not only understand what it means, but even more critically, how do you create experiences that matter to the people who are going to drive change in our companies. In this session, Tracey Parsons will not only inspire your own definition of candidate experience, but share actionable ways to create delight (what?!?) throughout the candidate’s journey. This session is chock full of things you can take back to work tomorrow to up-level your brand’s candidate experience.  |
2:00 pm–2:45 pm The EVP Journey: Activation Strategy (Read More) Now that your organization has invested time, energy and resources into creating an authentic Employee Value Proposition (EVP) all of the hard work is done right? Wrong, think again! Creating an engaging activation strategy that reaches all of your employees is the hard part. Kumari will share the global Employer Branding activation strategy that HARMAN International will be using to roll out their new EVP this summer to over 30 countries. Learn her “lessons learned” and how to avoid pitfalls when creating your activation strategy.  | 2:00 pm–2:45 pm The Candidate Experience and AI: How do they work together? (Read More)
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2:45 pm–3:00 pm
Networking Break
3:00 pm–3:45 pm
Closing Panel Discussion: You Don’t Know What You Don’t Know: How to Work with an Agency Partner (Read More)
This panel dives into what you really need to know when selecting an agency partner.
- Tales from the trenches: Agency partnerships
- What to ask before engaging an agency?
- Join agency reps for a real authentic discussion on how to make the most of your investment.
3:45 pm–4:00 pm
Sponsor Passport Giveaway!