HR Is Branding

2017 Talent Management Conference & Exposition
Workplace Application: This session will show you how you can improve your organization’s acquisition and retention strategies by leveraging branding concepts.

HR is branding, plain and simple. From the job advertisement to the companywide newsletter, the intention should always be to emotionally captivate readers. Yet, so many organizations’ job descriptions, employee handbooks and company mission statements read like dull and tedious transcripts of information. By incorporating branding techniques and implementing one strategic main thought into each piece of communication, you can significantly motivate employees and recruit top talent. By attending this session, you will be able to:

·         Distinguish a captivating job description from a dull one.

·         Modify your HR tactics to effectively motivate employees.

·         Recognize real-world examples of successful branding initiatives that inform a company’s culture.

Date(s) & Time(s): 
Tuesday, April 25, 2017 - 8:15am to 9:30am

Joe Weinlick


As Senior Vice President of Marketing for Beyond, Joe Weinlick is focused on guiding the company’s brand positioning and overseeing marketing strategy and execution across all markets.
Joe's role in defining the Beyond brand began two years before he joined the company, while he was Chief Brand Strategist for the Brownstein Group advertising agency. After leading the team that helped evolve the Beyond brand direction while at Brownstein, Joe embraced the opportunity to join Beyond in 2012 in order to drive Beyond's brand identity in a permanent role. Known for his expertise in cultivating powerful brand relationships through traditional and emerging technology, Joe plays a principal role in defining customer experience and supporting Beyond’s continued, rapid growth.
With more than 20 years of business and consumer marketing experience, Joe has developed strategies for major organizations including Microsoft, Comcast, IKEA, W.L. Gore, Saint-Gobain, and Siemens. Prior to joining Beyond, he served as Vice President of Unified Marketing at Godfrey Advertising, the second largest B2B agency in the United States. He also founded and managed Iliad Interactive, a full service interactive firm that was acquired by Brownstein Group. At Brownstein, he served as the Chief Brand Strategist and Senior Vice President.
Other roles held include Vice President, Chief Creative and Marketing Officer at Earle Palmer Brown Digital and Direct, and Director of Marketing for Maritz McGettigan. Joe earned his Bachelor of Arts in English from University of Pennsylvania.

Crystal Ballroom A, West Tower, Lobby Level
Amount of Credit: 
Credit Type: 
Session Type: 
Concurrent Session
HR Expertise
Business Acumen
Intended Audience: 
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