Employer Branding: Translating Your Story into a Recruitment Marketing Strategy

2019 Talent Conference & Exposition
Dial into what makes your company special, and translate best-in-class recruitment marketing ideas into best-for-you strategies in this how-to session.

Repeated from Tuesday at 11:15 a.m.

Every company has a unique story and compelling reasons for why you should work there: It’s a feeling you get when you walk into work. A trust among peers. Your best recruitment strategy. Often, we look to best-in-class case studies to see how other organizations are translating their stories. But here’s a harsh reality: Best-in-class does not mean best for you. The right candidates won’t react to just any interaction—they want to connect with your brand in the e-mails, through the careers website and in your job ads. There’s a new standard of excellence among these high-demand people. So how are you going to stand out in a world of look-alikes and brands that claim to be different? If you want to dial into your differences and translate best-in-class into best-for-you, don't miss this how-to session focused on delivering methodologies you can use now.

Learning Objectives:

  • Learn how to define your employer brand.
  • Learn how to build recruitment personas.
  • Gain tips for better recruitment copywriting.
  • Obtain strategies for translating your brand into recruitment marketing campaigns.
Date(s) & Time(s): 
Wednesday, April 10, 2019 - 11:30am to 12:30pm

Katrina Kibben


Katrina Kibben is the Founder and Principal Consultant of Three Ears Media, a recruitment marketing copy agency. For most of Katrina's career, she has been a marketer living in a recruiter's world - listening to both sides of the talent equation to understand the real issues and find solutions. Today, she uses her technical marketing know-how and way with words to help both established and emerging brands develop and deliver smart recruitment marketing that makes the right people apply. Katrina has also spoken at events around the world and written for HR Tech Conference, The Chicago Tribune, SHRM and many other digital publications.

Bayou E
Amount of Credit: 
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Session Type: 
Concurrent Session
Business Acumen
Critical Evaluation
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