Employment branding is a concept that has been around for quite some time, yet one few organizations fully understand and use to their advantage. While many organizations now have formal employment branding programs or initiatives, in reality most practice little more than generic employment advertising. Employment branding is about much more than communicating generic points of differentiation that when polled most employees would say never materialize. Employment branding is about managing how the organization is perceived by targeted segments of the labor market using sources those segments trust. During this session attendees will learn about one of the most successful approaches Dr. John Sullivan has used to help organizations holistically manage their brand. While never shared in public before, the tools and approaches to be covered in this session have helped organizations like Starbucks and Wegmans Food Markets earn top spots of FORTUNE’s “100 Best Companies to Work for in America” annual ranking. Specific topics that will be covered include:

• Why employment branding is the best long-term recruiting approach
• Why stories are superior to advertisements
• How organizations can identify stories of interest and build a story inventory
• How organizations can determine effective channels for sharing stories
• How to harnessing the employee referral program to virally share stories

  This is a session no organization should miss. The tools and approaches to be covered are scalable, making them appropriate for use by individual recruiters supporting smaller teams and larger organizations with formal employment branding programs alike.