Aligning Your Employee Value Proposition (EVP) and ... · PDF fileAligning Your Employee Value...

Branding

February 26-28, 2014 | AMA Executive Conference Center, New York

Aligning Your Employee Value Proposition (EVP)and Employee Experience

Online: http://www.aliconferences.com/events/employer-branding Call TOLL-FREE: (888) 362-7400Phone: (773) 695-9400

Kat Drum,Senior Manager, Engagement& Branding, Expedia

Dr. Nina BrodySenior Director of Talent,Walgreens

Robert Markovic,Global Talent AcquisitionAdvisor,B/E Aerospace

Ryan Cook,Lead Talent AcquisitionStrategist, LinkedIn

James Colino,Senior Manager, GlobalTalent Acquisition, The Hershey Company

Elise Petro,Senior Consultant, EmployerBranding andCommunications,VERIZON

Mike Sanchez,Senior Manager BrandStrategy, CISCO

Allison Dietz,Pharmacist AcquisitionSpecialist, Express Scripts, Inc.

Rob Dromgoole,Director, Recruiting NationalSecurity,Pacific Northwest NationalLaboratory

Sondra Dryer,U.S. Recruitment MarketingLeader, PWC

Susan Josephson,Senior Manager, Brand,Advertising and MemberEngagement, American Institute ofCPA’s (AICPA)

Hassaan Basit,Director Communications &MarketingConservation Halton

Organized by

Supported by

Master employerbranding to movefrom recruitmentto attraction by:

You Will Learn Best Practices From:

� Defining your Employer Brandand Employee ValueProposition (EVP) – alignedwith your culture and businessgoals to ensure accuracy andauthenticity

� Inspiring a workforce ofengaged brand ambassadors

� Using brand authenticity tomeet hiring objectives in aresource-constrainedenvironment

� Aligning your employmentbrand with your corporatebrand to attract and retaincritical talent in a highlycompetitive marketplace

� Utilizing video and socialmedia to engage and bringyour employer brand to life

� Communicating the brandconsistently across all channels

� Measuring the ROI of effectiveemployer branding

� Bridging the gap betweenrecruitment and onboarding

BOOK BEFORE JANUARY15 AND SAVE $400

REGISTER NOW

13592 Employer Branding Brochure_Layout 1 20/12/2013 16:58

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Online: http://www.aliconferences.com/events/employer-branding Call TOLL-FREE: (888) 362-7400 • Phone: (773) 695-9400

Branding

REGISTER NOW

O'Dwyer's is the trusted source for those seeking the inside news of public relations. In fact,Jack O'Dwyer's Newsletter is recognized as "the bible of PR" by the New York Times. O’Dwyer’shas been covering the field for 44 years through the weekly newsletter, monthly magazine,directories, guides and website.

For more information: http://www.odwyerpr.com

This conference has been researched withand designed for Directors, Managers,Vice Presidents, Specialists, Officers, andLeaders involved in:� Talent Management

� Global Talent Acquisition

� Recruiting/Staffing

� Corporate and Brand Identity

� Brand Communications

� Human Resources

� Employee Engagement

� Training and Development

� Employee Relations

� Online Publication and Web Content

� Internal/Employer Branding

� Brand Development

� Workplace Engagement

� Social/New Media

� Global Communications

� Workplace Engagement

� Online, Publication & Web Content

� Enterprise Community Management

� Employee Communications

� Interactive Media

� Corporate Communications

And all those interested in learning how todeliver their corporate mission and goals,keep up with social media, and attract theright candidates.

Conference Supporter:

The New Talent Management Network (NTMN) is the world’s largest global network of talentmanagement professionals. With a focus on serving corporate practitioners, we have more than2,500 members around the world and 12 City Groups providing members with opportunities tolearn and network.

The NTMN is completely free to members – there are no dues or fees required to participate inany activity. Please join us today atwww.newtmn.com.

12 days of practical case studiespresented by 16+ speakers fromleading organizations that willprovide insight on enhancingyour own employer brand toattract the right talent

2Meet Heads of TalentAcquisition, EmployerBranding, and Recruiting in anintimate classroom setting

3 4 optional workshops – discussyour biggest challenges insmaller peer groups

4 Gain Continuing Education Hours

5 Set your talent acquisitionstrategies in the right directionfor 2014!

REASONS WHYYOU MUST ATTEND:

WHO WILL ATTEND:

Dear Colleagues,

As our employer brand is measured by our ability to impact critical business initiatives –whether that means exceeding hiring targets, engaging employees or implementingtalent strategy, the bottom line is employer branding denotes an organization’sreputation as an employer.

Our goal will be to connect the dots between the employer brand strategy, yourEmployee Value Proposition (EVP), internal brands and the behaviors required toempower a new corporate culture.

By attending the 2014 Employer Branding Conference, you will learn how to:• Align the internal and external employee brand experience• Deliver your brand promise with authenticity• Create a consistent talent narrative• Unify a global employer brand across borders• Define your employee value proposition in the right way to attract the right talent

Leading organizations will share proven strategies and tools on how to revitalize youremployer brand efforts, including how:• Express Scripts created their own talent community and brand ambassadors to sell

their organization• Pacific Northwest National Laboratory used brand authenticity to meet hiring

objectives on a tight budget• Walgreens aligned their employment brand with their corporate brand to attract and

retain critical talent in a competitive marketplace

Register today by calling the conference hotline at 888-362-7400.

We look forward to meeting all of you to learn, discuss and benchmark best practices inemployer branding with your peers.

Regards,Preston Lewis, Co-founder & Director BONFIRE COMMUNICATIONSConference Chairperson

A LETTER FROM THE CONFERENCE CHAIRPERSON

LEARN AND NETWORK WITH YOUR PEERS FROM:

Aligning Your Employee Value Proposition (EVP) and Employee Experience

February 26-28, 2014AMA Executive Conference Center, New York

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Register by January 15th to save $400! Bring a Team and Save—Register 3, Send a 4th for FREE!

I consider a conference to be a success when my curiosity and intellect are piquedby new ideas and new approaches. I have left the ALI conferences I have attended

with everything I was looking for; a truly successful conference experience on all levels.

7:45am Registration and Continental Breakfast

8:00am to 10:00am

This hands-on workshop will teach you how your organization can develop acomplete employer brand experience from recruiting to retirement that willattract, retain, and engage employees who are committed to the delivery ofthe brand promise and execution of the business strategy. We’ll shareresearch, processes, techniques, and tools that will help you create apowerful employer brand and develop an enthused and engaged workforcethat will deliver exceptional customer experiences.

Specifically, you will learn:• Structures and elements required to develop a winning and viable employerbrand strategy• How to manage social media venues used by recruits to learn aboutcompany culture and strategy• The difference between a consumer brand, employer brand, and talentbrand and the importance of aligning all three• Tools to establish and monitor consistency with your employer brand• How to attract talent in the face of fierce competition• The factors driving an effective EVP (Employee Value Proposition) thatbalance the benefits received by the employee in exchange for theirperformance• The emerging use of gamification to educate, inspire, and engageemployees in a fun and exciting way• Research on the impact of the growing Millennial base in the workforce andsteps necessary to attract and retain this important and powerful segment

Rick DeMarco,Managing DirectorINWARD STRATEGIC CONSULTING

10:00am to 10:15am Morning Networking & Refreshment Break

10:15am to 12:15pm

Organizations around the world are working to define the value they provideas an employer. Whether the purpose is to enhance recruitment andretention, reach higher levels of employee engagement, or encourageemployees to serve as brand ambassadors, this is important work that mustbe done with a high degree of rigor.

In this workshop, through examples and a case study that you will workthrough with your colleagues, you will learn:

• The difference between these terms and how each is used• A development process from start to launch• Creative techniques for discovering, not creating, the employer brand orproposition

• The role of various stakeholders, such as leaders and HR, in ensuringsuccess

• Methods to penetrate this framework into the DNA of your organizationand sustain the momentum

• Ways to measure ROI

Chris Gay, PrincipalBRIDGE CONSULTING

12:15pm to 1:15 pm Lunch On Your Own

1:15pm to 3:15pm

Maximizing the power of your organization’s brand must become a criticalcomponent of your employee engagement strategy in order for your companyto successfully compete in today’s global economy. In this hands-on session,with robust case studies, participants will learn a variety of skills and techniquesnecessary to develop an authentic employer value proposition and build acompelling employer brand including these key take aways:

• Employer Branding background, the benefits, the business outcomes• Turning theories into practice to drive engagement within yourorganization• Developing your EVP’s and building your brand architecture• Aligning your EVP’s, HR, Comms and Marketing to build a brandfortress• Activating your EVP’s internally across the employee lifecycle• Leveraging your employer brand across social media

Jody Ordioni, Chief Brand OfficerBRANDEMiX

3:15pm to 3:30pm Afternoon Networking & Refreshment Break

3:30pm to 5:30pm

“How many hires did you get from that tweet?” Have you ever been askedthis question, or a similar one, by an executive or hiring manager in yourorganization? Of course, getting hires is not usually the purpose of a specifictweet, but our leaders may not understand that.

One of the most popular and effective methods for establishing youremployment brand is through social media. Whether you are usingFacebook, LinkedIn, Twitter, Google+ or any other social media platform tocommunicate your message, it is important that you can measure theresults and impact of your activities.

In this workshop, we will discuss the three primary purposes of social mediafor employment branding – awareness, engagement and action. You’ll bechallenged to:

• Identify the purpose of your current social media activities • Identify possible strategies for each purpose• Develop clear measurements for each social media platform andactivities on that platform

Come prepared with a current list of your social media branding activitiesand measurements. After this workshop, you will head back to the officewith a specific plan for executing and measuring your employment brandstrategy through social media. You’ll also be prepared to educate yourcompany about the purpose and outcomes of your social media brandingactivities.

Kara Yarnot, Founder and President,MERITAGE TALENT SOLUTIONS

Creating a Uniquely EngagingEmployer Brand ExperienceA

Employer Brand, Internal Brand, orEmployee Value Proposition—What Is TheDifference and How Do You Develop One?

B

Building and Promoting a DifferentiatedEmployer Brand for your Organization: A Step-By-Step Process to DriveEmployee Engagement from RecruitmentThrough Onboarding

C

“How Many Hires Did You Get From ThatTweet?” Executing and Measuring YourEmployment Brand Strategy ThroughSocial Media

D

PRE-CONFERENCE INTERACTIVE WORKSHOPS: WEDNESDAY FEBRUARY 26, 2014

Jump-start your conference experience by attending these interactive and practical workshops. These information-packed sessions are a great opportunity tonetwork with fellow attendees while taking a hands-on, common sense approach to better understanding how to build an employer branding strategy that iseffective in engaging the right talent aligned with your culture. These workshops are designed to enhance your understanding of the informative, case study

presentations throughout the remainder of the conference.

Choose A, B, C, D, or ALL FOUR for Maximum Value and Learning

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What Our Attendees Say:


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DAY 1: THURSDAY, FEBRUARY 27, 2014

8:00am Registration, Continental Breakfast, & Networking

8:30am Chairperson’s Welcome & Speed Networking This fun and fast-paced forum is designed to provide you witha unique and fun opportunity to share your goals for thisconference and get to know your fellow conference attendeesand their most pressing issues in employer branding.Preston Lewis, Co-founder & Director of BusinessDevelopmentBONFIRE COMMUNICATIONS Conference Chairperson

9:15am How To Align Your Company’s Objectives withYour Employees’ Aspirations: The Secret ForSuccessful Employer BrandingHow can organizations create an effective link between theirvision, strategy and the promise they make to the people whoare going to deliver success? And whose responsibility is it? Is itthe job of the CEO, the CMO, Head of Communications, theSVP, HR or a collaboration amongst all? During this thought provoking session, you will learn:

• How to tie your EVP to your Vision, Values, Strategystatements

• Who is responsible for Employment Branding and how topartner with internal stakeholders in Marketing, PublicRelations and Corporate Communications

• How to promote your EVP internally not just externally • How to promote your company as a great place to workduring the good and bad times

• The power of Glassdoor and the Reputation Economy welive in today

Kat Drum, Senior Manager, Engagement & BrandingEXPEDIA

9:45am Idea Exchange: Questions, Feedback, & Collaboration

9:50am Brand Convergence: Aligning TheEmployment Brand With The CorporateBrand To Attract And Retain Critical Talent InA Highly Competitive MarketplaceTake Care Health Systems is a Walgreens subsidiary that is thelargest and most comprehensive manager of worksite healthand wellness centers, provider practices, and in-storeconvenient care clinics, with more than 750 locationsthroughout the country. In this session, you will hear howWalgreens recently rebranded Take Care Health Systemsresulting in increased employee engagement in a competitiveenvironment by:

• Developing an employment brand through employeeinsights which brought their unique culture to the forefront

• Leveraging the Walgreens corporate brand to bring theemployment brand to life

• Integrating a marketing approach that helped build acommunity to attract and retain critical talent in thehealthcare arena

• Ensuring a consistent brand message across channelsDr. Nina Brody, PhD, Senior Director of Talent AcquisitionWALGREENS


10:25am Morning Refreshment & Networking Break

10:45am How To Use Brand Authenticity To Meet YourHiring Objectives In A Resource-ConstrainedEnvironmentThe Pacific Northwest National Laboratory, a 1-Billion R&Dorganization (and one of the U.S. Department of Energy’sNational Laboratories), located in a rural desert with little to nobrand, a tight budget and below market compensation has stillbeen able to hit their hiring targets 100% for the past nine years. In this session, you will learn how The Pacific NorthwestNational Laboratory recruited and retained top talent by:

• Combining direct sales with an authentic brand• Using a consistent talent narrative to approach niche talent and sell them on change

• Utilizing LinkedIn to research top talent and communicatethe brand

Rob Dromgoole, Director, Recruiting National SecurityPACIFIC NORTHWEST NATIONAL LABORATORY


11:20am Crafting Your Own Brand AmbassadorsThrough Social Media and TraditionalChannelsLearn strategies on building a talent community and brandambassadors. Learn how to boost your company’s talent brandwith employees and prospective candidates. Practical adviceincludes strategies for:

• Utilizing LinkedIn for prospects and employees to drivebrand engagement

• Utilizing other social media (Twitter, blogs, QR codes)integrated with traditional methods

• 10 keys for pipelining and proactive recruitment successAllison Dietz, Pharmacist Acquisition SpecialistEXPRESS SCRIPTS, INC.


11:55am Lunch On Your Own -- But Not Alone!Reservations are booked! Please sign up at the registration table to join a small group forlunch with an informal discussion around an employer brandinghot topic! Take this opportunity to join others in a small,interactive group setting to network and brainstorm.

1:30pm

Employer Brand Challenges & Solutions:Benchmark With Your PeersIn this exercise you will discuss with fellow attendees andspeakers your most pressing employer brand concerns and findsolutions to common problems. All participants will beencouraged to contribute to the discussions.

INTERACTIVE EXERCISE

Online: http://www.aliconferences.com/events/employer-branding Call TOLL-FREE: (888) 362-7400 • Phone: (773) 695-9400REGISTER NOW4





DAY 1: THURSDAY, FEBRUARY 27, 2014

2:10pm Evolving Your Employer Branding To EngageMillennialsPwC predicts that by 2016, almost 80 percent of its workforcewill be comprised of Millennials. PwC’s NextGen: A globalgenerational study is the largest, most comprehensive studyever conducted into the attitudes and behaviors of theMillennial generation. This session will reveal how PwC tailoredits talent strategy to connect with Millennials more authenticallyand how that impacted their employer brand. You’ll hear keyfindings from the study including how to:

• Tailor your organization’s social media strategy in a way thatis authentic to how Millennials want to receive informationand engage with potential employers

• Create relationships and engage Millennials in an authenticway through interactive, customizable online experiencessuch as contests, live chats, videos, and informationresources across various platforms

• Brand your organization as an attractive prospectiveemployer to Millennials by promoting programs that matchwhat Millennials are looking for in potential employers

Sondra Dryer, U.S. Recruitment Marketing LeaderPWC

2:40pm Idea Exchange: Questions, Feedback & Collaboration

2:45pm Afternoon Refreshment & Networking Break

3:05pm Articulate And Implement An EmployerBranding Strategy As Part of Your TalentAcquisition Framework: Discover How A MajorNorth-American “Hidden” Company HasDeveloped Its Attraction StrategyFor most organizations, the biggest challenge is to influence theperception of the employment experience. But what shouldyou do when your organization is not well-known as anemployer of choice, identified to a glamour industry orrepresented in many locations and countries through differentbrands?Hear how Uni-Select, a North-American automotive partsorganization employing 6000 people successfullyimplemented a robust strategy from the early stage todetermine how to:

• Focus on the main constituents of winning employerbranding strategies

• Define the space allocated to each employer brandingcomponent as part of your global strategy

• How to convince your upper management to invest bigmoney in social networks like Linkedin

• Select who to involve in your project, and how to managechange, and measure your success

Arnaud Kermouche, Manager, Talent AcquisitionUNI-SELECT


3:40pm How to Use Journey Mapping to UnderstandEmployee Experiences: Gaining Insights intoLevers that Improve Delivery of the BrandPromiseHow does understanding the work experiences of ouremployees provide a picture of our culture? How can improvingthe employee experience ultimately improve customer andpartner experiences? What is the source for brand trust andbrand loyalty that propels our business, defines who we are andhow we should act? During this session, you will learn the methodology and study ofemployee experiences at Cisco to show how:

• Narrative inquiry reveals deep insights into employeeemotions and opinions

• A comprehensive set of touch points provide references forpersonal storytelling

• Insights gained from the interview tools provide a base forfuture studies

• Socialization of journey mapping insights stimulate deeperengagement across the organization to address improvingexperiences and solve real problems

Mike Sanchez, Senior Manager Brand StrategyCISCO


4:15pm

Ask the Experts Speaker Panel: AnInteractive Dialogue With Several Of Today’sSpeakersDon’t miss this chance to get your final questions answered inthis lively discussion. Several of today’s speakers will share theirtips, tricks and last bits of advice to help you with your ownemployer branding initiatives.

4:45pm Day One Wrap Up & Closing RemarksNeed to dive deeper into specific topics? Want more details?Here’s your chance! Digest what you’ve learned and apply it toyour own initiatives to get feedback and ideas for improvementand discuss what topics you want to hear covered tomorrow.Preston Lewis, Co-founder & Director of BusinessDevelopmentBONFIRE COMMUNICATIONSConference Chairperson

5:00pm Networking Reception: Please Join Us!We invite you to join us for a drink in the Crowne Plaza Hotellobby bar as you relax with your peers. All conference attendeesand speakers are welcome to join us for this special opportunityto continue networking. Don't miss this chance to benchmarknew ideas over complimentary drinks!

7:00pm Dine Around: Reservations Are Booked! Sign Up during the networking reception or during the day fordinner with a group. Take advantage of New York’s fine diningwhile you continue to network with your colleagues.

INTERACTIVE PANEL DISCUSSION

Lots of really useful information, great contacts - -thanks for putting on such a good conference!

Director of Employee Communications, AT&T

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DAY 2: FRIDAY, FEBRUARY 28, 2014

8:00am Continental Breakfast & Networking

8:30am Crafting the Enterprise Narrative: How to Co-create a Connected and ConsistentEmployee ExperienceThis innovative session will share methods for how to drive co-creation efforts within your company to engage employees in aconversation about what makes your organization stand outfrom the crowd. Case studies will be used to lead participantsthrough a series of pointed inquiries, facilitating breakthroughthinking and leading to significant improvements in bothemployer branding and employee engagement efforts,including how to:

• Position your employer brand initiative in comparison toother efforts

• Build a holistic employer brand strategy while aligning yourenterprise messaging

• Use emerging crowd-sourcing technologies to drive communication and brand development efforts

Preston Lewis, Co-founder & Director of BusinessDevelopmentBONFIRE COMMUNICATIONSConference Chairperson

Past quote aboutPreston Lewis: Fantastic! Clearly experienced & full of great ideas!

9:15am How To Secure Leadership Buy-In To Invest InYour Employer BrandThe most successful talent brands are not only approved bythe executive team, they are championed. But it isn’t alwayseasy to get the attention of the C-Suite. You need to invest inyour employer brand, bring the right partners to the table, andpersuade executives to be active talent brand ambassadors. In this session, you will learn how to:

• Convince executive leadership that brand is more than alogo or marketing campaign-- make brand the yin tostrategy's yang

• Overcome the traditionally adversarial relationship betweenmarketing and recruiting

• Partner with HR & Ops to close "say vs. do" gaps that arebecoming increasingly damaging in today's socialinformation age

Kasey Hurlbutt, Global Brand ManagerCH2M HILL COMPANIES, LTDRyan Cook, Lead Talent Acquisition StrategistLINKEDIN

9:45am Idea Exchange: Questions, Feedback & Collaboration

9:50am How To Integrate Engaging Video Content IntoYour Employer Branding Strategy To DriveMore Traffic To Your SiteThink of recruiting video as a chance to add feelings behind the“About Us” page on every career site. By capturing the culture,excitement, and genuine emotion from your employees as theytalk, you are allowing potential applicants to see YOUR story, andwhat sets YOU apart. Using “the voice of the employee” inbranding shows an honest depiction of what it’s like on the inside.

In this session, you will learn how to:• Tell a compelling and honest story, you have the advantageof engaging candidates who are drawn to your culture

• Disengage those who aren’t improving the quality ofapplicants and hires

Matt Gilbert, National Creative DirectorBAYARD ADVERTISING AGENCY


10:25am Morning Refreshment & Networking Break

10:45 am Employer Brand Challenges & Solutions:Benchmark With Your PeersThis is a follow up exercise to discuss with fellow attendees andspeakers your most pressing employer brand concerns andfind solutions to common problems. All participants will beencouraged to contribute to the discussions.

11:15am Managing a Thriving Employer Brand That IsDecentralized In Its Daily Management YetDelivers A Strong Consistent BrandExperience Across Multiple Social PlatformsAn organization’s social media channels are a megaphone forbuilding brand affinity, but only if they are managed well andaligned to the organization’s business strategies. The AICPA hasmore than 30 social platforms that engage their members andkey constituents on a daily basis. There is centralized oversightof the Institute’s social program, yet the day-to-day activity ismanaged by a group of internal super users embedded invarious business units. In this session, you will learn how to:

• Develop a brand-attuned super users group to drive adeeper connection

• Leverage and sustain the effectiveness of your power users• Plan ahead to amplify and protect your brand• Create your own moments of engagement

Susan Josephson, Senior Manager, Brand, Advertising andMember EngagementAICPA


INTERACTIVE EXERCISE

Online: http://www.aliconferences.com/events/employer-branding Call TOLL-FREE: (888) 362-7400 • Phone: (773) 695-9400REGISTER NOW6



SPONSORSHIP & EXHIBIT OPPORTUNITIES ARE AVAILABLE:This conference provides an excellent opportunity to marketyour products and services to a targeted employer brandingaudience. Space is limited, so please call Angie at (773) 695-9400 ext. 222, for more information.



DAY 2: FRIDAY, FEBRUARY 28, 2014

I have been enjoying my profession for two decades and this conference hit the ball out of the park!The caliber of the presenters, quality of their presentations, and the willingness of participants toshare in both a professional and relaxed environment made this a high value experience. The

topics selected represented the key issues on our minds and the format allowed us to talk with presenterspersonally to ask more questions related to our key issues making this overall experience priceless.Manager, RBC

11:50am Essence, Themes, and Mantras -- Nano-Branding Your Way To A Powerful CandidateExperienceThis session will highlight how B/E Aerospace and Pathwayswent on an “Essence Mining” mission to uncover key “Themes”and employee expressed “Mantras” and how they are used toquickly attract, engage and retain the right people for B/EAerospace. You will specifically learn:

• How to uncover the actual invisible infrastructure that existsin your brand and the essence that makes it come alive—your real employment brand

• What themes and mantras are and how they can quicklyemerge as powerful engagement tools

• Best practices for getting authentic content on a video,easily. (No scripts, no pressure)

• How B/E Aerospace uncovered hidden opportunities fordeeper engagement that changed they way they viewemployment branding, engagement, and recruiting

Robert Markovic,Global Talent Acquisition AdvisorB/E AEROSPACEDanny Gutknecht, CEO/Co-FounderPATHWAYS TV


12:25pm Lunch On Your Own -- But Not Alone!Reservations are booked! Please sign up at the registration table to join a small group forlunch with an informal discussion around an employer brandinghot topic! Take this opportunity to join others in a small,interactive group setting to network and brainstorm.

1:30pm Tell Their Story And Others Will Want To Be APart Of It! Using Video And Social Media ToBring Your Employer Brand To LifeIf you are looking to social media as the best available tool foryour organization to tell its story and that of its entire staff tothe world and to each other, then you are on your way todefining and nurturing your employer brand. This will in turnexpress your organizational culture, voice, and tone, all of whichare an integral part of your company’s overall brand. In this session, you will learn five important social mediaobjectives:

1. Lending authenticity to social media content by nurturingthe writer within us all

2. Showing off wins, peer-to-peer, by using public-facingsocial media to internally demonstrate staff talent andbreadth of skills within the organization, and encourageothers to do the same

3. Enhancing collaboration by temporarily breaking downinter and intra-departmental silos

4. Encouraging personal brand management for both, staffcareer-development, and organizational recruitment

5. Boosting morale by overcoming the fear of negativity onsocial media, and focusing instead on the level of publicengagement and enthusiasm, i.e. people aren’t just pleasedwith the organization; they are pleased with YOUR efforts

Hassaan Basit,Director Communications & MarketingCONSERVATION HALTON

2:00pm Idea Exchange: Questions, Feedback, Collaboration

2:05pm Leveraging the Strength of your ConsumerBrand to Create an Employment BrandPowerhouseKey takeaways:

• Align your employment brand with your consumer brand• The marketing department is your friend! Key learnings frommarketing

• Creating a compelling EVP • Delivering an employment branding campaign that drivestangible recruitment results

Elise Petro, Senior Consultant, Employer Branding andCommunicationsVERIZON


2:40pm Afternoon Refreshment & Networking Break

2:50pm How To Drive A 1350% Increase In ApplicantQuality For $8 Using Social Media and VideoThink it takes tens of thousands of dollars and an ad agency toactivate your employer brand on social media and video whilegetting big, measurable results? Think again! In this fast-paced,data-driven, tell-all session you will hear how to:

• Find new and exciting ways to leverage your EVP down to thefunctional level

• Spend as little money as possible to force creative thinkingJames Colino, Senior Manager, Global Talent AcquisitionTHE HERSHEY COMPANY


3:25 pm Ask The Experts: Closing Speaker PanelWrap up your conference experience with final questions fortoday's speakers.

3:45pm Chairperson’s Recap And Close Of GeneralSessions: Key Takeaways And What To DoWhen You Get Back To The OfficeWe’ll recap the highlights of the past two days and ask you toshare key insights and next steps with the group.Preston Lewis, Co-founder & Director of BusinessDevelopmentBONFIRE COMMUNICATIONSConference Chairperson

INTERACTIVE PANEL DISCUSSION

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ABOUT US:The Advanced Learning Institute’smission is focused on helping executivesbuild strong personal relationships, expand their business knowledge of cutting-edge trends, and find proven solutions to a wide range of business problems.Our events are unique-offering several facilitated networking sessions to meetyour peers, exchange ideas and get answers to your most pressing questions.


GROUP DISCOUNTS:Four or more attendees, registering together, enjoy a savings of at least $1,699! Register three attendeesand the fourth registrant is FREE! Note to small departments—register together with your colleagues fromanother organization and receive the same group discount. The free registrant must be of equal or lesservalue.

CANCELLATION POLICY:You may make substitutions at any time; please notify us as soon as possible. If you cancel (in writing) morethan two weeks prior to the conference (before February 12th) a refund will be provided less a $295

administration fee. Registered delegates who do not attend or who cancel two weeks prior to theconference or less (on or after February 12th) will be issued a credit memo. Credit memos will be valid forone year from date of issuance and can be used by anyone in your organization.

PROGRAM CHANGES:A.L.I. reserves the right to make changes in programs and speakers, or to cancel programs if enrollmentcriteria are not met or when conditions beyond its control prevail. Every effort will be made to contact eachenrollee if a program is canceled. If a program is not held for any reason, A.L.I.'s liability is limited to therefund of the program fee only.

©2014 A.L.I., Inc. All rights reserved.

Online: http://www.aliconferences.com/events/employer-branding Call TOLL-FREE: (888) 362-7400 • Phone: (773) 695-9400REGISTER NOW

� Northwestern MemorialHealthcare

� Pfizer� Nationwide Insurance� Prudential

� Chrysler� Allstate Insurance� Capital One Financial

Corporation� American Heart Association

� State Farm Insurance� American Express� Disney� IBM Corporation� Mayo Clinic

� Dean Foods Company� U.S. Department of Defense� John Deere� PepsiCo� Microsoft

� Lockheed Martin� Southwest Airlines� Northwestern Mutual� American Cancer Society

A Few Of Our Past Attendees Include Representatives From These Leading Organizations:

Thousands of satisfied alumni can't be wrong - register today forthe opportunity to learn from our platform of proven experts!

REGISTRATION FEES:The following are included in your conference registration: attendance, a conference workbook and any additional meeting materials -- including access to the digital dropbox to obtainelectronic copies of speaker presentations, continental breakfasts, morning & afternoon refreshments, and evening networking reception.

Payment is due two weeks prior to the conference. If payment has not been received two weeks before the conference, a credit-card hold, training form or purchase order will betaken to ensure your space.

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$2,699 BEST VALUE! $3,099ALL ACCESS PASSCONFERENCE ONLY (FEB. 27 & 28) PLUS ALL FOUR WORKSHOPS (FEB. 26)

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The AMA Conference Center has negotiated preferred rates at the Crowne Plaza Times Square Manhattan, Belvedere,Novotel of New York, Manhattan at Times Square and Hampton Inn Times Square hotels based upon availability. To getreservation information, rates and links to online reservations, click on the following link: http://www.amaconferencecenters.org/new-york-hotels.htm.

The AMA Executive Conference Center is conveniently located in the heart of New York’s world-famous Times Square.It is centrally located near historic tourist attractions such as Carnegie Hall, Lincoln Center, and Madison Square Garden.Airport access is just 6 miles away at LaGuardia Airport (LGA), 12 miles away at Newark Liberty International Airport(EWR) and 13 miles away at John F. Kennedy International Airport (JFK). To view detailed ground transportation options(taxi, bus, subway and car rental) go to: http://www.amanet.org/exec_conf_cntr/new_york/around.ny.htm.

AMA Executive Conference Center1601 Broadway(At 48th Street near Times Square. Entrance is on 48th Street.) New York, NY 10019Toll-Free:877-566-9441 | Phone: 212-903-8060

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