About Kathryn Minshew
Founder & CEO
Kathryn Minshew is the CEO & Founder of TheMuse.com, a
career platform used by over 50 million millennials to
navigate their careers, and by hundreds of companies
looking to attract, hire and retain great talent. She’s also the
author of "The New Rules of Work," a Wall Street Journal
national bestseller, and an Operating Partner at XFactor
Ventures, a venture capital fund investing in the next
generation of female founders.
Kathryn has spoken at MIT and Harvard, contributed to the
WSJ and HBR, and appeared on TODAY and CNN. She has
also been named to SmartCEO's Future50 Visionary CEOs
and Inc.’s 35 Under 35. Kathryn worked on HPV vaccine
introduction in Rwanda with the Clinton Health Access
Initiative before founding The Muse, and was previously at
McKinsey & Company.
About The Muse
Our mission is to create meaningful
connections between companies and
candidates to make the world of
work—from the job search to career
● Capture your employer brand stories
● Create compelling content
● Distribute that content to reach the
right candidate with the right
message at the right time
About Lori Sylvia
Founder & CEO
Rally Recruitment Marketing
Lori Sylvia is the Founder and CEO of Rally Recruitment
Marketing, an online community forum where the best
Recruitment Marketing ideas are learned and shared to help
HR, Recruiting and Marketing professionals gain new skills,
advance their careers and deliver greater business impact.
Lori has been in Marketing and Communications for 25 years,
starting out as a technology journalist and then becoming a
marketer of new technologies at five start-ups. Before founding
Rally, Lori was Chief Marketing Officer of SmashFly
Technologies, where she and her team educated the market
about modern Recruitment Marketing practices. With Rally, Lori
is working across the industry to inspire more people to become
Recruitment Marketers to lead the future of talent acquisition.
About Rally Recruitment Marketing
Where the best ideas in Recruitment
Marketing are learned and shared to
help you gain new skills, advance
your career and deliver greater
business impact. Rally with us to lead
the future of talent acquisition.
● Expert how-to content
● Community shared advice
● RallyRM Mentor Program
#1 Humanize Your Brand
In 2017...We Focused on Employer Branding
➔ Developing your employer value proposition
➔ Optimizing career sites with personalization and dynamic content
➔ Making employer brands human through the voices of employees
● 73% of candidates report never having
received so much as a post-apply
● 46% of candidates who have a negative
candidate experience will sever their
business with a company
● “Applying and not hearing back from a
company” is the most frustrating/stressful
thing about the job search process
In 2018...Humanize the
Sources: The Muse User Survey, 2016 / Talent Board’s 2016 CandE Report @MuseEmployers @Rally_RM
Johnson & Johnson Shine
"Given the huge volume of candidates in our
pipeline, we end up saying 'no' a lot. We wanted
to find a better way to say no.
We want to continue building our relationships
with candidates and help them determine what
they ultimately want to do with their career,
whether it's with us or someplace else."
- Sjoerd Gehring
Global VP of Talent Acquisition & Employee
Experience, Johnson & Johnson
Launched October 2017 in partnership with The Muse
AWARENESS INTEREST CONSIDERATION
Focus on 3 Critical Touch Points
on social media.
beyond job alerts;
Offer tips and set
the interview and
#2 Redefine Fit
● We marketed our culture, not just
our jobs, so that candidates could
assess “fit” first
○ Company purpose
○ Office environment
○ Community involvement
“Fit” for Job “Fit” for Company
2018...Shift from Culture Fit to Values Fit
“Would I want to be stuck with this person in an
How will this person accept and embrace my
ideas and feedback?
What will happen not if, but when this person
and I disagree?
● How do teams work together, both within teams, and across teams?
● How are goals set, communicated and measured?
● How do people gain support for new ideas and initiatives?
● What happens when mistakes are made or a project / product fails?
Help Candidates Assess “Fit” First:
What should candidates know about your company?
T-Mobile Careers shares a
range of content on Twitter
from relevant articles to
behind the-scenes photos.
Asana keeps it authentic
on Instagram sharing
photos of their new hires,
team volunteering, and
Taco Bell’s LinkedIn feed
mixes company news and
team wins, to engage
candidates and celebrate
HP Carers takes followers inside
their company culture around
the globe using a number of
Be an advocate for authenticity. 3 actions you can take:
● Tell genuine and exciting employee stories but do a reality check.
○ Is this story / experience unique, or common to what it’s like working here?
● It will take courage to balance colleagues who may only want to showcase the positive attributes of
○ Do we want candidates who are not willing to be in this environment? What’s the
repercussion if the organization makes the wrong hire?
● Keep the term “employer brand” off your career site - make it an internal term only - candidates are
having a negative reaction to the term because it sounds like something that’s fabricated.
#4 Champion the Way Forward
57% of HR tech
Investment has gone to
70% is focused on driving more qualified hires
Source: George Larocque #HRWins @MuseEmployers @Rally_RM
Rapid Innovation, Are You Keeping Up?
Finding the right employer will become harder
Finding relevant jobs will get easier
Talent acquisition leaders must challenge recruitment teams on issues like:
● Where will you market your employer brand, so that you can build relationships with
candidates before they’re actively searching for jobs?
● How will candidates engage with your brand and form a positive perception of you as an
employer, so that you’re top of mind when the timing is right?
● What processes and systems do you have in place to test new channels and tactics, so that
you can know what’s working and what’s not working as the recruitment marketing
What This Means for You
Recruitment Marketers are not Recruiters…
And you have a huge opportunity to define your role and the
value you will bring to your organization.
Own Your Future
● CEOs always say their most
valuable asset is their people
● HR can now demonstrate its
leadership role in growing
● Recruitment Marketing will be a
key pillar of talent strategy
● Humanize the candidate experience
● “Fit” is transitioning from culture to values
● Authenticity is key to building a stronger employer brand
● The industry is evolving with the help of new technology
● Now is the time to be bold!