Learn the key elements for building a strong employer brand that represents your company today and supports your company’s planned growth.

1. IN PARTNERSHIP WITH
How to Build a Strong
Employer Brand that Lasts

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Today’s Speakers

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Lori Sylvia
Founder and CEO
Rally
Susie Billingsley
Director, Candidate
Experience & Early Talent
Bright Horizons
Liz Kempinski
Director, Global Employer
Brand & Marketing
ADP

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About Bright Horizons
Founded in 1986
High-quality child care & early education
Back-up child & elder care
Workforce education services

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About ADP
We are a global leader in human
resources technology, offering
the latest AI and machine
learning-enhanced payroll, tax,
human resources, benefits, and
much more.

6. Effortlessly attract top-tier job seekers
2×
Response rates
5×
Faster sourcing
5×
Higher passthrough
rates for engaged
candidates
Execute a data-driven recruitment marketing strategy that elevates your
employer brand and delivers high quality candidates into your talent pipelines.
Gem + Talent Marketing

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What you’ll learn today
• Pro tips for developing an employee value proposition (EVP) that connects your
company today with your company’s future
• How to assess that your brand messaging is authentic and differentiated from
your talent competition
• The critical components of a modern careers site and candidate experience that
fulfills your brand’s commitment
• How to get ongoing buy-in from your leadership and employees to keep your
employer brand alive and relevant

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How to Build a
Strong Employer
Brand that Lasts

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Bright Horizons:
Digital Ad & Social Brand Examples

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ADP: Our EVP
Journey
• 2016-2017: Developed Employer Value
Proposition and relaunched global career sites
in 17 countries and 12 languages
• 2019: Launched new and radically different
corporate brand to reflect our company’s shift
from services to technology company
• 2020: Launched employer brand specifically
for Tech talent
• 2023:
• Refreshing EVP for associates in Canada
• Securing Executive buy-in for 2024 global
EVP refresh

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Bright Horizons:
CRM Templates & Career Site Examples

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ADP Tech Talent Brand:
Website & Blog

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ADP: Bringing Our EVP
Themes to Life
● ADP has a friendly, inclusive work
environment that encourages people to
bring their whole selves to work.
● ADP provides meaningful work
where people can make a difference
and has strong connections to the
communities where we live and work.
● ADP embraces change to drive
growth and agility.

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Bright Horizons:
Social channels

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Bright Horizons:
Brand evolution/updates

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ADP:
Brand evolution/updates

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Pro Tips
• Become besties with Marketing
and continue to build your
relationship.
• Apply principles of change
management.
• Be ready to dig your heels in.
• Organizational alignment, focus, and
execution are key.
• Creating or refining your EVP is step
one. Step two is living up to it!
• Showcase your people to raise internal
awareness and advocacy around your
EVP brand promise.

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Thank you!
Up next… Q&A