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how ch2m made brand 
the yin to strategy’s yang 
Kasey Hurlbutt 
CH2M HILL 
Global Brand Manager 
Kasey 
Hurlbu, 
@kaseyhu...
building the business case
define the problem
gather data
divorce brand from “marketing 
vs. talent” mindset 
Sinek, Simon. Start With Why. 2011
know what makes your audience tick 
top line bottom line recruitment retention 
Sales 
Marketing 
Communications 
Corporat...
make brand the yin to strategy’s yang 
bottom line 
recruitment 
retention 
top line
quick wins, lessons & in the 
works
partnership pays
calibrate your expectations
keep changing the game
Q&A 
Kasey Hurlbutt 
CH2M HILL 
Global Brand Manager 
Kasey 
Hurlbu, 
@kaseyhurlbu,
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Making Brand the Yin to Strategy’s Yang | Webcast

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Yes, you can sell talent brand to your execs. Kasey Hurlbutt from CH2M will show you how in this Talent Brand webinar.

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Published in: Recruiting & HR
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Making Brand the Yin to Strategy’s Yang | Webcast

  1. 1. how ch2m made brand the yin to strategy’s yang Kasey Hurlbutt CH2M HILL Global Brand Manager Kasey Hurlbu, @kaseyhurlbu,
  2. 2. building the business case
  3. 3. define the problem
  4. 4. gather data
  5. 5. divorce brand from “marketing vs. talent” mindset Sinek, Simon. Start With Why. 2011
  6. 6. know what makes your audience tick top line bottom line recruitment retention Sales Marketing Communications Corporate Development Business Units (P&Ls) Finance & Accounting Regions Legal Talent acquisition, Front-line managers HR Learning & development Front-line managers,
  7. 7. make brand the yin to strategy’s yang bottom line recruitment retention top line
  8. 8. quick wins, lessons & in the works
  9. 9. partnership pays
  10. 10. calibrate your expectations
  11. 11. keep changing the game
  12. 12. Q&A Kasey Hurlbutt CH2M HILL Global Brand Manager Kasey Hurlbu, @kaseyhurlbu,

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