From RallyFwd May 2022

1. © 2022
#RALLYFWD
Employer Branding
For the Long Term
Kandi DeRenzis
Talent Brand Manager
Capital One

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1. There’s no Talent Marketing
without Talent Brand
2. Your Talent Brand should be
authentic to where you work
3. Your brand is ALWAYS
evolving
WHAT YOU’LL LEARN

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#RALLYFWD

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FIRST
IMPRESSIONS
TO
LASTING
MEMORIES
#RALLYFWD © 2022

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#RALLYFWD
Heart & Soul
• Light up your culture by understanding your company’s
purpose and mission
• Shout out your future vision
• Tell your stories to connect with your candidate’s values
• Build connections by making your employees the hero

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#RALLYFWD
TALENT BRAND
Connection fueled by purpose

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95%
Of talent are
thinking about
quitting their
jobs
Source: Business Insider

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Response- And Reputation?
• Building the talent pipeline
of today (and the
future)—requires both
talent brand building
(reputation management)
and talent marketing
(direct response)
Why Brand Building?
• Audience is potential talent,
influencers, advocates and
networks
• Goal is to increase affinity and
drive key associations
• Reach people before they, are
looking for jobs
• Focus is on increasing engagement
and acquiring advocates

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#RALLYFWD
Every channel delivers a clear & compelling
message about your brand

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“In an era when only 12% of candidates put trust in
what employers say about themselves, companies
must increasingly rely on their employees to be their
spokespeople on the employee experience.”
—Harvard Business Review

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Candidates want community and to see a
company’s culture in action

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Always On Learning is key.
Action
Development
Research
As your people
population
evolves so do
their
motivations.
People change.
Culture changes.
Your goal is to
gain awareness,
peak curiosity,
and establish
mind share.
Make the
intangible
tangible and
measurable.

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LESSONS
LEARNED
• Embrace authenticity
• Get work done through others
• Use data to drive your impact
narrative

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#RALLYFWD
KANDI DERENZIS
Talent Brand Manager
Capital One
Thank You!
/in/kandi-derenzis/