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Tuesday, October 1 • 2:00pm - 4:00pm
Workshop C: Understanding Your Audiences to Tell the Most Engaging Employment Story - led by ThirtyThree

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Strong employer brands are built through consistent and compelling storytelling. But people have different motivations – so why do many organizations insist on telling the same story again and again? Employment communications that speak directly to the unique aspirations and behaviors of a specific target audience are more effective in attracting the right people to the right roles within your business. Telling your story well should always start with an in-depth understanding of the talent you’d most like to engage.

Learn the process of developing audience personas that turn the logical sell of your employer value proposition (EVP) into emotional hooks that will capture the imagination of your ideal candidates. These personas will act as central characters in the design and development of targeted and strategic employment communications that go on to win the hearts and minds of top talent.

Following this discussion, you will:

  • Understand the role of your employer brand in communicating with internal and external audiences
  • Recognize the importance of segmenting your talent brand positioning by audience
  • Learn how to gather and apply insights to identify the factors that influence, motivate, and frustrate your target audiences, as well as their consumption habits
  • Develop your own candidate personas that bring the EVP to life in segmented ways, reflecting the people who are likely to thrive within your business

Jacqueline Monti, Account Director

Ally Potter, Head of Strategy and Insights

avatar for Jacqueline Monti

Jacqueline Monti

Account Director, ThirtyThree
Jacqueline Monti is an Account Director at ThirtyThree, an international employment communications business. She develops solutions and strategies to differentiate clients and position them as an employer of choice, enabling them to build an emotional connection with their people... Read More →
avatar for Ally Potter

Ally Potter

Head of Strategy and Insights, ThirtyThree
As Head of the Strategy and Insights offering at ThirtyThree – North America, Ally Potter leads the development of effective and targeted employer brand strategies, audience planning, and creative positioning – all of which are rooted in internal and external research. Ally has... Read More →

Tuesday October 1, 2019 2:00pm - 4:00pm CDT
Southwest Airlines Wings Building 2195 Research Row, Dallas, TX 75235