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Innovation in Employment Branding
careers.kumandgo.com
Tanner Krause Senior VP, Grow People
Erica Tietz Senior Talent Acquisition Manager
Agenda
• Speaker Introductions • Kum & Go - Who we are! • The Employment Brand Journey
THE BIG REVEAL
• Initial Impact & What’s Next • Q&A
Are your recruitment materials branded to your company culture?
• A: Yes, our culture is reflected in our recruitment materials.
• B: Somewhat, we do an OK job when hiring of explaining our culture.
• C: No, our materials are pretty generic - not conceptual.
Poll Question
AVP Development Process
Data Sources – New and Existing
Positive (and Negative) Themes
Preliminary AVP Statements
Test AVP Statement
AVP
Thousands of associates
participated in the process
Most complex part of an employment brand project?
• A – Vendor Selection • B – Creative Concept Selection• C – Creating website materials
(copy, photography, videos) • D – Website Launch
Poll Question
The Idea
Every story has a beginning, a middle and and end. We aimed to make Kum & Go’s employer
brand into a friend that tells stories.
“Connect with great people”
Sessions: 9,956Conversion Rate: 51.2%
Sessions: 11,614Conversion Rate: 48.8%
Sessions: 1,018Conversion Rate: 43.8%
TalentBrew & SEO Metrics 1/26/18 – 2/23/18