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Social Media Interest Group - Effectively Leveraging Social Media to Build Your Employment Brand
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Social Media Interest Group - Effectively Leveraging Social Media to Build Your Employment Brand

*FREE to HRMAC Members* At this HRMAC event, our panel of business leaders will explore how organizations can begin to build a successful employment brand in social media and other avenues that will resonate with existing and future employees.

When: Thursday, November 10, 2016
8:00 - 8:30 AM Registration & Networking; 8:30-10:00 AM Program
Where: Exelon Corporation
10 South Dearborn Street
48th floor
Chicago, Illinois  60603
United States
Contact: Lyndy Nierman

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Effectively Leveraging Social Media to Build Your Employment Brand


In this session, we will address:

-How to build a company profile and employee personas to increase brand awareness and stature of your employment brand  online

-How to construct a team structure and collaboration of best practices: Human Resources or Marketing – defining who is  responsible

-How to create content and measure success via social channels

-What is the Employment Value Proposition?  

From retention to cost-per-hire, Employment Brand has come into the spotlight as being one of the most overlooked assets your bottom line is missing today. Consider these statistics compiled by LinkedIn recently:

- Employers with a strong employment brands see a 43% decrease in cost per hire
- Companies with a stronger employer brand have 28% lower turnover rates than companies with weaker employer brands
- Employer branding can increase your stock price by 36%

At this HRMAC event, our panel of business leaders will explore how organizations can begin to build a successful employment brand in social media and other avenues that will resonate with existing and future employees. Panelists will share best practices of successful Employment Value Proposition builds and how to drive from this basic principle to an overarching strategy that will drive the bottom line within your organization. Additionally, we will look at the ongoing question of who truly owns the employment brand – marketing, HR or some combination thereof and how to construct teams that can make all the difference in your company’s perception to stakeholders throughout the employment lifecycle. 


Sarah Hulsey, Senior Partner, Director of Human Resources, Mindshare

At one of the largest media agencies in the world, Sarah focuses on creating & maintaining an environment that will not only entice, but retain, the best global talent in the business. A proponent of “non-traditional HR,” Sarah’s primary role is focused on building out Mindshare’s Chicago office, which has grown almost 75% in just over a year. She is also a member of the Mindshare’s global Talent Management group, focusing on worldwide initiatives. Prior to joining Mindshare, Sarah spent 7 years helping develop the HR practice for Rising Medical Solutions, a medical cost-containment firm in downtown Chicago. She holds a degree in Business Administration with a major in Finance from University of Nevada, Reno, and when she’s not disrupting HR in the advertising business, you can find her cheering on her beloved Cubs and Blackhawks, or doing anything that allows her to hold a microphone or paintbrush.


Chris Juliano, Talent Acquisition Manager, Rise Interactive  
Chris Juliano is currently the Talent Acquisition Manager for the rapidly growing digital marketing agency, Rise Interactive. After early jobs in sales, he pivoted into the recruiting world where he learned that recruiting is its own sort of sales. Social media is a big part of how his team markets jobs to candidates. Across Instagram, Facebook, and Twitter, they've run lookalike campaigns of current employees, re-marketed to past candidates with video, and organized social account takeovers by company employees. In the past two years alone, these tactics have helped Juliano's team of two hired more than 170 people. 

Alicia Johnston, Brand Marketing Specialist, Sprout Social

Alicia Johnston is a Brand Marketing Specialist at Sprout Social, where she focuses on communications, public relations and employer brand efforts. She believes that a company’s people are the source of its most powerful stories and is always looking for new ways to share those experiences. Much of her work takes place at the intersection of marketing and talent, including managing Sprout’s employee advocacy program, executing an employer brand content strategy and fostering employee engagement and education through internal programs. Prior to Sprout, Alicia managed marketing and communications for a nonprofit college access program and served two terms with AmeriCorps. Outside of the office, you can find her searching for Chicago’s best coffee and cooking with friends. 

Jessica Masterson, Employment Branding, Associate Manager, Allstate 

Jessica Masterson leads the employment brand team at Allstate Insurance Company, managing Allstate’s reputation, recruitment marketing, social recruiting, and diversity recruiting efforts. Her team’s work has been recognized by WilconHCG’s Top 100 Employment Brands, Smashfly’s Recruitment Marketing Dean’s List & Symplicity’s Best Places to Work for New Grads. Jessica also enjoys giving back by volunteering and mentoring, key ingredients to Allstate’s culture of service. Prior to Allstate, Jessica led social media strategy and programs for top Chicago organizations like CDK Global, U.S. Cellular, and DeVry University.

Jill Bockenstette, Senior Marketing Consultant, LinkedIn

Jill’s professional experience spans more than a decade of working across the recruiting landscape at CareerBuilder and LinkedIn.   During her tenure at CareerBuilder, she held various roles working in sales, training and project management.   In the sales capacity, she partnered as a strategist with clients across the corporate and staffing segments in Healthcare, Finance, Engineering and Manufacturing.  In addition, she led several key projects to maximize efficiencies in sales reporting, employee recognition and sales force training as they launched new offerings in the SaaS (Software as a Service) space.  
At LinkedIn, she leads strategy with Enterprise and Global Accounts, including the staffing firms of On Assignment and Kelly Services.   Jill works closely with Marketing, HR and executive leaders to address how to best brand themselves as a firm of choice to their key audiences, as well as drive lead generation on the platform for candidates and clients.  As organizations continue to evolve, Jill focuses on approaching marketing through the lens of her clients and their prospects, specifically focusing on competitive differentiation through employee advocates, consistency of brand presence across social platforms and elevating the conversation via content marketing efforts. 
Jill is passionate about educating clients on social media platforms and bringing best practices at scale to firms – even beyond her own client base.  Over the last year, Jill has facilitated multiple webcasts on highly sought after topics, from identifying the best social media platforms for their prospect base and empowering employees to be firm advocates, to measuring the impact of an organization’s presence and efforts on LinkedIn.    

Did you know you can bring a guest? When you register for this event click, "Send and add another," to enter your guest contact information. Be sure to enter your name in the field marked "I am a guest of HRMAC member," to ensure a successful registration.  This is a member only benefit, so without your name the registration will not be valid.


Questions? Please contact HRMAC at 312-981-6790 or Lyndy Nierman at




This program is pending for approval for 1.5 credit hours towards PHR/SPHR/SPHR recertification through the HR Certification Institute (HRCI) as well as 1.5 professional development credits (PDC's) toward SHRM-CP and SHRM-SCP certification.