Kasey Hurlbutt  CH2M HILL   Global Brand Manager

“How to turn your executives into talent brand champions?”

 Kasey Hurlbutt  @kaseyhurlbutt

define the problem

consistency dilemmadare to be distinctive dilemmawho is “we” dilemma

finance, accounting,

business units,

regions, legal

talent acquisition

marcom & global brand, strategic BD,

corporate development

HR & learning/

development

- corporate brand

- sales

- client strategies

- pr/media

- web/digital

- csr

- business unit brands

- trademark strategy

- signage and stationery

procurement

- goodwill/amortization

of acquired brands

-talent brand

- recruitment and

advertising

- employee value proposition

- annual performance evaluations

fueled by organizational silos

bottom line recruitmenttop line retention

design a solution

Sinek, Simon. Start With Why. 2011

our value proposition

bottom line

recruitment

retention

top line STRATEGY

bottom line

recruitment

retention

top line STRATEGYBRAND

bottom line

recruitment

retention

top line STRATEGYBRAND

brand and strategy: yin and yang

build it

arm your case with data

global brand

summit

learning & Development

marcom

corporate development

legal

regionsstrategic BD

talent acquisition

business groups

HR

global brand

summit

learning & Development

marcom

corporate development

legal

regionsstrategic BD

talent acquisition

business groups

HR

campaign shamelessly

seize opportunities to partner

1. recognize the silos. then dare to defy them.

divorce brand from a marketing/talent mindset.

make brand the yin to strategy’s yang.

start changing the conversation. don’t wait

for permission to do something awesome.

2.

3.

Q&A

 Kasey Hurlbutt  @kaseyhurlbutt