#34: Birth of an Industry - The Evolution of Employer Branding

Episode notes

This week we welcome Aaron Kraljev to the podcast. Aaron began his career at Wells Fargo, where he served as VP - Marketing Program Manager for the Student Banking Program, before transitioning in 2009 to lead the organization’s employer brand and candidate advocacy program. At the time, the concept of employer branding was still in its infancy, uniquely positioning Aaron to watch the industry evolve alongside his own career. Today Aaron brings his employer brand expertise to Fisher Investments, where he serves as Group Vice President for Talent Acquisition and Employer Brand. Topics include: the recent history of employer branding, the connections between consumer marketing and talent acquisition, the challenge of translating talent acquisition concepts and nomenclature to marketing “speak” (and vice versa), the growing importance of data in employer branding functions, approaches to measuring ROI of employer brand investments, the tradeoffs of outsourcing talent acquisition efforts, the hidden costs of making bad hires and leaving positions unfilled, the future of job boards, and the value of a strong consumer brand for talent attraction.

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