HRO Today RPO Provider Directory 2018 - 37

Talent Acquisition
of the most inspiring ways to do
that is by demonstrating how the
audience can make a difference
in the world by engaging with an
organization.
Purpose is the foundation of
Alcon's brand storytelling success.
" The secret sauce of Alcon is the
difference we make in millions of
lives each year. We help people
see better. Who doesn't want to
be part of making that difference
to families and those impacted by
eye disease or issues? Every day,
we go to work finding ways to
bring solutions to the physicians
who bring sight. Highlighting
these stories in our career
materials, website, and in our
social media allows us to tell the
story to potential employees that
they can be part of that noble
cause, " says Bettinger.
Brand storytelling is a key aspect
in an organization's attraction and
retention strategy. One thing HR
professionals should keep in mind
is that a one-size-fits-all approach
will not suffice. " It's important
to note that it's a collection of
well-written stories, delivered
with a frequency and targeting
that is relevant for the intended
audience, which ultimately
differentiates good from great
brand storytelling, " says Little.
" No single story is going to move
the needle as much as a series of
stories that collectively reinforces
the company's brand promise,
strategy, purpose, and values. "
About Our Experts
Brian Little
As head of HR for Zurich North America, Brian Little is
responsible for envisioning and driving Zurich's human
resources strategy in order to achieve the goals of the
business through its people.
Cathy Scarlett
As vice president of talent acquisition at BMO Financial
Group, Cathy Scarlett is accountable for company-wide
recruiting, and the processes, systems and insights that
drive her team to optimize and innovate the candidate
experience, through all channels and in every
geography in which the organization operates.
Jeff Bettinger
In his role as vice president and global head of talent
management and organizational development for
Alcon, Jeff Bettinger has created organizational design
and a change management strategy for complex
enterprise-wide improvements. He has also developed
and deployed a culture-shaping transformation
which increased engagement while simplifying
organizational process.
www.hrotoday.com
[37]
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HRO Today RPO Provider Directory 2018

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