In the world of employer branding, “authenticity” is the holy grail. We all know that a slick corporate video with hired actors and scripted lines doesn’t fool anyone anymore. Candidates want to see the real people behind the brand—their desks, their coffees, their challenges, and their triumphs. But here lies the paradox: How do you…
How to Create a Virtuous Cycle for Your Employer Brand Ambassadors Undercover Recruiter – More
In the world of employer branding, “authenticity” is the holy grail. We all know that a slick corporate video with hired actors and scripted lines doesn’t fool anyone anymore. Candidates want to see the real people behind the brand—their desks, their coffees, their challenges, and their triumphs. But here lies the paradox: How do you…
How to Create a Virtuous Cycle for Your Employer Brand Ambassadors Undercover Recruiter – More
As the world’s largest commercial real estate firm, CBRE understands the power of a strong employer brand. But how does a B2B company like CBRE stand out in a crowded talent market and attract top talent beyond the real estate industry? To shed light on this, we interviewed Debbie Celado, CBRE’s Global Head of Talent…
Elevating Your Employer Brand: A Deep Dive with CBRE Undercover Recruiter – More
As the world’s largest commercial real estate firm, CBRE understands the power of a strong employer brand. But how does a B2B company like CBRE stand out in a crowded talent market and attract top talent beyond the real estate industry?
To shed light on this, we interviewed Debbie Celado, CBRE’s Global Head of Talent Marketing. Celado, a seasoned expert in employer branding, has successfully navigated the challenges of building and maintaining a strong employer brand at both Citizens Bank and CBRE.
The Unique Challenges of a B2B Employer Brand
CBRE’s business is multifaceted, encompassing outsourcing services, real estate leasing and sales, and workplace consulting. While this diversity offers numerous opportunities, it also presents unique challenges when it comes to employer branding.
As Celado explains, “We are a B2B so our people are everything. They are the services we offer, they deliver those services for our clients, so they are our brand.” This means that attracting and retaining top talent is crucial to CBRE’s success.
One of the biggest challenges is increasing awareness among individuals outside the real estate industry. For roles in engineering, technology, and corporate functions, CBRE needs to cut through the noise and position itself as an attractive employer.
Setting Clear Goals and Measuring Impact
To address these challenges, CBRE has established three key goals for its employer brand strategy:
Increase External Brand Awareness: This involves raising awareness of CBRE as an employer among potential candidates, particularly those outside the real estate industry.
Improve 1st-Year Retention Rate: By focusing on employee experience and engagement, CBRE aims to retain top talent and reduce turnover.
Increase Employee Engagement Scores: A strong employer brand is directly linked to employee engagement, so CBRE seeks to boost overall employee satisfaction.
To measure the impact of their employer brand initiatives, CBRE leverages the Employer Brand Index (EBI) from Link Humans. The EBI provides valuable insights into CBRE’s brand reputation and employee sentiment. By tracking key metrics like brand awareness, employee engagement, and retention rates, CBRE can assess the effectiveness of its strategies and make data-driven decisions.
The Importance of Data-Driven Decision Making
Celado emphasizes the importance of data-driven decision making in employer branding. By analyzing metrics like impressions, site traffic, and sign-ups, CBRE can evaluate the performance of its marketing campaigns and identify areas for improvement.
Additionally, understanding the cost of vacancies can help quantify the ROI of employer branding initiatives. By demonstrating the financial benefits of a strong employer brand, Celado can effectively communicate the value of her team’s work to leadership.
Communicating the Impact of Employer Branding to Leadership
To gain buy-in from leadership, Celado focuses on telling a compelling story with data. Instead of simply presenting raw data, she highlights the impact of employer branding on key business outcomes, such as increased talent acquisition, improved employee retention, and enhanced brand reputation.
By translating complex data into actionable insights, Celado empowers leaders to make informed decisions and invest in employer branding as a strategic priority.
Key Takeaways
People are Your Brand: In a B2B context, employees are the face of the company.
Set Clear Goals: Define specific, measurable, achievable, relevant, and time-bound (SMART) goals for your employer brand strategy.
Leverage Data: Use data to measure the impact of your initiatives and make data-driven decisions.
Communicate Effectively: Tell a compelling story with data to gain buy-in from leadership.
Focus on Employee Experience: A positive employee experience is essential for building a strong employer brand.
By following these principles, CBRE has successfully elevated its employer brand and attracted top talent from a diverse range of industries. By understanding the unique challenges of a B2B company and leveraging data-driven insights, you can also build a powerful employer brand that drives business success.
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Calling all undergrads and recent grads: kickstart your career with Kohl’s! Finding the right path after college can be overwhelming, but Kohl’s offers internship and trainee programs that prioritize your growth and leadership development. Kohl’s has developed leadership programs that are a launchpad for a meaningful career, allowing self-motivated and inspired individuals to grow, both … Continue reading “The Launchpad for Leaders: How the Kohl’s Store Leadership Programs are Setting Up Early Professionals for Success”
The post The Launchpad for Leaders: How the Kohl’s Store Leadership Programs are Setting Up Early Professionals for Success appeared first on Job and Internship Advice, Companies to Work for and More | WayUp Blog. More
Calling all undergrads and recent grads: kickstart your career with Kohl’s! Finding the right path after college can be overwhelming, but Kohl’s offers internship and trainee programs that prioritize your growth and leadership development.
Kohl’s has developed leadership programs that are a launchpad for a meaningful career, allowing self-motivated and inspired individuals to grow, both professionally and personally. Ideal for college students and recent graduates, the Kohl’s Store Leadership Internship and Store Leadership Trainee Program are both designed to give young professionals the tools needed to grow into great leaders.
For current college students, the Kohl’s Store Leadership Internship is an interactive, 8-week paid structured training program created with development in mind. Interns are given a peek behind the scenes at running a $10 million to $20 million dollar Kohl’s store. More than just hands-on experience, interns are also invited to exclusive networking events and curate their own individual development plans with their mentors. The Store Leadership Trainee Program is designed for leaders ready to jump-start their careers. Over the 12-week paid program, Store Leadership Trainees (or SLTs/Leaders in Training) develop the skills and experience needed to become a Merchandising Manager at Kohl’s. With direct experience in store-merchandising, sales, and human resources, it is a program built with development in mind.
WayUp was able to speak with some impressive individuals who have completed the Kohl’s Store Leadership Internship and are either working towards becoming a Merchandising Manager or currently succeeding in the role.
One key takeaway from our conversations is that the true strength of these programs is the people. Both professionals mentioned that their favorite part of work was the team they are a part of and how supported they feel. Whether they grew up shopping in the store or strolled by the booth at their college career fair, the connections they made with this brand go beyond what a typical internship offers.
Additionally, both individuals applauded Kohl’s for their dedication to development.While many internships provide a summer experience, Kohl’s programs are designed to not only provide a summer experience but one that provides hands-on experience and develops leadership skills. At Kohl’s, these programs are designed to enhance your leadership skills so you come out the other side as a Merchandising Manager.
From networking events to assigned mentors who help map out career paths, it’s evident from our conversations that Kohl’s is committed to developing the next generation of leaders. These programs are ideal for any current college student or recent grad who wants to kick start their career in the right direction.
About the Leaders in Training
Shiyan Reed is someone who knows how to set goals and get after them. As an aspiring intellectual property attorney, Kohl’s was not yet part of her long-term plan. But, after speaking with some Kohl’s store managers at a Texas State University career fair, it was clear the Kohl’s Store Leadership Programs were where she wanted to grow as a leader. Shiyan completed the internship and trainee program at the Pflugerville, Texas location before stepping into her current position as Merchandising Manager at the Leander location.
As a current Store Leadership Trainee, Sandy McGlothlin has her sights set on her path ahead. Upon completion of her 12-week program, she will step into the role as Merchandising Manager in San Diego. With a Bachelor’s and Master’s degree in Marketing from the University of Arizona, her analytical mindset helps her find solutions to problems in an efficient and effective manner.
Q: What originally brought you to Kohl’s, and what keeps you there?
Q: How has Kohl’s fostered and supported your development?
Q: What are your career goals at Kohl’s?
Q: What’s one piece of advice that has stuck with you through your career that you would also give to someone newly joining the workforce?
When it comes to starting your career off on the right foot, making the first step can feel overwhelming. What Kohl’s offers in their leadership programs goes beyond a resumé–it’s an experience that jump-starts an impactful, meaningful career.
Want to learn more about the Kohl’s Store Leadership Internship and Store Leadership Trainee Program? Head over to Kohl’s WayUp profile to learn more about the company and browse open roles, upcoming events, and more. More
Deciding on a career path can be daunting, especially for students early in their post-secondary education. BDO USA, PC offers a unique opportunity for students to participate in a one-on-one mentoring program and explore a variety of career options through its Pathway to Success Program. This program is designed to provide mentorship and personalized career … Continue reading “Beyond the Books: Mentorship and Guidance with BDO’s Pathway to Success Program”
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Deciding on a career path can be daunting, especially for students early in their post-secondary education. BDO USA, PC offers a unique opportunity for students to participate in a one-on-one mentoring program and explore a variety of career options through its Pathway to Success Program. This program is designed to provide mentorship and personalized career guidance, while giving students a forum to ask questions related to their educational programming and future career goals.
The Importance of Mentorship
Bernie Pieters, BDO’s Chief Diversity, Equity and Inclusion Officer and People & Culture Principal, reflects on the power of mentorships, “Mentorship contributes to an individual’s personal and professional development. When you willingly and joyfully mentor others, you create a legacy of leaders.”
What sets BDO’s Pathway to Success apart is the exclusive mentor/mentee pairing. Students are matched with a dedicated BDO professional who volunteers their time to assist with career exploration. This relationship allows students to ask questions, bounce ideas, and seek advice on educational programming, major selection, and career exploration. The goal is to foster a relationship that continues long after the six-month commitment.
Sarah Turcotte, BDO’s National Campus Recruiting Leader, emphasizes that the program is open to both freshmen and sophomores, offering them insights into the profession and preparing them for future internships. She notes, “Really the primary purpose is educational and giving back, trying to help students find the best path for them as individuals and exposing them to new areas they may have an interest in.”
Open to All
The program is open to any freshman or sophomore, regardless of university affiliation, major, GPA, or extracurricular involvement. There are no barriers to entry, making it an authentic initiative to give back to the community and guide future professionals into majors and careers that best fit them.
Discover BDO and Yourself
Participants have the chance to learn about BDO, its roles, business lines, clients, and company culture. More importantly, they gain insights into themselves and what they should seek in their educational and professional careers. No prior experience is needed, and BDO provides resources and guidance on starting and maintaining successful mentorship relationships.
Sarah highlights the benefits, stating, “It’s personal growth and development. If they are looking to be engaged with BDO, there’s an added benefit to getting in our pipeline early. Even if they choose a different path, the experience they gain will serve them throughout their careers.”
A Two-Way Relationship
The program emphasizes the importance of relationships. BDO professionals dedicate their time to nurture and mentor early-career individuals, but it requires participants to engage actively as well. The more effort students put into the program, the more they will benefit.
Amritpal Gill, a former mentee, shares his experience: “I remember frantically applying for internships around my sophomore year. I wasn’t completely sure of what I was doing but when doing my research, BDO was the only firm that I knew of that had a mentorship program.”
Through BDO’s Pathway to Success Program, Gill was paired with Laura Anna Lisi. Gill and Lisi had similar interests and through Lisi, Gill learned about the firm and developed a lasting relationship. Lisi was working on the same types of clients Gill had a curiosity in and they bonded over shared interests. “BDO paired me with a professional that I had commonalities with. Through Laura, I learned about the firm and when it came time to apply for an internship, I wasn’t just cold applying. I knew where I wanted to be…it was always interesting and exciting.”
Lisi, an Assurance Principal at BDO, reflects on her role as a mentor: “Pathway to Success is a wonderful program. Ultimately, real success is dependent upon the mentor and mentee forming a relationship. Amritpal and I formed a relationship, and I enjoyed helping him define his path. A lot of my success was due to forming relationships with a lot of people and networking.”
Bridging the Gap Between Learning and Application
The Pathway to Success Program is not just about selecting a career or major; it’s a transformative experience that teaches students how their education translates into a professional career. Gill, for example, entered the program unsure about his future. Paired with Lisi, he discovered potential career paths and gained clarity on his professional journey.
Amritpal reflects on his relationship with Lisi: “Whenever I would reach out…knowing how busy she was…she always made time. That’s what allowed me to build a relationship.”
The Pathway to Success program’s structure and objectives are designed to attract top talent and prepare individuals for internships. The interviews highlighted the program’s emphasis on diversity and inclusion, ensuring a diverse pool of candidates and creating meaningful relationships.
BDO’s Pathway to Success Program offers a gateway to success, providing students with the tools and relationships needed to thrive in their careers. These skills will be beneficial throughout the duration of their career.
Whether you’re looking to clarify your major or explore different professional opportunities, this program is your steppingstone to a successful future. To learn more about BDO and their Pathway to Success Program, visit their WayUp profile and their website here. More
BlackRock is a global asset manager and a leading provider of investment, advisory, and risk management solutions. As a fiduciary to investors and a leading provider of financial technology with over 19,000 employees, BlackRock helps more and more people experience financial well-being. BlackRock is best known for its expertise in asset management, but that would … Continue reading “Building Your Career at BlackRock While Powering a New Era of Investment Management Tech”
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