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Allison Kruse Social Media and Employer Branding at Kforce

Branding Strategies For Smaller Companies - An Encore to Allison's Presentation at EBrandCon in Chicago

AllisonAllison Kruse

Allison Kruse is senior manager, social media, employer branding and talent acquisition at Kforce, an award-winning professional staffing firm that provides strategic partnership in the areas of Technology and Finance & Accounting services. She is on the Board of Directors at ATAP, the newly formed Association of Talent Acquisition Professionals.

Allison was a featured speaker at the recent #EBrandCon (Employer Branding Strategies Conference) in Chicago, and shared lots of blueprints and road-tested ideas for SMB's with limited staff and limited budgets, who understand the importance of actively nurturing their employer brand. I encourage our listeners to visit Kforce's Case Studies and Thought Leadership articles - you find links in the sidebar.

Welcome to a Talent Acquisition Channel podcast on TotalPicture, I'm your host Peter Clayton.


Allison welcome to TotalPicture thanks for speaking with me today. I'd like to start by asking you to tell us about you, and your personal brand.

I gave a very brief intro to Kforce, tell us about your company.

Just to give our listeners a perspective, according to SIA - Staffing Industry Analysts, the staffing industry generated $428 billion in revenue worldwide in 2016. This is a huge, very competitive, and growing market.

So let's dive into your presentation. You began by asking the audience, "What Are You Growing?", and "What Are You Developing?" Could you expand on those concepts for us?

One of the things I admire about your company and your approach is a culture of sharing. This is certainly demonstrated by Kforce's Case Studies and Thought Leadership articles on your website, and throughout your presentation at #EBrandCon. Of course, this doesn't happen by accident. So Allison, can you tell us about the culture at Kforce, and how your sharing mindset evolved?

You've created a clever acronym A.S.S.E.R.T. that covers all aspects of employer branding, tell us what it means.

So in my business, I am a content creator - primarily videos, podcasts like this one, and webinars, and I always make a point of emphasizing to my clients that all of my content is portable -- mp3 or mp4 or .mov files, easily shared across multiple platforms. I'd like you to tell us about the Shareable Content Program you initiated at Kforce, and give us a couple of examples.

Let's take this a little further Allison, get into the "A," being asset optimization.

Do you encourage all of your employees to share on social media work related content? How does that work, and how do you monitor what's been said?

One of your favorite books is called Start With Why by Simon Sinek, you incorporate a lot of his concepts in what you do.

A large portion of your employee population is working remote - including you! How are you able to stay on message, and encourage employees to participate and share?

We've talked about the fact that all of this stuff is portable, but it's also possible to slice-n-dice original content. Can you give us some examples of how you do this?

Let's put on our marketing hats and talk about A/B testing. It's remarkably easy to do and can really help to improve your response rate.

You spent quite a bit of time discussing the tools you're using to create and publish content. Could you share some of your favorites with us with some examples? (And I'll put links to these in the show notes).

What online resources do you use when you're looking for inspiration and ideas?

One more thing, I mentioned in your lead-in that you're on the Board of Directors of ATAP, for the recruiters out there who've not heard about ATAP, or taken the time to check it out, can you give us a quick overview of the non-profit and its goals and objectives?

(And listener's there's a link to my interview with ATAP's executive director Ben Gotkin in the sidebar).

Show Notes:

Allison's Toolbox:






Allison's Book Club:

Everybody Writes Ann Hanley (Amazon link)

Start with Why: How Great Leaders Inspire Everyone to Take Action Simon Sinek 

Peter Recommends

Writing Without Bullshit: Boost Your Career by Saying What You Mean Josh Bernoff


The Science of Why You Should Spend Your Money On Experiences, Not Things (Fast Company)

Peter Clayton

About Peter Clayton

Peter Clayton, Producer/Host, is an award-winning producer/director of radio, television, documentary, video, interactive and Web-based media who has created breakthrough media for a wide array of Fortune 100 clients.


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