Webcast:
The United States Marines Corps would seemingly be one of the toughest types of organizations to be able to attract and engage talent. Asking individuals to risk it all for their country is a big ask. Yet, against all odds, the Marine Corps is a best practice example of employer branding, across industries. How? The strategy behind the message. Through research and insights into the reasons why people serve, combined with the great story at the core of the organization, the Marine Corps is able to structure their messaging to not only help recruit the right individuals, but to instill pride and passion within those who serve. Key to their success is the understanding that consistency across recruitment and internal communications is compulsory. The few that are chosen to join and the proud that choose to stay share the vision and beliefs of the organization they serve. Join former Chief Marketing Officer of the United States Marines Corps, Mike Zeliff, as he shares their unique story and the strategy and method behind this renowned employer brand.
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Presenters
Mike Zeliff’s marketing perspective comes from his combination of experiences as the Chief Marketing Officer for the United States Marine Corps and as a Visiting Professor of Marketing at the George Washington University.
As Chief Strategy officer for JWT INSIDE, Mike is a member of the management team that helps clients through strategy, identify critical communications needs and implement measureable integrated solutions. Mike joined JWT INSIDE in 2009 and was drawn to the organization's commitment to innovation, dedication to world class service and relationships with its global partners.
In his role as Chief Marketing Officer of the Marine Corps, Mike was responsible for all research, planning, strategy and execution of the Marine Corps integrated marketing plan. During his tenure the Marine Corps consistently exceeded its recruiting goals and the marketing department’s direct contribution to the sales mission increased from 12% to 33%.
Mike is a graduate of the University of West Florida (B.S) and the George Washington University (MBA, PhD) and currently lives in Bethesda, Maryland.
Andrew, I agree. It was interesting to hear Mike describe how employer branding is strategically aligned through so many vehicles. Great presentation!
A fascinating case study into one of the world's strongest brands - it resonates here in London. I was particularly interested in the metrics and quality of data. Thanks Mike.
Andrew Jackson, Kenexa