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SIG: Recruitment & Selection: Focusing Your Employer Brand Through the Applicant's Lens
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SIG: Recruitment & Selection: Focusing Your Employer Brand Through the Applicant's Lens

Focusing Your Employer Brand Through the Applicant's Lens

When: 4/19/18
7:30am - 9:00am
Where: Barran Liebman
601 SW 2nd Ave
Suite 2300
Portland, Oregon  97204
United States
Presenter: Jean Roque
Contact: Wendy Kent & Michelle Patton
PHRMA Office: 503-655-6474

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SIG: Recruitment & Selection

Focusing Your Employer Brand Through the Applicant's Lens

Presented by: Jean Roque


Do you know how prospective employees view your company as a potential employer? Does the employee experience align with the candidate perception of your organization during the interview process? Great corporate brands are grounded in a strategy that thoughtfully defines aspects such as target audience, unique selling proposition, and brand personality. Similarly, the employer brand should be anchored in a strategy that targets attracting the right kind of talent while remaining true to the organization’s employee value proposition. The measurable outcome of a successful employer brand includes increased quality of applicants, cultural alignment, employee engagement and retention.

This talk will address components of a consistent and effective Employer Brand including how to assess, shape, and define your Employee Value Proposition, increase awareness of how your company is perceived, understand the components of an Employer Brand strategy, and identify performance metrics that are used to assess and refine your Employer Brand strategy.


  • Discover the importance of an Employee Value Proposition (EVP).
  • Learn how to assess, shape, and define your organization’s unique EVP.
  • Increase awareness of how your company is perceived as an employer.
  • Understand the components of establishing an Employer Brand strategy.
  • Identify performance metrics that help refine the effectiveness of your Employer Brand strategy.

About the Speaker:

Jean Roque is the founder and President of Trüpp, a human resources company providing HR consulting services, HR outsourcing, and leadership development solutions for organizations in the greater Portland-Vancouver metro area and throughout the U.S. Jean has a passion for helping organizations thrive. Her straightforward yet strategic approach focuses on delivering services that are tailored to the unique needs, culture, and business objectives of each organization while removing the complexity often associated with the HR function.


After a successful career as an executive in software, product development and manufacturing industries, Jean started Trüpp based on a passion for contributing to the success of small to mid-sized organizations. Jean is honored to have been named in Top 50 Women-Owned Businesses in OR & SW WA 2015-17 and Top 100 Fastest Growing Private Companies in OR & SW WA 2015-2017.


HRCI: 1 credit (pending)

SHRM: 1 credit (approved)


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