In this episode, Justin welcomes Liz Gelb-O'Connor, the global head of employer brand and marketing for ADP. Liz and her team have been instrumental in creating an EVP and establishing ADP's employer brand presence in over 17 countries, earning them several marketing awards for their outstanding branding, social media, and marketing campaigns.

Before joining ADP, Liz held various executive roles in business intelligence, implementation sales, strategy, and marketing, bringing a diverse skill set to her current position. With a team of 10 talented individuals, Liz oversees the in-house employer brand group at ADP, working to attract top talent and convey the unique career opportunities ADP offers.

During the interview, Liz discusses the size of ADP, which boasts a global workforce of approximately 60,000 associates. She highlights the skills and roles within her team, including designers, a video specialist, social media managers, and sector-specific experts. As ADP expands its presence in Canada, they are adding a dedicated team member to focus on the Canadian market.

Liz shares her journey into the world of employer brand, which began when she transitioned from her previous role in sales to take on the challenge of employer branding. She talks about the importance of redefining her professional identity during the hiring process and leveraging her marketing and social skills to excel in her new role.

They discuss how her background in writing and technology has greatly influenced her work, particularly in project management, storytelling, and the operational aspects of employer branding.

As they delve further into the topic, Liz emphasizes the long-term value of branding and dispels the notion that immediate conversions are the sole measure of branding success. She explains how ADP's carefully crafted brand narrative has played a crucial role in attracting and retaining top talent, highlighting the impact of podcasts, campaigns, and social media engagement in driving candidate interest.

Liz reveals a successful strategy employed by ADP, known as the engagement wheel, which involves harnessing the power of internal advocacy and sharing compelling employee stories aligned with the company's EVP messaging. This approach has enabled them to generate a steady stream of engaging content and attract more candidates to join the organization.

When discussing overrated and underrated aspects of the talent space, Liz expresses her belief that focusing solely on undergraduate degrees can limit inclusiveness and overlook valuable skills possessed by individuals without formal education. She emphasizes the importance of considering transferable skills and giving qualified candidates the opportunity to showcase their abilities, even if their previous experience does not perfectly align with the job requirements.

Liz sheds light on ADP's efforts to shift the focus from college degrees to skills by rewriting job descriptions to be more inclusive. By removing degree requirements and emphasizing relevant experience, ADP has observed a measurable increase in the number of female and underrepresented applicants, demonstrating the positive impact of this approach on diversity and talent acquisition.

In closing, Liz imparts valuable advice to her younger self, emphasizing the significance of building and nurturing relationships throughout one's career. She believes that relationships play a pivotal role in personal and professional growth, aligning with the adage, "It's not just what you know, but who you know."