1 rich Libsyn https://www.libsyn.com 90 600 In this episode of The Talent Tango, Amir sits down with Caitlin Kamm, Director of People Growth at Envoy, to unpack a real-world employer branding initiative tailored specifically for engineering talent. Caitlin walks through how her team developed a laser-focused EVP to support a return-to-office mandate—balancing culture, candidate persona, and business needs. From strategy to stakeholder alignment to creative execution, it’s a playbook for anyone in talent roles grappling with attracting high-caliber candidates in a hybrid world. 💡 Key Takeaways: Start with specificity: Crafting an employer brand around a targeted persona—like engineers—yields clearer messaging and stronger impact. Authenticity over perks: The EVP focused on purpose, innovation, and collaboration, deliberately leaving out compensation and benefits. Match the medium to the message: They pivoted from real employee footage to an animated video to better reflect Envoy’s brand and voice. Metrics with context: A 5% increase in offer acceptance was a win—but measuring deeper attribution requires embedding branding assets across the candidate journey. ⏱️ Timestamped Highlights: 00:00 – Intro to Caitlin and episode scope 01:01 – Defining employer branding at Envoy 03:02 – Aligning brand with return-to-office policy 07:24 – Why engineers were the initial focus 10:07 – Communicating the 'why' of coming to the office 12:55 – Making intentional branding choices 14:24 – Measuring success: acceptance rates and Q1 plans 17:01 – Applying a product mindset to employer branding 19:56 – Lessons learned and the power of anchoring to the ideal candidate persona 💬 Quote to Highlight: &quot;You have to treat the soft stuff like the hard stuff—when you bring rigor to planning and persona targeting, the strategy actually sticks.&quot; — Caitlin Kamm The Talent Tango http://www.elevano.com <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/36660780/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/content/188629540