Employer Brand and Talent Marketing Consultant

About the Role

The Employer Brand & Talent Marketing Consultant is a high-impact individual contributor responsible for developing, executing, and optimizing multi-channel recruitment marketing strategies that elevate the employer brand and generate qualified candidate pipelines across the organization. This role combines digital marketing expertise, CRM-driven talent engagement, content development, data analytics, and vendor management to drive measurable hiring outcomes. Working closely with Talent Acquisition, HR, Communications, and external partners, the Employer Brand & Talent Marketing Manager will own campaign strategy, execution, and performance insights across key channels including paid media, social media, email, SMS/text, programmatic job advertising, career site optimization, and employer storytelling.

Responsibilities

• Strategic Leadership & Employer Brand Activation
  • Lead the development and activation of the employer brand across all candidate touchpoints, ensuring consistency with the organization’s mission, culture, and visual identity.
  • Translate the EVP into compelling storytelling, campaigns, and content that resonate with targeted talent segments.
  • Serve as strategic advisor to Talent Acquisition, HR partners, and system leaders on messaging, positioning, and brand presence.
• Recruitment Marketing Strategy & Multi-Channel Execution
  • Build and manage integrated recruitment marketing strategies that drive awareness, engagement, and conversion for priority roles and hard-to-fill talent pools.
  • Own day-to-day execution across digital and paid channels including social media, programmatic job advertising, paid search/social, job boards, employer platforms, and niche communities.
  • Optimize multichannel spend and targeting strategies to maximize ROI and improve top-of-funnel performance.
• CRM-Driven Engagement
  • Develop and manage CRM-driven nurture journeys including email, SMS/text, and talent community workflows to increase lead engagement and application conversion.
  • Ensure CRM segmentation, tagging, and candidate experience flows align with brand voice and campaign goals.
  • Maintain accurate UTM tracking and source attribution across CRM and ATS systems.
• Content Development & Storytelling
  • Create and oversee recruitment content including job ads, landing pages, social content, employee stories, videos, graphics, and email copy.
  • Partner with Communications, HR, and cross-functional teams to amplify authentic employee experiences and culture moments.
  • Maintain content calendars, asset libraries, and brand-aligned templates for consistent execution.
• Career Site Optimization & Digital Experience
  • Manage ongoing updates, optimizations, and AB testing of the career site to improve UX, SEO, and conversion rates.
  • Ensure all digital content is accessible and aligned with brand standards and compliance requirements.
  • Support landing page development and personalized content for campaign-specific initiatives.
• Analytics, Insights & Performance Optimization
  • Build and maintain reporting dashboards to track performance across all channels, providing actionable insights and recommendations.
  • Analyze key hiring and marketing metrics including CPH, CPA, CPC, conversion rates, and source effectiveness.
  • Translate data into clear summaries for leadership, identifying risks, opportunities, and strategies to improve pipeline health.
• Vendor & Budget Management
  • Manage external vendors including media partners, creative agencies, job boards, programmatic platforms, and freelance creators.
  • Oversee budgeting, forecasting, invoicing, and performance reviews to ensure optimal allocation of marketing spend.
  • Support RFPs, contract renewals, and quarterly business reviews to evaluate effectiveness and drive continuous improvement.
• Stakeholder Partnership & Collaboration
  • Partner closely with Talent Acquisition to align campaign priorities with evolving hiring needs.
  • Collaborate with Communications, HR, and system leaders to ensure consistent messaging and maximize employer brand visibility.
  • Provide education and marketing enablement tools to recruiters and hiring teams to ensure consistent, brand-aligned candidate communication.
• Compliance, Governance & Brand Consistency
  • Maintain compliance with employment laws, brand guidelines, accessibility standards, and regulatory policies across all marketing assets.
  • Ensure brand governance across recruitment marketing materials, templates, job descriptions, and social channels.
  • Uphold data privacy and security practices in the use of CRM, marketing tools, and candidate communications.
• Perform duties in accordance with Penn Medicine and entity values, policies, and procedures.
• Other duties as assigned to support the unit, department, entity, and health system organization.

Requirements

• Bachelor's degree is required.
• Education specialization in Marketing, Communications, Business, HR, Journalism, or related field.
• 3+ years of experience in recruitment marketing, employer brand, digital marketing, and/or talent attraction is required.

Benefits

We believe that the best care for our patients starts with the best care for our employees. Our employee benefits programs help our employees get healthy and stay healthy. We offer a comprehensive compensation and benefits program that includes one of the finest prepaid tuition assistance programs in the region.