The talent war within the accounting industry has prompted firms to focus marketing resources on employee recruiting and retention. "Employee marketing" has created a substantial overlap between Marketing and HR. It challenges the traditional understanding of marketing to align employees with organizational goals and ideals, with marketing working directly with HR in a deliberate and strategic way. This session will define employee marketing and focus on how to use this knowledge to impact organizational change at your firm. You'll learn to work with recruiting to build a strategic plan and, for current employees, learn how to prioritize engagement, foster brand advocacy, and promote retention.