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Beyond Brand Stereotype Emerging Strategies for Companies and Colleges

While brand can be valuable, it can also lead to misconceptions. This is especially true in campus recruiting where students have preconceived notions about opportunities based upon a company’s public facing brand. In the same way, companies have similar brand associations tied to specific colleges, majors, and student backgrounds. In this discussion, thought leaders from industry and campus will share strategies to help go beyond the brand to enhance diversity, improve retention, and drive improved college-to-career transitions for both companies and emerging professionals.

Moderator: Jeffrey Moss, Founder and CEO, Parker Dewey

Panelists/Participants: Lori Sparger, COO and CIO of Purdue University College of Liberal Arts; Patrick McLaughlin, Chief Human Resource Officer of Frito Lay / PepsiCo; Ed Steidl, Director, 21st Century Learning at Microsoft; Michelle Y. Bess, Diversity, Equity, and Inclusion Lead, Sprout Social; Dr. Brian Bridges, Vice President for Research and Member Engagement, UNCF

ASU+GSV 2019