Crystal Miller Lay is the Chief Executive of GBS Worldwide, an end-to-end Talent Attraction Firm specializing in employer branding, recruitment marketing, media management, and organizational talent transformation. With over 20 years of experience in marketing strategy, behavioral psychology, brand experience management and award-winning digital marketing, Crystal, along with her team, work with late stage startups to multi-national, Fortune 10 organizations to improve talent attraction and better the world of work. When the pandemic hit, Crystal saw a deepened need to help employers better understand the psychological shift happening with workers and so returned to school to pursue a Masters in Leadership and Organisational Innovation through the University of Wales, specialising her research in EVP, Employer Brand and the employment gap for the Neurodiverse Workforce. Over the last three years, she's conducted the largest known study of its kind into the gap in EVP development, specifically as it applies to those with disabilities and the neurodiverse.
When she's not working (and often even when she is), you're likely to find Crystal either traveling or with her family. She's also fond of patio gardening, an occasional glass of red wine, and got her first Barbie doll when she was 6 years old. More on Barbie later.
Crystal Miller Lay’s Session(s)
12:35 p.m.–1:10 p.m. PT —
When we think about "sexy marketing," data isn't exactly the next thing to come to mind. But data is sexy when it comes to creating meaningful recruitment marketing campaigns. In this session, Crystal Miller Lay will use a real-world, case-study example to show you how data informed each step of building and executing a high-volume recruitment marketing campaign, including:
- Data-driven audience segmentation
- Using data for creative and message building
- How data helps better targeting
- Data-informed recruitment advertising
- Meaningful metrics