Sarah Osborne

Sarah Osborne is a Senior Recruitment Marketing Specialist at Mutual of Omaha, where she leads initiatives that position the company as an employer of choice and align talent attraction with business strategy. With a background in corporate and HR communications, public relations, and creative design, she brings a strategic storytelling approach to strengthening employer brand and candidate engagement.

An award-winning professional, Sarah received the 2024 Rally Recruitment Marketing Rising Star award and contributed to Mutual of Omaha earning the 2025 Rally Recruitment Marketing Best Career Blog. She will graduate in May 2026 with her MBA from Nebraska Wesleyan University and is passionate about helping organizations connect people to meaningful careers through authentic employer brand storytelling.

Sarah Osborne’s Session(s)

11:10 a.m.–11:50 a.m. PT —

From Content to Strategy: How Recruitment Marketing Became a Strategic Lever at Mutual of Omaha

Recruitment marketing is often viewed as a function focused on promoting open roles. At Mutual of Omaha, it has evolved into a strategic lever that helps shape how talent perceives the organization and its future. By building cross-functional partnerships and demonstrating value over time, recruitment marketing became a trusted channel for communicating organizational momentum, from digital transformation to a new headquarters. This session shares how recruitment marketing can grow beyond content execution into a strategic function that strengthens employer brand credibility and supports long-term talent attraction.

In this session, you will learn how to:

• Evolve recruitment marketing from a content support function into a strategic business partner
• Build credibility and trust across teams to expand recruitment marketing’s influence
• Develop cross-functional partnerships with groups like IT, Social Impact, and Corporate Communications
• Align recruitment marketing efforts with broader business initiatives and organizational direction
• Using storytelling to signal stability, modernization, and future opportunity to our candidates
• Position your organization in a way that helps candidates understand not just the role, but where the company is going

Who should attend

The recruitment marketer or employer brand practitioner wanting an example of how to take their work to the next level when it comes to supporting organizational business goals

The TA or HR leader who is wanting to add a dedicated recruitment marketing or employer brand resource to their team and wants to learn how a role like this could support the business goals, providing evidence for justification of adding this valuable team member.