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Recruiting, Retention and Brand Building- The “War for Talent” is challenging across all industries and connecting with today’s military recruit is no exception. And, given the realities of COVID-19 building virtual relationships and brand awareness within the GEN-Z community online has become more crucial than ever. But it’s not easy. The challenge is how do you do it effectively, efficiently and in a way that measurably supports your recruiting objectives?

About the workshop leader:  Andrew works with the military-services and veterans’ organizations to develop credentialing and workforce readiness pathways for veterans and military-families -including SHRM’s Certification. Andrew also helps create resources that empower organizations in their inclusion-hiring efforts. He is the contributing author to the SHRM published book “From We Will to At Will- A Handbook for Veteran Hiring, Transitioning and Thriving in Today’s Workplace.” Andrew previously served as SHRM’s Director of Social Engagement managing all SHRM’s social media programs. Prior to joining SHRM, Andrew served as an account manager at Purple Strategies PR firm overseeing digital media efforts of many Fortune-500 clients.

Andrew is a retired Army Infantry-Officer who served in leadership roles during multiple overseas and combat tours (Iraq, Bosnia, Macedonia and Egypt). He also served as Chief of Media Outreach for Multi-National Force-Iraq, and Chief of Marketing and Advertising for the Army Reserve, and Director of Social Media for the Army Reserve.

Andrew is passionate about awareness and resources in support of mental health and is enrolled in William and Mary College’s Masters in Mental Health Counseling program with a concentration in veterans and military families. Most importantly, Andrew serves as “Working-Dad” to his three wonderfully exhaustive teenagers in Alexandria, VA.

About the organisation: SHRM, the Society for Human Resource Management, creates better workplaces where employers and employees thrive together. As the voice of all things work, workers and the workplace, SHRM is the foremost expert, convener and thought leader on issues impacting today’s evolving workplaces. With 300,000+ HR and business executive members in 165 countries, SHRM impacts the lives of more than 115 million workers and families globally. Learn more at SHRM.org and on Twitter @SHRM.

Why you should attend?

In this workshop participants will gain a better understanding of the online footprint of the GEN-Z recruits they are looking to connect with. Additionally, participants will gain a better understanding of how to effectively and efficiently build and manage platforms that resonate with today’s eligible military recruits while simultaneously building brand awareness within the influencer communities of parents and educators who play a vital role as recruits make their decision to serve in uniform. Finally, participants will learn how organizations – military and otherwise- are maintaining connections of both recruits and current employees within a COVID-19 environment. Developing the right strategy, building the right platforms and creating meaningful relationships with GEN-Z recruits via social media takes a significant amount of effort yet when done effectively you build strong brand ambassadors and support both your recruiting and retention goals.

Workshop programme

13:00 Registration

13:00 Session 1: Personas and Platforms

Mr Andrew Morton

Mr Andrew Morton, Director of Veterans and Certification Affairs, SHRM
View Bio

  • Who is Today's military recruit?
  • Where do they "live" and interact online?
  • What do they look for in terms of content and engagement?
  • 14:45 Afternoon Tea

    15:15 Session 2: Strategy and Sustainability

    Mr Andrew Morton

    Mr Andrew Morton, Director of Veterans and Certification Affairs, SHRM
    View Bio

  • Developing a strategy and tactics to connect, engage and recruit GEN-Z
  • Leveraging my current service-members to build these relationships and develop brand awareness with influencers and recruits
  • Measuring the effectiveness of efforts and building on success
  • 16:45 Questions and Closing Remarks

    Mr Andrew Morton

    Mr Andrew Morton, Director of Veterans and Certification Affairs, SHRM
    View Bio

    17:00 Workshop Closes

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    FEATURED SPEAKERS

    Mr Andrew Morton

    Mr Andrew Morton

    Director of Veterans and Certification Affairs, SHRM

    Mr Andrew Morton

    Director of Veterans and Certification Affairs, SHRM
    Mr Andrew Morton

    Andrew works with the military-services and veterans’ organizations to develop credentialing and workforce readiness pathways for veterans and military-families -including SHRM’s Certification. Andrew also helps create resources that empower organizations in their inclusion-hiring efforts. He is the contributing author to the SHRM published book “From We Will to At Will- A Handbook for Veteran Hiring, Transitioning and Thriving in Today’s Workplace.” Andrew previously served as SHRM’s Director of Social Engagement managing all SHRM’s social media programs. Prior to joining SHRM, Andrew served as an account manager at Purple Strategies PR firm overseeing digital media efforts of many Fortune-500 clients.

    Andrew is a retired Army Infantry-Officer who served in leadership roles during multiple overseas and combat tours (Iraq, Bosnia, Macedonia and Egypt). He also served as Chief of Media Outreach for Multi-National Force-Iraq, and Chief of Marketing and Advertising for the Army Reserve, and Director of Social Media for the Army Reserve.

    Andrew is passionate about awareness and resources in support of mental health and is enrolled in William and Mary College’s Masters in Mental Health Counseling program with a concentration in veterans and military families. Most importantly, Andrew serves as “Working-Dad” to his three wonderfully exhaustive teenagers in Alexandria, VA.
     

    VENUE

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    London, United Kingdom

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    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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