As students gravitate toward the stability of larger employers in well-known industries, smaller employers or those not commonly associated with college recruiting may struggle to attract top talent. A strategy to compete is to revamp your employment brand. This session will provide smaller employers and those in unfamiliar industries techniques to create a rebranding business plan that will help you hire today and leave you well positioned for the future. The focal point will be a case study of how Turner Construction was able to build and launch a branding campaign with limited resources during a down economy in 2009. The session will detail the factors that should be considered to determine if rebranding will be beneficial, identify the stakeholders that should be involved in the process, create a project and launch plan, and share internal and external marketing techniques.