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June 10, 2024
Episode 25: Employer Branding At UMass

Employer Branding At UMass

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About the Episode

About the episode: It’s the episode that you’ve been asking for–an employer branding campaign from a university. On this episode of “I Wanna Work There!” we’ll learn about efforts at the University of Massachusetts Amherst to increase their job applications and re-engage their faculty and staff.

Our guests break down three things:

  1. How UMass crafted their employer value proposition,
  2. What they learned about their prospective and current employees in building their campaign, and
  3. Thoughts on how institutions can resourcefully begin their employer branding efforts.

About the Show: I Wanna Work There! takes a look at how colleges and universities can develop competitive, compelling employer brands. Join us for an honest and solutions-based look at the issues that surround institutions positioning themselves as employers of choice.

About The Enrollify Podcast Network: I Wanna Work There is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Confessions of a Higher Ed Social Media Manager and Talking Tactics.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at

Connect with Us at the Engage Summit: Exciting news — many of your favorite Enrollify creators will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.

Use the discount code Enrollify50 at checkout.

Learn more and register at — we can’t wait to see you there!

People in this episode


Eddie Francis is the Founder of Edify Ventures and is the host of I Wanna Work There!


Matt Nesler

Matt partners with his clients daily to help meet their immediate needs and longer-term objectives. Internally, he works with Ologists in both our brand studio and our integrated marketing studio to ensure his clients’ success. His clients have included Xavier University (Ohio), Ithaca College, Virginia Tech, Rutgers University, and Rochester Institute of Technology.

Hank Pinkowski

Hank brings over 25 years of creative expertise to his role as director of HR marketing and communications at UMass Amherst. Leveraging his experience in leading B2B and B2C marketing initiatives across various industries, he works collaboratively with the HR department to develop and amplify the UMass Amherst employer brand. His focus is on attracting top talent and fostering employee retention through strategic marketing and communication efforts.

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