CYNTHIA T.

TRIVELLA
Strategic HR Marketing Communications Solutions that Make Good Business Sense Overland Park, KS 66213 913.393.0234 cttrivella@gmail.com

HR MARKETING COMMUNICATIONS EXECUTIVE with a wealth of experience helping corporations attract,

retain, develop and grow top caliber teams through effective HR marketing communications, employer branding and talent management strategies. Expertise spans all organizational and skill levels, from senior executives and credentialed professionals to frontline operations and service staff. Adept at critically analyzing existing recruitment and retention practices from a business perspective and offering solutions that not only reduce cost-per-hire and timeto-hire but strengthen succession planning capabilities, corporate culture and employee morale. PROFESSIONAL EXPERIENCE NAS RECRUITMENT COMMUNICATIONS Marketplace leader in recruiting, employer branding and onboarding/retention solutions for mid-to-large-sized corporations. Agency of McCann Worldgroup and member of the Interpublic Group, one of the worlds big four global advertising holding companies. DIRECTOR, HR MARKETING COMMUNICATIONS 2006 - Present Spearheads business development, program delivery and account strategy as the branch manager for the Kansas City office. Grew the branch to a top 5-producing office in the NAS network, and personally ranked #1 in terms of new business for three successive years. Developed an extensive client base that spans IT, engineering, retail, health care, pharmaceutical, transportation, hospitality, manufacturing and financial services, with 20 to 40+ projects active at any given time. Engagement Highlights
Completes competitive analysis and due diligence assessments on all

EXPERTISE

Employer Branding Strategic Recruitment Marketing HR Marketing Communications for Talent Management Onboarding & Retention Strategies Candidate Referral Programs Succession Planning Communicating Corporate Culture Corporate Career Sites Social Recruiting Techniques Vendor Contract Management Digital Tools for Employee Communications
HONORS & RECOGNITIONS

HR Examiner Top 25 Online Influencers in Recruiting (2011) HR Examiner Top 25 Digital Media Influencers in Human Resources (2011) The Top 50 Twitter Accounts Job Seekers Must Follow List, since 2011 Top 1000 Professionals of Kansas City (2010) Winner - NAS Recruitment Communications Chairman's Club (2009)
INDUSTRY LEADERSHIP SHRM-KC Board Director, since 2009 SHRM National Taskforce Committee member, since 2009 Support KC Board Director, since 2011 Focus (Expert), since 2011 EDUCATION Bachelor of Arts, Liberal Arts & Business Psychology, Mass Communications, Sociology, Business Administration, Westfield State College, 1993 SOCIAL MEDIA FOOTPRINT www.linkedin.com/in/cynthiatrivella http://twitter.com/CyndyTrivella

aspects of talent management, including employment branding, recruitment & retention strategies, performance management, succession planning, and employee communications. Recommends strategic HR communication plans and tactical measures to achieve specific business, talent management and employee relations goals. Plays a hands-on role on strategy design and development, and directs a two-member tactical team who handle ongoing program delivery. Case Study: Hospitality Industry Challenge: Employee Recruitment 2,000+ venues across the US, with a high volume of employee turnover typical of the hospitality industry. Static recruitment plan based on a big-three job boards, resulting in high cost per hire and limited candidate pool. Solution: Expanded recruitment marketing to include niche boards, aggregator sites and social media vehicles such as LinkedIn and TweetMyJobs. Used SEO strategies and Google Adwords to drive potential candidates to the corporate career site. Adopted analytic tools to track key metrics through the complete recruitment cycle in order to fine-tune and optimize recruitment strategy. Results: Early indicators of the program are that it is delivering a broadened candidate pool, improved quality of hire, and reduced hiring costs.

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Case Study: Health Services Sector Challenge: Employee Recruitment & Succession Planning Tertiary care hospital with 3,000+ employees and turnovers of 26% amortized over three years; highest drop-off levels among difficult-to-fill nursing positions. Employee surveys revealed a high level of discontent with onboarding practices, management communications, and professional development opportunities. Solution: Designed and implemented a comprehensive program to automate employee communications at every touch point in the recruitment, onboarding, professional development and performance management cycle. Equipped hiring managers with a tool box for onboarding and mentoring new recruits. Introduced a professional development program that provided cross-training opportunities in other departments and units. Created on-site access to computers so that staff at all organizational levels could actively participate in the communications and professional development program. Results: Employee turnover dropped to 6%, and morale skyrocketed. The hospital earned the Malcolm Baldrige Award for Excellence in Healthcare, which recognizes best practices in employee, patient and practice management. Case Study: Professional Services Sector Challenge: Job Board Contract Management Interpublic Group of Companies had 45 agencies, each with their own contracts with job boards, representing $10M in annual expenses. Contract negotiation and administration was expensive, and service quality was inconsistent across agencies. Solution: Consolidated all job board contract administration to NAS Kansas office. Negotiated and administered one contract with each of six job boards, and provided one-stop shopping for job board services to all agencies. Results: Leveraged joint purchasing power to achieve $1.2M in savings each year. Substantially decreased the complexity of contract administration, resulting in more responsive and solutionsfocused working relationships with each of the sites. Elevated the profile of the NAS Kansas branch among the Interpublic Group of Companies, and positioned the KC office as a thought leader when it comes to job boards, social recruiting, and talent acquisition best practices. BERNARD HODES GROUP, New York-NY & Atlanta-GA World leader in integrated talent solutions for national and multinational corporations. SR. SUPERVISORY STRATEGIST, HR MARKETING COMMUNICATIONS 2000 - 2004 SR. ACCOUNT MANAGER, HR MARKETING COMMUNICATIONS 1997 - 2000 Originally recruited to manage recruitment programs on behalf of Fortune 500 companies. Became an early adopter of job board recruiting solutions, and soon promoted to strategist role, initially in the New York office and later out of Atlanta. Engagement Highlights
Implemented research and sourcing strategies to support HR hiring and talent development objectives of companies

such as Lucent Technologies, Roberts Pharmaceuticals, Blue Cross/Blue Shield, PricewaterhouseCoopers, Wake Forest University Baptist Medical Center, Bed Bath & Beyond, GE Financial Assurance Division, Lenscrafters, Home Depot, and Lowes. Analyzed budget efficiency and advised human resource partners on streamlining hiring processes and reducing spend on ineffective employment communications.

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Case Study: Staffing Agency Challenge: Recruitment Strategy A long-term client relationship with a national staffing agency was at risk unless Bernard Hodes Group was prepared to modernize its recruitment practices in alignment with the agencys business vision. Existing recruiting services were dated and did not incorporate digital strategies. Solution: Evaluated the staffing agencys business vision and priorities, and created a comprehensive new recruitment strategy in alignment with those goals. Researched and recommended digital recruiting tools, including analytic tools to track and evaluate key metrics in the recruitment cycle. Tested a variety of innovative recruitment vehicles, including niche job boards and virtual job fairs, in order to identify best practices for specific regional and vertical labor markets. Results: Rebuilt client confidence and salvaged a high-value long-term account. Client gained exposure to more efficient media venues, reducing both time to fill and overall recruiting budget. Case Study: Health Services Sector Challenge: Recruitment Strategy A mid-sized hospital with a change-resistant corporate culture experienced chronic issues with finding candidates for key nursing positions. Solution: Educated the client over several months on state-of-the-art strategies for staff recruitment, and created an awareness of the new for employment brand management. Exposed the client to alternative advertising opportunities to target candidate groups and build awareness of the hospitals employment brand. Assisted the client with designing and implementing its first-ever billboard campaign, in conjunction with a job fair and other recruitment tools. Results: Achieved unprecedented employment brand exposure and substantially increased the quality of talent and quantity of candidates during a major recruitment drive. Case Study: Financial Services Sector Challenge: Campus Recruitment A big-five accounting firm relied on a limited number of universities for its college recruiting plans, which left them competing with other firms for a limited number of candidates. Solution: Researched schools with great finance programs, and identified more than a dozen whose academic standards, curriculum and student performance matched the firms needs. Forged relationships with deans and career service managers and organized campus recruitment initiatives. Results: Broadened the pool of top caliber new graduate candidates with zero increase in cost of campus recruitment. Previous experience includes Recruitment Account Executive and SHRM/ASHRA contact for The Hartford Courant; Human Resources Training & Talent Development Specialist with Ames Corporation TECHNICAL EXPERTISE MS Office Suite TALEO iCims Kenexa Search Engine Optimization Web Analytics Search Engine Marketing (Google AdWords) Career Site Best Practices Social Media: LinkedIn, Twitter, Gowalla, Facebook