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Branding from the Inside Out
Mortenson Construction
1621 18th Street, Suite 400
Denver, CO 80202
Thursday, July 07, 2022, 2:30 PM - 5:00 PM MDT
Category: Education

The Great Resignation has left many companies, especially professional services firms, scrambling to retain and recruit talent. The seismic shifts in how and where we work have highlighted the need for a strong employer value proposition and brand. In this session we will explore how to build a powerful employer brand and the essential links between a firm’s internal and external brand promise and presence.

The education event is from 2:30 PM - 3:30 PM at Mortenson, Happy Hour is 3:30 PM - 5:00 PM at Tom’s Watch Bar.
Happy Hour (1 Drink/Apps) is provided by SMPS, covered in the ticket price!

What You'll Learn:

  • The relationship between culture and brand
  • Dimensions of employee engagement
  • Difference between employer branding and corporate branding
  • Definition and benefit of an Employer Value Proposition
  • Practical ways to activate your employer brand internally and externally
  • Implementation resources and best practices examples


Jerry Gennaria
TOKY Director of Brand Strategy & Research

Jerry is Director of Brand Strategy & Research at TOKY where he brings more than 25 years of experience in traditional and digital communications and a pragmatic approach to marketing and brand strategy. A dynamic presenter and storyteller, he enjoys making the complex simple and thrives on teaching and mentoring. Jerry began his career as a traditional art director but has filled a variety of roles including interactive design, information architecture, user experience research, and marketing strategy. Today his focus is on brand strategy and research. Jerry’s experience spans a variety of industries and clients including T.Y. Lin, Centene, Salas O'Brien, Mitek, Mars, Procter & Gamble, Advance Auto Parts, Citigroup, and Bayer.

A graduate of Lindenwood University, Jerry is active in the St. Louis community, serving as President of the Clayton Chamber of Commerce and as a Commissioner with the Regional Arts Commission of St. Louis. He also shares his experience as an adjunct instructor in Design Research at Maryville University.

In addition to design, Jerry’s artistic passion is photography. An accomplished travel and fine-art photographer, he has pursued his art in India, Japan, Europe, and the American West. He shares his life with his wife, two cats and an office filled with a curious collection of vintage technology, art, and Atomic Age ephemera.

Ticket Prices
$35 Members
$50 Non-members


CEUs Available: 1, 6 Management

Note: Only SMPS Colorado Members may register at member pricing.
Participants will receive Zoom meeting details in the registration email. All ticket prices increase on July 2.
If you are a member of another SMPS Chapter and would like a member rate, please email the admin. Job seekers, students and other new professionals, please visit our Colorado Believes page for details on our student membership programs and professional development scholarship opportunities.