Rally Awards Recruitment Marketing

Q&A with Sarah Osborne, 2024 Recruitment Marketing Rising Star

Sarah Osborne, 2024 Recruitment Marketing Rising Star
Profile photo of Lori Sylvia
Written by Lori Sylvia

Discover how Sarah Osborne, Mutual of Omaha’s Senior Recruitment Marketing Specialist, revolutionized their employer brand and earned the prestigious 2024 Recruitment Marketing Rising Star Award. Her inspiring journey and innovative strategies are a must-read for anyone in the field!

Q&A with Sarah Osborne, 2024 Recruitment Marketing Rising Star
5 (100%) 4 votes

Sarah Osborne’s journey with Mutual of Omaha began in 2021, and since then, she’s been a driving force in transforming the company’s Recruitment Marketing efforts. Her dedication, expertise and unwavering commitment to excellence were evident to this year’s Rally Awards judges who named Sarah the 2024 Recruitment Marketing Rising Star!

A standout achievement under Sarah’s leadership was the comprehensive rebranding and launch of Mutual of Omaha’s new employer brand, “Be At Your Best,” in 2023. From increasing careers site traffic to building LinkedIn followers to driving up open rates of their talent newsletter, Sarah has made a big impact in a short amount of time in this role.

The panel of judges this year were impressed. One remarked, “Sarah truly embodies a Recruitment Marketing Rising Star! Her story of growth and her strategic omni-channel approach to Mutual of Omaha’s employer brand is inspirational!” Another noted, “I had to make sure I was still in the Rising Star category because Sarah’s star seems to be shooting across the sky!”

Sarah Osborne’s leadership and strategic vision have significantly advanced Mutual of Omaha’s Recruitment Marketing efforts, making her a deserving recipient of the 2024 Recruitment Marketing Rising Star Award.

Let’s meet Sarah!

Meet Sarah Osborne, 2024 Recruitment Marketing Rising Star

Sarah Osborne, Mutual of OmahaSarah Osborne is a Sr. Recruitment Marketing Specialist at Mutual of Omaha, where she leads the creation and deployment of Recruitment Marketing initiatives to position the company as an employer of choice. She develops and implements communication strategies that enhance and protect Mutual of Omaha’s employment brand, utilizing social media and multiple media channels to engage prospective candidates and associates. Additionally, she spearheaded the implementation of the company’s first CRM system and recruitment marketing email strategy.

Rally: Can you share your journey into Recruitment Marketing? What inspired you to enter this field?

Sarah: My journey into Recruitment Marketing began in a previous corporate communications role where one of my responsibilities was managing the company’s LinkedIn profile. This aspect, where I showcased employee stories and our company culture, resonated with me deeply. When the opportunity arose to focus on this full-time at Mutual of Omaha, I went for it! 

What inspired me was my passion for storytelling, particularly in highlighting the experiences and achievements of our employees. I believe these narratives not only attract top talent but also foster pride and unity among current associates. This ability to connect and inspire through storytelling is what fuels my passion for Recruitment Marketing.

Rally: What do you enjoy most about working in Recruitment Marketing?

Sarah:  Where do I even begin? I love everything about Recruitment Marketing—it’s truly the job I could see myself doing until retirement. What stands out to me the most is the sheer diversity of the role. Each day presents new challenges and opportunities, keeping me engaged and excited. I get to leverage my communication and storytelling skills while also exercising strategic thinking, creativity and data analysis. 

One of the aspects I love the most is the variety of hats I get to wear as a recruitment marketer. Embracing this multifaceted nature of the role allows me to continually grow and evolve as a professional, which is immensely rewarding. 

Rally: What skills do you think are important for other recruitment marketers who are looking to forge their path in this space?

Sarah: Without a doubt, I’d highlight collaboration skills as paramount for anyone venturing into Recruitment Marketing, especially when establishing it from the ground up within a company. Building strong partnerships with internal stakeholders like corporate communications and brand marketing is essential. The stronger these collaborations, the greater the trust in our initiatives. 

Recruitment Marketing occupies a unique space, blending aspects of corporate communication, brand marketing and talent acquisition. Without cultivating strong relationships and trust with these areas, gaining support for our projects can prove challenging. My advice to anyone embarking on this career path would be to prioritize honing their collaboration skills.  

Rally: Tell us about a campaign or project you worked on that you’re particularly proud of? What were the challenges and results?

Sarah: One project that I’m particularly proud of is the launch of Mutual of Omaha’s new employer brand, “Be At Your Best,” in 2023. This initiative was a collaborative effort, involving close coordination with our brand marketing team and corporate communication partners. 

The project encompassed various facets of the candidate and employee journey, with a significant focus on revamping our external and internal career sites, as well as our employer brand’s social media presence. Despite the challenges inherent in such a comprehensive overhaul our team remained dedicated. 

And we saw great results! In 2023, we saw a significant increase in careers site traffic and applications, which help affirm the impact and effectiveness of our reimagined employer brand. This project not only strengthened our organization’s employer brand but also reinforced the value of collaboration and strategic thinking in Recruitment Marketing. 

Rally: How did you learn Recruitment Marketing, and how do you stay updated with the latest trends and technologies in the field?

Sarah:  When I started in Recruitment Marketing, I leveraged my background in communication, PR and marketing to kickstart my role. While hands-on experience taught me the day-to-day intricacies, my commitment to continuous learning drives me to stay updated with the latest practices. I prioritize resources like books, podcasts and LinkedIn posts from experts, and actively engage with organizations like Rally Recruitment Marketing and the EB Space. Connecting with thought leaders on platforms like LinkedIn ensures exposure to diverse perspectives, helping to keep me up to date on best practices. 

Rally: What has been the most valuable lesson learned from a failure or challenge in your career?

Sarah: One of the most valuable lessons I’ve learned stems from the importance of effective communication. Maintaining transparent and productive lines of communication with internal partners is so important for the success of a project or campaign.  

I’ve also come to appreciate that communication isn’t one-size-fits-all; rather, it’s a nuanced process that varies from person to person and department to department. 

Navigating these different communication styles requires adaptability and a willingness to try something new.

Rally: How do you envision your career path evolving in the next few years, and what goals are you setting for yourself?

Sarah: Recently, I’ve started a personal brand journey to amplify my voice in the field of Recruitment Marketing and employer branding. I started with a personal branding session in March with a personal branding coach, where we assessed how I was showing up on LinkedIn and identified areas for growth. My goal is to leverage my personal brand on LinkedIn to educate and empower others. I’d like to one day be a resource for individuals seeking guidance on implementing effective Recruitment Marketing strategies, especially within lean teams. 

Rally: For people who are looking to get into Recruitment Marketing, what advice can you share?

Sarah: My advice for anyone looking to get into Recruitment Marketing is to prioritize building a strong professional community within the field. Joining organizations like Rally provides an excellent starting point for connecting with like-minded professionals and accessing a wealth of resources and insights. 

Within the Recruitment Marketing and employer branding community, you’ll discover a culture of camaraderie and collaboration. This community is incredibly supportive and open to sharing ideas, tips, and even the occasional misstep. By actively engaging with this network, you’ll not only gain valuable knowledge but also find a supportive sounding board for your ideas and challenges.

Innovating and Elevating Recruitment Marketing

Sarah’s journey is both inspiring and instructive. Her focus on strategic innovation, enhancing employer branding and engaging talent communities offers valuable lessons for professionals at any stage of their career.

Congratulations once again to Sarah! We’re excited that you’ve chosen to bring your talents to the field of Recruitment Marketing, and we look forward to seeing how your career evolves.

For more inspiration, check out all of the 2024 winners on the Rally Awards website!

Q&A with Sarah Osborne, 2024 Recruitment Marketing Rising Star
5 (100%) 4 votes

About the Author

Profile photo of Lori Sylvia

Lori Sylvia

Recruitment Marketing evangelist and community builder. Founder of Rally.

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