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Balancing Branding for Talent Acquisition vs. Sales Growth

Ryan Hornack
Chief Marketing Officer for FWF

It starts with somebody simply building relationships. And then you market to those people.

Episode Summary

Ryan Hornack — Chief Marketing Officer for FWF — joins Connor to discuss rebranding, talent acquisition marketing, and building modern content messaging from a strong set of company values. Learn about the many reasons for rebranding, using marketing techniques to win the talent you need, and keeping your marketing content consistent to build better business relationships.

Key Takeaways

  • Rebranding is multifaceted. Companies rebrand to modernize, launch new initiatives, and clarify their market position. But you can also rebrand as a means of focusing your future strategy and positioning your business for long-term sustainable growth.
  • Like most marketing initiatives, talent acquisition marketing relies on communicating opportunities clearly and building relationships.
  • Consistent content messaging, across all interactions and communication channels, is essential to building relationships with prospects, partners, customers, and talent.

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Watch the full interview below:

About Ryan:

Ryan Hornack joined FWF in 2017 as an entry-level Logistics Consultant. Today, he serves as its Chief Marketing Officer and was recently named to the American Marketing Association’s West Michigan Board.

Follow Ryan on LinkedIn here:

About Connor Dube:

Connor Dube is Sales & Marketing Director at Active Blogs, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at

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