S4 E97 | eXpertease: Cathy Henesey discusses building a personal TA brand

Cathy sits down with Chris to discuss the importance of having a personal brand.

Welcome to the CXR, our channel, our premier podcast for talent acquisition and talent management. Listen in as the CXR community discusses a wide range of topics focused on attracting, engaging and retaining the best talent. We’re glad you’re here.

Chris Hoyt, CXR 
Hello, listeners. I’m Chris Hoyt, president of CXR and you’re thriving and casually dressed Nomad in the landscape of today’s podcast adventure. Now, as I traveled across the country to Austin, Texas, with most of my worldly possessions barreling down the highway somewhere in the US moving truck that nobody can seem to locate, but is hopefully arriving here soon. We’re hunkering down. In this segment, we call an eXpertease where we talk shop with an industry leader who’s got one lesson they’ve learned one insight they played the one gotcha that they’re interested in making sure that you’re aware of now we do this almost weekly, we spend just 15 minutes with a guest. That’s generous enough to share why with you on this podcast, and videocast that’s watchable almost anywhere you subscribe to any of your other favorite shows. If you’re not already subscribed to this fantastical journey, I’d encourage you to get over to cxr.works/podcast to use some of those fancy subscriptions to hitch a ride and get on board now. If you’ve dialed him to join us live, then you can drop any questions you may have for our guests in the chat. We’ll do our best to get to it. But if we run out of time, don’t worry. We’ll post it for you over in the free and public CareerXroads recruiting community forums. They’re hosted at cxr.works/talenttalks. Now today, we’re talking with longtime CareerXroads friend new, relatively new president of ATAP that’s Association for talent acquisition professionals, and who I think is an industry powerhouse. doer Cathy Henesey. Cathy, welcome to the show. How are you?

Cathy Henesey, AdventHealth 1:44
Thank you. I’m very excited to be here.

Chris Hoyt, CXR 1:46
Now Cathy, before we start, can you share with us a little bit about what where you work and what you do there? Exactly.

Cathy Henesey, AdventHealth 1:54
Sure. So I work for AdventHeatlth, we are at large health care system primarily in the southeast, we have across nine states. And we have a little bit over 50, hospitals and county and hundreds of clinics across those states. My team responsible for hiring about 25,000 people and normal year, we’re on track for 30,000 this year. So we do all the hiring up to the VP level. And we do not do that position. So anything in between. So primarily 30 35% of our hires are nurses. I just hit 10,000 openings today, which is crazy. We have over 3000 nurse openings right now that my team works on. So my team’s about 225 individuals plus some contractors to help out along the way.

Chris Hoyt, CXR 2:46
Wow, that’s incredible. That’s a great like, those are some numbers.

Cathy Henesey, AdventHealth 2:49
Yeah, yeah. So what keeps you up at night oh about 10,000 req’s, that’s pretty much it.

Chris Hoyt, CXR 2:56
A whole lot keeps me up at night.

Cathy Henesey, AdventHealth 2:59

Chris Hoyt, CXR 3:00
So we jumped on the line today to talk about building a brand a personal TA brand. When we say that, Cathy, what does that mean to you?

Cathy Henesey, AdventHealth 3:10
It is the personal brand. To me, really, I feel like it is a part of anybody’s talent acquisition profession. To me it, it should be in your job description, because that is what you’re selling. Right? Everything that I have learned along the way, comes with me, right, I’m not a product, I am a person. And what I have learned along the way, is my brand. And so I feel like that I’ve spent a lot of time, you know, we get talking about that networking to build that brand. And then you know, of course, whoever I work for, or whatever Association I belong to, we all benefit from that. And I feel like as a profession, you know, if we all acted that way, then we would really elevate ourselves into that profession, that we still want to be at that strategic level.

Chris Hoyt, CXR 3:57
Yeah. Is there? Is there a difference between your brand and your your reputation?

Cathy Henesey, AdventHealth 4:04
That’s a good question. You know, I think I do think there is a difference. You know, a reputation is really about, you know, what you do and your follow through. And, you know, are you say who you are I guess. But that personal brand is really about what you contribute to the profession, and Where, where, where are you taking the How are you sharing that? How are you making that profession better through your personal brand. I just needed as a difference. I’ve thought about that.

Chris Hoyt, CXR 4:35
Yeah, yeah. Well, I do. I do think it’s a subtle difference. So for sure. I agree with you. If you’ve got a tip to give to somebody who’s sort of maybe, and I guess, it would be fun for us to do too. And he’s right, this is a little shout out. Strike. But if we’ve got both sides of the coin here, so you’ve got somebody that’s starting out that are relatively young in their recruiting career, what would be one thing you tell them that they should really focus on to sort of invest in that that ta brand?

Cathy Henesey, AdventHealth 5:00
I think it’s it’s getting out there and networking outside of work, you know, I really learned early in my career to network with other like individuals and do the job that I do at other organizations, because you can really get well networked within your own organization. But to go out and learn how others do that, I know like I particularly joined healthcare me and not that long ago, maybe eight years, nine years ago, and I knew nothing about healthcare recruitment. And so that’s the first thing I did was started contacting my peers at other organizations. So I would do that as a, as a person young in my career, to go learn how other people do things you know,

Chris Hoyt, CXR 5:43
Oh, for sure, and not an easy thing to necessarily do today. But when I introduced you, and you know, you know, I’m a huge fan, I called you sort of a powerhouse, doer. And I think that is part of your professional ta brand, like you literally have taken on some herculean projects and just crushed, and you’re, you seem to always be moving, you seem to always be leaning in and taking things on, you know, stepping into the president role at a tap some of the really interesting work that you’ve done in the healthcare and recruitment space. So if we flip that, from the early stage recruiting, right, right, the the younger stage of recruiting to where you are today, how do you continue to sort of feed that brand? How do you continue to sort of evolved that brand today, because you’ve been doing this a little while?

Cathy Henesey, AdventHealth 6:33
Sure. I think I just continue, I there’s so much new, so many new things going on and innovative tools out there, that honestly, I feel like I’m never going to catch up learning everything out there that’s going on and what my peers are doing with artificial intelligence and assessments. And, you know, just that speed to market for candidate processing. I, I just feel like I’m running a rat race, trying to learn everything and sourcing all the different sourcing techniques. You know, I just, I feel like I’m just constantly learning and trying to keep up. So we’re, you know, keeping up as an organization for who I work for, as well as the association. You know, and you say, Oh, it’s harder today. I’m not sure. It’s harder today. Back in the old days, we didn’t have banner net. And I yes, I’m that person that says that and would never say that. But I had a phone call, you know, I had to pick up the phone and figure out who that recruiter leader was at another company and go out and meet them for lunch or coffee or drinks. And, you know, it’s so much easier today to cultivate networks through forums, you know.

Chris Hoyt, CXR 7:37
Yeah, well, I think it’s a big thing too. And I guess your involvement with ATAP is sort of a testimony to that, or a testament to that. And that, that is an amazing resource to be able to get a network and not to do any self promotion. But I mean, that is a big part of what CareerXroads tries to do is to accomplish that. So I think what I hear you saying is it is all about networking, but there are also resources, others should not just ATAP, not just CXR, but the resources that, you know, aspiring recruiters or ta professionals should lean into.

Cathy Henesey, AdventHealth 8:04
Right, and we shouldn’t, you know, we really could get to the same level of the larger associations, whether it’s, you know, CPA for accountants or the bar for attorneys or or Sherm for HR, there is no reason that we should be at those size level organizations and be sharing all that content together. Right. We’re always creating similar things, whether it’s cost calculators or job descriptions, or, you know, sov’s or soa’s. I mean, we should be sharing all of that, and, you know, developing some best standards and practices for those.

Chris Hoyt, CXR 8:37
Yeah, I think working together is a big piece that I will tell you, and I think you suffer from it, too. I have an ongoing affliction of FOMO. I seem to always have some fear of missing out of some new.

Cathy Henesey, AdventHealth 8:48

Chris Hoyt, CXR 8:49
Yeah. What keeps us as healthy networkers?

Cathy Henesey, AdventHealth 8:53
Yes, absolutely. And and it’s fun, right to it’s just that thirst for knowledge. You know, Gerry always says, he’s a lifelong student. Well, I totally buy into that. That’s fine. It’s fun for me. You know, I love learning what other people are doing and, and what what they’ve done to advance their own careers and, you know, sort of see like, how dare they think, Oh, this is all there is I’m like, Oh, my gosh, there’s a whole nother world of, you know, 100 different industries doing ta differently. Right, and how can we learn from that?

Chris Hoyt, CXR 9:22
Yeah, I think too, and you know, had this talk before, but I think the really big benefit of being part of an organization, any real organization for your own development, right, your own interest is figuring out you are not as far behind as you thought you were, and you are not as far ahead.

Cathy Henesey, AdventHealth 9:37
That’s right. You know, and sometimes you just need to commiserate with somebody, right? And that is experiencing the same thing that you’re experiencing and you’re not alone. And you just need somebody to have a conversation with and those are phone calls away with if you have a great network.

Chris Hoyt, CXR 9:54
It is it’s awesome. Cathy, thank you so much for your time, that quick blip this morning so we can get connected and kind of catch I really, really appreciate it. We’re really grateful.

Cathy Henesey, AdventHealth 10:02
Absolutely anytime. Thank you.

Chris Hoyt, CXR 10:04
All right, good stuff. Look, experts are predicting a wave of attrition as we come out of this pandemic. So while there were likely be a variety of causes for people looking to move on, we’re betting that mental health, burnout and, you know, an assortment of priorities are going to be top of the list. So our next guest has recently made the decision to make a move change jobs in a big way, and his reasons are likely to resonate with many join us in our next session with Grant Clough former KPMG and AARP leader, as he shares where he’s at and provides some guidance on how to help retain valuable employees who are demanding balance boundaries and a new level of support from employers that many may not be ready to give. So dust off your favorite pair of traveling pants, and tune into the show and hear what he’s got to say and find out if my stuff ever shows up here in Austin or if I’m destined to buy a new wardrobe or just work in the same t-shirt ballcap through the end of the year. Until then, we hope you’ll check out the amazing updates taking place. Just this last week in the various communities found that CXR.works free and open community groups members only community groups we’ve got private invitation and networking community groups all added with 1000s literally 1000s of people collaborating and sharing with one another to help solve big talent challenges give it a look CXR.works happy travels everyone.

Thanks for listening to the CXR channel please subscribe to CXR on your favorite podcast resource and leave us a review while you’re at it. Learn more about CXR at our website, CXR.works, facebook.com and twitter.com/CareerXroads and on Instagram @careerxroads. We’ll catch you next time.