Rethinking ROI: The Power of Experience with Shannon Milhollin

Episode 61

Guest

Shannon Milhollin

Founder & CEO

Empower Your Event

Shannon Milhollin, founder of Empower Your Event, joins the podcast to unpack how internal and recruiting events can drive real business results. She discusses the ROI of experience, how purposeful design influences culture, and why comfort, connection, and creativity should be central to every internal event. From rethinking job fairs to aligning HR and sales teams, Shannon brings a fresh, strategic take on event planning that goes far beyond logistics.

Key Episode Segments:

  • ROI of Experience: Events must move beyond logistics and deliver emotional, cultural, and business value.
  • Connection Drives Retention: A single meaningful relationship can influence an employee’s decision to stay.
  • Culture Isn’t Accidental: Thoughtful event design creates experiences that align with company values.
  • Rethinking Job Fairs: Swap booths for immersive zones, brand stories, and real employee engagement.
  • Metrics That Matter: Internal events should track ROI and ROE—retention, motivation, and team engagement.

 

Here are Shannon’s 5 ways to rebrand your job fair:

  1. Swap the traditional booth for a branded experience zone
    Think lounge setups, demo pods, or “Day in the Life” walk-throughs
    (candidates want to experience your company culture, not just hear about it) 
  2. Ditch the Pens and Stress Balls- add substance to your presence
    Try: Live mini-workshops, Q&A corners, gelato stands, baristas with branded cups, etc.
  3. Feature Your People, not just your Recruiters
    Peer panels, employee stories or even “ask me anything” couches with real team members
    (Jobseekers crave authenticity and want to picture themselves on your team)
  4. Infuse the Brand into Every Detail
    Branded coffee, ice cream or even smoothie stations, photo booths, curated playlists and messaging that reflects your actual values
    (Your employer brand should feel just as clear and compelling as your consumer brand)
  5. Follow Up Like a Marketer, not a Recruiter
    Try sending personalized follow-up emails with event highlights, insider content or even a behind-the-scenes video
    (helps move passive candidates to active ones and fosters brand recognition)

Thank you for Listening

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