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Kaitlyn Holbein

Kaitlyn Holbein

Talent Brand Specialist



Marketing communications professional focused on employer branding and content marketing initiatives. My passion and talent lies in crafting the most effective piece of communications (visual, written, oral) on any and every platform to achieve intended results.



Talent Brand Specialist

OpenText enables the digital world, creating a better way for more than 100,000 organizations to work with information, on premises or in the cloud. As a member of Global Talent Acquisition at OpenText, I am part of an inspired team of experts. Together we are passionate about attracting the best talent to OpenText - the world leader in Enterprise Information Management.

I promote OpenText as a top employer by creating strategy and determining the most suitable channels, platforms, and initiatives to drive interest from a diverse pool of candidates. I develop omni-channel campaigns that support strategic hiring goals by leveraging organic and paid ad opportunities on social and beyond. A primary component of my work involves content planning and creation, along with tracking and reporting on metrics that inform the progress of our brand KPIs.

FY 17 achievements:
-Boosted cross-platform impressions from branded content by 797% percent (Q1 vs Q4)
-Lifted engagements by 55% percent, careers site page views by 23% percent (Q1 vs Q4)
-Re-vamped careers site, implemented a new brand look/feel for all digital homes and templates
-Developed content input/creation methodology and campaign framework
-Led and participated in employee advocacy initiatives to increase amplification
-Launched OT Careers & Culture blog

International Association of Business Communicators (IABC) Waterloo

Director, Digital Communications & VP Elect

Founded in 1970, the International Association of Business Communicators (IABC) is a vibrant global association composed of thousands of members from around the world, representing many of the Global Fortune 500 companies.

As Digital Communications Director for the Waterloo chapter of IABC, my role is to build strategy and execute on various marketing communications initiatives across our key channels and platforms. A major upcoming component of my work will involve an IABC Waterloo web re-launch for the 2017-18 board year.

Portfolio achievements 2016/17 (Communications Director portfolio):
-Conducted brand audit, established new content strategy for social
-Guided Promotions and Communications Committee for Break Through Conference, resulting in a strong visual brand and contributing to a sold-out event
-Established stronger presence on LinkedIn with specific not-for-profit company page
-Drove an increase across key performance metrics on our most popular / active social network (Twitter) including, most notably, a 171% increase in click-through rate per post