Shaker’s Journey Through the Eras of Recruitment Marketing

By Gina Alioto, VP and Head of Brand & Marketing, Shaker Recruitment Marketing

We believe great branding and marketing doesn’t speak first. It’s felt. It moves through a space (digital or physical) before a single word is said. It’s the laugh shared between peers who’ve lived through change, the spark of an idea that leads to collaboration, and the silent understanding when we’re all part of an evolving story. And, in this case, it’s the story of recruitment marketing.

An experience we’ll all remember

That belief shaped everything about our recent experiential brand activation, which marked the beginning of Shaker’s 75th anniversary celebration. We invited talent leaders to reflect on how far we’ve come and step inside the journey that brought us here. Told in motion through light, sound, and shared imagination, we created The Eras of Recruitment Marketing, an immersive installation that transformed decades of innovation and creativity into living, interactive art. It was both a tribute to our legacy of innovation and a window into what comes next as we shape our future together.

We focused on more than what talent leaders would see—we designed for how they’d feel. Around the installation, every moment was designed with intention. The Podcast Zone hummed with thought-provoking conversation and insight. The Challenge Wall inspired bold thinking and building meaningful connection. And the Shaker Green Room Lounge fulfilled what it’s always meant to be, a place to slow down, connect, and feel part of something bigger than ourselves: our community, where relationships matter.

The Podcast Zone

The Shaker Green Room Lounge

The Challenge Wall

Each space worked together to remind us why this industry thrives on human connection.

Relationships that spark innovation and collaboration

I am so proud of the team that brought this vision to life. Callie Kesner (Kloenne) led production with precision and grace under pressure. Kate Price, Kelly Farrar, and Ellia Melin infused their creativity and expertise into every detail. Our cross-functional partners within Shaker from our

Creative, Content Marketing & Social, Web Development, to Digital Marketing, and Analytics Teams. And to our fearless leaders, Joe Shaker Jr., Derek Briggs, Amanda Shaker, Ellen Paige, and the entire Shaker Family for believing in this milestone moment and for building the legacy and brand behind it.

What defines Shaker always comes back to relationships. We care deeply about the work we do, and even more about how we do it. Together. Great work begins with care for the craft and for each other: our people at Shaker, our clients, our partners, and our industry friends. That’s where real impact happens, in these moments when passion meets purpose and the team moves as one.

Attendees forming connections in The Shaker Green Room

Joe Shaker Jr., CEO, and Megan Tracy, VP of Global Relationships, creating relationships and memories

RecFest attendees experiencing The Journey Through the Eras of Recruitment Marketing

This activation was only the beginning of our #Shaker75 celebration, which will continue throughout all of next year; a tribute to the people, clients, partners, and ideas that move our industry forward, just as we have for 75 years.

Cheers to 75 years of innovation, excellence, and relationships. And to the next era of shaping the future together.

Seventy-five years in, that spirit still drives everything we build. It’s what transformed Shaker from a family-owned agency to a globally trusted name defining the future of talent marketing. And as we look ahead, our focus remains on creating meaningful experiences, elevating human stories, and proving that the most powerful thing in branding and marketing is connection itself and the relationships we build.

To everyone who joined us in Nashville, thank you for bringing your energy, your stories, and the heart that makes this community so special. For those who couldn’t make it, we captured it all. Watch our RecFest 2025 highlights reel and explore the photo gallery for a look inside the eras, the energy, and the unforgettable moments that brought it to life!

The Shaker Recruitment Marketing team at RecFest USA

From left to right: Callie Kesner, Director of Marketing, Gina Alioto, VP of Marketing, and Ellia Melin, Marketing Events Coordinator & Generalist