Aloysius Butler & Clark’s Managing Director of Recruitment Marketing Authors “Built to Attract” to Help Guide Businesses in Successful Hiring, Retention and Employer Branding
Shawn Kessler shares nearly 25 years of recruitment marketing and employer branding insights in new book—available at Amazon.com.
WILMINGTON, Del. (June 3, 2025) — Aloysius Butler & Clark (AB&C), one of the largest independent full-service marketing communications agencies on the East Coast, is pleased to announce the upcoming release of Built to Attract, a book written by Shawn Kessler, the firm’s managing director of recruitment marketing. The book, which draws on Kessler’s 16 years of experience at AB&C and over two decades in the field, explores the transformative idea that effective employer brands are built through empowered employees who believe in and advocate for the organization. Built to Attract is currently available on Amazon’s Kindle platform as well as paperback and hardcover.
“What Shawn and the recruitment marketing team he leads at AB&C have done for our clients is nothing short of revolutionary, and their work is a key part of what sets us apart as a full-service agency,” said Paul Pomeroy, CEO. “In Built to Attract, Shawn does a stellar job of driving home the philosophy behind building powerful employer brands by supporting employees in being the best recruitment resource. He allows readers to see what can be achieved with the right set of skilled professionals developing and implementing customized talent attraction and retention strategies.”
The 200-page Built to Attract guide provides readers with a comprehensive overview of successful recruitment and retention strategies for today’s workforce. It offers insights into universally applicable employer brand concepts while emphasizing the importance of developing individualized approaches based on unique needs, industry, company and target audiences. Throughout the book, Kessler integrates professional insights and real-world examples to illustrate best practices as well as common pitfalls to avoid. Topics covered include optimizing recruitment marketing, maintaining momentum after making a hire, implementing strategies like the Rule of 3/9/27 and leveraging professional highlights such as the launch of the HireControl™ recruitment marketing platform developed by AB&C.
“The concepts in this book are ones I have the opportunity and privilege of putting into practice daily for our clients,” said Kessler. “It’s not just about filling a position but about how even the smallest changes in the way businesses handle talent attraction can positively impact their business, their employees and culture, and the communities they serve. My hope with this book is to provide my own learning in a way that helps businesses—from executives and HR people to marketing teams and others—start the conversations that I know can make a real difference.”
In addition to his book launch, Kessler will share some of his insights during a speaking engagement at the Mid-Atlantic Physician Recruiter Alliance (MAPRA) Annual Educational Conference, behind held June 9 and 10 in Atlantic City. Built to Attract is currently available for sale on Amazon’s Kindle platform as well as paperback and hardcover and at ShawnKessler.com.
About AB&C
Aloysius Butler & Clark (AB&C) is one of the largest independent full-service marketing communications agencies on the East Coast. AB&C has offices in Philadelphia and Bloomsburg, Pennsylvania, as well as Wilmington, Delaware, and operates remotely across the globe. The agency’s remarkable 54-year growth is a byproduct of our unique client-centric business structure. Our clients are regional, national and international in scope—and concentrated in five core market segments: healthcare, behavior change, recruitment marketing, consumer and specialty B2B. We combine deep business expertise in these five key industry segments with a robust team of omnichannel experts. The result is the best of everything. Always deeply strategic. Always creatively breaking through. Never the same.