At NBCUniversal, the company's long-term goal for its recruiters to serve as talent advisers—talent specialists who have a deep understanding of the business, its long-term talent needs and who know where to find, and how to connect with, the people who will meet those needs. In most cases, these people won't be actively searching for a job and may not be easily found on LinkedIn—in order to find and engage them, talent advisers will need a particular set of skills, including the ability to craft an employee value proposition designed to appeal to a particular persona. Helen Lynch, who is helping to lead this effort at NBCUniversal, will outline the company's talent-adviser strategy, which includes training recruiters to think like marketers and to take on an advisory role with its business leaders.