I’m about to attend Kennedy Information’s Recruiting Conference and Expo, so it’s a good time to revisit my occasional series on employer recruiting and branding through storytelling, especially video storytelling.

Liz Claiborne Inc., is earning kudos for a relatively new new recruiting video, “Runway of Opportunity,” of which blogger Leslie Stevens recently wrote on ERE.net, “The video features actual employees talking about their jobs and career paths at Liz, but the highlight is a 30-second clip of a mock fashion show where employees listen to a motivational speech by [Liz Claiborne’s chief creative officer and mentor from TV show ‘Project Runway,’ Tim] Gunn and then bound down the runway.”

In other words, employees tell their stories of what it is like to work at Liz Claiborne.

Stevens reportsm that “when Helene Richter, director of talent operations for Liz, set out to create a recruiting video that matched the energy of the company and the fashion creativity pitched to consumers in the company’s clothing ads, she watched a lot of recruiting videos. Her conclusion: ‘They were sometimes humorous, always educational, but mostly boring, and certainly not artful,’ said Richter.”

And, it’s working, according to Stevens: “So far, the video is delivering the goods. … besides energizing applicants, the video has also motivated the company’s employees.”

Hiring is taking a real hit in the current economical crisis, but recruiting is still critical — hence the 400 or so corporate recruiters that will be gathering at the Kennedy Conference tomorrow.

Just as job-seekers need to tell their stories to employers, so, too, do employers need to entice the candidates they want to recruit — by telling the story of what it’s like to work for that organization.