Skip to main content

What’s hot and what’s not – the top themes being discussed at the World Employer Branding Day Summit

By naomi, on 9th November 2022

This article is over a year old. We've probably got some more recent, relevant content than this - why not check out the latest on what we think?

Naomi at the World Employer Brand Day conference Attending the recent World Employer Branding Day 2022 event in Lisbon gave me a fascinating insight into the most up to date thinking in the industry.

As you might expect, many of the people there representing some of the world’s leading brands and organisations, have been experiencing similar situations, with common themes re-appearing time and time again.

A lot of what was discussed boiled down to the age old questions that we ALL want to answer and which are key in many of our own discussions with clients:

  • How to be an employer of choice.
  • How to stay competitive in the market.
  • How to differentiate your brand when job titles, cultures and values are so similar.

In terms of helping to get the answers to those questions, these were the themes which stood out the most to me:

1. Change

It’s been a time of great upheaval – we’ve had covid, war, a cost of living crisis, political and social uncertainty, environmental crises – it’s no wonder it’s been unsettling. That’s led to the great resignation, the post covid era, the great reshuffle, the great renegotiation, the great reassessing, quiet quitting - so many new names for what we’re going through and so much uncertainty. In fact, the only constant is change.

That’s why we can’t shy away from understanding what matters most to people – to attract talent but also to meet the needs of our workforce going forward. To be a top employers you need to be spending time doing insight gathering. EVP as a concept needs to be agile.

2. Purpose

“What is the purpose of doing this?”

This question needs to be at the heart of everything we do. Purpose is an important part of the employer brand. If the employer brand didn’t exist, what would be missed? What wouldn’t happen?
If ‘quiet quitting’ is all about people staying in orgs but re-evaluating their purpose, then we need to reinvigorate that sense of purpose and bring people along with it. It’s so important to give employees a voice, allowing them to share what matters to them.

3. Co-creation

Co-creation builds ownership and embeds the employer brand from the ground up. People power businesses - and employers need to listen to them, bringing them on the journey and bringing the brand to life through them.

Many speakers stressed the importance of people-centred, bottom-up approaches to employer branding.

4. Employee experience (EX) and the future of employer branding (EB)

EX can be defined as the interactions employees have across their organisation which provide a deep and meaningful human connection – and an area that will need more investment in light of ever-evolving technology and ways of working.

There’s no denying that tech and evolving workforce employment models are changing our daily experience at work: how we work, where we work, who we work with and the skills and capabilities we need to work. There’s now a greater need to develop personalised experiences to drive retention and so employees want to advocate for the business.

And although creating a seamless and transparent digital experience is vital, employee experience is becoming more human. It’s so important that people feel recognised and valued for who they are and what they bring and have a positive experience throughout their journey with the company.

It’s an exciting time in the world of employer branding – and I for one can’t wait to see where the next year takes us.

Presenters on stage at the World Employer Brand Day conference

More thoughts from us

See more articles

Get in touch

We believe that all people have talent. And we think that every business and organisation can do amazing things when they engage with that talent in the right way. So, if you’d like to talk about what we can do for you, your business, and your talent, we’d love a chat. And if you’d like to stay up to date with what we think, create and do then sign up for our newsletter, too.

Please see our Privacy Policy for details on how we use your information.

Thanks for getting in touch!

Your message has been sent on to the team, one of us will be in touch as soon as we can.

In the meantime, if you need us urgently, why not give us a call on +44 113 524 0390.

There was an error!

There was an error sending your message, please try again later. If the problem persists, feel free to give us a call on +44 113 524 0390.

Leeds Office

Castleton Mill, Castleton Close
Leeds, LS12 2DS.

+44 113 524 0390

London Office

5th Floor, 167-169 Great Portland Street,
London, W1W 5PF.

+44 20 4574 6205

Chatter Communications Ltd. is a company registered in England and Wales. Registered number: 07550917.

Sign up to our newsletter