I recently had the opportunity to attend the World Employer Branding event in Amsterdam, where I was thrilled to participate in two engaging days of workshops and conferences. The first day was filled with hands-on workshops, including insights on leveraging storytelling and authenticity to enhance employer branding, while the second day featured impactful discussions on evolving employer brands and fostering community within organisations. Here are some of my key takeaways and highlights from some of our industry leaders helping shape the world of employer branding. Let’s jump in!

Workshops

“Showcase Your employer brand through your careers site”

Happy Dance
- Bryan Adams, CEO & Founder

The dirty secrets of employer brand

Employer brands are designed to drive organisations forward and to grow. Without that employer brands won't exist.

Knowing the daily sacrifices is the quickest way to find the passion and pride of your employees. If they exist in your organisation why do they stay? A sense of purpose, belonging, pride, where they can thrive. Happiness isn't pleasure, it's victory, achieving a goal and progressing.

A brand is humanising a corporate entity. Storytelling is the superpower of employer branding as it allows corporations to convey their unique culture and values whilst inspiring potential candidates to join the team.

One effective way to define what challenges people are facing is to write a job ad with three reasons not to join us. By addressing potential concerns head-on it demonstrates authenticity allowing candidates to genuinely align with the mission and values and think ‘You know what, I can do that’ and it becomes a unique selling point rather than holding a negative connotation.

“How to evolve your employer brand”

Stafford Long Partners
- Matt Johnson, Executive Creative Director
 

Trends emerge; technology erupts; the preferences and passions of your audience changes virtually by the week. Things just don’t stay still these days. So neither should your employer brand. But building your reputation as an employer doesn’t mean smashing it all down and starting from scratch." (worldebday, 2024, online)

How to think creatively

Strip it down. Think about its core essence. Brands can become cluttered with too much detail, so simplicity is key. The first principle of branding is recognition; what's the one idea that defines the organisation? Just like Red Bull represents adventurous energy, and Apple stands for beautiful simplicity, the employer brand should reflect a single concept that is exciting and motivating. Condensing the employer brand into a clear and powerful idea allows current and potential employees to connect with the vision.

This focus on clarity allows you to adapt to market trends while maintaining the employer brand's identity. Creative thinking isn’t always about starting from scratch but building on what works whilst ensuring the employer brand stands out in a competitive landscape. Ultimately condensing the employer brand into a single minded idea that energises people about their part in the organisation's future.

Conference

“From silos to synergy: Crafting an integrated talent experience” 

McKinsey & Company
- Julia Duhamel, Global Head of Employer Branding
- Joel Willcher, Global Head of Internal Communications and Lifecycle Engagement
 

A rapidly shifting talent landscape is challenging many companies to re-think how they are finding and engaging the right talent, pushing beyond traditional approaches and sources. New data and analytics capabilities allow People/HR teams to be more attuned to employee development and other needs, and to address them in fine-tuned and timely ways.

To be successful in this new era means moving from operating in isolation to an integrated approach to talent engagement and development with cross-functional teams designed to focus holistically on organisational priorities and employee experience." (worldebday, 2024, online)

Self-awareness, resilience, stoicism, and openness are key qualities that create a powerful sense of community when combined within organisations. These qualities strengthen connections within teams and foster a culture where people feel supported and engaged. 

How to bring connection to the people within the neighbourhood? 

Sparking connections: By sparking meaningful connections through live group Q&As. Personal notes about the candidate's role to cultivate deeper relationships. Promoting alumni events through newsletters not just through virtual events or meetings can further reinforce a sense of belonging and community. 

Make the better: McKinsey’s “Next Gen Women Leaders” program or Dan Morales’ “Pulse during COVID” data driven survey provides platforms for candidates to engage with the organisation and develop.

Be direct: Direct communication is essential in shaping a distinctive employer brand that challenges employees to choose their growth path whilst fostering an open environment where questions and collaboration are encouraged.

Shine the light: Celebrate role models through stories like McKinsey’s “From Value to Venture” that highlights individuals’ journeys from their early careers to leadership and beyond their time at McKinsey displaying the learnt skills they’ve implemented into their careers.

Who are the people in your neighbourhood?

What do they have in common?

“New employer brand thinking for a new business Era”

IHG Hotels & Resorts
- Eunice Z. Clements-Tweedie, Global Vice President, Global Talent Acquisition

SMRS
- Sarah Sturgess, Agency Director
 

As the hospitality industry faced unprecedented challenges in the wake of the pandemic, IHG, with its global network of over 6,000 hotels, embarked on a bold journey to redefine luxury travel. In this presentation, we delve into the complexities of rebuilding our Luxury & Lifestyle team amidst uncertainty, navigating the intricate dynamics of stakeholder management with hotel owners and prestigious luxury brands. Join us as we unravel the strategies employed to inspire confidence in future General Managers, paving the way for a new era of unparalleled hospitality excellence." (worldebday, 2024, online)

IHG found it significantly challenging to find luxury General Managers following the aftermath of the pandemic compounded by the lack of an employer brand, marketing presence and an established team. With a fixed mindset and no solid foundation for recruitment they began a 14 month collaboration with SMRS with the goal to grow their luxury team by 20%.

With no Employer Value Proposition and a specific need for luxury General Managers they shifted their focus towards a Target Value Proposition. Together they conducted research to craft a proposition that would resonate with the right candidates.

A pivotal moment in the campaign was capturing the story of Andre, the General Manager of Six Senses in Portugal. His story of an authentic experience became the cornerstone of the compelling storytelling approach to inspire and capture the attention of luxury General Managers from around the world. IHG and SMRS also filmed behind the scenes content from Andre’s story which allowed them to create multiple content strands. The campaign achieved results of 60,000 views, 4000 LinkedIn clicks, 1500 organic engagements, and the recruitment of 92 General Managers - all without recruiting agency spend.

"Crafting an unparalleled employee experience through the power of HR Data & AI"

PWC
- Marlene De Koning, Director Workforce Transformation Tech & Data
 

This presentation from industry thought leader, Marlene de Koning, author of "HR Tech Strategy: Revolutionizing Employee Experience Through HR-Tech Synergy," offers a comprehensive exploration of the symbiotic relationship between technology-driven employee experiences and business excellence. Attendees will discover a proven formula for aligning technological innovations with exceptional business outcomes, uncovering the pivotal role of engaged and motivated employees in driving efficiency, innovation, and overall success." (worldebday, 2024, online)

The key takeaway from Marlene de Koning’s presentation is that burnout is not just a result of long hours but rather working in isolation and a lack of connection with managers. They found that employees that work less closely with their managers are at higher risk of burnout which highlights the need for supportive and collaborative working environments.

Fostering strong HR-IT partnerships can create technology-driven employee experiences that prioritise engagement and human connection. Technology should be used to enhance the human experience rather than to replace. Ultimately, motivated employees are key drivers of innovation and with the right HR-technology synergy, organisations can begin to create a thriving workforce and exceptional business.

"The 100 Best Companies to Work For in Europe: What it takes to be the best"

DHL Express
- Mike Parra, CEO, Europe

Great Place To Work®
- Michael C. Bush, CEO

Top 100 best companies to work for in Europe

No.1 DHL for 4 years

My work has special meaning: 8.2/10
Special and unique benefits: 8/10
Quickly adapt to new tech: 8.6/10
Do you want her a long time: 8.5/10

CEO of Europe DHL Express, Mike Parra stated that people don't get tired of surveys; they get frustrated when they don't see the results of their input. Addressing this requires a strong focus on 'You said, we did' communication that demonstrates how employee feedback is directly impacting the organisation.

"Worklife: A conversation about identity, wellbeing and community"

Indeed
- Danny Stacy, Senior Manager of Talent Intelligence

Glassdoor
- Taylor Meadows, Head Strategist of Employer Brand
 

“Work” and “life” overlap today more than ever before. In this lively conversation, Taylor Meadows of Glassdoor and Danny Stacy of Indeed return to the stage to offer expert insights into why identity, wellbeing, and community are key to a satisfying “worklife” – and to a successful employer brand strategy, backed by new research. When we are committed to better work, we are committed to better lives for our people. This is what is ultimately going to attract top talent and keep them at our companies longer." (worldebday, 2024, online)

The concepts of wellbeing and community are becoming crucial in creating a fulfilling work life balance as the line between “work” and “life” becomes increasingly blurred. Glassdoor and Indeed emphasise that organisations need to focus on these areas in order to build successful employer brand strategies. Organisations' commitment to employees’ wellbeing shapes both their experience at work and their personal lives which is essential for attracting and retaining top talent. 86% of people believe how they feel at work directly affects how they feel outside of work.

Work life balance and mental health go hand-in-hand. 46% of people experience anxiety, depression, or burnout therefore highlighting the importance of support systems more than ever.

Wellbeing at work involves both structured and unstructured. Formal support programs include mental health apps or paid time off, and informal support can be from colleagues or managers just checking and prioritising them as a person–not an employee.

Fundamentally, companies that prioritise fostering well being, job satisfaction, stress, and happiness outperform the stock market. Investing in employees leads to stronger financial performance. And when an organisations mission, values, and team stories align then employees are more engaged, find purpose in their work, and actively contribute to a thriving workplace culture.

"Unveiling Adventure Awaits: EY's immersive virtual experience for entry-level talent"

EY
- Matthew Jeffrey, Head of EY UKI Talent Attraction and Acquisition

The pandemic created challenges across learning opportunities and digital inequality which had an impact on the mental health of Gen Z with less than half feeling prepared for the future and 22% experiencing mental health disorders. EY recognised the needs for innovative solutions to support Gen Z moving into the workplace with the launch of a virtual experience called “EY’s Adventure Awaits” designed with immersion and engagement at its core.

“EY’s Adventure Awaits” is a gamified, hands-on exploration of their organisation through AR games, quizzes, people stories, and more. With six zones, students can access videos, podcasts, and a Tranquillity Lake zone dedicated to their mental and physical wellbeing. The virtual world focuses on inclusivity by catering to different faiths and wellbeing needs with interactive activities such as study playlists and EY yoga poses. By using gamification EY is able to attract new talent and differentiate itself from competitors and with AI set to even the playing field more it’s these types of experiences that make organisations stand out.

"Planting local, growing global: a ground up approach to building a global employer brand strategy"

Wiser
- Oscar Sadler, Head of Client Strategy

McCain
- Steven Lui, Global Talent Brand & Attraction

A cohesive global employer brand is crucial for attracting top talent but its success is also dependent on effectively scaling to localised initiatives. McCain’s approach is a prime example of how regional strengths can enhance global talent attraction by creating local engagement and telling authentic stories. A standout example is their hero film “Make it” which beautifully showcases how a powerful and localised story around a simple tagline can translate across borders. This ground-up strategy strengthens their brand globally whilst also retaining the unique qualities of each region.

"Dare for Better: Unveiling PepsiCo's employer brand launch strategy through internal brand champions"

PepsiCo
- Anita Roggendorf, Senior Director Talent Attraction and Engagement

PerpiCo recently began on a journey to amplify its new employer brand by using internal activation. Led by Anita Roggendorf, Senior Director of Talent Attraction & Engagement, the strategy focused on empowering PepsiCo associates globally with the tools and training needed to become advocates of the brand. They provided cutting-edge tech tools, advocacy programs, and regionally tailored activation to promote the employer brand launch with a selection of brand ambassadors from around the world.

One key factor within this strategy was aligning their associates with their new employer brand language like “Dare to fuel your ambition” and “Dare for brands to do good”. For the most cost effective solution and to drive engagement PepsiCo nervously encouraged local markets to take ownership of the activation which paid dividends in the end. The South African team is a perfect example of embodying the brand messaging by creating their own video showcasing their energy and passion for the brand.

PepsiCo was able to strengthen internal advocacy with global brand visibility by simplifying the activation process, offering tailored training, upskilling talent acquisition teams and turning associates into “Pepfluencers”.

5 Key takeaways

1. Employee Wellbeing Matters: Companies that prioritise employee wellbeing are the most successful. Investing in programs and support for mental and emotional health leads to happier, more engaged employees. (Source: Worklife: A conversation about identity, wellbeing and community)
2. Focus on Storytelling: Effective employer branding utilises storytelling to convey company culture, values, and mission, inspiring potential candidates. (Source: The Dirty Secrets of Employer Brand)
3. Honesty is Key: Challenge the status quo with job ads highlighting reasons not to join your company. This transparency allows genuine connections with potential employees who can resonate with the challenges. (Source: The Dirty Secrets of Employer Brand)
4. Embrace Change: Evolve your employer brand to stay relevant in a dynamic market. Build upon existing strengths while adapting to trends without starting from scratch. (Source: How to evolve your employer brand)
5. Foster Community: Self-awareness, resilience, and openness lead to strong connections within teams. Organise events and promote alumni connections to build a sense of belonging. (Source: From silos to synergy: Crafting an integrated talent experience)

And most importantly, don’t be afraid to tap into those communities to talk to like minded people like us to share insights and ask questions.

Reference list

Making it with McCain. (2023). Available at: https://wearewiser.com/work/mccain [Accessed 22 Oct. 2024].

ey-adventure-awaits. (2022). Available at: https://eyadventureawaits.co.uk/map [Accessed 22 Oct. 2024]

Boo, J. (2024). Fortune 100 Best Companies to Work For® in Europe 2024. [online] Great Place To Work®. Available at: https://www.greatplacetowork.com/best-companies-to-work-for-europe [Accessed 22 Oct. 2024]

IHG Careers (2024). IHG | Luxury & Lifestyle André Buldini. [online] YouTube. Available at: https://www.youtube.com/watch?v=zKbjf9pQ2Kw [Accessed 22 Oct. 2024]

McKinsey & Company. (2020). From values to ventures: McKinsey’s core values leave an imprint. [online] Available at: https://www.mckinsey.com/alumni/news-and-events/global-news/alumni-news/2024-06-from-values-to-ventures-mckinseys-core-values-leave-an-imprint [Accessed 22 Oct. 2024]

McKinsey & Company. (2024). Next Generation Women Leaders. [online] Available at: https://www.mckinsey.com/next-generation-women-leaders/nwgl-overview [Accessed 22 Oct. 2024]

worldebday. (2024). AGENDA | World Employer Branding Day 2024. [online] Available at: https://www.worldemployerbrandingday.community/agenda [Accessed 22 Oct. 2024]