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SOME OF THE WORLD'S BEST EMPLOYER BRANDS &
AGENCIES WHO SHARED BEST PRACTICE IN 2019
THURSDAY 16 MAY 2019
EMPLOYER BRANDING SUMMIT
Av. da Liberdade 182-188, 1250-146 Lisbon, Portugal
WELCOME & MC
STAND UP COMPANY
Driving employer reputation & building an employer brand in a privately owned, global enterprise
Kelly Marek Bartkiewicz (USA), Global Employer Reputation & Recruitment Marketing Director at Mars
In an increasingly competitive global marketplace, attracting and retaining the right talent is central to a company’s ability to grow. Based on Mars’ global growth ambitions, they need to attract 80,000 new Associates between now and 2025. Historically, Mars has lagged behind talent competitors as an employer of choice, and this challenge has ignited the journey for Mars’ first Global Employer Reputation strategy including the creation of their employer value proposition.
Learnings and reflections of the following:
Building an employer reputation strategy in alignment with business objectives and priorities
Developing global buy-in, investment and stakeholder engagement
Governing & deploying a global EVP into local markets with a decentralized, organizational structure
'The employer branding ecosystem: New thinking, new business models & new networks'
Emma Tolhurst (UK), European Employer Brand Lead at Accenture
In today’s competitive talent landscape, companies and teams cannot go it alone. We need the help of a business ecosystem that bring unique capabilities, data, candidate and industry knowledge that can be a source of innovation and talent solutions. Talent shortages are becoming more challenging. How do we prepare ourselves in the diverse workforce in the age of artificial intelligence (AI).
Business success will increasingly depend on people and machines collaborating with each other. We need a truly integrated end-to-end employer branding ecosystem led by new thinking, new growth models and networks to adopt bold new talent strategies.
In this keynote presentation Emma will share how Accenture is:
Using digital to attract and develop talent
Managing and sustaining a world of workplace diversity
Building an early talent pipeline
Putting Diversity and Inclusion at the
Heart of your Employer Brand
Holly Lignelli (USA), Head of Talent Brand, Global Accounts and Connected Enterprise at LinkedIn
Diversity is about much more than equal opportunity – it’s about business success. 78% of companies prioritise diversity to improve culture and 62% do so to boost financial performance. Yet, over a third (38%) of talent professionals say they are struggling to find, hire and retain diverse candidates despite conscious efforts.
The answer? Diversity should be designed into every stage of the talent management process, rather than a stand-alone initiative.
Holly will show you how to build an inclusive employer brand strategy, with a particular focus on gender balance, leveraging our latest Gender Insights research and inspiring stories from the world’s top companies.
Strategies and tactics to attract and engage diverse talent
How to tell authentic stories to capture the hearts and minds of your target audience
Learn how to leverage data and competitive intelligence to strengthen your employer brand strategy
Inspiration from the world’s top companies
Authentic Employer Branding: It works.
When done told right
Alon Laniado (UK), Co-Founder of PathMotion
Emma Britton (UK), EMEA Graduate Recruitment Marketing Manager at Citi
80% of talent leaders believe employer branding is a key driver of making quality hires, yet only 50% of companies surveyed believe they have a proactive brand strategy. We know employer brand matters, but there’s a gap when it comes to execution and getting stakeholder buy-in. Enter: storytelling.
In this agency/client session, PathMotion's Alon Laniado and Emma Britton from Citi will present the results from a first-of-its-kind study conducted with Immersion Neuroscience looking at the effectiveness of storytelling in HR, and how this approach worked for the multinational banking organisation.
How storytelling works on a neurological level and how businesses in other sectors have achieved success with it
How to use persuasive stories to improve your employer brand in an authentic way
Practical ways to make storytelling work for you-including what makes a story persuasive, and where to use stories across the candidate journey.
I love to work, I love to shop and I love to invest
Johan Driessens (Belgium), CEO (Chief Enthusiasm Officer) & founder at Branded.Careers / Djobby.com / MaHRketeers.com
Following his standout keynote presentation, 'The Ninth Element of Employer Branding: “FUN”!' at World Employer Branding Day 2018, Johan Driessen is back on the big stage to inspire you, engage you and challenge the way you think about work and corporate success.
A recipient of the emerging 'Employer Brand Global Leader of the Year award in 2018,' Johan has continued his rise throughout the year to break new ground in employer branding and challenge the status quo. And people are listening!
In this 'lively' presentation, Johan will literally have you out of your seat as he outlines the key success factors he lives by in order to create an environment where people want to work, customers want to shop and investors want to invest.
Creating raving fans amongst your employees and customers
Learn how to influence others in the right ideas to create an innovative culture focused on growth without compromising employee happiness
Engaging people so they don't to leave you
Creating happy business impact. The ROI of enhancing people's lives.
#HumanChemistry at Evonik
A case study of how Evonik’s new global employer brand theme that boosted its employer brand awareness and image and had Borussia Dortmund proudly displaying it on their football jerseys.
Matthias Speth (Germany), Head of People- and Organizational Development at Evonik
Ed Barzilaij (China), Founder of Maximum.com and Co-Founder of OneAgent.org
Headquartered in Germany, Evonik is one of the world's leading specialty chemical companies, present in more than 100 countries. Together with about 36,000 employees, they generate an annual revenue of around 14.4 billion Euros and an operating profit (adjusted EBITDA) of about 2.36 billion Euros.
Evonik´s proximity to customers as well as their leading market position gives them a significant advantage. First and foremost, they build on the innovative strength and expertise of their employees.
Evonik is a relatively young brand. They only celebrated their 10th anniversary last year. Because they are the youngest top-tier company in the industry, their employer brand awareness was relatively low compared to their peers. With the ambition to change that, Evonik selected Maximum, a member of the OneAgent network, to help develop their employer brand.
This presentation will take you along the journey, which started with research among Evonik’s key target audiences in the Americas, Europe and Asia; and continue with:
A look behind the scenes of the development of the employer branding strategy;
The rough concepts that were developed and how these have been tested internally and externally;
How the campaign was validated in different cultures;
How the campaign rolled out with an internal and external engagement campaign through social media and online traffic drivers with a newly developed recruitment website at the core, which is driven by employee contributions using the theme #HumanChemistry;
How the brand-personality of Evonik is amplified using an integrated chatbot in English, German and Chinese.
The fact that Evonik is also a main sponsor of football club Borussia Dortmund (BVB) was taken advantage of to further increase Evonik’s overall brand awareness. The new employer branding campaign was so successful and dearly loved that Evonik’s board of directors decided to change Evonik’s logo on the jerseys with the employer branding theme #HumanChemistry for BVB’s high-profile match against Bayern Munich in Evonik’s anniversary month.
Maximum’s teams in Shanghai, Hong Kong, Singapore, Rotterdam and São Paulo, together with co-OneAgent member agency CKR Interactive (responsible for research in the US) developed the strategy, campaign and new recruitment website. Along with Ed Barzilaij, founder of Maximum, and Matthias Speth, responsible for leading Evonik’s employer brand and attraction and retention strategies globally, will share practical insights and key learnings of the strategy that boosted Evonik’s employer brand awareness and image.
Key takeaways will include:
Research: insights into the differences in primary local markets US, Brazil, Germany, China and Singapore.
Strategy: validation of the EVP and translating it to a meaningful talent engagement message.
Concept development: a look behind the scenes of rough concepts and online concept testing in 5 markets.
Concept execution: how the campaign images and employer branding movie have been created by more than 150 of Evonik’s own people, across the globe.
Social content: More than 800 employees created content for the website by posting over 1,100 #HumanChemistry messages through their personal social channels.
Artificial Intelligence: how the integration of a tailored chatbot, who speaks English, German and Chinese, is amplifying Evonik’s employer brand personality and making a visit to the recruitment website a genuine personal experience.
Campaign management: an employer branding core team from US, Brazil, Germany, China and Singapore are working together holistically, ensuring constant regional validation and constant refreshment of the campaign, keeping it alive and top of mind for internal and external audiences in all primary regions.
Sanofi’s Talent Acquisition journey: How to move from a reactive tactical recruitment model towards a marketing centric approach
Roger Morawski (France), Global Head of Employer Brand & Digital Recruitment
Cristopher Kamischke (France), Global Head of Talent Acquisition
Sanofi is a global biopharmaceutical company focused on human health. We prevent illness with vaccines, provide innovative treatments to fight pain and ease suffering. We stand by the few who suffer from rare diseases and the millions with long-term chronic conditions. With more than 100,000 people in 100 countries, Sanofi is transforming scientific innovation into healthcare solutions around the globe.
In order to retain and attract the very best talents, Talent Acquisition has engaged in a 3 year transformational journey which is moving the TA function from a crisis and reactive recruiter approach into an anticipatory strategic function supported by a strong marketing centric approach.
Learn from how Sanofi crafted from scratch a full employer branding ecosystem by changing the business operating model (outsourced delivery–insourced strategy), building global networks and new ways of thinking.
How Sanofi redefined its Talent Acquisition model to focus its efforts on candidate and employee marketing centricity
How Talent Acquisition team embedded EVP and employer brand as central of Sanofi cultural evolution
How Sanofi developed full best in class consumer marketing strategy and activation within a short time after defining their EVP
How the Talent Acquisition Marketing team will continue to play a key role in tomorrow’s daily recruitment activity.
Enhancing the human side of hiring with AI
Matt Burney (UK), Senior Recruitment Evangelist, Employer Insights at Indeed
AI can provide us with insights to automate and improve sourcing, screening, scheduling and interviewing processes-all with the eventual goal of providing better hires, faster. But the advantages of AI are not just technological.
Learn how embracing AI can free up your time to focus on the human side of hiring.
Join Indeed’s Matt Burney as he explores this interesting intersection of recruiting and technology.
Amazon Web Services approach to employer branding across Seattle-Singapore-South Africa & beyond
Eddie Lempenski (USA), Head of Employer Brand, North America at Amazon Web Services
Ashlee Spinoso (Luxembourg), Global Marketing Manager at Amazon Web Services
Amazon Web Services (AWS) is a rapidly growing U$27 billion run rate business at Amazon, with millions of active customers every month. What are the challenges faced by the AWS Employer Brand team to attract, engage and hire the world’s best talent around the world to support the growth momentum at AWS?
In this engaging keynote presentation you will learn how the AWS Employer Brand team delivers candidate centricity in support of Amazon’s mission to be ‘Earth’s most customer-centric company’.
You’ll gain a truly global perspective from this presentation, along with the following:
Meet key leaders of the AWS team responsible for its global Employer Brand strategy and implementation, from Seattle to Singapore, South Africa and countries beyond.
Gather insights on AWS’ peculiar culture and how Amazon’s 14 leadership principles are used every day to connect all employees and hire the world’s best talent.
Discover how AWS assesses candidate behaviour to ensure the activation of its employer brand and EVP is relevant to its target audience.
Find out what ‘Day 1’ means at AWS, and how its global employer brand team extracts meaningful stories by working hand-in-hand with their business teams every day.
Eddie will also share insights on how the AWS Employer Brand team balances acting globally with experimenting regionally in order to deliver what truly matters to potential candidates in each geography.
Building competitive advantage through engaged and inspired people
Svante Randlert (Sweden), Business & People Advisor at Great Result
Svante is a popular Swedish lecturer with over 150 talks per year. He is one of most requested speakers in Europe on engaging and developing the right employees. Out of a field of over 1000 speakers, Svante is the only person ever to be twice awarded the maximum 5.0 rating by every single delegate at Sweden’s largest leadership network, Close. To put it simply, Svante will leave you engaged, inspired and wanting more after his presentation.
These days you can copy almost anything. You can copy strategies, products and visions that make teams and organizations more successful. But there is one thing you cannot copy. You cannot copy your engaged people.
More now than ever, it is your engaged people who drive your organization forward. They are your company’s most valuable assets. It is your people who possess the greatest potential to provide your unique competitive advantage. So the ability to engage and develop the right employees is absolutely critical if you are to have any hope of achieving good financial results.
For many sectors, the imminent retirement wave and a shortage of the right competences is not going to make things any easier.
This highly engaging presentation will give you analysis and tools, practical advice and the inspiration to get more engaged people and become the dream employer.
Defining a point of view to avoid 'brand bland'
Mark Horley (UK), Executive Creative Director and Co-Founder, Tonic
Tom Chesterton (UK), Chief Executive and Co-Founder, Tonic
Tom and Mark founded Tonic in 2012. Since then they’ve been working with global clients, helping them to define and activate their employer brand and value propositions. In recent years at the summit, we’ve seen their compelling and industry changing work with The British Army and AXA global. Both inspiring stories of reputation, change in attitude and being more human.
In this discussion, Mark and Tom will give their point of view, on having a distinct point of view. They’ll look at brands doing it well, and those that aren’t. In a world where audiences expect brands to take a stand, it’s no longer good enough to be safe, no longer compelling to be ‘brand bland’. We’ll look at strategies to inspire the c-suite to invest in a point of view, and why creating one will give your work more purpose.
This presentation will ask you to look at your own business and consider:
Do we really have a defined point of view?
What do we stand for in the world?
Are we accidentally brand bland?
It all starts with a compelling story
Phill Lane (UK), Managing Director at ThirtyThree
Oli Amos (UK), Global Head of Recruitment at Kingfisher plc
Kingfisher Plc is three years into a five year business transformation that could revolutionize home improvement across Europe – we believe that everyone should have a home they feel good about, so our purpose is to make home improvement accessible for everyone. This new purpose, championed by the CEO, Veronique Laury, underpins new structures, strategies and cultural change across the Group itself, and across four house-hold brands from Castorama to B&Q.
In this keynote presentation, Oli Amos, Global TA Lead, and Phill Lane, MD of ThirtyThree, Kingfisher’s partner agency, will show how the development of an employer narrative brought together key elements and ideas, including different mind-sets and a new Employee Experience, to create a common internal platform that has galvanized the people transformation.
How a clear CEO-led purpose can act as a focal point for aligning businesses with existing, strong brands
What it actually takes to collaborate effectively across teams in a complex and transformational climate - including marketing, communications, HR, customer and employee experience teams
How setting a platform allows for positive and effective behaviour change
'We Hire Builders' – A journey along the roadmap to building the employer brand at Facebook
Keren Yakir Harel (Ireland), EMEA Head of Recruiting Operations and Innovation at Facebook
Lisa O Brien (Ireland), EMEA Employment Brand Manager, Tech at Facebook
Facebook's mission is to give people the power to build community and bring the world closer together.
Every day more than 2 billion people use Facebook. Through their family of apps and services, Facebook are building a different kind of company that connects billions of people around the world, gives them ways to share what matters most to them and helps bring people closer together.
Whether they’re creating new products or helping a small business expand its reach, people at Facebook are builders at heart. At the end of 2017, Facebook had more than 25,000 employees, which represented a 47 percent increase year-over-year.
People may assume Facebook has no trouble finding the right people, but like all companies they have open jobs on their careers page and at a time when the competition for tech talent has never been so high, building a strong employer brand at Facebook is now more important than ever.
In this inspiring keynote presentation, Keren Yakir Harel EMEA Head of Recruiting Operations and Innovation at Facebook and Lisa O Brien EMEA Employment Brand Manager, Tech, will discuss and share detailed insights into the employer brand journey at Facebook with a key focus on:
Building blocks: How Facebook build brand and use direct response to create effective talent engagement journeys
Developing an employer brand strategy based on the Facebook philosophy of "We Hire Builders"
As builders of our employer brand strategy, we will bring you through the Why, How and What of building at Facebook and making impact on a global scale.
Top Employers Institute and DHL: Enriching the World of Work
David Plink (Netherlands) CEO at Top Employers Institute
Katia Labropoulou, Legal Counsel & HR Director, Greece, Cyprus & Malta at DHL Express
Top Employers Institute CEO David Plink will be joined on stage with Katia Labropoulou, Legal Counsel & HR Director, Greece, Cyprus & Malta, sharing insights into the ever evolving case study at DHL Express.
This presentation will showcase how the Top Employers Institute Certification Programme has motivated DHL to obtain their certification of a Global Top Employer for the past 5 years. They will also explore how Top Employers Institute and DHL have worked together to focus on the improvement of DHL's people practices: from global process alignment and creative on boarding experiences.
The Top Employers Institute and the Certification Programme
How companies can become recognised as Top Employers
DHL’s ‘before and after’ Top Employers story
HR topics covered in Top Employers Institute HR Survey
Building Employer Branding at Netflix
Amir Moini (USA), Global Employer Branding Lead at Netflix
Five years ago Amir moved to Los Angeles with no job and $3,000 to his name.
He had just finished Teach For America and came to Los Angeles to merge the work of advocacy and entertainment. It was a make it or break it moment for Amir, where he had no choice, but to succeed. After working in nonprofit organisations for three years, he was introduced to Netflix and immediately fell in love with their culture, the brand, and every interaction he had with the team.
This was his foot in the door and eventually, he joined the recruitment team for Netflix in April of 2016. A year and a half ago, he transitioned into creating the employer branding for Netflix. With no blueprint, it was a challenging time to figure out the direction, tone of voice, and where to spend his time as a team of one.
In this presentation, Amir will aspire to share his key learnings in the past year and a half, case study examples, and what is in store for WeAreNetflix in the future.
You will walk away with tangible techniques and actions you can apply to your employer branding functions based on proven initiatives and case studies.
Learn how to scale your employer branding efforts with a small team or even a team of one.
You will feel inspired that you can do anything you put your mind to regardless of your prior experience, by connecting with Amir's story.
The development of the employer branding global industry
The current status of employer branding around the world, the key trends, the global ecosystem and the roadmap ahead towards 2025
Brett Minchington (Australia), Chairman and CEO at Employer Brand International and Employer Branding College
In this closing address, World Employer Branding Day 2019, Founder, Brett Minchington will share insights into the current status of the employer branding global industry, key trends, the success factors driving the world's top employer brands and provide expert opinion on what's next for employer branding.
The key trends driving investment in employer branding at a strategic level
The key competencies that set apart the world's top employer brand leaders
Connecting into the employer branding global ecosystem
The roadmap ahead, how to contribute to and advance global best practice.
EMPLOYER BRAND LEADERS OF THE YEAR
Announcement of the KANTAR Employer Brand Leader of the Year (Global Leader) and Employer Branding College (Emerging Leader)
These awards now in their third year recognizes and supports
experienced and emerging employer brand leaders.
14 MAY 2020
It's time to celebrate in style at
our 5th birthday cocktail party.
Spend a memorable evening with your employer branding friends from around the world after an amazing day.
Like all previous World Employer Branding Day Cocktail Parties, this will be a night to REMEMBER, guaranteed!
15 MAY 2020
Cruise 10am-12 noon
Explore this beautiful city with your employer branding friends from around the world as you cruise by many of the Lisbon's most iconic sites
15 MAY 2020
WORLD EMPLOYER BRANDING DAY FAREWELL LUNCH
from 12 noon
Conclude your World Employer Branding Day experience at the Farewell lunch.
Optional, purchase tickets at registration.
All other events included in the registration fee