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The International Employer Brand Strategy Masterclasses are designed for Senior-Executive level leaders working in organizations who are planning to develop their employer brand strategy in the next 12 months or leaders who want to align their current strategy with world’s best practice. The collective outcomes of the day will provide you with an employer brand roadmap to implement on your return to your workplace. All participants will receive supporting resources including questionnaires, frameworks, models and a complimentary copy of the book, "Employer Brand Experience" by Brett Minchington.

Masterclass is strictly limited to 100 leaders.

10.00AM - 1.00PM: MASTERCLASS 1


The opening session will be delivered by International Employer Brand Strategist, Brett Minchington. Brett has trained thousands of leaders in employer brand strategy in more than 40 countries since 2006. In this case study led session, leaders will discuss and share best practice among their peers. The key learning outcomes in this session include:

  • Developing a strategic approach to employer branding across the full employment lifecycle

  • Defining your Employer Branding Ecosystem and the key stakeholders to include

  • Conducting an employer brand strategic audit and the key  areas to focus on for quick results

  • Participate in an interactive expert panel with industry leaders, bring your biggest challenges

  • Developing the right business model to transform the way you attract, engage and retain talent in the experience economy

  • Understand how to identify and adapt to the key trends impacting on your employer brand

  • Managing the change process and influencing key stakeholders

  • The key roles and responsibilities of an employer brand leader

  • Defining your employer brand positioning and personality to differentiate your employment offering from your competitors

  • Learn how to assess ROI and business impact of your strategy

  • The future of employer branding, how to prepare to adapt & how to track employer branding trends.

Leaders will also have the opportunity during this masterclass to participate in a Q&A session with an expert panel of industry leaders to explore some of the industry's greatest challenges.

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Brett Minchington MBA

Founder Employer Branding College & World Employer Branding Day

Since 2007, Brett has delivered employer brand leadership education to 1000's of senior managers in more than 60 cities in 40 countries. Pioneering employer branding research and practice in more than 20 countries since 2006, Brett’s vision is to advance the employer branding industry by connecting leaders around the world through education, cultural experiences and friendships.


The world's most published author in employer branding (8 books), Brett's work has been published in more than 70 countries and has appeared in media around the world including The Economist, Business Week, CNN and Bloomberg TV.

In 2011, Brett established the world's first Employer Brand Leadership Certification program at Employer Branding College with the aim to become the global standard in employer brand leadership certification. Senior leaders and teams from more than 40 countries have since graduated from the courses. Brett has lectured in the MBA program on employer branding at the University of Adelaide and is the current chair of the HRM Committee at the University of South Australia.

Masterclass Day MC
Carlos Sezões (Portugal), Partner at Stanton Chase International
Expert Panel
  • Heather Polivka (USA), CEO, HeatherPSolutions
  • Mark Horley (UK), Chief Creative Officer & Co-Founder, Tonic
  • Alykhan Rehmatullah (USA), Co-Founder and CEO, Altru
  • Dave Hazlehurst (UK), Director of Client Services Ph.Creative
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Tom Chesterton, Chief Executive & Founder at Tonic Agency Ltd

Tom has been working with employers around the world since 1997. He partners with clients to achieve their corporate goals and objectives through better people practices. Tom’s experience includes research & insight, EVP & brand build, attraction strategy development, employee engagement and development. However he is most excited by the power of branding - and the opportunity in finding the right people to grow and develop by communicating an employer’s identity accurately and honestly. This is why, along with Mark Horley, Tom launched Tonic in July 2012.

Mark Horley, Chief Creative Officer & Founder at Tonic Agency

For the past 7 years Mark has been the Chief Creative Officer at Tonic and he has worked nationally and internationally with brands across a variety of sectors including professional services, retail, armed forces, charities, law, pharma, construction, travel and banking. Mark has developed employer brands and EVP frameworks, he’s created experiences, films and devised attraction campaigns that have changed minds and influenced reputations. He’s helped Tonic win 64 awards, 7 of those being work of the year. Mark is hugely proud of our industry and the exciting work it creates. Mark is also the chair of judges for the industry’s leading awards, the RADs, which are celebrating their 30th year in 2020.


Tonic is a London-based multi-award winning Employer Brand consultancy who work with companies across the world and across industries to design and activate their own unique Employer Brand. Tonic is creatively-led, purpose driven, and they think disruptively to help find and keep the talent you need.



The afternoon masterclass will be delivered by Tom Chesterton and Mark Horley, co-founders of award winning International agency, Tonic. Mark and Tom will lead you on a journey to activate your employer brand and EVP to world’s best practice standards.This masterclass will build on the foundation developed in the morning track including:

  • Developing your employer brand platform and messaging framework

  • Activating your employer brand across key offline and online media and channels

  • The key elements of storytelling through truth and authenticity

  • Implementing an employer branding communications plan that connects and inspires your target audience

  • Choosing the right media mix to optimize reach and engagement with your target audience

  • Designing employer brand and EVP assets that align with your employer brand positioning and personality

  • Building an engaged community of ambassadors through integrated communications and experiences

  • Aligning the candidate and employee experience to drive engagement

  • Localizing your employer brand strategy to optimize relevancy.