How to Approach Employer Branding Content in the Age of AI, with Bryan Chaney of People Brand Collective

EVP activation is one of the more elusive goals for employer brand professionals. You can nail the positioning statements and brand pillars, but unless people feel them in their day-to-day, you haven't really activated anything. Authenticity is what bridges that gap — and authenticity, almost always, is built through collaboration.

At Pfizer, the employer brand is an experiment in progress where hypotheses are constantly tested to improve activation. We learn how they measure their progress as they go and weave employer brand concepts into the recruitment process.

When Anne Adam and Maria Viola joined Sanofi, they were tasked with activating a long-dormant EVP that was disconnected from corporate brand. We hear how employee advocacy and the signature Sanofi scent made people excited to return to the office.

As a global company, HPE’s talent challenges are at the top of the funnel. We learn how they utilize unconventional channels and smart targeting to reach people where they already are.

Attracting talent with in-demand skills is always a challenge. We find out how Workday goes deeper than marketing to personas by creating individual sub-brands within their talent brand.