24 September 2024

Navigating Change: Highlights from Employer Brand Management Live 2024

by David Dowling

The 2024 Employer Brand Management Live Conference, held at the Royal Garden Hotel in London, was an insightful gathering of minds from across Europe, where clients and agencies came together to discuss the evolving landscape of employer branding. This year, the conference ran alongside the 9th Annual Employer Brand Management Awards where we were shortlisted for two awards with Energia Group. It was a day filled with invaluable insights, networking opportunities, and thought-provoking discussions, all centred on what makes a company’s employer brand shine.

An era of transformation

As 2024 ushers in significant shifts, businesses are recognising the growing importance of cultivating a strong employer brand. Staying competitive now requires more than just good business practices; it demands a strategic focus on employer branding.

At this year’s conference industry leaders, agencies, and experts shared their strategies and experiences, offering their views on what it takes to stay ahead. The day was packed with keynote presentations, interactive panel discussions, and breakout sessions, all designed to inspire and deepen attendees’ understanding of employer branding.

A recurring theme throughout the event was Change — specifically, the evolving expectations of employees and the necessity for businesses to continually adapt. Multiple speakers discussed how shifting values, generational differences, and broader societal changes are driving their organisations to reevaluate their Employee Value Proposition (EVP). Employee profiles are no longer static; as new generations enter the workforce and the priorities of existing staff shift, they must regularly reassess and adjust their EVP to remain relevant. By embracing flexibility and staying attuned to what their workforce values — whether it be work-life balance, purpose-driven roles, or career development opportunities — companies can ensure they attract and retain top talent in this dynamic environment.

Adapting to these changes is not a one-time effort but an ongoing process, making it clear that those who fail to evolve their employer brand risk falling behind.

Key takeaways

TUI’s employer brand team brought to life the importance of involving colleagues at every stage of employer branding, stressing the need to build trust by forsaking control and nurturing collaborative relationships between clients and agencies. Their message was clear: when colleagues are engaged and invested, employer brands can thrive.

‘Let’s TUI it’, Employer Brand Campaign

We also heard from leaders like Nimai Swaroop from Coca-Cola, Mark Crompton from Airbus, and Alexandra Bairstow from JLR, who discussed the ongoing war for talent as companies transition toward more sustainable energy solutions and drive forward their own digital transformation strategies. They highlighted how younger generations, particularly Gen Z, increasingly question organisations on sustainability when considering employers at those early recruitment stages. This underscored the need for organisations to constantly challenge and evolve their Employer Value Propositions (EVPs) in line with modern values and environmental concerns.

Another key presentation came from AXA and Havas People, who talked about launching their EVP during a period of significant change for their masterbrand. They spoke of the importance of aligning employer branding with the overarching corporate brand, stakeholder engagement and robust on-the-ground research. Their flexible “Take and Shape” approach allows sub-brands to localise and adapt the messaging to suit their needs ensuring the EVP was embraced by all areas of the business.

Axa ’Know You Can’ Employer Brand Campaign, Havas People

Inspirational case studies

Several standout campaigns were showcased during the conference. CGI and Leap Creative’s “No Holding Back” campaign was particularly impressive in its commitment to inclusivity, putting their audience in the shoes of their employees to highlight and celebrate differences. Similarly, Kaufland Romania presented its innovative approach to fostering inclusive workplaces.

The latter, particularly through their A.C.C.E.S. programme, was one of the most talked-about sessions of the day. Kaufland Romania has tackled the high unemployment rate among people with disabilities by not only hiring but also integrating them into the workforce. Their efforts extended beyond the company, introducing public-facing changes like accessible shopping carts and even launching a deaf-focused TikTok series called #KauflandDanceTalk

A.C.C.E.S by Kaufland Romania

Networking and Breakout Sessions

A key aspect of the conference was the opportunity to connect with peers. Breakout sessions allowed attendees to dive deeper into discussions about employer branding from both the client and agency perspectives. Whether it was during a roundtable discussion or over a coffee break, the conference buzzed with conversation and collaboration. The blend of networking, knowledge-sharing, and hands-on learning created an environment where attendees could leave not only inspired but equipped with actionable insights.

Our Experience in Employer Branding

This event reaffirmed our belief in the power of a compelling employer brand. Developing a successful employer brand strategy requires not just creativity, but a deep alignment between the company’s mission, culture, and employee experience. Having worked with a diverse range of clients, we have seen firsthand how impactful employer branding can be in attracting the right talent and fostering a strong internal culture. 

The conversations during the conference highlighted the importance of creating tailor-made solutions that resonate with both local and global audiences. Whether it’s through crafting engaging employee value propositions, or creating campaigns that reflect an organisation’s core values, delivering employer branding strategies that connect, inspire, and drive results is key.

Celebrating Success at the Awards

The day concluded with the Employer Brand Management Awards, where Europe’s best were recognised for their impact in creating change. We were delighted to be celebrated at the event, where we took home two awards for our work with Energia Group on their “Energy Moves Us” campaign. The campaign’s innovative approach to creating a compelling employer brand strategy has been a proud achievement for our team.

The event highlighted the importance of employer branding in today’s fast-changing business world, showing how leading companies are adapting. With ideas ranging from fresh EVP strategies to campaigns on inclusion and sustainability, the day was full of inspiration. It was also an honor for us to be recognised internationally for our work in employer branding, reminding us that staying ahead means embracing change every step of the way.

Looking forward to the next year!