Key Insights from World Employer Branding Day

World Employer Branding Day in October brought together top minds in employer branding from around the world, creating an incredible environment for sharing ideas, insights, and strategies.

This year, our VP of Creative, Amanda Shaker, and our Senior Director of Strategic Content, Shavon Banket, attended the global event in Amsterdam and returned with a wealth of knowledge, fresh perspectives, and inspiring takeaways that will continue to shape how we guide our clients forward.

Below, Amanda and Shavon reflect on their key learnings from the event, offering a glimpse into the future of employer branding as they see it.

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What was your key takeaway from World Employer Branding Day? Did any particular speaker or session have a lasting impact on you?

Amanda:

There were many impactful speakers at this year’s WEB event. I always welcome the opportunity to hear how other organizations approach employer branding, the challenges they face, the risks they take, and how they collaborate internally for maximum impact and efficiency. The latter, in particular, is critical. Many organizations have a robust content engine company-wide, but the cylinders aren’t always working together. Stories highlighted within internal communications can be used for external content – whether that be for talent attraction, alumni relations, earned media, etc. So, learning how others have broken down those walls is hugely beneficial so we can better understand those internal challenges and help guide our clients accordingly.
Here were some of my key takeaways:

• If budget or resources are a concern, lean into one thing in terms of activation. We can’t boil the ocean. It’s going to be much more meaningful to do one thing incredibly well than to stretch ourselves too thin because we feel we “have to.” So, whether that’s going all in on employee advocacy or compelling video – do it and do it well.
• Let your team share their experiences honestly and transparently. The EVP and employer brand can lay out the foundation of your house, but let your team furnish it and make it a home. Don’t script them; don’t edit them; don’t over-templatize them. Your team’s past experiences and their experiences within your organization are what make your culture. And it allows prospective talent to connect on a more human level.
• In the same vein as above, allow your regions or business units to activate in a way that speaks to their culture and the talent they know best. There was a Fortune 50 brand that spoke about building their employer brand and letting the regions adapt the assets in a way that works for them and for the talent they seek to attract. There wasn’t a formalized Employer Brand team or corporate approval necessary when it came to content or activation.

It’s important to stress that the last two are within reason – we certainly don’t want it to be the Wild West in terms of organizational narratives. But with that said, I’d encourage organizations to try to loosen the reigns where they can so that it’s much more of an employee narrative versus the employer narrative.

Shavon:

The challenges we face in employer branding aren’t as unique as we might think. While they may vary in detail, many organizations are grappling with similar issues. The solution often lies in thorough research, ensuring that your employer brand authentically reflects that research, raising awareness, and empowering employees to share their experiences. There was a strong focus on advocacy, particularly the idea that people trust other people more than they trust companies. While this concept is familiar to us, it’s encouraging to see so many brands aligning around it, as it strengthens the case when advising clients.

One standout for me was McKinsey’s commitment to employee storytelling and how they successfully brought different departments together to achieve this. DHL also impressed me—being ranked #1 on the Great Places to Work list for several consecutive years highlights the strength of their employer brand strategy.

What role do you think technology—such as AI and data—will play in the future of employer branding, and how was this addressed at World Employer Branding Day?

Amanda:

In terms of technology – there is a wide array of partners that organizations can consider. That’s not new to our space. Many can make the lives of recruiters, TA teams, and ambassadors much easier. Adoption has to be prioritized. We hear a lot of stories about the tech our clients or prospective clients have but that aren’t being fully utilized. Change is hard – I get it! – but it’s really a necessity to compete for talent.

AI is leveling the playing field. Attractive content can get out quicker than ever. This is all the more reason why organizations have to understand what makes them unique. It’s not just about attraction but about attrition. An organization can distribute compelling content about how great it is, but if that’s not the employees’ experience, they’re going to leave. So be honest – share the opportunities and the challenges. This will repel the candidates who aren’t right for that time of role or organization and attract the ones who really responate to that time of work environment.

Shavon:

We’re still in the early stages of fully understanding AI’s role in employer branding. On one hand, AI can streamline internal processes and improve efficiency. On the other hand, we’re also trying to understand how AI will reshape the labor market itself. We need to explore both aspects simultaneously to stay ahead.

PWC, Glassdoor, and Indeed all advocated for embracing AI rather than fearing it. According to PWC, AI is one of the five global trends reshaping the world. One of their studies revealed that “56% of CEOs believe technological change will drive how companies create, deliver, and capture value in the next three years.” It’s clear that a smart use of technology will be critical to enhancing the employee experience.

What strategies or ideas from World Employer Branding Day are you eager to bring back to your team and implement?

Amanda:

I’m eager to continue exploring very authentic storytelling and encouraging imperfection. People connect with real people sharing real experiences.

Shavon:

I’m excited to double down on the power of employee advocacy and storytelling. I’ve long believed that employee advocacy is the most cost-effective and impactful tool we have in employer branding. It works on two levels: first, it engages employees by giving them a platform to share their stories, which strengthens their relationship with the organization. Second, it has a significant impact on candidates, as hearing directly from employees often helps sway their decision to apply.

What excites me most is finding innovative ways to tell these stories. With so many brands validating the effectiveness of employee storytelling at World Employer Branding Day, it has set a clear direction for 2025, and I can’t wait to start implementing these insights.

Looking ahead in Employer Branding

World Employer Branding Day underscored the critical role of authenticity, employee advocacy, and the thoughtful integration of technology in today’s employer branding.

From insights on AI’s growing influence to the power of honest storytelling, the event sparked excitement for the future. At Shaker, we’re inspired to incorporate these insights into our work, ensuring our clients are equipped with the latest strategies to attract and retain the right talent. With 2025 in sight, we’re energized to take these learnings to heart and help our clients build employer brands that resonate across all touchpoints.