In this episode of the VideoMy Pod's Employer Brand Series, recorded live in Singapore, hosts David Macciocca and Emma Lang sit down with Anne Caron – People Strategy Advisor, Founder, Author and former Google HR leader. Anne explores what it really means to build an authentic employer brand, from the inside out, and from the very top of the organisation down.

Drawing on 10 years at Google (where she helped grow the company from 5,000 to 65,000 employees) and a decade since working with CEOs and founders of companies between 10 and 50 people, Anne brings a uniquely broad perspective. 

She shares why 90% of company culture comes from the CEO, why policies built on fear undermine trust, and why the most powerful employer brand tool available to any organisation, regardless of size or budget, is simply creating experiences worth talking about. She also gets into the "cookie effect," the magic of all-hands moments, and why preparing your best people for roles elsewhere might be the smartest brand move you can make.

For employer brand practitioners, HR leaders and founders trying to close the gap between what they say and what employees actually feel, this episode is a masterclass in building from a foundation of authenticity, trust and intentional experience design.

Key Topics:
02:00 – Anne's journey: from placing Google on the map as an employer to advising startup founders
07:00 – Why 90% of company culture flows from the CEO, and what to do about it
11:00 – The Founder Charter: articulating identity, values, and philosophy before anything else
15:30 – Mission, vision and values as the three anchors for all people strategy decisions
19:00 – The "cookie effect": creating shareworthy candidate and employee experiences
24:00 – Why trust, not policies, is the real foundation of employee advocacy
28:30 – Training employees on personal branding as a win-win for them and the organisation
33:00 – Policies built on fear vs. cultures built on trust: the Netflix "grownup adults" philosophy
37:00 – How to unlock camera-shy or hesitant leaders to tell their authentic story
41:00 – All-hands meetings, magic moments and getting people to speak on the mic
44:30 – Boomerangs, retention at all costs and why a good goodbye is good employer brand
47:00 – IKEA, Airbnb, and the creative moments that make people talk

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

In this episode of the VideoMy Pod's Employer Brand Series, recorded live in Singapore, hosts David Macciocca and Emma Lang chat with Samantha Chong, APAC Recruitment Marketing Manager at GSK, to get into the nuts and bolts of building employee ambassador programs – what works, what fails and how to grow something meaningful from almost nothing.

Drawing on her experience building advocacy initiatives across APAC for some of the world's most recognised brands, Samantha shares how she started with a small group of recruiters and a one-pager before gradually building a structured, six-month program with clear expectations, governance frameworks, and measurable outcomes. She gets into how to spot natural ambassadors, what actually motivates people to participate, how to balance brand standards with authentic storytelling, and why trying to measure ROI, while genuinely hard, is still worth the effort.

For employer brand and recruitment marketing practitioners who are just starting out with an advocacy program, or looking to take a scrappy initiative to the next level, this episode is full of practical, hard-won advice from someone who's built it from the ground up.

Key Topics:
02:00 – Why Samantha started with recruiters as her first ambassadors
05:30 – The benefits of starting scrappy and learning as you go
09:00 – How early wins create internal buy-in and stakeholder interest
13:00 – Finding natural ambassadors: hashtag searches, social listening and organic posts
17:00 – What's in it for them: recognition, swag, leaderboards and community
21:00 – Building a structured six-month cohort program with clear expectations
25:00 – Measuring ROI: from screenshot collection to source-of-hire data
29:00 – Balancing authentic storytelling with brand governance and approvals
33:00 – How to preemptively answer the questions that slow ambassadors down
35:30 – Lessons from China: when going a little rogue actually pays off
37:00 – Three final tips: don't force it, don't overscript it, and pitch the "what's in it for them"

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

In this episode of the VideoMy Pod's Employer Brand Series, recorded live in Singapore, hosts David Macciocca and Emma Lang sit down with Jamie Anne Ysrael, Regional Internal Communications and Culture Leader, to explore what happens when employer brand sits within internal comms rather than talent acquisition — and why that shift changes everything.

Drawing on a career that spans product marketing, digital, PR, and people experience across tech and social media platforms in APAC, Jamie Anne shares how aligning culture, leadership messaging, and internal communications creates a stronger, more consistent employer brand. One that resonates just as powerfully on the inside as it does externally. 

She also gets into the practicalities of activating employees as advocates, working with leaders of all personality types, and the creative ways she keeps people engaged across a fast-moving, multi-channel environment.

For employer brand and internal comms practitioners who want to close the gap between what's promised externally and what's actually experienced internally, Jamie Anne's perspective is both refreshing and immediately actionable.

Key Topics:
02:00 – Jamie Anne's journey from tech marketing to internal comms and culture
05:00 – Why sitting within internal comms (not TA) gives employer brand a strategic edge
08:30 – Starting with leadership to define culture direction and future EVP
12:00 – How internal channels have evolved beyond email and town halls
16:00 – Measuring employee action, not just views and likes
19:00 – Bridging the gap between internal messaging and external employer brand
22:00 – Getting employees to create and share content: recognition, prizes, and competitions
25:30 – Working with leaders to produce authentic content — even the camera-shy ones
28:00 – How internal comms should proactively reach out to employer brand teams
29:30 – Closing the expectation gap so new hires experience what was promised

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

In this episode of the VideoMy Pod's Employer Brand Series — recorded live in Singapore — hosts David Macciocca and Emma Lang sit down with Glynnis, APAC Employer Brand Lead for Google, to unpack one of the most powerful yet under-utilised tools in recruitment marketing: activating employees to tell their authentic stories at scale.

Drawing on years of experience sitting at the intersection of marketing, communications, and talent acquisition, Glynnis shares how Google approaches employee advocacy. From identifying the right storytellers and building a repeatable content process, to measuring real recruitment impact and tying recognition back to performance reviews. She also discusses how Google is actively moving its employer narrative away from legacy perks and toward the meaningful, innovative work its people do every day.

For employer brand practitioners looking to build or scale an employee advocacy program that's both authentic and measurable, this episode is a masterclass in turning great people into even greater brand ambassadors.

Key Topics:
02:00 – Why employees are 6x more trusted than corporate brand channels
06:00 – The two biggest barriers stopping employees from sharing their stories
10:00 – How to identify and recruit the right employee storytellers
15:00 – Leveraging recruiters, HRBPs, and hiring managers as talent scouts
19:00 – Building a repeatable, low-lift content process for employees
24:00 – Understanding approval frameworks and content policies before you launch
28:00 – Recognition, performance reviews, and what really motivates participation
32:00 – Tailoring the experience for digitally savvy vs. less social-active employees
36:00 – Amplifying stories internally and externally at the same time
39:00 – Tying advocacy to recruitment metrics: time to hire, pass-through rates, referrals
41:30 – Moving Google's employer narrative from perks to purpose and meaningful work

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

In this episode of the VideoMy Pod's Employer Brand Series — recorded live in Singapore — hosts David Macciocca and Emma Lang sit down with Jenny Roberts, a seasoned employer brand consultant with nearly 20 years of experience across agency and in-house roles, to tackle one of the most common challenges in the region: being handed a global EVP and expected to just roll it out.

Drawing on experience across both a global in-house role at BP and agency experience at TMP, Jenny unpacks why a one-size-fits-all approach simply doesn't work across Asia's diverse markets, and what practitioners can do instead. 

From transcreation and platform localisation to recruiter toolkits and employee-generated content, this episode is packed with practical, hard-won advice for anyone navigating the gap between global strategy and local reality.

For employer brand practitioners working across multiple markets, or anyone trying to get buy-in from global stakeholders who don't yet understand why localisation matters, Jenny's perspective is both strategic and immediately actionable.

Key Topics:
02:00 – Jenny's background: from print media planning to global employer brand
05:30 – Why rolling out a global EVP without localisation loses relevance fast
09:00 – Transcreation vs. translation — keeping sentiment without losing meaning
13:00 – How to keep global consistency while giving local markets flexibility
17:30 – Using focus groups and research to build the business case for localisation
22:00 – Platform localisation: why WeChat, not LinkedIn, wins in China
27:00 – Aligning employer brand with internal comms and values work
31:30 – Building recruiter toolkits to protect brand consistency at the local level
35:00 – Employee-generated content and why it outperforms polished corporate posts
39:00 – How Asia's growth markets are finally getting the EB attention they deserve
41:30 – Tips for starting out: educate stakeholders, run focus groups, build case studies

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

Recorded live in Singapore, hosts David Macciocca and Emma Lang sit down with Natasha Wahap, Employer Branding Lead for L'Oréal's SAMA zone (South Asia Pacific, Middle East & North Africa), to explore what it really means to stay agile in an ever-changing employer brand world.

Drawing on 13 years in employer branding across companies including Grab and L'Oréal, Natasha shares how her team operates across a vast and diverse region — from New Zealand to Morocco — using L'Oréal's "freedom within the frame" philosophy to localise a global EVP without losing consistency or speed. She also gets into the power of building cross-functional relationships, navigating TikTok and emerging platforms, and how to balance consumer brand polish with authentic, people-first storytelling.

For employer brand practitioners working within large global organisations or trying to do more with less, Natasha's perspective is a masterclass in building smart, scalable frameworks that still leave room for creativity.

Key Topics:
02:00 – Natasha's background and leading EB across the SAMA zone
05:30 – What "freedom within the frame" means at L'Oréal
09:00 – Building cross-functional relationships outside of HR
13:30 – Aligning with corporate affairs and media teams to stay ahead of trends
17:00 – Using data and analytics to measure employer brand impact
21:00 – Navigating TikTok and LinkedIn, and knowing which platforms to prioritise
26:00 – Balancing authenticity with the polish of a global consumer brand
30:30 – How L'Oréal handles local content adaptations without losing brand consistency
35:00 – AI, content frameworks, and L'Oréal's stance on generated imagery
38:30 – Advice for practitioners who want to build their own local EB framework
41:30 – Three practical tips: find your tribe, get a global sponsor, and always pilot first

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

In this episode of the VMJPod's Employer Brand Series — recorded live in Singapore — hosts David Macciocca and Emma Lang sit down with Martin Warren, former Head of Talent Sourcing at Grab, to unpack how activating hiring managers can dramatically transform your recruitment and sourcing results.

Drawing on 25+ years in recruitment and seven years building and running the sourcing function at one of Southeast Asia's most iconic tech companies, Martin shares how his team achieved reply rates of up to 80% by flipping the script on traditional outreach — putting hiring managers front and centre rather than relying solely on recruiters. He also explores how to build a scalable sourcing engine, engage passive talent, and create the internal buy-in needed to make it all stick.

For recruiters, employer brand practitioners, and talent acquisition leaders looking for practical ways to unlock new sourcing channels and get more from their hiring managers, this episode is full of real-world lessons from a high-growth, high-speed environment.

Key Topics:
02:00 – Martin's background and building the sourcing function at Grab
05:30 – Why speed was the driving force behind Grab's sourcing strategy
08:00 – Sending outreach from hiring managers: how it works and why it delivers
12:00 – Going from 25% to 80% reply rates — the numbers behind the approach
15:30 – Making passive candidates feel special and seen
20:00 – Building a business case and getting hiring manager buy-in
26:00 – Coaching hiring managers to sell the role and handle candidate questions
31:00 – How employer brand content supports passive talent pipelines
36:00 – The talent advisory mindset: screening in, not out
40:00 – Targeting A and B-grade talent with consistent, authentic messaging
42:30 – Where to start if you don't have a dedicated sourcing team

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

Part of VMJPod's Employer Brand Series, hosts David Macciocca and Brie Mason sit down with Jessica to unpack launching a new global brand and people value proposition for a large professional services firm, and ensuring what you promise externally matches what employees experience internally.

Jess shares her 18-month journey aligning brand, EVP and employee experience across hundreds of thousands of people globally, coming off the back of a major reputational crisis in Australia. The challenge? Moving from a loose network of locally-led corporations to one consistent brand message where the experience is the same everywhere.

The conversation reveals why brand must start from the inside out. Jess explains the critical education phase – training marketing, communications, employer brand, people teams and leadership on the why, the what and the how. She shares the three-stage measurement approach: adoption , activation and impact.

A key insight: employer brand and employee experience shouldn't live in separate silos. By bringing both under one umbrella, Jessica's team tracked the entire journey from candidate to exit, proving employer brand drives business performance, not just recruitment metrics.

Key Topics:
05:00 – Why brand must start from the inside out
10:00 – Fixed brand guidelines vs. local flexibility globally
15:00 – Launching internally and externally simultaneously
20:00 – Three-stage measurement: Adoption, activation, impact
25:00 – The give and get: Being overt about value exchange in your EVP
30:00 – Getting employer brand on the firm-wide scorecard
35:00 – Working hand-in-glove with marketing and comms
40:00 – Three takeaways: Start inside, simplify your story, measure belief not reach

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

In this special edition of the VMJPod's Employer Brand Series, series co-host Brie Mason (AMP) is in the hot seat, talking to David Macciocca and VideoMy's Gavin Lamb about how she built an employer brand from absolute ground zero – for a digital bank that didn't even have a name yet.

Brie shares the challenge of joining a greenfield project to build Australia's best digital bank in 12 months, starting with zero brand, zero assets and zero employees. Her first week wasn't about recruitment marketing tactics, it was fundamental questions: What is this business? What's the name? Nobody had the answers yet.

The conversation reveals how Brie recruited startup-minded talent (competing with Atlassian and Canva) while representing a traditional corporate brand. Her strategy? Get license to be disruptive. She launched campaigns with messaging like "teaching an old dog new tricks," pushed into TikTok and Instagram during the Christmas hiring lull, and built an ambassador program from day one – coaching new starters with cheat sheets, sentence starters, and Copilot prompts.

The defining moment came six months in when the CEO, wearing branded merch at a pub, was asked by a bartender: "What's it like to work at the new AMP bank? I've seen so much buzz everywhere." That's when it hit home, the employer brand-led market entry had worked.

Must listen for employer brand professionals facing the challenge of building a strategy, especially those working in startups, new business units, or organisations undergoing transformation where traditional approaches won't work.

Key Topics:
02:30 – Ground zero reality: No brand, no name, no answers
05:00 – Interviewing stakeholders to collectively form the vision
07:30 – Building ambassadors from day one: Every new starter becomes a storyteller
10:00 – "Teaching an old dog new tricks": Getting approval for disruptive messaging
13:00 – TikTok and Instagram strategy during Christmas hiring season
16:00 – Balancing authentic content with corporate risk (and handling trolls)
20:00 – Including consultants in your ambassador program and referral rewards
23:00 – The referral program secret: Pay for leads, not placements
26:00 – Weekly stand-ups, Teams chat assets, and shameless promotion tactics
28:00 – The pub moment: When employer brand drives consumer brand awareness

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that! 

In this edition of VMJPod's Employer Brand Series, hosts David Macciocca and Brie Mason sit down with Natasha Sweatman from Telstra's Employer Brand and Marketing team to unpack how to build and scale an authentic employee ambassador program.

Natasha manages nearly 200 Telstra brand ambassadors, what she calls "Telstra influencers", and shares the surprisingly simple systems that make it work. No fancy platforms, just a Teams channel where she posts "casting calls" for content needs and ambassadors self-select to participate. The approach is deliberately light-touch and informal, respecting that people have day jobs and shouldn't be nagged into creating content on top of their real work.

The conversation reveals how Telstra's program has evolved from a rigid content calendar to a flexible brand advocacy model where ambassadors engage, amplify, and create content aligned to Telstra's EVP pillars: belonging, opportunity, flexibility and technology. Natasha shares her approach to incentives (merch, internal recognition points, and early access to campaigns), how she tracks performance through monthly "top post" competitions, and why the hardest part isn't building the program – it's maintaining engagement while respecting people's time.

For organisations starting out, Natasha's advice is clear: don't take it too seriously, align content to your EVP, segment your ambassadors by key talent groups, and make it fun. The goal isn't just recruitment marketing, it's empowering employees to share their stories and build their personal brands.

Key Topics:
03:30 – Why authentic employee stories outperform corporate messaging
05:20 – The simple Teams channel system managing 200 ambassadors
07:40 – Balancing strategic content needs with employee authenticity
10:30 – Incentives that work: Recognition, merch, and early campaign access
14:00 – The personal branding pitch: What's in it for employees?
18:00 – Managing the reality of employee turnover in branded content
22:00 – Monthly "top post" competitions that gamify engagement
26:00 – Measuring ambassador program impact through recruitment campaigns
30:00 – Personal branding workshops: From grads to executives

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that!