An effective employer branding management is possible through the seamless alignment between the promise communicated externally and the reality experienced internally. In this session, Evrim Kuran focuses on what is needed to build an employer brand architecture that is aligned with the organization’s strategic direction as well as with the expectations of candidates and employees.

While sharing the expectations that different generations have from organizations and leaders, Evrim Kuran also opens for discussion the impact of the fundamentals of employee experience—such as respect for people, an inspiring purpose, and DEI—on these expectations. She also underlines that a sustainable employer brand management cannot rest solely on the initiative of the Human Resources department.

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