51 [EB Series] Building Culture Through Internal Growth & Employee Voices | Rosa Van Kuyk from AFCA

In this episode of the VMJPod’s Employer Brand Series, David Macciocca and Grant O’Donnell sit down with Rosa Van Kuyk — Recruitment and Employer Brand Consultant at AFCA (Australian Financial Complaints Authority) and winner of the 2025 ITAs Enterprise Talent Professional of the Year. Together, they explore how internal mobility, advocacy programs, and authentic employee storytelling are shaping AFCA’s employer brand.

Rosa shares how AFCA promotes talent from within, the lessons she’s learned transitioning from recruiter to employer brand specialist, and the launch of their new employee advocacy program, designed to empower employees to share their stories.

Whether you’re building an employer brand from the ground up or scaling programs across a business, this episode offers a practical look at what it takes to create consistency, engage employees, and lead with authenticity.

Key Topics
02:29 – Why internal mobility is critical to AFCA’s employer brand.
07:01 – Rosa’s own journey from recruiter into employer branding.
11:59 – Building a sustainable content calendar that isn’t a burden.
16:59 – The importance of supportive leaders and what Rosa learned from her manager.
21:59 – Overcoming perfectionism: balancing quality with execution speed.
27:59 – How AFCA is piloting its new employee advocacy program, “AFCA-nites.”
31:53 – Closing reflections (including empowering advocates, authenticity in campaigns, and employee voice across channels).

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