68 [EB Series] Proving Employer Brand ROI and Impact | Grant O’Donnell from Nine

In this episode of the VMJPod’s Employer Brand Series, David Macciocca flips the mic on his co-host, Grant O’Donnell, Employer Brand Lead at Nine, to explore what it takes to build and prove the value of employer branding inside one of Australia’s largest media companies.

Grant shares his journey from recruitment marketing to employer brand, how Nine developed an EVP that balances creativity with consistency, and why measuring impact in terms that leaders care about is critical.

Whether you’re stepping into your first EB role, looking to demonstrate ROI, or navigating stakeholder buy-in, this episode offers practical lessons on storytelling, influence, and scaling brand impact.

Key Topics
03:00 – Shifting from recruitment marketing to employer brand and the misconceptions along the way.
07:00 – Linking EB activity to candidate quality and stronger talent pipelines.
12:00 – Building Nine’s EVP: balancing creativity, consistency, and multiple brands.
18:00 – Why employee voices are central to employer brand storytelling.
23:00 – Grant’s advice for EB leaders on making an impact with limited resources.

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