85 [EB Series] Aligning Employer Brand and Employee Experience Globally | Jessica Tucci (ex-PwC)

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!