01 [Talking Talent Live] Kara McLeod, Allianz APAC

One of Australia's most experienced employer branding leaders, Kara McLeod, is joins the VMJ team on our brand new live series Talking Talent, where each month we'll be bringing you a new expert with new ideas to uplift your 2022 attraction strategy.

Kara tells us about her journey so far at Allianz—the milestones, challenges and stopgaps. Helping us understand the confusion between employer branding and recruitment marketing, why this came about and how to navigate the needs of your stakeholders. Kara also paints a picture of the employer branding maturity model and the types of content to create at each stage for success.

In Kara's words:

''Coming into Allianz Australia late 2019, there was zero use of video in the recruitment space and our employer branding strategy was in a holding pattern, awaiting the launch of a new Global EVP set to land in 2021. Keen to drive video content forward, we kicked off with creating recruiter-led video job ads in late 2020.

Given our EVP content gap, we also embarked upon creating a series of user-generated videos which were designed to showcase 'who' we were as individuals in a more personable way. Across 2021 we began to get some traction in hiring manager-led video job ads, which enabled us to successfully hire roles in very talent-tight segments.

Fast-forward to now. Grappling with an even tighter candidate market, we are now beginning to get 'whole' teams across the approach and now developing mini-campaign-led videos which feature different members of a team talking to different themes that underpin our EVP.''