In Conversation with Assmaa from Roche – Employer Branding from the Perspective of a Comms Pro ??

Hello and welcome to another edition of Hired! ??

We sat with Assmaa Ahmed Khalil, the amazing Communications Lead at Roche, for a conversation that left us inspired.

In this exclusive interview, Assmaa delves into her expertise in acing employer branding from a comms perspective.?

What’s Inside???

?? Corporate Brand Story vs. Employer Branding

?? Employing Authenticity to Build a Strong Employer Brand

? Evolution of Employer Branding

?? Advice for HR Professionals from a Comms Pro

?? Gen Z Insights

?? Quick AI Tip

?? Corporate Brand Story vs. Employer Branding: The Thermostat-Thermometer Analogy

Assmaa’s words painted vivid imagery as she used the analogy of a thermostat and a thermometer to explain the critical distinction between corporate brand storytelling and employer branding. Imagine, she said, that corporate brand storytelling is akin to setting the perfect temperature on a thermostat—a company narrates the story it wishes to convey.??

On the other hand, employer branding is like telling the exact temperature from a thermometer, reflecting the authentic essence of a company's culture and people.?

By understanding this difference, one can craft a creative employer brand that resonates and sets the organization apart.

?? Embracing Authenticity and Building a Strong Employer Brand from Real Stories

Assmaa’s passion for authenticity was quite evident as she advocates building an employer brand from within. By cultivating the right atmosphere and providing opportunities for employees to share their stories, the brand will naturally exude authenticity. In her world, fabricated stories have no place as she firmly believes that happy employees become brand ambassadors. Genuine narratives from real people carry more impact than corporate accounts.

?? Advice for HR Professionals from a Comms Pro?

The communication specialist emphasized the importance of collaboration between HR and communication teams. HR professionals understand their target audience, while communication experts possess the skills to effectively reach them. By forming a partnership, they create a winning formula and achieve optimal results in employer branding.

? From Pre-Social Media Era to the Present: Evolution of Employer Branding

There’s been a seismic shift that social media has brought to employer branding. Gone are the days of stepping into interviews blindfolded, unaware of the faces behind the corporate veil. With the power of social platforms, candidates can now dive into a company's culture, values, and its people even before the first handshake.

No more brochures, newspaper advertisements, or going to employment fairs. Now it’s about creating engaging narratives that invite candidates to explore and dig deep into a company’s ethos.

Companies like Roche have embraced this transformation, crafting compelling stories that set them apart in the crowded job market. They understand that employer branding is no longer a one-way street – it's a captivating journey of connection and authenticity, where candidates and organizations find their perfect match.

??? Insights on Gen Z – The Future-Forward Workforce

Assmaa shared her wisdom on the evolving preferences of Gen Z, the future torchbearers of the workforce. Their appetite for work-life balance, mental health support, and flexibility has reshaped the corporate landscape.?

“20 years back, if someone were to say, I want a part-time job to focus on personal life, it would be a no-no. Now you could sit with the chairman of a company and say my kids would be my number 1 priority, so I want to take more time off when they need me. And they would definitely be okay with that.”

Assmaa highlighted the need for companies to adapt and embrace an Enterprise Mindset, providing accountability, decision-making power, and space for creativity. Failure to do so, she cautioned, would lead to missing out on attracting the future-driven talent that will propel organizations forward.

As our conversation drew to a close, we felt we had uncovered a treasure trove of knowledge. Assmaa's expertise in employer branding offers invaluable lessons for HR professionals looking to build an authentic and compelling brand.

?? Unlock AI’s Potential to Elevate Your Employer Branding Game??

We, at Qureos, believe in the power of AI to craft personalized and captivating messaging – an essential element in establishing a formidable employer brand.?

This is where our AI Job Description Generator comes in. With its help, you can create targeted job posts that appeal to candidates with specific skills or interests.?

You can also customize your messaging and maintain a consistent tone of voice which helps you create a great first impression in the eyes of potential candidates.?

This is it for this time.?

See you next time.????

Best,

Team Qureos