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<00:01:27.185>my <00:01:27.360>employer <00:01:27.535>branding <00:01:27.710>at, <00:01:27.885>for <00:01:28.060>example, <00:01:28.235>booking.com, <00:01:28.410>at <00:01:28.585>Miro,

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<00:02:10.764>to <00:02:10.904>really <00:02:11.044>find <00:02:11.184>the <00:02:11.325>essence <00:02:11.464>of <00:02:11.605>a <00:02:11.744>story <00:02:11.885>and <00:02:12.024>the <00:02:12.165>narrative,

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<00:02:16.204>And, <00:02:16.344>uh, <00:02:16.484>uh, <00:02:16.624>before, <00:02:16.765>but <00:02:16.904>before <00:02:17.045>we <00:02:17.184>start, <00:02:17.325>uh, <00:02:17.464>two <00:02:17.605>things.

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<00:02:20.145>I <00:02:20.320>would <00:02:20.495>ask <00:02:20.670>you <00:02:20.845>to <00:02:21.020>probably <00:02:21.195>briefly <00:02:21.370>introduce <00:02:21.545>yourself

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<00:02:22.825>with <00:02:23.113>two <00:02:23.400>or <00:02:23.689>three <00:02:23.976>sentences

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<00:02:26.765>So <00:02:26.940>that <00:02:27.114>would <00:02:27.290>be <00:02:27.464>much <00:02:27.640>first <00:02:27.815>thing, <00:02:27.989>so <00:02:28.165>please.

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<00:02:29.215>Yeah, <00:02:29.342>of <00:02:29.469>course. <00:02:29.596>Um, <00:02:29.724>so <00:02:29.851>as <00:02:29.978>you <00:02:30.105>said, <00:02:30.233>my <00:02:30.360>name <00:02:30.487>is <00:02:30.615>Tatiana.

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<00:02:31.945>Um, <00:02:32.084>I've <00:02:32.225>been <00:02:32.364>working <00:02:32.505>in, <00:02:32.644>in <00:02:32.785>the <00:02:32.924>marketing <00:02:33.065>space, <00:02:33.204>I <00:02:33.345>think

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<00:02:35.585>for <00:02:35.725>over <00:02:35.865>15 <00:02:36.005>years, <00:02:36.145>uh, <00:02:36.285>already <00:02:36.425>I <00:02:36.565>started <00:02:36.705>my <00:02:36.845>career <00:02:36.985>working

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<00:02:38.885>for <00:02:39.040>Nike, <00:02:39.196>and <00:02:39.351>then <00:02:39.507>I <00:02:39.662>moved <00:02:39.818>over <00:02:39.973>to <00:02:40.129>employer <00:02:40.285>branding.

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<00:02:41.145>So, <00:02:41.285>as <00:02:41.425>you <00:02:41.565>mentioned, <00:02:41.705>I <00:02:41.845>worked <00:02:41.985>for <00:02:42.125>really <00:02:42.265>big <00:02:42.405>tech <00:02:42.545>brands

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<00:02:43.965>in <00:02:44.514>employer <00:02:45.063>branding.

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<00:02:45.365>And, <00:02:45.492>um, <00:02:45.619>yeah, <00:02:45.746>I <00:02:45.874>live <00:02:46.001>now <00:02:46.128>with <00:02:46.255>my <00:02:46.383>family <00:02:46.510>here <00:02:46.637>in <00:02:46.765>Amsterdam

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<00:02:48.485>for <00:02:48.863>10 <00:02:49.241>years <00:02:49.619>already.

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<00:02:50.685>I'm <00:02:51.031>originally <00:02:51.378>from, <00:02:51.724>from <00:02:52.071>Germany,

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<00:02:52.605>but, <00:02:52.804>um, <00:02:53.005>yeah, <00:02:53.204>this <00:02:53.405>is <00:02:53.605>our <00:02:53.804>happy <00:02:54.005>place.

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<00:02:56.085>And, <00:02:56.535>uh, <00:02:56.985>yeah, <00:02:57.435>it's

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<00:02:57.585>Me. <00:02:57.810>And <00:02:58.035>that <00:02:58.260>is <00:02:58.485>called

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<00:02:58.585>Cappo <00:02:59.170>with <00:02:59.755>hijab.

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<00:02:59.885>What's <00:03:00.245>your <00:03:00.605>favorite <00:03:00.965>coffee?

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<00:03:01.225>So <00:03:01.505>that's <00:03:01.785>second <00:03:02.065>question. <00:03:02.345>It's <00:03:02.625>important.

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<00:03:03.185>My <00:03:03.635>favorite <00:03:04.085>coffee. <00:03:04.535>Yeah.

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<00:03:04.945>Um, <00:03:05.100>it's <00:03:05.256>a <00:03:05.411>coconut <00:03:05.567>cappuccino, <00:03:05.722>so <00:03:05.878>it's <00:03:06.033>a, <00:03:06.189>it's <00:03:06.345>cappuccino

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<00:03:09.115>with <00:03:09.641>coconut <00:03:10.168>milk.

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<00:03:10.545>Uh, <00:03:10.720>you <00:03:10.894>know, <00:03:11.070>it's <00:03:11.244>that <00:03:11.420>fresh <00:03:11.595>milky, <00:03:11.769>um, <00:03:11.945>yeah,

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<00:03:14.645>but <00:03:14.761>also <00:03:14.878>it <00:03:14.995>has <00:03:15.111>that <00:03:15.228>exotic <00:03:15.345>twist <00:03:15.461>to <00:03:15.578>it. <00:03:15.695>That's <00:03:15.811>why <00:03:15.928>I <00:03:16.045>like,

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<00:03:17.555>Yeah. <00:03:18.005>Okay. <00:03:18.455>That's

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<00:03:18.555>a <00:03:18.788>good <00:03:19.021>one. <00:03:19.255>That's <00:03:19.488>a <00:03:19.721>good <00:03:19.955>one.

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<00:03:20.805>I <00:03:20.945>still, <00:03:21.085>I'm <00:03:21.225>still <00:03:21.365>stuck <00:03:21.505>with <00:03:21.645>the <00:03:21.785>old <00:03:21.925>kind <00:03:22.065>of <00:03:22.205>Americano,

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<00:03:23.585>so <00:03:23.818>it's <00:03:24.051>a, <00:03:24.285>it's <00:03:24.518>a <00:03:24.751>boring <00:03:24.985>one.

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<00:03:25.305>Yes. <00:03:25.585>A <00:03:25.865>boring, <00:03:26.145>like <00:03:26.425>one, <00:03:26.705>uh,

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<00:03:28.265>before <00:03:28.545>we <00:03:28.825>start, <00:03:29.105>I <00:03:29.385>mean, <00:03:29.665>you,

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<00:03:29.845>you <00:03:30.125>mentioned <00:03:30.405>you're <00:03:30.685>coming <00:03:30.965>from <00:03:31.245>marketing,

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<00:03:31.605>and <00:03:31.780>I <00:03:31.954>mean <00:03:32.130>marketing, <00:03:32.304>I <00:03:32.480>think <00:03:32.655>in <00:03:32.829>marketing, <00:03:33.005>uh,

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<00:03:34.245>storytelling <00:03:34.445>was <00:03:34.645>always <00:03:34.845>a <00:03:35.045>kind <00:03:35.245>of <00:03:35.445>an <00:03:35.645>issue.

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<00:03:37.185>So <00:03:37.385>I <00:03:37.585>mean, <00:03:37.785>that's <00:03:37.985>the <00:03:38.185>essence <00:03:38.385>of <00:03:38.585>marketing,

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<00:03:39.715>finding <00:03:40.295>the <00:03:40.876>narrative.

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<00:03:41.595>What <00:03:41.734>do <00:03:41.875>you <00:03:42.015>think <00:03:42.155>is <00:03:42.295>the <00:03:42.435>biggest, <00:03:42.575>uh, <00:03:42.715>the <00:03:42.855>biggest <00:03:42.995>challenge

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<00:03:44.865>for <00:03:45.098>companies <00:03:45.331>or <00:03:45.565>for <00:03:45.798>HR <00:03:46.031>to, <00:03:46.265>to,

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<00:03:47.985>to <00:03:48.322>build <00:03:48.660>up <00:03:48.997>employer <00:03:49.335>branding?

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<00:03:50.875>Yeah, <00:03:51.210>I <00:03:51.545>think, <00:03:51.880>you <00:03:52.216>know,

80
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<00:03:52.925>ultimately <00:03:53.158>employer <00:03:53.391>branding <00:03:53.625>is <00:03:53.858>all <00:03:54.091>about, <00:03:54.325>um,

81
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<00:03:55.695>attracting <00:03:56.076>the <00:03:56.457>right <00:03:56.838>talent

82
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<00:03:57.145>and <00:03:57.495>really <00:03:57.845>positioning <00:03:58.195>your <00:03:58.545>company

83
00:03:59.105 --> 00:04:00.405
<00:03:59.105>as <00:03:59.397>an <00:03:59.690>employer <00:03:59.982>of <00:04:00.275>choice.

84
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<00:04:00.785>And, <00:04:00.912>um, <00:04:01.039>what <00:04:01.166>do <00:04:01.294>you <00:04:01.421>have <00:04:01.548>to <00:04:01.675>start <00:04:01.803>with <00:04:01.930>is <00:04:02.057>like <00:04:02.185>really,

85
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<00:04:03.505>you <00:04:03.704>know, <00:04:03.905>identifying <00:04:04.105>who <00:04:04.305>is <00:04:04.505>your <00:04:04.704>right <00:04:04.905>persona.

86
00:04:07.205 --> 00:04:10.045
<00:04:07.205>Like <00:04:07.332>who <00:04:07.459>is <00:04:07.586>the <00:04:07.714>person <00:04:07.841>that <00:04:07.968>you <00:04:08.095>want <00:04:08.223>to <00:04:08.350>attract <00:04:08.477>and <00:04:08.605>retain?

87
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<00:04:10.145>And <00:04:10.345>then <00:04:10.545>for <00:04:10.745>you, <00:04:10.945>it's <00:04:11.145>about <00:04:11.345>really <00:04:11.545>understanding

88
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<00:04:13.235>what <00:04:13.362>is <00:04:13.489>your <00:04:13.616>value <00:04:13.744>proposition, <00:04:13.871>so <00:04:13.998>what <00:04:14.125>do <00:04:14.253>you <00:04:14.380>put <00:04:14.507>in <00:04:14.635>front

89
00:04:17.265 --> 00:04:19.885
<00:04:17.265>of <00:04:17.440>them <00:04:17.615>that <00:04:17.789>would <00:04:17.964>really, <00:04:18.140>you <00:04:18.315>know, <00:04:18.490>inspire <00:04:18.664>them

90
00:04:20.025 --> 00:04:21.845
<00:04:20.024>and <00:04:20.224>would <00:04:20.424>really <00:04:20.625>feel <00:04:20.825>as, <00:04:21.024>oh <00:04:21.224>my <00:04:21.424>God,

91
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<00:04:21.845>this <00:04:22.020>is <00:04:22.195>a <00:04:22.370>company <00:04:22.545>i, <00:04:22.720>I <00:04:22.895>would <00:04:23.070>belong <00:04:23.245>to.

92
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<00:04:23.825>So <00:04:24.025>that's <00:04:24.224>the <00:04:24.425>whole <00:04:24.625>idea <00:04:24.825>about <00:04:25.025>employer <00:04:25.224>branding,

93
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<00:04:26.305>but <00:04:26.505>the <00:04:26.705>tricky <00:04:26.905>aspect <00:04:27.105>is <00:04:27.305>to <00:04:27.505>really <00:04:27.705>bring

94
00:04:28.765 --> 00:04:30.885
<00:04:28.765>that <00:04:29.115>employer <00:04:29.465>branding <00:04:29.815>to <00:04:30.164>life.

95
00:04:30.985 --> 00:04:34.805
<00:04:30.985>So <00:04:31.140>bridging <00:04:31.296>the <00:04:31.451>gap <00:04:31.607>between <00:04:31.762>what <00:04:31.918>the <00:04:32.073>external <00:04:32.229>world <00:04:32.385>believes

96
00:04:34.985 --> 00:04:37.125
<00:04:34.985>of <00:04:35.160>you <00:04:35.335>and <00:04:35.510>what <00:04:35.685>you <00:04:35.860>really <00:04:36.035>can <00:04:36.210>offer <00:04:36.385>internally.

97
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<00:04:37.225>And <00:04:37.425>I <00:04:37.625>think <00:04:37.825>storytelling <00:04:38.025>is <00:04:38.225>essentially <00:04:38.425>the <00:04:38.625>bridge

98
00:04:40.555 --> 00:04:42.085
<00:04:40.555>that <00:04:40.899>can <00:04:41.243>make <00:04:41.587>that <00:04:41.931>happen.

99
00:04:42.665 --> 00:04:45.565
<00:04:42.665>So <00:04:42.820>if <00:04:42.976>you <00:04:43.131>tell <00:04:43.287>a <00:04:43.442>very, <00:04:43.598>you <00:04:43.753>know, <00:04:43.909>authentic <00:04:44.065>story

100
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<00:04:45.745>to <00:04:45.945>your <00:04:46.145>candidates <00:04:46.345>that <00:04:46.545>can <00:04:46.745>really <00:04:46.945>inspire <00:04:47.145>them

101
00:04:48.025 --> 00:04:50.805
<00:04:48.025>and <00:04:48.180>can <00:04:48.336>really, <00:04:48.491>you <00:04:48.647>know, <00:04:48.802>make <00:04:48.958>them <00:04:49.113>believe <00:04:49.269>like, <00:04:49.424>Hey,

102
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<00:04:50.805>this <00:04:50.932>is <00:04:51.059>a <00:04:51.186>company <00:04:51.314>I <00:04:51.441>really <00:04:51.568>want <00:04:51.695>to, <00:04:51.823>to <00:04:51.950>to <00:04:52.077>work <00:04:52.205>for.

103
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<00:04:54.385>Um, <00:04:54.512>and <00:04:54.639>then <00:04:54.766>as <00:04:54.894>well, <00:04:55.021>I <00:04:55.148>think <00:04:55.275>when <00:04:55.403>it <00:04:55.530>comes <00:04:55.657>to <00:04:55.784>storytelling,

104
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<00:04:58.045>employer <00:04:58.220>branding, <00:04:58.395>um, <00:04:58.570>what <00:04:58.745>you <00:04:58.920>just <00:04:59.095>said, <00:04:59.270>like <00:04:59.445>the,

105
00:05:01.045 --> 00:05:03.525
<00:05:01.045>the <00:05:01.220>challenges <00:05:01.395>that <00:05:01.570>you <00:05:01.745>really <00:05:01.920>have <00:05:02.095>to <00:05:02.270>be <00:05:02.445>authentic

106
00:05:03.985 --> 00:05:07.005
<00:05:03.985>and <00:05:04.160>to <00:05:04.335>really <00:05:04.510>tailor <00:05:04.685>your <00:05:04.860>narrative <00:05:05.035>towards <00:05:05.210>your <00:05:05.385>audience.

107
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<00:05:07.575>Because <00:05:07.730>ultimately, <00:05:07.886>like <00:05:08.041>if <00:05:08.197>you, <00:05:08.352>if <00:05:08.508>you <00:05:08.663>do <00:05:08.819>it <00:05:08.974>right,

108
00:05:11.525 --> 00:05:14.545
<00:05:11.525>it <00:05:11.664>can <00:05:11.804>self, <00:05:11.945>it <00:05:12.085>can <00:05:12.224>serve <00:05:12.364>you <00:05:12.505>as <00:05:12.645>a <00:05:12.784>self-selective <00:05:12.924>tool

109
00:05:14.965 --> 00:05:16.785
<00:05:14.965>to <00:05:15.244>really <00:05:15.525>attract <00:05:15.804>the <00:05:16.085>right <00:05:16.364>personnel

110
00:05:16.965 --> 00:05:20.785
<00:05:16.965>and <00:05:17.120>really <00:05:17.276>self <00:05:17.431>out <00:05:17.587>select <00:05:17.742>like <00:05:17.898>the <00:05:18.053>persons, <00:05:18.209>the <00:05:18.364>people

111
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<00:05:20.785>that <00:05:20.971>you <00:05:21.157>don't <00:05:21.343>really <00:05:21.529>want <00:05:21.715>to <00:05:21.900>attract.

112
00:05:22.125 --> 00:05:25.745
<00:05:22.125>So <00:05:22.280>I <00:05:22.436>think <00:05:22.591>challenge <00:05:22.747>is <00:05:22.902>really <00:05:23.058>like <00:05:23.213>the, <00:05:23.369>the <00:05:23.525>authenticity

113
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<00:05:26.565>and <00:05:26.765>you <00:05:26.965>know, <00:05:27.165>how <00:05:27.365>to <00:05:27.565>build <00:05:27.765>your <00:05:27.965>narrative

114
00:05:29.025 --> 00:05:31.385
<00:05:29.025>around <00:05:29.180>your <00:05:29.336>proof <00:05:29.491>points <00:05:29.647>on <00:05:29.802>what <00:05:29.958>you're <00:05:30.113>offering <00:05:30.269>as <00:05:30.424>an,

115
00:05:31.385 --> 00:05:33.225
<00:05:31.385>as <00:05:31.735>an <00:05:32.085>employer, <00:05:32.435>really. <00:05:32.784>Mm-hmm.

116
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<00:05:33.725>And, <00:05:33.987>uh, <00:05:34.250>I <00:05:34.513>mean, <00:05:34.776>as, <00:05:35.039>as,

117
00:05:35.205 --> 00:05:38.385
<00:05:35.205>as <00:05:35.438>normally <00:05:35.671>targeting <00:05:35.905>different <00:05:36.138>kind <00:05:36.371>of <00:05:36.604>personas

118
00:05:38.525 --> 00:05:39.785
<00:05:38.525>as <00:05:38.808>a <00:05:39.092>company, <00:05:39.375>I <00:05:39.659>mean,

119
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<00:05:39.985>'cause <00:05:40.160>I <00:05:40.335>mean, <00:05:40.510>developers <00:05:40.685>are <00:05:40.860>probably <00:05:41.035>different <00:05:41.210>than <00:05:41.385>people

120
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<00:05:43.325>in <00:05:43.525>the <00:05:43.724>bookkeeping <00:05:43.925>or <00:05:44.125>a <00:05:44.325>marketing <00:05:44.525>or <00:05:44.724>sales.

121
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<00:05:46.165>Uh, <00:05:46.365>is <00:05:46.565>it <00:05:46.765>possible <00:05:46.965>to <00:05:47.165>use <00:05:47.365>one <00:05:47.565>narrative

122
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<00:05:49.605>for <00:05:49.838>one <00:05:50.071>story <00:05:50.305>to <00:05:50.538>address <00:05:50.771>them <00:05:51.005>all?

123
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<00:05:51.445>Is <00:05:51.686>there <00:05:51.927>kind <00:05:52.168>of <00:05:52.409>one <00:05:52.650>fits,

124
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<00:05:53.205>one <00:05:53.438>fits <00:05:53.671>all <00:05:53.905>story <00:05:54.138>or <00:05:54.371>a <00:05:54.604>narrative?

125
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<00:05:55.295>Yeah, <00:05:55.486>I <00:05:55.678>think <00:05:55.869>that's <00:05:56.061>a <00:05:56.252>very <00:05:56.444>good <00:05:56.635>question.

126
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<00:05:56.865>I, <00:05:56.992>I <00:05:57.119>think <00:05:57.246>what <00:05:57.374>you, <00:05:57.501>what <00:05:57.628>you <00:05:57.755>really <00:05:57.883>have <00:05:58.010>to <00:05:58.137>start <00:05:58.265>with,

127
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<00:05:58.805>like, <00:05:59.213>really <00:05:59.621>identifying <00:06:00.029>like,

128
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<00:06:00.165>who <00:06:00.515>is <00:06:00.865>your <00:06:01.215>employee <00:06:01.565>archetype?

129
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<00:06:02.065>So <00:06:02.240>that's <00:06:02.415>more <00:06:02.590>general, <00:06:02.765>really <00:06:02.940>like, <00:06:03.115>you <00:06:03.290>know, <00:06:03.465>the,

130
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<00:06:04.425>the <00:06:04.580>person <00:06:04.736>that <00:06:04.891>you <00:06:05.047>believe <00:06:05.202>will <00:06:05.358>really <00:06:05.513>thrive <00:06:05.669>within <00:06:05.825>your

131
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<00:06:07.485>environment <00:06:07.685>and <00:06:07.885>from <00:06:08.085>there <00:06:08.285>go's <00:06:08.485>your <00:06:08.685>value <00:06:08.885>proposition.

132
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<00:06:10.345>So <00:06:10.485>that's <00:06:10.625>all <00:06:10.765>of <00:06:10.905>the, <00:06:11.045>the <00:06:11.185>offerings <00:06:11.325>that <00:06:11.465>you <00:06:11.605>would <00:06:11.745>offer,

133
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<00:06:12.765>you <00:06:12.965>know, <00:06:13.164>for <00:06:13.365>example, <00:06:13.565>can <00:06:13.765>be <00:06:13.965>very <00:06:14.164>aspirational

134
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<00:06:14.785>or <00:06:15.135>very <00:06:15.485>tactical <00:06:15.835>or <00:06:16.185>factual.

135
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<00:06:16.875>Like, <00:06:17.075>for <00:06:17.275>example, <00:06:17.475>you <00:06:17.675>offer <00:06:17.875>amazing <00:06:18.075>growth <00:06:18.275>opportunities,

136
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<00:06:20.065>or <00:06:20.192>as <00:06:20.319>a <00:06:20.446>company, <00:06:20.574>you <00:06:20.701>have <00:06:20.828>so <00:06:20.955>much <00:06:21.083>impact <00:06:21.210>that <00:06:21.337>would <00:06:21.465>really,

137
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<00:06:23.405>you <00:06:23.684>know, <00:06:23.965>inspire, <00:06:24.244>um, <00:06:24.525>your <00:06:24.804>people.

138
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<00:06:25.745>So <00:06:26.025>from <00:06:26.305>there, <00:06:26.585>you <00:06:26.865>then <00:06:27.145>craft

139
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<00:06:28.925>specific <00:06:29.391>narratives <00:06:29.858>towards <00:06:30.325>all

140
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<00:06:30.725>of <00:06:30.925>these <00:06:31.125>various <00:06:31.325>specialized, <00:06:31.525>uh, <00:06:31.725>talent, <00:06:31.925>uh, <00:06:32.125>skills.

141
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<00:06:34.705>So <00:06:34.844>for <00:06:34.984>example, <00:06:35.125>the, <00:06:35.265>the <00:06:35.405>story <00:06:35.544>that <00:06:35.685>you <00:06:35.825>would <00:06:35.965>tell, <00:06:36.104>um,

142
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<00:06:38.165>engineers <00:06:38.445>would <00:06:38.725>differ <00:06:39.005>as <00:06:39.285>compared <00:06:39.565>to

143
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<00:06:40.645>what <00:06:40.844>you <00:06:41.044>would <00:06:41.245>tell <00:06:41.445>your, <00:06:41.645>your <00:06:41.844>business <00:06:42.044>folks.

144
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<00:06:42.585>But <00:06:42.760>ultimately <00:06:42.935>all <00:06:43.109>that <00:06:43.284>is <00:06:43.460>up <00:06:43.635>to <00:06:43.810>the <00:06:43.984>same,

145
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<00:06:45.265>uh, <00:06:45.814>value <00:06:46.363>proposition.

146
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<00:06:46.705>So <00:06:46.905>it's <00:06:47.104>about <00:06:47.305>how <00:06:47.505>you, <00:06:47.705>how <00:06:47.905>you <00:06:48.104>narrow,

147
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<00:06:49.065>how <00:06:49.265>you <00:06:49.465>tailor <00:06:49.665>the <00:06:49.865>different <00:06:50.065>messages, <00:06:50.265>uh, <00:06:50.465>and,

148
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<00:06:52.225>and <00:06:52.380>really <00:06:52.536>look <00:06:52.691>for <00:06:52.847>your <00:06:53.002>pipe <00:06:53.158>for <00:06:53.313>your <00:06:53.469>target <00:06:53.625>audience.

149
00:06:54.685 --> 00:06:56.325
<00:06:54.685>I <00:06:55.035>mean, <00:06:55.385>an <00:06:55.735>engineer, <00:06:56.085>um,

150
00:06:56.455 --> 00:06:58.125
<00:06:56.455>especially <00:06:56.734>what <00:06:57.015>is <00:06:57.294>relevant <00:06:57.575>to <00:06:57.854>them.

151
00:06:58.145 --> 00:07:00.205
<00:06:58.145>You <00:06:58.300>know, <00:06:58.456>an <00:06:58.611>engineer <00:06:58.767>would <00:06:58.922>look <00:06:59.078>into <00:06:59.233>much <00:06:59.389>more <00:06:59.544>different,

152
00:07:00.705 --> 00:07:04.205
<00:07:00.705>uh, <00:07:00.860>aspects, <00:07:01.016>for <00:07:01.171>example, <00:07:01.327>like, <00:07:01.482>uh, <00:07:01.638>what <00:07:01.793>kind <00:07:01.949>of, <00:07:02.104>um,

153
00:07:04.385 --> 00:07:06.725
<00:07:04.385>you <00:07:04.560>know, <00:07:04.735>technical <00:07:04.909>capabilities, <00:07:05.085>do <00:07:05.260>I <00:07:05.435>need <00:07:05.610>a <00:07:05.784>lot

154
00:07:06.745 --> 00:07:08.325
<00:07:06.745>to <00:07:06.978>thrive <00:07:07.211>in <00:07:07.445>that, <00:07:07.678>in <00:07:07.911>an <00:07:08.145>environment,

155
00:07:08.325 --> 00:07:10.765
<00:07:08.325>why <00:07:08.525>person <00:07:08.724>might <00:07:08.925>look <00:07:09.125>into <00:07:09.325>very <00:07:09.525>different <00:07:09.724>aspects.

156
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<00:07:10.765>So <00:07:10.965>it's <00:07:11.164>really <00:07:11.365>crucial <00:07:11.565>to <00:07:11.765>really <00:07:11.965>understand, <00:07:12.164>yeah,

157
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<00:07:12.785>who <00:07:12.940>do <00:07:13.096>we <00:07:13.251>want <00:07:13.407>to <00:07:13.562>attract, <00:07:13.718>but <00:07:13.873>also <00:07:14.029>from <00:07:14.185>a,

158
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<00:07:14.635>from <00:07:14.790>a <00:07:14.946>more <00:07:15.101>general <00:07:15.257>point <00:07:15.412>of <00:07:15.568>view, <00:07:15.723>like <00:07:15.879>what's <00:07:16.034>the,

159
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<00:07:16.825>what's <00:07:17.000>the <00:07:17.175>persona, <00:07:17.349>what's <00:07:17.525>the <00:07:17.700>archetype <00:07:17.875>that, <00:07:18.050>that, <00:07:18.224>uh,

160
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<00:07:20.995>yeah, <00:07:21.191>need <00:07:21.388>to <00:07:21.585>thrive <00:07:21.781>in <00:07:21.978>that <00:07:22.175>as <00:07:22.371>well.

161
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<00:07:22.905>And <00:07:23.080>do <00:07:23.255>you <00:07:23.429>think <00:07:23.604>it <00:07:23.780>could <00:07:23.955>be <00:07:24.130>sometimes <00:07:24.304>controversial?

162
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<00:07:25.565>I <00:07:25.720>mean, <00:07:25.876>talking <00:07:26.031>to, <00:07:26.187>or, <00:07:26.342>or <00:07:26.498>addressing <00:07:26.653>once <00:07:26.809>again <00:07:26.965>bookkeeping

163
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<00:07:30.385>or, <00:07:30.501>or, <00:07:30.618>or, <00:07:30.735>um, <00:07:30.851>or <00:07:30.968>developers <00:07:31.085>could <00:07:31.201>be <00:07:31.318>con <00:07:31.435>could <00:07:31.551>it <00:07:31.668>could <00:07:31.784>be

164
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<00:07:34.205>controversial <00:07:34.671>content <00:07:35.138>as <00:07:35.604>well.

165
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<00:07:36.715>Yeah, <00:07:36.870>I <00:07:37.026>think <00:07:37.181>it's <00:07:37.337>like, <00:07:37.492>um, <00:07:37.648>it <00:07:37.803>really <00:07:37.959>also <00:07:38.115>depends

166
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<00:07:40.245>where <00:07:40.506>you <00:07:40.767>distribute <00:07:41.027>your <00:07:41.289>content,

167
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<00:07:41.405>because <00:07:41.789>usually <00:07:42.173>you <00:07:42.557>talk

168
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<00:07:42.685>to <00:07:42.951>like <00:07:43.217>engineers <00:07:43.484>in <00:07:43.750>different <00:07:44.017>channels.

169
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<00:07:44.165>So <00:07:44.515>I <00:07:44.865>think, <00:07:45.215>um, <00:07:45.565>most

170
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<00:07:45.965>and <00:07:46.140>foremost, <00:07:46.315>I <00:07:46.490>mean, <00:07:46.665>your <00:07:46.840>bookkeepers <00:07:47.015>won't <00:07:47.190>probably, <00:07:47.365>uh,

171
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<00:07:48.825>listen <00:07:49.025>and <00:07:49.224>read <00:07:49.425>the <00:07:49.625>same <00:07:49.825>content <00:07:50.025>as <00:07:50.224>compared

172
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<00:07:51.045>to <00:07:51.245>your <00:07:51.445>engineers, <00:07:51.645>but <00:07:51.845>I <00:07:52.045>think <00:07:52.245>overall, <00:07:52.445>what,

173
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<00:07:54.675>what <00:07:54.830>your <00:07:54.986>core <00:07:55.141>answers <00:07:55.297>is <00:07:55.452>in, <00:07:55.608>in <00:07:55.763>your <00:07:55.919>employer <00:07:56.075>brand,

174
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<00:07:57.685>it's <00:07:57.885>something <00:07:58.085>that <00:07:58.285>should <00:07:58.485>speak <00:07:58.685>to <00:07:58.885>everyone, <00:07:59.085>really.

175
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<00:08:00.745>So <00:08:00.885>it's <00:08:01.025>like <00:08:01.165>these <00:08:01.305>core <00:08:01.445>values, <00:08:01.585>it's <00:08:01.725>like <00:08:01.865>your <00:08:02.005>core <00:08:02.145>culture

176
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<00:08:04.355>that <00:08:04.555>should <00:08:04.755>be <00:08:04.955>reuniting <00:08:05.155>your <00:08:05.355>workforce, <00:08:05.555>you <00:08:05.755>know,

177
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<00:08:07.925>it's <00:08:08.080>not <00:08:08.236>something <00:08:08.391>that <00:08:08.547>is, <00:08:08.702>uh, <00:08:08.858>only <00:08:09.013>for <00:08:09.169>the <00:08:09.325>engineers.

178
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<00:08:10.605>And <00:08:10.780>here <00:08:10.955>is, <00:08:11.130>yeah, <00:08:11.305>sometimes <00:08:11.480>you <00:08:11.655>see <00:08:11.830>that <00:08:12.005>companies,

179
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<00:08:12.775>especially <00:08:13.125>larger <00:08:13.474>companies, <00:08:13.825>they <00:08:14.174>have,

180
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<00:08:14.755>they <00:08:14.988>have <00:08:15.221>smaller <00:08:15.455>subcultures <00:08:15.688>within <00:08:15.921>large <00:08:16.155>organization.

181
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<00:08:18.745>But <00:08:18.885>ultimately <00:08:19.025>what <00:08:19.165>we <00:08:19.305>wanna <00:08:19.445>do, <00:08:19.585>we <00:08:19.725>wanna, <00:08:19.865>we <00:08:20.005>wanna <00:08:20.145>thrive,

182
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<00:08:21.945>you <00:08:22.224>know, <00:08:22.505>through, <00:08:22.784>through <00:08:23.065>the <00:08:23.344>silos.

183
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<00:08:24.325>We <00:08:24.555>want <00:08:24.785>to <00:08:25.016>all <00:08:25.246>work <00:08:25.477>together

184
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<00:08:25.665>and <00:08:25.945>collaborate <00:08:26.225>as <00:08:26.505>one <00:08:26.785>big <00:08:27.065>workforce.

185
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<00:08:28.345>So, <00:08:28.625>so <00:08:28.905>ultimately, <00:08:29.185>when <00:08:29.465>it <00:08:29.745>comes

186
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<00:08:30.445>to <00:08:30.678>identifying <00:08:30.911>the <00:08:31.145>employer <00:08:31.378>value <00:08:31.611>proposition, <00:08:31.844>it's,

187
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<00:08:32.955>it's <00:08:33.110>the <00:08:33.266>core <00:08:33.421>to <00:08:33.577>really, <00:08:33.732>you <00:08:33.888>know, <00:08:34.043>find <00:08:34.199>these <00:08:34.355>unique,

188
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<00:08:39.255>unique <00:08:39.534>pillars <00:08:39.814>and <00:08:40.095>unique, <00:08:40.375>um, <00:08:40.655>benefits

189
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<00:08:42.475>and <00:08:42.675>offerings <00:08:42.875>that <00:08:43.075>would <00:08:43.275>really <00:08:43.475>speak <00:08:43.675>to <00:08:43.875>everyone.

190
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<00:08:45.055>And <00:08:45.229>for <00:08:45.405>example, <00:08:45.579>we <00:08:45.755>develop <00:08:45.930>an <00:08:46.104>employer <00:08:46.280>value <00:08:46.454>proposition,

191
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<00:08:48.195>and <00:08:48.461>that's, <00:08:48.727>again, <00:08:48.994>like <00:08:49.260>the <00:08:49.526>offering

192
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<00:08:49.905>that <00:08:50.079>you <00:08:50.255>would <00:08:50.430>put <00:08:50.605>in <00:08:50.780>front <00:08:50.954>of <00:08:51.130>your <00:08:51.305>candidate

193
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<00:08:52.335>and <00:08:52.653>also <00:08:52.971>your <00:08:53.289>employees.

194
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<00:08:53.395>It <00:08:53.535>like, <00:08:53.675>it, <00:08:53.814>it <00:08:53.954>goes, <00:08:54.095>it <00:08:54.235>goes <00:08:54.375>both <00:08:54.515>hand, <00:08:54.655>you <00:08:54.795>know,

195
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<00:08:55.925>towards <00:08:56.204>your <00:08:56.484>candidates, <00:08:56.765>but <00:08:57.045>also <00:08:57.324>employees.

196
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<00:08:58.305>You <00:08:58.460>need <00:08:58.616>to <00:08:58.771>make <00:08:58.927>sure <00:08:59.082>that, <00:08:59.238>um, <00:08:59.393>it's, <00:08:59.549>um, <00:08:59.704>inclusive.

197
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<00:09:03.405>Mm-hmm. <00:09:03.871>Yeah. <00:09:04.338>Um, <00:09:04.805>yeah.

198
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<00:09:06.235>Yeah. <00:09:06.435>Uh, <00:09:06.635>and <00:09:06.835>as <00:09:07.035>you're <00:09:07.235>coming <00:09:07.435>from <00:09:07.635>marketing,

199
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<00:09:08.885>and <00:09:09.025>I <00:09:09.165>mean, <00:09:09.305>you, <00:09:09.444>you <00:09:09.585>have <00:09:09.725>a <00:09:09.865>lot <00:09:10.005>of <00:09:10.145>experience, <00:09:10.285>uh,

200
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<00:09:11.245>from <00:09:11.385>a <00:09:11.525>previous <00:09:11.665>career <00:09:11.805>in <00:09:11.945>marketing, <00:09:12.085>uh, <00:09:12.225>I <00:09:12.365>often <00:09:12.505>met <00:09:12.645>that

201
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<00:09:15.665>as <00:09:15.865>well, <00:09:16.064>so <00:09:16.265>that <00:09:16.464>you <00:09:16.665>have <00:09:16.865>a <00:09:17.064>company

202
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<00:09:17.905>and <00:09:18.185>then <00:09:18.464>you <00:09:18.745>have <00:09:19.025>managing <00:09:19.305>directors,

203
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<00:09:19.665>and <00:09:19.848>then <00:09:20.032>you <00:09:20.215>have <00:09:20.399>a <00:09:20.583>board,

204
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<00:09:20.705>and <00:09:20.905>they <00:09:21.105>are <00:09:21.305>used <00:09:21.505>to <00:09:21.705>their <00:09:21.905>marketing <00:09:22.105>messages

205
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<00:09:24.025>and <00:09:24.199>the <00:09:24.375>product <00:09:24.550>image <00:09:24.725>and <00:09:24.900>the <00:09:25.074>marketing <00:09:25.250>campaign <00:09:25.425>stuff.

206
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<00:09:27.115>Yeah. <00:09:27.395>And, <00:09:27.675>and <00:09:27.955>sometimes, <00:09:28.235>uh, <00:09:28.515>sometimes

207
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<00:09:31.765>that <00:09:32.188>doesn't <00:09:32.611>really <00:09:33.034>fit

208
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<00:09:33.235>to <00:09:33.435>the <00:09:33.635>emperor <00:09:33.835>branding <00:09:34.035>image <00:09:34.235>of <00:09:34.435>the <00:09:34.635>companies.

209
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<00:09:36.935>Hmm. <00:09:37.074>I <00:09:37.214>don't <00:09:37.354>know. <00:09:37.494>I <00:09:37.635>mean, <00:09:37.775>there's <00:09:37.915>companies, <00:09:38.055>I <00:09:38.194>don't <00:09:38.334>know,

210
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<00:09:39.565>just <00:09:39.845>take <00:09:40.125>Austrian <00:09:40.405>railways <00:09:40.685>for <00:09:40.965>example,

211
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<00:09:42.685>without <00:09:43.072>blaming <00:09:43.459>them <00:09:43.846>now,

212
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<00:09:43.975>but <00:09:44.130>I <00:09:44.286>mean, <00:09:44.441>they <00:09:44.597>have <00:09:44.752>got <00:09:44.908>a <00:09:45.063>kind <00:09:45.219>of <00:09:45.375>an,

213
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<00:09:45.955>or <00:09:46.155>cheban, <00:09:46.355>I <00:09:46.555>mean, <00:09:46.755>they've <00:09:46.955>got <00:09:47.155>an <00:09:47.355>image.

214
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<00:09:47.845>Yeah. <00:09:48.020>And <00:09:48.195>then <00:09:48.370>they <00:09:48.545>need <00:09:48.720>to <00:09:48.895>probably <00:09:49.070>attract <00:09:49.245>people,

215
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<00:09:52.305>but <00:09:52.538>everybody <00:09:52.771>knows <00:09:53.005>them <00:09:53.238>as <00:09:53.471>a <00:09:53.704>customer.

216
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<00:09:55.345>So, <00:09:55.520>yeah. <00:09:55.695>Ha <00:09:55.870>have <00:09:56.045>you <00:09:56.220>met <00:09:56.395>that <00:09:56.570>as <00:09:56.745>well

217
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<00:09:58.185>and <00:09:58.432>how <00:09:58.680>to <00:09:58.927>handle <00:09:59.175>this?

218
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<00:09:59.285>Because <00:09:59.564>sometimes <00:09:59.844>I <00:10:00.125>have <00:10:00.405>the <00:10:00.685>impression

219
00:10:01.365 --> 00:10:03.005
<00:10:01.365>that <00:10:01.715>the <00:10:02.065>employer <00:10:02.415>branding <00:10:02.765>image

220
00:10:03.145 --> 00:10:07.085
<00:10:03.145>and <00:10:03.285>the <00:10:03.425>company <00:10:03.564>product <00:10:03.704>image <00:10:03.845>on <00:10:03.985>the <00:10:04.125>market <00:10:04.265>need <00:10:04.405>not <00:10:04.545>fit

221
00:10:07.365 --> 00:10:08.645
<00:10:07.365>together <00:10:07.595>or <00:10:07.825>do <00:10:08.056>not <00:10:08.286>fit <00:10:08.516>together.

222
00:10:08.875 --> 00:10:10.205
<00:10:08.875>They <00:10:09.114>do <00:10:09.353>not <00:10:09.593>fit <00:10:09.832>together. <00:10:10.072>Yeah.

223
00:10:10.445 --> 00:10:13.285
<00:10:10.445>I <00:10:10.572>mean, <00:10:10.699>and, <00:10:10.826>and, <00:10:10.954>and <00:10:11.081>then <00:10:11.208>in <00:10:11.335>then <00:10:11.463>ideal <00:10:11.590>world, <00:10:11.717>they <00:10:11.845>have

224
00:10:13.285 --> 00:10:14.765
<00:10:13.285>to <00:10:13.551>piggyback <00:10:13.817>each <00:10:14.084>other, <00:10:14.350>you <00:10:14.617>know,

225
00:10:14.765 --> 00:10:16.125
<00:10:14.765>they <00:10:14.968>have <00:10:15.173>to <00:10:15.377>build <00:10:15.581>upon <00:10:15.785>each <00:10:15.989>other.

226
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<00:10:16.285>I <00:10:16.425>think <00:10:16.564>that's, <00:10:16.704>that's, <00:10:16.844>that, <00:10:16.985>that's <00:10:17.125>what <00:10:17.265>we <00:10:17.405>all, <00:10:17.545>uh, <00:10:17.685>try

227
00:10:20.705 --> 00:10:23.845
<00:10:20.705>to <00:10:20.845>achieve <00:10:20.985>or <00:10:21.125>like <00:10:21.265>try <00:10:21.405>to <00:10:21.545>aim <00:10:21.685>for <00:10:21.825>an <00:10:21.965>employer <00:10:22.105>brand.

228
00:10:23.845 --> 00:10:25.605
<00:10:23.845>And <00:10:24.078>we <00:10:24.311>start <00:10:24.545>with <00:10:24.778>the <00:10:25.011>product <00:10:25.245>proposition,

229
00:10:25.605 --> 00:10:28.645
<00:10:25.605>and <00:10:25.760>we <00:10:25.916>start <00:10:26.071>with <00:10:26.227>the <00:10:26.382>brand <00:10:26.538>proposition <00:10:26.693>overall <00:10:26.849>from <00:10:27.005>a,

230
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<00:10:28.685>from <00:10:28.908>a <00:10:29.131>company <00:10:29.354>point <00:10:29.577>of <00:10:29.800>view.

231
00:10:30.465 --> 00:10:33.125
<00:10:30.465>And <00:10:30.665>then <00:10:30.865>we, <00:10:31.065>for <00:10:31.265>example, <00:10:31.465>we, <00:10:31.665>for <00:10:31.865>example,

232
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<00:10:33.125>in <00:10:33.280>employer <00:10:33.436>brand, <00:10:33.591>we, <00:10:33.747>we <00:10:33.902>try <00:10:34.058>to <00:10:34.213>letter <00:10:34.369>everything <00:10:34.525>up

233
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<00:10:35.525>to <00:10:35.758>the <00:10:35.991>core <00:10:36.225>mission <00:10:36.458>of <00:10:36.691>the <00:10:36.925>company,

234
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<00:10:37.845>because <00:10:38.178>also <00:10:38.511>that <00:10:38.844>is <00:10:39.177>sometimes,

235
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<00:10:39.385>or <00:10:39.525>like <00:10:39.665>most <00:10:39.805>of <00:10:39.944>the <00:10:40.085>times <00:10:40.225>also <00:10:40.365>very <00:10:40.505>inspiring <00:10:40.645>for <00:10:40.785>employees

236
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<00:10:42.865>to <00:10:43.065>sign <00:10:43.265>to, <00:10:43.465>to <00:10:43.665>join <00:10:43.865>a <00:10:44.065>certain <00:10:44.265>company.

237
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<00:10:45.245>I <00:10:45.400>mean, <00:10:45.556>of <00:10:45.711>course <00:10:45.867>now <00:10:46.022>for <00:10:46.178>the, <00:10:46.333>I <00:10:46.489>mean, <00:10:46.645>yeah,

238
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<00:10:47.525>it <00:10:47.680>could <00:10:47.836>also <00:10:47.991>work <00:10:48.147>for <00:10:48.302>the <00:10:48.458>Dets <00:10:48.613>barn, <00:10:48.769>for <00:10:48.925>example.

239
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<00:10:49.425>You <00:10:49.625>know, <00:10:49.824>they <00:10:50.025>want <00:10:50.224>to <00:10:50.425>like <00:10:50.625>enable <00:10:50.824>all

240
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<00:10:51.765>of <00:10:52.045>the <00:10:52.324>travelers <00:10:52.605>in <00:10:52.885>the <00:10:53.165>world

241
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<00:10:53.345>to <00:10:53.625>travel <00:10:53.905>more <00:10:54.185>seamlessly <00:10:54.465>across <00:10:54.745>Germany.

242
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<00:10:55.925>I <00:10:56.052>think <00:10:56.179>that <00:10:56.306>that's <00:10:56.434>a <00:10:56.561>mythical, <00:10:56.688>you <00:10:56.815>know, <00:10:56.943>uh, <00:10:57.070>so <00:10:57.197>then, <00:10:57.324>uh,

243
00:11:00.265 --> 00:11:02.955
<00:11:00.265>from <00:11:00.439>a <00:11:00.615>narrative <00:11:00.790>and <00:11:00.965>from <00:11:01.140>a <00:11:01.314>stereo <00:11:01.490>storytelling <00:11:01.665>point,

244
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<00:11:02.955>it's <00:11:03.130>very, <00:11:03.305>very <00:11:03.480>important <00:11:03.655>that <00:11:03.830>you <00:11:04.005>try <00:11:04.180>to <00:11:04.355>bridge

245
00:11:07.255 --> 00:11:09.795
<00:11:07.255>the <00:11:07.455>messaging <00:11:07.655>and <00:11:07.855>also <00:11:08.055>try <00:11:08.255>to <00:11:08.455>build <00:11:08.655>upon,

246
00:11:09.945 --> 00:11:14.915
<00:11:09.945>because <00:11:10.085>with <00:11:10.225>that, <00:11:10.365>you <00:11:10.505>also, <00:11:10.645>you <00:11:10.785>know, <00:11:10.925>um, <00:11:11.065>can <00:11:11.205>create, <00:11:11.345>um,

247
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<00:11:15.615>you <00:11:15.815>can <00:11:16.015>distinguish <00:11:16.215>yourself <00:11:16.415>also <00:11:16.615>from <00:11:16.815>the <00:11:17.015>competitors.

248
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<00:11:18.035>Because <00:11:18.314>sometimes <00:11:18.594>when <00:11:18.875>you're <00:11:19.155>seeing, <00:11:19.435>um,

249
00:11:19.955 --> 00:11:22.555
<00:11:19.955>when <00:11:20.110>you <00:11:20.266>have <00:11:20.421>one <00:11:20.577>tech <00:11:20.732>companies <00:11:20.888>next <00:11:21.043>to <00:11:21.199>each <00:11:21.355>other,

250
00:11:22.865 --> 00:11:26.075
<00:11:22.865>sometimes <00:11:23.040>they <00:11:23.215>seem <00:11:23.390>very <00:11:23.565>similar <00:11:23.740>from <00:11:23.915>a <00:11:24.090>cultural <00:11:24.265>perspective

251
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<00:11:26.135>and <00:11:26.405>also <00:11:26.675>from <00:11:26.944>an <00:11:27.215>EVP <00:11:27.485>perspective,

252
00:11:27.635 --> 00:11:29.075
<00:11:27.635>they're <00:11:27.959>all <00:11:28.283>offering <00:11:28.607>the <00:11:28.931>same.

253
00:11:29.655 --> 00:11:31.115
<00:11:29.655>But <00:11:30.093>what <00:11:30.531>really, <00:11:30.969>um,

254
00:11:31.335 --> 00:11:34.795
<00:11:31.335>differentiates <00:11:31.510>one <00:11:31.685>company <00:11:31.860>from <00:11:32.035>the <00:11:32.210>other, <00:11:32.385>it's <00:11:32.560>usually <00:11:32.735>the,

255
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<00:11:35.295>the <00:11:35.645>company <00:11:35.995>mission <00:11:36.344>and <00:11:36.694>vision.

256
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<00:11:38.055>So <00:11:38.288>you <00:11:38.521>really <00:11:38.755>need <00:11:38.988>to <00:11:39.221>make <00:11:39.454>sure

257
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<00:11:39.915>that <00:11:40.042>you <00:11:40.169>can <00:11:40.296>bake <00:11:40.424>those <00:11:40.551>into <00:11:40.678>each <00:11:40.805>other <00:11:40.933>and <00:11:41.060>to <00:11:41.187>really <00:11:41.314>learn.

258
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<00:11:43.875>No, <00:11:44.015>you <00:11:44.155>leverage, <00:11:44.295>uh, <00:11:44.435>both <00:11:44.575>of <00:11:44.715>the, <00:11:44.855>the <00:11:44.995>messaging <00:11:45.135>as <00:11:45.275>well.

259
00:11:47.575 --> 00:11:49.875
<00:11:47.575>We <00:11:47.750>did <00:11:47.925>that <00:11:48.100>a <00:11:48.275>lot <00:11:48.450>at, <00:11:48.625>at <00:11:48.800>booking.com, <00:11:48.975>really.

260
00:11:50.015 --> 00:11:51.715
<00:11:50.015>Um, <00:11:50.481>we <00:11:50.948>really <00:11:51.415>tried

261
00:11:51.715 --> 00:11:54.405
<00:11:51.715>to <00:11:51.915>tailor <00:11:52.115>everything <00:11:52.315>towards <00:11:52.515>the, <00:11:52.715>the <00:11:52.915>company <00:11:53.115>mission.

262
00:11:54.505 --> 00:11:57.125
<00:11:54.505>And <00:11:54.660>also <00:11:54.816>from <00:11:54.971>a <00:11:55.127>visual <00:11:55.282>standpoint, <00:11:55.438>like <00:11:55.593>we <00:11:55.749>really <00:11:55.905>try

263
00:11:57.125 --> 00:11:59.725
<00:11:57.125>to <00:11:57.405>match <00:11:57.685>the, <00:11:57.965>the <00:11:58.245>corporate <00:11:58.525>brand,

264
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<00:11:59.875>because <00:12:00.050>that's <00:12:00.225>helped <00:12:00.400>us <00:12:00.575>as <00:12:00.750>well <00:12:00.925>leverage <00:12:01.100>that, <00:12:01.275>uh,

265
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<00:12:04.075>awareness <00:12:04.250>and <00:12:04.425>that <00:12:04.600>brand <00:12:04.775>recognition <00:12:04.950>from <00:12:05.125>our <00:12:05.300>customer <00:12:05.475>base,

266
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<00:12:07.245>because <00:12:07.400>usually <00:12:07.556>your <00:12:07.711>customers <00:12:07.867>can <00:12:08.022>be <00:12:08.178>the <00:12:08.333>employees <00:12:08.489>as <00:12:08.645>well.

267
00:12:11.265 --> 00:12:13.605
<00:12:11.265>Um, <00:12:11.465>so <00:12:11.665>it's <00:12:11.865>like <00:12:12.064>important <00:12:12.265>to <00:12:12.465>work <00:12:12.665>together.

268
00:12:13.865 --> 00:12:16.765
<00:12:13.865>Of <00:12:13.981>course, <00:12:14.098>it's <00:12:14.215>not <00:12:14.331>so <00:12:14.448>easy <00:12:14.565>when <00:12:14.681>your <00:12:14.798>brand <00:12:14.915>has <00:12:15.031>a, <00:12:15.148>has <00:12:15.265>a,

269
00:12:16.765 --> 00:12:19.445
<00:12:16.765>has <00:12:16.965>a <00:12:17.165>bad <00:12:17.365>reputation <00:12:17.564>on <00:12:17.765>the <00:12:17.965>market, <00:12:18.165>um,

270
00:12:19.745 --> 00:12:21.805
<00:12:19.745>and <00:12:19.920>then <00:12:20.095>it, <00:12:20.270>it <00:12:20.445>gets <00:12:20.620>a <00:12:20.795>bit <00:12:20.970>more <00:12:21.145>tricky

271
00:12:22.025 --> 00:12:25.805
<00:12:22.025>and <00:12:22.199>you <00:12:22.375>have <00:12:22.550>to, <00:12:22.725>um, <00:12:22.900>you <00:12:23.074>know, <00:12:23.250>create <00:12:23.425>narratives

272
00:12:25.805 --> 00:12:28.645
<00:12:25.805>that <00:12:26.084>would <00:12:26.364>really <00:12:26.645>work <00:12:26.925>with <00:12:27.204>it

273
00:12:29.185 --> 00:12:31.085
<00:12:29.185>and <00:12:29.418>also <00:12:29.651>a <00:12:29.885>bit <00:12:30.118>of <00:12:30.351>against <00:12:30.584>it.

274
00:12:31.785 --> 00:12:33.645
<00:12:31.785>Um, <00:12:32.251>but, <00:12:32.718>uh, <00:12:33.185>it's,

275
00:12:33.645 --> 00:12:35.325
<00:12:33.645>it's <00:12:33.845>very <00:12:34.045>important <00:12:34.245>that <00:12:34.444>you <00:12:34.645>have <00:12:34.845>to <00:12:35.045>align.

276
00:12:35.785 --> 00:12:37.245
<00:12:35.785>Uh, <00:12:36.223>that's <00:12:36.661>for <00:12:37.099>sure.

277
00:12:37.905 --> 00:12:41.325
<00:12:37.905>And <00:12:38.105>I <00:12:38.305>think, <00:12:38.505>uh, <00:12:38.704>TX <00:12:38.905>or, <00:12:39.105>or, <00:12:39.305>or,

278
00:12:41.325 --> 00:12:44.085
<00:12:41.325>or <00:12:41.525>your <00:12:41.725>take <00:12:41.925>on, <00:12:42.125>I <00:12:42.325>mean, <00:12:42.525>envelope <00:12:42.725>branding,

279
00:12:44.325 --> 00:12:45.885
<00:12:44.325>building <00:12:44.605>a <00:12:44.885>story, <00:12:45.165>having <00:12:45.445>a <00:12:45.725>narrative,

280
00:12:45.885 --> 00:12:48.885
<00:12:45.885>telling <00:12:46.060>the <00:12:46.235>story <00:12:46.410>in <00:12:46.585>the <00:12:46.760>market, <00:12:46.935>being <00:12:47.110>su <00:12:47.285>successful.

281
00:12:49.465 --> 00:12:51.845
<00:12:49.465>If <00:12:49.572>we, <00:12:49.680>if <00:12:49.788>we <00:12:49.895>look, <00:12:50.003>I <00:12:50.111>mean, <00:12:50.218>we <00:12:50.326>are <00:12:50.434>doing <00:12:50.541>a <00:12:50.649>survey <00:12:50.757>every <00:12:50.865>year,

282
00:12:52.025 --> 00:12:55.485
<00:12:52.025>um, <00:12:52.180>because <00:12:52.336>we <00:12:52.491>of <00:12:52.647>course <00:12:52.802>want <00:12:52.958>to <00:12:53.113>provide <00:12:53.269>this <00:12:53.425>information

283
00:12:55.485 --> 00:12:58.125
<00:12:55.485>to <00:12:55.625>all <00:12:55.765>our <00:12:55.905>clients, <00:12:56.045>but <00:12:56.185>we <00:12:56.325>also <00:12:56.465>want <00:12:56.605>to <00:12:56.745>understand <00:12:56.885>what,

284
00:12:58.155 --> 00:12:59.805
<00:12:58.155>what, <00:12:58.388>what's <00:12:58.621>going <00:12:58.855>on <00:12:59.088>in <00:12:59.321>our <00:12:59.555>community.

285
00:12:59.905 --> 00:13:04.085
<00:12:59.905>And <00:13:00.021>I <00:13:00.138>mean, <00:13:00.255>what <00:13:00.371>we <00:13:00.488>saw <00:13:00.605>from <00:13:00.721>2019 <00:13:00.838>to <00:13:00.954>today <00:13:01.071>is <00:13:01.188>that, <00:13:01.305>uh,

286
00:13:05.515 --> 00:13:07.015
<00:13:05.515>the <00:13:06.189>expectations <00:13:06.865>of

287
00:13:07.115 --> 00:13:10.175
<00:13:07.115>of <00:13:07.315>the <00:13:07.515>developers <00:13:07.715>out <00:13:07.915>there <00:13:08.115>has <00:13:08.315>massively <00:13:08.515>changed.

288
00:13:10.995 --> 00:13:13.575
<00:13:10.995>It <00:13:11.195>has <00:13:11.395>changed <00:13:11.595>from, <00:13:11.795>in <00:13:11.995>2019, <00:13:12.195>I <00:13:12.395>mean,

289
00:13:13.575 --> 00:13:14.815
<00:13:13.575>they <00:13:13.798>were <00:13:14.021>in <00:13:14.244>the <00:13:14.467>driver's <00:13:14.691>seat.

290
00:13:14.815 --> 00:13:15.935
<00:13:14.815>They <00:13:15.151>were <00:13:15.487>really <00:13:15.823>safe.

291
00:13:16.395 --> 00:13:19.015
<00:13:16.395>So <00:13:16.522>they <00:13:16.649>were, <00:13:16.776>I <00:13:16.904>think <00:13:17.031>the <00:13:17.158>only <00:13:17.285>thing <00:13:17.413>they <00:13:17.540>were <00:13:17.667>really <00:13:17.795>asking

292
00:13:19.085 --> 00:13:20.335
<00:13:19.085>were <00:13:19.310>for <00:13:19.535>a <00:13:19.760>lot <00:13:19.985>of <00:13:20.210>money

293
00:13:20.335 --> 00:13:23.375
<00:13:20.335>because <00:13:20.510>they <00:13:20.685>were, <00:13:20.860>they <00:13:21.035>were <00:13:21.210>knowing <00:13:21.385>that, <00:13:21.560>okay, <00:13:21.735>if,

294
00:13:23.375 --> 00:13:26.175
<00:13:23.375>if <00:13:23.515>a <00:13:23.655>is <00:13:23.795>not <00:13:23.935>paying <00:13:24.075>it, <00:13:24.215>B, <00:13:24.355>B <00:13:24.495>will <00:13:24.635>pay <00:13:24.775>it,

295
00:13:26.195 --> 00:13:27.775
<00:13:26.195>or <00:13:26.475>c <00:13:26.755>will <00:13:27.035>definitely <00:13:27.315>pay <00:13:27.595>it.

296
00:13:27.835 --> 00:13:29.495
<00:13:27.835>So, <00:13:28.115>I <00:13:28.395>mean, <00:13:28.675>they <00:13:28.955>we're <00:13:29.235>quite

297
00:13:29.855 --> 00:13:31.175
<00:13:29.855>arrogant, <00:13:30.092>let's <00:13:30.330>call <00:13:30.567>it <00:13:30.805>like <00:13:31.043>this.

298
00:13:31.205 --> 00:13:33.415
<00:13:31.205>Yeah. <00:13:31.438>In <00:13:31.671>the <00:13:31.905>meantime, <00:13:32.138>this <00:13:32.371>has <00:13:32.605>changed.

299
00:13:33.475 --> 00:13:36.135
<00:13:33.475>And <00:13:33.591>in <00:13:33.708>the <00:13:33.825>meantime, <00:13:33.941>what <00:13:34.058>we <00:13:34.175>see <00:13:34.291>out <00:13:34.408>coming <00:13:34.525>out <00:13:34.641>of <00:13:34.758>us <00:13:34.875>oas,

300
00:13:36.155 --> 00:13:38.735
<00:13:36.155>is <00:13:36.388>that <00:13:36.621>wellbeing <00:13:36.855>is <00:13:37.088>a <00:13:37.321>big <00:13:37.555>issue.

301
00:13:38.735 --> 00:13:40.415
<00:13:38.735>Inclusion <00:13:39.085>is <00:13:39.435>a <00:13:39.785>big <00:13:40.135>issue.

302
00:13:40.415 --> 00:13:43.015
<00:13:40.415>Diversity <00:13:40.694>is <00:13:40.974>becoming <00:13:41.255>extremely <00:13:41.535>big <00:13:41.814>issue.

303
00:13:43.235 --> 00:13:45.815
<00:13:43.235>So <00:13:43.390>purpose <00:13:43.546>of <00:13:43.701>course, <00:13:43.857>is <00:13:44.012>getting <00:13:44.168>more <00:13:44.323>and <00:13:44.479>more <00:13:44.635>important.

304
00:13:46.175 --> 00:13:47.935
<00:13:46.175>'cause <00:13:46.454>everything <00:13:46.734>what <00:13:47.015>they <00:13:47.295>do, <00:13:47.574>uh,

305
00:13:47.935 --> 00:13:49.215
<00:13:47.935>disappears <00:13:48.223>some <00:13:48.511>in <00:13:48.799>a <00:13:49.087>cloud.

306
00:13:49.275 --> 00:13:51.695
<00:13:49.275>So <00:13:49.402>at <00:13:49.529>the <00:13:49.656>end <00:13:49.784>of <00:13:49.911>the <00:13:50.038>day, <00:13:50.165>it's <00:13:50.293>very <00:13:50.420>difficult <00:13:50.547>for <00:13:50.675>themselves

307
00:13:51.795 --> 00:13:54.535
<00:13:51.795>to <00:13:51.950>really <00:13:52.106>see <00:13:52.261>what <00:13:52.417>they <00:13:52.572>have <00:13:52.728>done <00:13:52.883>throughout <00:13:53.039>the <00:13:53.194>year

308
00:13:54.555 --> 00:13:55.975
<00:13:54.555>or <00:13:54.767>the, <00:13:54.981>the <00:13:55.194>months <00:13:55.407>or <00:13:55.620>the <00:13:55.833>day.

309
00:13:56.675 --> 00:13:59.695
<00:13:56.675>So <00:13:56.954>how <00:13:57.234>does <00:13:57.515>that <00:13:57.795>influence <00:13:58.074>the

310
00:14:00.325 --> 00:14:03.215
<00:14:00.325>dynamic <00:14:00.605>change <00:14:00.885>of <00:14:01.165>the <00:14:01.445>employer <00:14:01.725>brand?

311
00:14:03.215 --> 00:14:06.255
<00:14:03.215>Because, <00:14:03.355>I <00:14:03.495>mean, <00:14:03.635>it's <00:14:03.775>a <00:14:03.915>total <00:14:04.055>different <00:14:04.195>story <00:14:04.335>if <00:14:04.475>you <00:14:04.615>try

312
00:14:06.255 --> 00:14:09.365
<00:14:06.255>to <00:14:06.455>attract <00:14:06.655>someone <00:14:06.855>with <00:14:07.055>money <00:14:07.255>or <00:14:07.455>with <00:14:07.655>wellbeing.

313
00:14:10.765 --> 00:14:12.175
<00:14:10.765>Yeah, <00:14:11.399>no, <00:14:12.034>exactly.

314
00:14:12.575 --> 00:14:16.215
<00:14:12.575>I <00:14:12.730>think, <00:14:12.886>yeah, <00:14:13.041>the <00:14:13.197>money <00:14:13.352>doesn't, <00:14:13.508>doesn't <00:14:13.663>help <00:14:13.819>you <00:14:13.975>anymore.

315
00:14:16.215 --> 00:14:18.415
<00:14:16.215>And <00:14:16.355>that <00:14:16.495>in <00:14:16.635>that <00:14:16.775>big <00:14:16.915>game, <00:14:17.055>especially <00:14:17.195>now <00:14:17.335>in <00:14:17.475>tech, <00:14:17.615>right?

316
00:14:18.415 --> 00:14:21.295
<00:14:18.415>I <00:14:18.589>mean, <00:14:18.765>the, <00:14:18.939>the <00:14:19.115>competition <00:14:19.290>is <00:14:19.464>still <00:14:19.640>very <00:14:19.814>fierce,

317
00:14:21.445 --> 00:14:24.735
<00:14:21.445>even <00:14:21.600>though <00:14:21.756>the <00:14:21.911>market <00:14:22.067>is <00:14:22.222>quite <00:14:22.378>flooded <00:14:22.533>at <00:14:22.689>the <00:14:22.845>moment

318
00:14:24.885 --> 00:14:26.375
<00:14:24.885>with <00:14:25.220>talent, <00:14:25.555>you <00:14:25.890>know, <00:14:26.226>but,

319
00:14:27.095 --> 00:14:29.755
<00:14:27.095>but <00:14:27.270>still, <00:14:27.445>companies <00:14:27.620>are <00:14:27.795>looking <00:14:27.970>for <00:14:28.145>the <00:14:28.320>best <00:14:28.495>talent.

320
00:14:29.905 --> 00:14:32.875
<00:14:29.905>They're <00:14:30.079>looking <00:14:30.255>for <00:14:30.430>the, <00:14:30.605>and <00:14:30.780>also <00:14:30.954>the <00:14:31.130>right <00:14:31.305>talent.

321
00:14:32.875 --> 00:14:35.395
<00:14:32.875>Someone <00:14:33.075>that, <00:14:33.275>that <00:14:33.475>fits <00:14:33.675>really <00:14:33.875>into <00:14:34.075>the <00:14:34.275>organization.

322
00:14:35.895 --> 00:14:38.475
<00:14:35.895>So <00:14:36.128>what <00:14:36.361>storytelling <00:14:36.595>can <00:14:36.828>really <00:14:37.061>help <00:14:37.295>companies

323
00:14:38.475 --> 00:14:41.595
<00:14:38.475>with <00:14:38.630>is <00:14:38.786>like <00:14:38.941>really, <00:14:39.097>you <00:14:39.252>know, <00:14:39.408>um, <00:14:39.563>win <00:14:39.719>their <00:14:39.875>games

324
00:14:41.665 --> 00:14:43.715
<00:14:41.665>because <00:14:42.365>with <00:14:43.064>storytelling

325
00:14:43.855 --> 00:14:45.515
<00:14:43.855>and <00:14:44.088>what <00:14:44.321>you <00:14:44.555>just <00:14:44.788>said <00:14:45.021>with <00:14:45.255>wellbeing,

326
00:14:45.515 --> 00:14:47.915
<00:14:45.515>and <00:14:45.655>if <00:14:45.795>a <00:14:45.935>company <00:14:46.074>really <00:14:46.215>believes <00:14:46.355>in <00:14:46.495>these <00:14:46.635>topics, <00:14:46.775>you <00:14:46.915>know,

327
00:14:48.385 --> 00:14:51.075
<00:14:48.385>it's <00:14:48.585>not <00:14:48.785>right <00:14:48.985>to <00:14:49.185>tell <00:14:49.385>any <00:14:49.585>false <00:14:49.785>stories

328
00:14:51.265 --> 00:14:53.605
<00:14:51.265>or <00:14:51.392>like <00:14:51.519>to <00:14:51.646>be, <00:14:51.774>I <00:14:51.901>have <00:14:52.028>this, <00:14:52.155>I've <00:14:52.283>seen <00:14:52.410>this <00:14:52.537>as <00:14:52.665>well,

329
00:14:53.625 --> 00:14:56.365
<00:14:53.625>you <00:14:53.765>know, <00:14:53.905>for <00:14:54.045>example, <00:14:54.185>oh <00:14:54.325>my <00:14:54.465>God, <00:14:54.605>we, <00:14:54.745>we <00:14:54.885>believe <00:14:55.025>in

330
00:14:56.505 --> 00:14:57.645
<00:14:56.505>and <00:14:56.847>work <00:14:57.189>life <00:14:57.531>balance.

331
00:14:57.745 --> 00:15:00.125
<00:14:57.745>We <00:14:57.945>believe <00:14:58.145>in <00:14:58.345>wellbeing. <00:14:58.545>You <00:14:58.745>get <00:14:58.945>unlimited <00:14:59.145>PTO,

332
00:15:00.125 --> 00:15:02.005
<00:15:00.125>and <00:15:00.325>then <00:15:00.525>the <00:15:00.725>moment <00:15:00.925>someone <00:15:01.125>joins <00:15:01.325>the <00:15:01.525>company,

333
00:15:02.075 --> 00:15:03.165
<00:15:02.075>it's <00:15:02.320>not <00:15:02.565>really <00:15:02.810>true <00:15:03.055>anymore.

334
00:15:03.185 --> 00:15:05.365
<00:15:03.185>So <00:15:03.324>that <00:15:03.464>is <00:15:03.604>like <00:15:03.744>the <00:15:03.885>absolute <00:15:04.025>thing <00:15:04.165>that <00:15:04.305>you <00:15:04.444>should <00:15:04.584>never,

335
00:15:05.365 --> 00:15:07.285
<00:15:05.365>ever <00:15:05.715>do, <00:15:06.065>tell, <00:15:06.415>tell <00:15:06.765>lies.

336
00:15:08.025 --> 00:15:11.845
<00:15:08.025>But, <00:15:08.165>um, <00:15:08.305>it's <00:15:08.444>crucial <00:15:08.584>for <00:15:08.725>a <00:15:08.865>company <00:15:09.005>to <00:15:09.145>really, <00:15:09.285>you <00:15:09.425>know,

337
00:15:11.845 --> 00:15:13.525
<00:15:11.845>first <00:15:12.311>and <00:15:12.778>foremost <00:15:13.245>identify

338
00:15:13.525 --> 00:15:14.885
<00:15:13.525>their <00:15:13.933>employer <00:15:14.341>value <00:15:14.749>proposition.

339
00:15:14.905 --> 00:15:17.645
<00:15:14.905>If <00:15:15.079>wellbeing <00:15:15.255>is <00:15:15.430>one <00:15:15.605>aspect <00:15:15.780>of <00:15:15.954>it, <00:15:16.130>that's <00:15:16.305>amazing,

340
00:15:18.145 --> 00:15:19.725
<00:15:18.145>but <00:15:18.425>then <00:15:18.704>it <00:15:18.985>would <00:15:19.265>create <00:15:19.545>stories

341
00:15:19.755 --> 00:15:21.805
<00:15:19.755>that <00:15:19.955>would <00:15:20.155>really <00:15:20.355>back <00:15:20.555>up <00:15:20.755>these <00:15:20.955>proof <00:15:21.155>points.

342
00:15:22.185 --> 00:15:25.005
<00:15:22.185>So <00:15:22.359>if <00:15:22.535>a <00:15:22.709>company <00:15:22.885>really <00:15:23.060>believes <00:15:23.234>in <00:15:23.410>wellbeing, <00:15:23.584>like

343
00:15:25.275 --> 00:15:27.325
<00:15:25.275>what <00:15:25.430>does <00:15:25.586>it <00:15:25.741>mean <00:15:25.897>from <00:15:26.052>a <00:15:26.208>factual <00:15:26.363>point <00:15:26.519>of <00:15:26.675>view,

344
00:15:27.325 --> 00:15:28.925
<00:15:27.325>what <00:15:27.605>do <00:15:27.885>they <00:15:28.165>offer <00:15:28.445>their <00:15:28.725>employees?

345
00:15:29.145 --> 00:15:31.725
<00:15:29.145>You <00:15:29.285>know, <00:15:29.425>is <00:15:29.564>it, <00:15:29.704>is <00:15:29.845>it <00:15:29.985>like <00:15:30.125>what <00:15:30.265>I <00:15:30.405>just <00:15:30.545>said?

346
00:15:31.745 --> 00:15:34.445
<00:15:31.745>Is <00:15:31.978>it <00:15:32.211>unlimited? <00:15:32.445>PTO? <00:15:32.678>Uh, <00:15:32.911>what <00:15:33.145>else?

347
00:15:34.515 --> 00:15:37.165
<00:15:34.515>Like, <00:15:34.670>you <00:15:34.826>know, <00:15:34.981>what <00:15:35.137>else <00:15:35.292>are <00:15:35.448>the <00:15:35.603>reasons <00:15:35.759>to <00:15:35.915>believe

348
00:15:37.385 --> 00:15:39.205
<00:15:37.385>and <00:15:37.618>why <00:15:37.851>a <00:15:38.085>candidate <00:15:38.318>would <00:15:38.551>believe, <00:15:38.785>oh,

349
00:15:39.235 --> 00:15:41.525
<00:15:39.235>this <00:15:39.435>certain <00:15:39.635>company <00:15:39.835>would <00:15:40.035>believe <00:15:40.235>in, <00:15:40.435>in <00:15:40.635>wellbeing.

350
00:15:41.905 --> 00:15:44.245
<00:15:41.905>And <00:15:42.060>then <00:15:42.216>of <00:15:42.371>the <00:15:42.527>time <00:15:42.682>to <00:15:42.838>really <00:15:42.993>tell <00:15:43.149>these <00:15:43.305>stories

351
00:15:45.145 --> 00:15:47.765
<00:15:45.145>and <00:15:45.378>really, <00:15:45.611>you <00:15:45.845>know, <00:15:46.078>look <00:15:46.311>for, <00:15:46.545>um,

352
00:15:47.875 --> 00:15:50.645
<00:15:47.875>ambassadors <00:15:48.075>within <00:15:48.275>your <00:15:48.475>company <00:15:48.675>and <00:15:48.875>let <00:15:49.075>them <00:15:49.275>speak.

353
00:15:50.755 --> 00:15:52.605
<00:15:50.755>Like <00:15:51.035>really <00:15:51.314>put <00:15:51.595>in <00:15:51.875>the <00:15:52.155>spotlight.

354
00:15:53.305 --> 00:15:55.285
<00:15:53.305>Let <00:15:53.584>them <00:15:53.864>tell <00:15:54.145>their <00:15:54.425>stories, <00:15:54.704>um,

355
00:15:55.585 --> 00:15:59.125
<00:15:55.585>create <00:15:55.818>really <00:15:56.051>meaningful <00:15:56.285>narratives, <00:15:56.518>uh, <00:15:56.751>around <00:15:56.985>wellbeing.

356
00:15:59.125 --> 00:16:01.685
<00:15:59.125>It's <00:15:59.280>not <00:15:59.436>about <00:15:59.591>having <00:15:59.747>ping <00:15:59.902>pong <00:16:00.058>tables <00:16:00.213>in <00:16:00.369>an <00:16:00.525>office

357
00:16:02.105 --> 00:16:03.325
<00:16:02.105>for <00:16:02.654>short <00:16:03.203>thoughts.

358
00:16:03.905 --> 00:16:05.605
<00:16:03.905>Um, <00:16:04.255>there's <00:16:04.605>more <00:16:04.954>to <00:16:05.305>it.

359
00:16:05.905 --> 00:16:07.885
<00:16:05.905>So <00:16:06.138>be <00:16:06.371>really <00:16:06.605>click <00:16:06.838>strictly <00:16:07.071>about <00:16:07.305>that.

360
00:16:08.585 --> 00:16:12.205
<00:16:08.585>And <00:16:08.760>then, <00:16:08.935>um, <00:16:09.110>yeah, <00:16:09.285>uh, <00:16:09.460>I <00:16:09.635>think <00:16:09.810>that's, <00:16:09.985>that's,

361
00:16:12.205 --> 00:16:13.965
<00:16:12.205>that's <00:16:12.438>very <00:16:12.671>important <00:16:12.905>when <00:16:13.138>you, <00:16:13.371>when <00:16:13.605>you,

362
00:16:13.995 --> 00:16:16.565
<00:16:13.995>when <00:16:14.195>you <00:16:14.395>ask <00:16:14.595>me <00:16:14.795>about, <00:16:14.995>um, <00:16:15.195>these <00:16:15.395>initiatives.

363
00:16:17.275 --> 00:16:18.535
<00:16:17.275>Mm-hmm. <00:16:18.409>Yeah.

364
00:16:19.555 --> 00:16:22.295
<00:16:19.555>How <00:16:19.788>do <00:16:20.021>you <00:16:20.255>see <00:16:20.488>will <00:16:20.721>storytelling <00:16:20.954>and,

365
00:16:22.295 --> 00:16:24.055
<00:16:22.295>and <00:16:22.761>employer <00:16:23.228>branding <00:16:23.694>change

366
00:16:24.085 --> 00:16:26.695
<00:16:24.085>with <00:16:24.318>throughout <00:16:24.551>the <00:16:24.785>next <00:16:25.018>come <00:16:25.251>upcoming <00:16:25.485>years?

367
00:16:26.995 --> 00:16:28.935
<00:16:26.995>Is <00:16:27.228>there <00:16:27.461>a <00:16:27.695>trend <00:16:27.928>which <00:16:28.161>is <00:16:28.395>foreseeable?

368
00:16:30.505 --> 00:16:32.995
<00:16:30.505>Yeah, <00:16:30.705>I <00:16:30.905>mean, <00:16:31.105>AI <00:16:31.305>is, <00:16:31.505>uh, <00:16:31.705>is <00:16:31.905>everywhere.

369
00:16:33.255 --> 00:16:37.075
<00:16:33.255>And <00:16:33.382>I, <00:16:33.509>and <00:16:33.636>I <00:16:33.764>just <00:16:33.891>went <00:16:34.018>to, <00:16:34.145>to <00:16:34.273>a <00:16:34.400>conference <00:16:34.527>where, <00:16:34.655>uh,

370
00:16:37.815 --> 00:16:41.915
<00:16:37.815>or <00:16:37.970>quite <00:16:38.126>a <00:16:38.281>big <00:16:38.437>company, <00:16:38.592>um, <00:16:38.748>they <00:16:38.903>were, <00:16:39.059>uh, <00:16:39.215>looking

371
00:16:41.975 --> 00:16:44.875
<00:16:41.975>how <00:16:42.150>they <00:16:42.325>can <00:16:42.500>enhance <00:16:42.675>AI <00:16:42.850>for <00:16:43.025>their <00:16:43.200>content <00:16:43.375>projections

372
00:16:44.935 --> 00:16:46.795
<00:16:44.935>and <00:16:45.285>distribution <00:16:45.635>for <00:16:45.984>employer <00:16:46.334>branding.

373
00:16:46.935 --> 00:16:50.195
<00:16:46.935>So <00:16:47.051>they <00:16:47.168>would <00:16:47.285>see <00:16:47.401>that, <00:16:47.518>oh, <00:16:47.635>you <00:16:47.751>know, <00:16:47.868>uh, <00:16:47.984>we <00:16:48.101>need <00:16:48.218>to <00:16:48.334>really,

374
00:16:50.375 --> 00:16:52.035
<00:16:50.375>um, <00:16:50.725>get <00:16:51.075>more <00:16:51.425>cost <00:16:51.775>effective

375
00:16:52.535 --> 00:16:55.235
<00:16:52.535>and <00:16:52.814>become <00:16:53.094>more <00:16:53.375>fast <00:16:53.655>in <00:16:53.935>terms

376
00:16:55.295 --> 00:16:56.715
<00:16:55.295>for <00:16:55.550>content <00:16:55.806>productions <00:16:56.061>and <00:16:56.317>so <00:16:56.573>forth.

377
00:16:56.715 --> 00:17:00.275
<00:16:56.715>So <00:16:56.915>they <00:16:57.115>leverage <00:16:57.315>AI <00:16:57.515>for <00:16:57.715>their <00:16:57.915>content <00:16:58.115>production,

378
00:17:00.275 --> 00:17:02.195
<00:17:00.275>and <00:17:00.475>it <00:17:00.675>was <00:17:00.875>quite <00:17:01.074>incredible <00:17:01.275>to <00:17:01.475>see <00:17:01.675>like

379
00:17:02.255 --> 00:17:06.635
<00:17:02.255>how <00:17:02.410>much <00:17:02.566>they <00:17:02.721>could <00:17:02.877>produce <00:17:03.032>within <00:17:03.188>a <00:17:03.343>very <00:17:03.499>short <00:17:03.655>timeframe.

380
00:17:07.335 --> 00:17:11.555
<00:17:07.335>Um, <00:17:07.475>so <00:17:07.615>I <00:17:07.755>believe <00:17:07.895>that <00:17:08.035>AI <00:17:08.175>will <00:17:08.315>become <00:17:08.454>much <00:17:08.595>more <00:17:08.735>important

381
00:17:11.655 --> 00:17:13.075
<00:17:11.655>for <00:17:11.910>employer <00:17:12.166>branding <00:17:12.421>when <00:17:12.677>it <00:17:12.933>comes

382
00:17:13.095 --> 00:17:14.915
<00:17:13.095>to <00:17:13.561>tailoring <00:17:14.028>the <00:17:14.495>messaging.

383
00:17:15.015 --> 00:17:17.315
<00:17:15.015>You <00:17:15.155>know, <00:17:15.295>we, <00:17:15.435>we <00:17:15.575>talked <00:17:15.715>about <00:17:15.855>the <00:17:15.995>audiences <00:17:16.135>that <00:17:16.275>you <00:17:16.415>have

384
00:17:17.315 --> 00:17:20.715
<00:17:17.315>to <00:17:17.470>really <00:17:17.626>tailor <00:17:17.781>your <00:17:17.937>content <00:17:18.092>for <00:17:18.248>personas <00:17:18.403>and <00:17:18.559>so <00:17:18.715>forth.

385
00:17:20.735 --> 00:17:22.195
<00:17:20.734>So <00:17:20.997>that <00:17:21.260>would <00:17:21.523>really <00:17:21.786>crucially <00:17:22.049>help.

386
00:17:22.935 --> 00:17:25.835
<00:17:22.935>Um, <00:17:23.109>my <00:17:23.284>fear <00:17:23.460>just <00:17:23.635>is <00:17:23.810>like <00:17:23.984>to <00:17:24.159>have, <00:17:24.335>um,

387
00:17:26.295 --> 00:17:29.515
<00:17:26.295>to <00:17:26.575>keep <00:17:26.855>the <00:17:27.135>authentic <00:17:27.415>authenticity, <00:17:27.695>um,

388
00:17:29.705 --> 00:17:32.275
<00:17:29.705>because <00:17:29.938>especially <00:17:30.171>in <00:17:30.405>employer <00:17:30.638>branding, <00:17:30.871>you <00:17:31.105>know,

389
00:17:32.275 --> 00:17:34.715
<00:17:32.275>if <00:17:32.430>you <00:17:32.586>think <00:17:32.741>about <00:17:32.897>product <00:17:33.052>marketing, <00:17:33.208>like, <00:17:33.363>oh, <00:17:33.519>you <00:17:33.675>want

390
00:17:34.715 --> 00:17:38.675
<00:17:34.715>to <00:17:34.855>create, <00:17:34.995>um, <00:17:35.135>you <00:17:35.274>want <00:17:35.415>to <00:17:35.554>localize <00:17:35.695>one <00:17:35.834>asset, <00:17:35.975>um, <00:17:36.115>with,

391
00:17:39.335 --> 00:17:42.075
<00:17:39.335>you <00:17:39.510>know, <00:17:39.685>featuring <00:17:39.860>a, <00:17:40.035>a <00:17:40.210>new <00:17:40.385>shoe <00:17:40.560>for <00:17:40.735>all

392
00:17:42.075 --> 00:17:44.515
<00:17:42.075>of <00:17:42.230>these <00:17:42.386>different <00:17:42.541>geos, <00:17:42.697>it's <00:17:42.852>an <00:17:43.008>easy <00:17:43.163>click, <00:17:43.319>you <00:17:43.475>know,

393
00:17:44.515 --> 00:17:46.555
<00:17:44.515>and <00:17:44.670>you <00:17:44.826>can <00:17:44.981>do <00:17:45.137>it <00:17:45.292>how <00:17:45.448>you <00:17:45.603>do <00:17:45.759>it <00:17:45.915>for

394
00:17:47.475 --> 00:17:50.245
<00:17:47.475>cultural <00:17:47.649>differences <00:17:47.824>if <00:17:48.000>you <00:17:48.175>look <00:17:48.350>at, <00:17:48.524>at <00:17:48.699>friend <00:17:48.875>geos,

395
00:17:50.245 --> 00:17:52.165
<00:17:50.245>for <00:17:50.419>example, <00:17:50.594>from <00:17:50.770>an <00:17:50.945>employer <00:17:51.120>branding <00:17:51.294>point <00:17:51.469>of <00:17:51.645>view.

396
00:17:52.225 --> 00:17:56.045
<00:17:52.225>So <00:17:52.352>I <00:17:52.479>think <00:17:52.606>you <00:17:52.734>have <00:17:52.861>to <00:17:52.988>be <00:17:53.115>very <00:17:53.243>careful <00:17:53.370>about, <00:17:53.497>um, <00:17:53.625>these,

397
00:17:57.115 --> 00:18:00.295
<00:17:57.115>um, <00:17:57.348>developments, <00:17:57.581>really, <00:17:57.815>and <00:17:58.048>be <00:17:58.281>very <00:17:58.515>careful

398
00:18:00.295 --> 00:18:03.735
<00:18:00.295>because <00:18:00.470>ultimately <00:18:00.645>what <00:18:00.820>you <00:18:00.995>are <00:18:01.170>selling <00:18:01.345>here <00:18:01.520>is, <00:18:01.695>uh,

399
00:18:03.735 --> 00:18:04.815
<00:18:03.735>people's <00:18:04.707>lives,

400
00:18:05.275 --> 00:18:07.615
<00:18:05.275>and <00:18:05.475>you <00:18:05.675>don't <00:18:05.875>want <00:18:06.075>it <00:18:06.275>to <00:18:06.475>backlash <00:18:06.675>backlash

401
00:18:07.695 --> 00:18:09.455
<00:18:07.695>as <00:18:08.044>well, <00:18:08.395>uh, <00:18:08.745>from <00:18:09.095>That's

402
00:18:09.455 --> 00:18:10.455
<00:18:09.455>True. <00:18:09.905>That's <00:18:10.355>definitely

403
00:18:10.455 --> 00:18:11.055
true.

404
00:18:11.435 --> 00:18:14.215
<00:18:11.435>And, <00:18:11.610>uh, <00:18:11.784>do <00:18:11.960>you <00:18:12.135>think <00:18:12.310>there's <00:18:12.485>a <00:18:12.659>danger <00:18:12.835>of,

405
00:18:14.215 --> 00:18:17.295
<00:18:14.215>because <00:18:14.342>I <00:18:14.469>mean, <00:18:14.596>if <00:18:14.724>AI <00:18:14.851>is <00:18:14.978>helping <00:18:15.105>us, <00:18:15.233>I <00:18:15.360>mean, <00:18:15.487>what, <00:18:15.615>what,

406
00:18:17.295 --> 00:18:19.815
<00:18:17.295>what <00:18:17.528>I <00:18:17.761>learned <00:18:17.995>is <00:18:18.228>people <00:18:18.461>get <00:18:18.695>automatized

407
00:18:19.815 --> 00:18:21.255
<00:18:19.815>content <00:18:21.111>possibilities.

408
00:18:21.475 --> 00:18:24.335
<00:18:21.475>So <00:18:21.630>some, <00:18:21.786>some <00:18:21.941>tools <00:18:22.097>that <00:18:22.252>help <00:18:22.408>them <00:18:22.563>to <00:18:22.719>produce <00:18:22.875>content,

409
00:18:24.755 --> 00:18:27.135
<00:18:24.755>we <00:18:24.930>normally <00:18:25.105>end <00:18:25.280>up <00:18:25.455>with <00:18:25.630>a <00:18:25.805>lot <00:18:25.980>of <00:18:26.155>generic

410
00:18:27.725 --> 00:18:29.255
<00:18:27.725>corporate <00:18:28.413>stuff <00:18:29.102>somewhere.

411
00:18:29.325 --> 00:18:33.865
<00:18:29.325>Yeah. <00:18:29.465>So, <00:18:29.605>I <00:18:29.745>mean, <00:18:29.885>that's <00:18:30.025>probably, <00:18:30.165>for <00:18:30.305>me, <00:18:30.445>it's, <00:18:30.585>it's, <00:18:30.725>it's,

412
00:18:33.865 --> 00:18:36.745
<00:18:33.865>it's, <00:18:34.098>it's <00:18:34.331>more <00:18:34.565>the <00:18:34.798>quantitative <00:18:35.031>approach <00:18:35.265>than

413
00:18:36.745 --> 00:18:37.825
<00:18:36.745>the <00:18:37.231>qualitative <00:18:37.717>approach.

414
00:18:38.485 --> 00:18:39.625
<00:18:38.485>Do <00:18:38.656>you <00:18:38.827>see <00:18:38.998>that <00:18:39.168>there <00:18:39.340>as <00:18:39.511>well?

415
00:18:39.925 --> 00:18:41.425
<00:18:39.925>No, <00:18:40.149>I <00:18:40.375>fully <00:18:40.600>agree <00:18:40.825>with <00:18:41.050>you. <00:18:41.274>Yeah.

416
00:18:41.545 --> 00:18:46.125
<00:18:41.545>I <00:18:41.825>think, <00:18:42.105>uh, <00:18:42.385>definitely <00:18:42.665>start, <00:18:42.945>start

417
00:18:46.125 --> 00:18:47.325
<00:18:46.125>by <00:18:46.485>not <00:18:46.845>involving <00:18:47.205>ai.

418
00:18:47.985 --> 00:18:51.285
<00:18:47.985>You <00:18:48.159>are <00:18:48.334>doing <00:18:48.510>your <00:18:48.685>homework, <00:18:48.860>doing <00:18:49.034>your <00:18:49.209>building <00:18:49.385>up,

419
00:18:51.285 --> 00:18:54.525
<00:18:51.285>your <00:18:51.440>strategic <00:18:51.596>foundations, <00:18:51.751>look <00:18:51.907>into <00:18:52.062>who <00:18:52.218>you <00:18:52.373>want <00:18:52.529>to <00:18:52.685>serve

420
00:18:54.795 --> 00:18:57.525
<00:18:54.795>with <00:18:54.950>your <00:18:55.106>content, <00:18:55.261>you <00:18:55.417>know, <00:18:55.572>what <00:18:55.728>do <00:18:55.883>you <00:18:56.039>wanna <00:18:56.195>tell?

421
00:18:57.905 --> 00:18:59.485
<00:18:57.905>And <00:18:58.060>then <00:18:58.216>when <00:18:58.371>it <00:18:58.527>comes <00:18:58.682>to, <00:18:58.838>as <00:18:58.993>you <00:18:59.149>said <00:18:59.305>there,

422
00:18:59.485 --> 00:19:02.885
<00:18:59.485>the <00:18:59.685>quantitative, <00:18:59.885>quantitative <00:19:00.084>angle, <00:19:00.284>like <00:19:00.485>once <00:19:00.685>you <00:19:00.885>have

423
00:19:02.885 --> 00:19:06.005
<00:19:02.885>to <00:19:03.040>like, <00:19:03.196>you <00:19:03.351>know, <00:19:03.507>produce <00:19:03.662>some <00:19:03.818>sort <00:19:03.973>of <00:19:04.129>assets <00:19:04.285>here

424
00:19:06.005 --> 00:19:09.325
<00:19:06.005>and <00:19:06.180>there, <00:19:06.355>or <00:19:06.530>like, <00:19:06.705>for <00:19:06.880>example, <00:19:07.055>translate <00:19:07.230>different <00:19:07.405>copies,

425
00:19:09.905 --> 00:19:12.485
<00:19:09.905>you <00:19:10.045>know, <00:19:10.185>to <00:19:10.325>different <00:19:10.465>languages, <00:19:10.605>of <00:19:10.745>course <00:19:10.885>you <00:19:11.024>can <00:19:11.165>do <00:19:11.305>that,

426
00:19:12.545 --> 00:19:14.805
<00:19:12.545>but <00:19:12.745>I <00:19:12.945>would <00:19:13.145>say <00:19:13.345>always <00:19:13.545>keep <00:19:13.745>it, <00:19:13.945>um,

427
00:19:14.835 --> 00:19:18.445
<00:19:14.835>have <00:19:14.962>a <00:19:15.089>very <00:19:15.216>cautious <00:19:15.344>eye <00:19:15.471>on <00:19:15.598>it, <00:19:15.725>try <00:19:15.853>to <00:19:15.980>like, <00:19:16.107>you <00:19:16.235>know,

428
00:19:18.635 --> 00:19:23.285
<00:19:18.635>help <00:19:18.835>like <00:19:19.035>use <00:19:19.235>AI <00:19:19.435>to <00:19:19.635>really <00:19:19.835>improve <00:19:20.035>your,

429
00:19:24.185 --> 00:19:26.965
<00:19:24.185>you <00:19:24.418>know, <00:19:24.651>efficiency <00:19:24.885>and <00:19:25.118>get <00:19:25.351>faster <00:19:25.585>things.

430
00:19:27.105 --> 00:19:28.885
<00:19:27.105>But <00:19:27.280>I <00:19:27.455>would <00:19:27.630>Yeah, <00:19:27.805>I <00:19:27.980>totally <00:19:28.155>agree <00:19:28.330>with <00:19:28.505>you.

431
00:19:29.045 --> 00:19:30.885
<00:19:29.045>I <00:19:29.278>think <00:19:29.511>that <00:19:29.745>it's, <00:19:29.978>in <00:19:30.211>the <00:19:30.445>end,

432
00:19:30.885 --> 00:19:35.165
<00:19:30.885>everything <00:19:31.060>would <00:19:31.235>look <00:19:31.410>the <00:19:31.585>same <00:19:31.760>and <00:19:31.935>sometimes, <00:19:32.110>so <00:19:32.285>Yeah.

433
00:19:35.195 --> 00:19:37.965
<00:19:35.195>Yeah. <00:19:35.322>And <00:19:35.449>we, <00:19:35.576>we <00:19:35.704>normally <00:19:35.831>tend, <00:19:35.958>if <00:19:36.085>we <00:19:36.213>are, <00:19:36.340>we <00:19:36.467>have <00:19:36.595>have,

434
00:19:37.985 --> 00:19:41.805
<00:19:37.985>we, <00:19:38.125>if <00:19:38.264>if <00:19:38.405>we <00:19:38.544>have <00:19:38.685>the <00:19:38.824>technical <00:19:38.965>possibility <00:19:39.104>to <00:19:39.245>produce, <00:19:39.385>uh,

435
00:19:42.515 --> 00:19:46.125
<00:19:42.515>five <00:19:42.631>block <00:19:42.748>posts, <00:19:42.865>uh, <00:19:42.981>in <00:19:43.098>an <00:19:43.215>hour, <00:19:43.331>we <00:19:43.448>normally <00:19:43.565>tend <00:19:43.681>to <00:19:43.798>do <00:19:43.915>it,

436
00:19:46.145 --> 00:19:47.845
<00:19:46.145>and <00:19:46.425>then <00:19:46.705>we <00:19:46.985>flood <00:19:47.264>the <00:19:47.545>internet

437
00:19:47.945 --> 00:19:50.725
<00:19:47.945>or <00:19:48.100>the, <00:19:48.256>the <00:19:48.411>career <00:19:48.567>pages <00:19:48.722>with <00:19:48.878>a <00:19:49.033>lot <00:19:49.189>of <00:19:49.345>content.

438
00:19:50.725 --> 00:19:52.125
<00:19:50.725>Yeah. <00:19:50.976>But <00:19:51.229>it <00:19:51.481>then <00:19:51.733>copy <00:19:51.985>paste.

439
00:19:52.485 --> 00:19:55.245
<00:19:52.485>I <00:19:52.659>mean, <00:19:52.834>I, <00:19:53.010>when <00:19:53.185>employer <00:19:53.360>branded <00:19:53.534>started, <00:19:53.709>I <00:19:53.885>remember

440
00:19:55.245 --> 00:19:56.725
<00:19:55.245>that <00:19:55.435>this <00:19:55.625>time <00:19:55.815>I <00:19:56.006>was <00:19:56.196>working <00:19:56.386>at <00:19:56.577>StepStone

441
00:19:56.725 --> 00:20:01.565
<00:19:56.725>and <00:19:56.852>I <00:19:56.979>was, <00:19:57.106>I <00:19:57.234>did, <00:19:57.361>I <00:19:57.488>did <00:19:57.615>a <00:19:57.743>private <00:19:57.870>exercise <00:19:57.997>during <00:19:58.125>Christmas,

442
00:20:01.685 --> 00:20:06.365
<00:20:01.685>I <00:20:01.825>think <00:20:01.965>it <00:20:02.105>was <00:20:02.245>2018 <00:20:02.385>to <00:20:02.524>2019, <00:20:02.665>I <00:20:02.804>think <00:20:02.945>between <00:20:03.085>23rd

443
00:20:06.385 --> 00:20:09.125
<00:20:06.385>and <00:20:06.560>the <00:20:06.735>6th <00:20:06.910>of <00:20:07.085>January, <00:20:07.260>I <00:20:07.435>really <00:20:07.610>was <00:20:07.785>watching,

444
00:20:09.245 --> 00:20:10.605
<00:20:09.245>I <00:20:09.489>was <00:20:09.734>really <00:20:09.979>searching <00:20:10.224>the <00:20:10.469>internet.

445
00:20:10.645 --> 00:20:13.045
<00:20:10.645>I <00:20:10.925>was <00:20:11.205>looking <00:20:11.485>up <00:20:11.764>200, <00:20:12.045>uh,

446
00:20:13.685 --> 00:20:15.725
<00:20:13.685>employer <00:20:13.965>branding <00:20:14.245>videos <00:20:14.524>on <00:20:14.804>career <00:20:15.085>pages

447
00:20:15.945 --> 00:20:19.245
<00:20:15.945>and <00:20:16.100>on <00:20:16.256>different <00:20:16.411>kind <00:20:16.567>of <00:20:16.722>YouTube <00:20:16.878>channels, <00:20:17.033>whatever <00:20:17.189>I <00:20:17.345>found.

448
00:20:19.265 --> 00:20:21.725
<00:20:19.265>And <00:20:19.405>I <00:20:19.545>was <00:20:19.685>really <00:20:19.825>watching <00:20:19.965>them <00:20:20.105>from <00:20:20.245>beginning <00:20:20.385>to <00:20:20.525>the <00:20:20.665>end.

449
00:20:21.785 --> 00:20:23.165
<00:20:21.785>So <00:20:21.992>it <00:20:22.199>was <00:20:22.406>really <00:20:22.613>taking <00:20:22.820>the <00:20:23.027>time,

450
00:20:23.945 --> 00:20:25.765
<00:20:23.945>and <00:20:24.178>it <00:20:24.411>was <00:20:24.645>a <00:20:24.878>small <00:20:25.111>personal <00:20:25.345>survey

451
00:20:25.765 --> 00:20:27.645
<00:20:25.765>because <00:20:25.940>I <00:20:26.115>wanted <00:20:26.290>to <00:20:26.465>understand <00:20:26.640>what's <00:20:26.815>going <00:20:26.990>on <00:20:27.165>there.

452
00:20:27.665 --> 00:20:29.725
<00:20:27.665>And <00:20:27.840>what <00:20:28.014>I <00:20:28.190>really <00:20:28.365>found <00:20:28.540>out <00:20:28.715>at <00:20:28.889>this <00:20:29.065>time,

453
00:20:30.025 --> 00:20:33.205
<00:20:30.025>and <00:20:30.180>it <00:20:30.336>was <00:20:30.491>probably <00:20:30.647>the <00:20:30.802>beginning <00:20:30.958>of <00:20:31.113>employee <00:20:31.269>branding, <00:20:31.425>uh,

454
00:20:33.625 --> 00:20:36.645
<00:20:33.625>for <00:20:33.780>most <00:20:33.936>of <00:20:34.091>the <00:20:34.247>companies, <00:20:34.402>it <00:20:34.558>was <00:20:34.713>really <00:20:34.869>copy <00:20:35.025>paste,

455
00:20:36.745 --> 00:20:39.325
<00:20:36.745>and <00:20:36.861>then <00:20:36.978>I <00:20:37.094>had <00:20:37.211>a <00:20:37.328>t-shirt <00:20:37.445>on <00:20:37.561>stage <00:20:37.678>when <00:20:37.794>I <00:20:37.911>was <00:20:38.028>on <00:20:38.145>stage,

456
00:20:39.325 --> 00:20:42.685
<00:20:39.325>and <00:20:39.558>that <00:20:39.791>I <00:20:40.025>had, <00:20:40.258>uh, <00:20:40.491>control <00:20:40.725>we

457
00:20:42.945 --> 00:20:47.005
<00:20:42.945>and <00:20:43.052>CTL <00:20:43.160>say, <00:20:43.268>so <00:20:43.375>the <00:20:43.483>c <00:20:43.591>so <00:20:43.698>it <00:20:43.806>was, <00:20:43.914>I <00:20:44.021>said, <00:20:44.129>I <00:20:44.237>always <00:20:44.345>said,

458
00:20:47.045 --> 00:20:49.165
<00:20:47.045>okay, <00:20:47.245>this <00:20:47.445>is <00:20:47.645>employee <00:20:47.845>branding, <00:20:48.045>it's <00:20:48.245>copy <00:20:48.445>paste.

459
00:20:49.165 --> 00:20:51.805
<00:20:49.165>Yeah. <00:20:49.398>So <00:20:49.631>everybody's <00:20:49.865>taking <00:20:50.098>copy <00:20:50.331>paste <00:20:50.565>things,

460
00:20:51.865 --> 00:20:54.445
<00:20:51.865>and <00:20:52.020>everybody <00:20:52.176>wanted <00:20:52.331>to <00:20:52.487>be, <00:20:52.642>at <00:20:52.798>this <00:20:52.953>time, <00:20:53.109>everybody <00:20:53.265>wanted

461
00:20:54.445 --> 00:20:55.525
<00:20:54.445>to <00:20:54.639>be <00:20:54.833>as <00:20:55.028>cool <00:20:55.222>as <00:20:55.417>Google.

462
00:20:55.755 --> 00:20:58.765
<00:20:55.755>Yeah. <00:20:55.910>Mm-hmm. <00:20:56.066>So <00:20:56.221>we <00:20:56.377>all <00:20:56.532>had <00:20:56.688>these <00:20:56.843>nice <00:20:56.999>campus <00:20:57.155>ideas

463
00:20:58.875 --> 00:21:01.325
<00:20:58.875>with <00:20:59.108>the <00:20:59.341>coffee <00:20:59.575>machine <00:20:59.808>and <00:21:00.041>fruit <00:21:00.275>baskets.

464
00:21:01.715 --> 00:21:04.205
<00:21:01.715>Yeah. <00:21:01.855>And, <00:21:01.995>and <00:21:02.135>at <00:21:02.274>the <00:21:02.415>end <00:21:02.554>of <00:21:02.695>the <00:21:02.834>day, <00:21:02.975>it, <00:21:03.115>it,

465
00:21:04.205 --> 00:21:08.045
<00:21:04.205>it <00:21:04.345>really <00:21:04.485>turned <00:21:04.625>out <00:21:04.764>that <00:21:04.905>okay, <00:21:05.044>it <00:21:05.185>didn't <00:21:05.324>work <00:21:05.465>for <00:21:05.605>95%

466
00:21:08.045 --> 00:21:10.885
<00:21:08.045>of <00:21:08.245>the <00:21:08.445>companies <00:21:08.645>because <00:21:08.845>it <00:21:09.045>was <00:21:09.245>not <00:21:09.445>authentic.

467
00:21:11.105 --> 00:21:13.365
<00:21:11.105>It <00:21:11.385>was <00:21:11.665>not <00:21:11.945>there <00:21:12.225>really <00:21:12.505>inhale.

468
00:21:13.425 --> 00:21:15.925
<00:21:13.425>And <00:21:13.580>I <00:21:13.736>think <00:21:13.891>that's <00:21:14.047>the, <00:21:14.202>that's <00:21:14.358>the <00:21:14.513>important <00:21:14.669>thing. <00:21:14.825>Yeah.

469
00:21:16.865 --> 00:21:19.085
<00:21:16.865>And, <00:21:17.040>but <00:21:17.215>that <00:21:17.390>brings <00:21:17.565>me <00:21:17.740>to <00:21:17.915>the <00:21:18.090>next <00:21:18.265>point,

470
00:21:19.085 --> 00:21:21.645
<00:21:19.085>as <00:21:19.192>we <00:21:19.300>are <00:21:19.408>in <00:21:19.515>the <00:21:19.623>middle <00:21:19.731>of <00:21:19.838>a <00:21:19.946>crisis <00:21:20.054>at <00:21:20.161>the <00:21:20.269>moment, <00:21:20.377>I <00:21:20.485>mean,

471
00:21:21.645 --> 00:21:23.085
<00:21:21.645>in, <00:21:21.969>in <00:21:22.293>many, <00:21:22.617>many <00:21:22.941>countries,

472
00:21:23.145 --> 00:21:25.445
<00:21:23.145>and <00:21:23.378>I <00:21:23.611>mean <00:21:23.845>in <00:21:24.078>Europe, <00:21:24.311>especially <00:21:24.545>Germany

473
00:21:25.585 --> 00:21:30.245
<00:21:25.585>and <00:21:25.760>Austria, <00:21:25.935>what, <00:21:26.110>what <00:21:26.285>does <00:21:26.460>that <00:21:26.635>mean <00:21:26.810>for <00:21:26.985>storytelling

474
00:21:30.305 --> 00:21:32.965
<00:21:30.305>and <00:21:30.480>embr <00:21:30.655>branding <00:21:30.830>if <00:21:31.005>it's <00:21:31.180>not <00:21:31.355>only <00:21:31.530>good <00:21:31.705>news?

475
00:21:32.965 --> 00:21:34.645
<00:21:32.965>Because <00:21:33.245>in <00:21:33.524>most <00:21:33.804>of <00:21:34.084>the <00:21:34.365>cases,

476
00:21:34.945 --> 00:21:37.085
<00:21:34.945>we <00:21:35.225>are <00:21:35.504>now <00:21:35.784>talking <00:21:36.064>honest <00:21:36.345>stuff

477
00:21:37.185 --> 00:21:39.965
<00:21:37.185>and <00:21:37.340>serious <00:21:37.496>stuff, <00:21:37.651>so <00:21:37.807>it's <00:21:37.962>not <00:21:38.118>always <00:21:38.273>the <00:21:38.429>good <00:21:38.585>headlines,

478
00:21:39.965 --> 00:21:42.565
<00:21:39.965>and <00:21:40.165>we <00:21:40.365>are <00:21:40.564>the <00:21:40.764>shiny <00:21:40.965>gli <00:21:41.165>glossy <00:21:41.365>ones.

479
00:21:43.195 --> 00:21:47.325
<00:21:43.195>Yeah. <00:21:43.350>So <00:21:43.506>we <00:21:43.661>have <00:21:43.817>to <00:21:43.972>talk <00:21:44.128>sad <00:21:44.283>truth <00:21:44.439>as <00:21:44.595>well.

480
00:21:47.785 --> 00:21:50.085
<00:21:47.785>Mm-hmm. <00:21:48.065>How <00:21:48.345>should <00:21:48.625>companies <00:21:48.905>treat <00:21:49.185>that?

481
00:21:51.195 --> 00:21:55.795
<00:21:51.195>Hmm. <00:21:51.395>Yeah, <00:21:51.595>I <00:21:51.794>think <00:21:51.995>definitely, <00:21:52.195>um, <00:21:52.395>be <00:21:52.595>up

482
00:21:55.795 --> 00:21:56.835
<00:21:55.795>to <00:21:55.982>date <00:21:56.169>on <00:21:56.356>what's <00:21:56.543>happening <00:21:56.731>there.

483
00:21:56.835 --> 00:21:59.275
<00:21:56.835>Sometimes <00:21:56.990>I <00:21:57.146>think <00:21:57.301>as <00:21:57.457>well, <00:21:57.612>like <00:21:57.768>you <00:21:57.923>see <00:21:58.079>sometimes <00:21:58.235>like,

484
00:21:59.415 --> 00:22:03.245
<00:21:59.415>you <00:21:59.570>know, <00:21:59.726>experts <00:21:59.881>just <00:22:00.037>like, <00:22:00.192>um, <00:22:00.348>working <00:22:00.503>a <00:22:00.659>little <00:22:00.815>bit

485
00:22:03.305 --> 00:22:05.785
<00:22:03.305>and <00:22:03.655>in <00:22:04.005>their <00:22:04.355>little <00:22:04.705>tunnel

486
00:22:05.885 --> 00:22:07.465
<00:22:05.885>and <00:22:06.118>not <00:22:06.351>being <00:22:06.585>aware <00:22:06.818>of <00:22:07.051>what's <00:22:07.285>happening.

487
00:22:07.525 --> 00:22:09.665
<00:22:07.525>So <00:22:07.665>I <00:22:07.805>think <00:22:07.945>also <00:22:08.085>when <00:22:08.225>it <00:22:08.365>comes <00:22:08.505>to <00:22:08.645>like, <00:22:08.785>you <00:22:08.925>know,

488
00:22:10.335 --> 00:22:13.145
<00:22:10.335>launching <00:22:10.535>stories, <00:22:10.735>you <00:22:10.935>have <00:22:11.135>to <00:22:11.335>be <00:22:11.535>hyper <00:22:11.735>aware

489
00:22:13.145 --> 00:22:16.745
<00:22:13.145>of <00:22:13.285>what's <00:22:13.425>happening <00:22:13.565>in <00:22:13.705>the <00:22:13.845>world <00:22:13.985>to <00:22:14.125>not, <00:22:14.264>you <00:22:14.405>know, <00:22:14.545>piggyback

490
00:22:16.745 --> 00:22:18.545
<00:22:16.745>of <00:22:16.978>some <00:22:17.211>of <00:22:17.445>these, <00:22:17.678>um, <00:22:17.911>tough <00:22:18.145>moments

491
00:22:18.645 --> 00:22:20.265
<00:22:18.645>and <00:22:18.995>tough <00:22:19.345>situations <00:22:19.695>as <00:22:20.045>well,

492
00:22:20.265 --> 00:22:22.175
<00:22:20.265>if <00:22:20.465>you, <00:22:20.665>if <00:22:20.865>you <00:22:21.065>know <00:22:21.265>what <00:22:21.465>I <00:22:21.665>mean.

493
00:22:22.235 --> 00:22:25.535
<00:22:22.235>But <00:22:22.468>ultimately, <00:22:22.701>I <00:22:22.935>would <00:22:23.168>say, <00:22:23.401>um, <00:22:23.635>what,

494
00:22:25.685 --> 00:22:27.775
<00:22:25.685>what <00:22:25.918>you <00:22:26.151>can't <00:22:26.385>do <00:22:26.618>anymore, <00:22:26.851>and, <00:22:27.085>and,

495
00:22:27.795 --> 00:22:30.535
<00:22:27.795>and <00:22:27.935>you <00:22:28.075>should <00:22:28.215>have <00:22:28.355>never <00:22:28.495>done, <00:22:28.635>is <00:22:28.775>like <00:22:28.915>to <00:22:29.055>really, <00:22:29.195>um,

496
00:22:31.185 --> 00:22:34.055
<00:22:31.185>cover <00:22:31.340>up <00:22:31.496>trying <00:22:31.651>to <00:22:31.807>cover <00:22:31.962>up <00:22:32.118>facts <00:22:32.273>by, <00:22:32.429>by <00:22:32.585>lies.

497
00:22:34.125 --> 00:22:35.975
<00:22:34.125>Like, <00:22:34.325>I <00:22:34.525>think, <00:22:34.725>um, <00:22:34.925>you <00:22:35.125>know, <00:22:35.325>being <00:22:35.525>real

498
00:22:36.155 --> 00:22:40.095
<00:22:36.155>and <00:22:36.310>honest <00:22:36.466>is <00:22:36.621>like <00:22:36.777>the <00:22:36.932>most <00:22:37.088>important <00:22:37.243>aspect <00:22:37.399>right <00:22:37.555>now.

499
00:22:40.755 --> 00:22:44.895
<00:22:40.755>Um, <00:22:40.930>also <00:22:41.105>emphasizing <00:22:41.280>with <00:22:41.455>your, <00:22:41.630>with <00:22:41.805>your <00:22:41.980>audience <00:22:42.155>of

500
00:22:44.895 --> 00:22:47.255
<00:22:44.895>that <00:22:45.035>it, <00:22:45.175>that <00:22:45.315>it <00:22:45.455>has <00:22:45.595>been <00:22:45.735>a <00:22:45.875>quite <00:22:46.014>a <00:22:46.155>difficult <00:22:46.295>time,

501
00:22:47.275 --> 00:22:49.015
<00:22:47.275>you <00:22:47.555>know, <00:22:47.835>especially <00:22:48.115>also, <00:22:48.395>I <00:22:48.675>mean,

502
00:22:49.015 --> 00:22:51.015
<00:22:49.015>and <00:22:49.215>this <00:22:49.415>is <00:22:49.615>going <00:22:49.815>beyond <00:22:50.015>storytelling <00:22:50.215>as <00:22:50.415>well,

503
00:22:51.015 --> 00:22:53.535
<00:22:51.015>but <00:22:51.190>how <00:22:51.365>you <00:22:51.540>treat <00:22:51.715>your <00:22:51.890>candidates <00:22:52.065>as <00:22:52.240>well <00:22:52.415>in,

504
00:22:53.555 --> 00:22:55.695
<00:22:53.555>in <00:22:53.788>the <00:22:54.021>process, <00:22:54.255>you <00:22:54.488>know, <00:22:54.721>show <00:22:54.955>them

505
00:22:55.695 --> 00:22:57.735
<00:22:55.695>that <00:22:55.895>you <00:22:56.095>really <00:22:56.294>value <00:22:56.495>them, <00:22:56.695>like <00:22:56.895>show <00:22:57.095>them

506
00:22:57.735 --> 00:22:58.935
<00:22:57.735>that <00:22:58.004>you <00:22:58.274>value <00:22:58.544>their <00:22:58.815>time

507
00:22:58.995 --> 00:23:02.255
<00:22:58.995>and <00:22:59.135>efforts, <00:22:59.274>um, <00:22:59.415>trying <00:22:59.554>to <00:22:59.695>get <00:22:59.834>a <00:22:59.975>job <00:23:00.114>and <00:23:00.254>so <00:23:00.395>forth.

508
00:23:02.275 --> 00:23:05.575
<00:23:02.275>So <00:23:02.450>it's <00:23:02.625>really <00:23:02.800>about, <00:23:02.975>um, <00:23:03.150>you <00:23:03.325>know, <00:23:03.500>showing <00:23:03.675>empathy

509
00:23:06.195 --> 00:23:10.535
<00:23:06.195>and, <00:23:06.322>um, <00:23:06.449>yeah, <00:23:06.576>being, <00:23:06.704>being <00:23:06.831>true <00:23:06.958>to, <00:23:07.085>to <00:23:07.213>who <00:23:07.340>you <00:23:07.467>are <00:23:07.595>really.

510
00:23:10.915 --> 00:23:13.585
<00:23:10.915>And <00:23:11.115>for <00:23:11.315>example, <00:23:11.514>if <00:23:11.715>it's <00:23:11.915>like, <00:23:12.115>if <00:23:12.315>it's,

511
00:23:13.585 --> 00:23:16.705
<00:23:13.585>if <00:23:13.725>you <00:23:13.865>have <00:23:14.005>a <00:23:14.145>company <00:23:14.285>culture <00:23:14.425>that <00:23:14.565>is, <00:23:14.705>uh, <00:23:14.845>for <00:23:14.985>example,

512
00:23:16.845 --> 00:23:18.905
<00:23:16.845>on <00:23:17.020>a <00:23:17.195>journey <00:23:17.370>right <00:23:17.545>now <00:23:17.720>where <00:23:17.895>not <00:23:18.070>everything <00:23:18.245>is

513
00:23:18.905 --> 00:23:20.865
<00:23:18.905>perfect, <00:23:19.254>be <00:23:19.605>open <00:23:19.955>about <00:23:20.305>it.

514
00:23:21.295 --> 00:23:24.425
<00:23:21.295>Because <00:23:21.450>the <00:23:21.606>moment <00:23:21.761>your, <00:23:21.917>your <00:23:22.072>people <00:23:22.228>will <00:23:22.383>join <00:23:22.539>your <00:23:22.695>company,

515
00:23:24.455 --> 00:23:25.905
<00:23:24.455>they <00:23:24.672>will <00:23:24.889>see <00:23:25.107>the <00:23:25.325>truth, <00:23:25.542>you <00:23:25.760>know,

516
00:23:25.925 --> 00:23:29.425
<00:23:25.925>and <00:23:26.125>they <00:23:26.325>will <00:23:26.524>be <00:23:26.725>either <00:23:26.925>very, <00:23:27.125>you <00:23:27.325>know,

517
00:23:29.485 --> 00:23:31.225
<00:23:29.485>if <00:23:29.718>if <00:23:29.951>they <00:23:30.185>had <00:23:30.418>something, <00:23:30.651>something <00:23:30.885>else

518
00:23:31.225 --> 00:23:33.385
<00:23:31.225>before, <00:23:31.504>they <00:23:31.784>will <00:23:32.064>be <00:23:32.344>hardly <00:23:32.625>disappointed,

519
00:23:34.165 --> 00:23:38.585
<00:23:34.165>and <00:23:34.305>it <00:23:34.445>will <00:23:34.585>have <00:23:34.725>an <00:23:34.865>effect <00:23:35.004>on <00:23:35.145>their <00:23:35.284>long <00:23:35.425>term <00:23:35.565>feel

520
00:23:38.605 --> 00:23:39.625
<00:23:38.605>of <00:23:39.064>belonging <00:23:39.523>and

521
00:23:39.625 --> 00:23:41.545
<00:23:39.625>how <00:23:39.780>they <00:23:39.936>feel <00:23:40.091>pride <00:23:40.247>in <00:23:40.402>their <00:23:40.558>company <00:23:40.713>and <00:23:40.869>so <00:23:41.025>forth.

522
00:23:41.645 --> 00:23:43.185
<00:23:41.645>So <00:23:41.991>I <00:23:42.338>think, <00:23:42.684>yeah, <00:23:43.031>um,

523
00:23:43.925 --> 00:23:46.245
<00:23:43.925>the <00:23:44.125>truth <00:23:44.325>is <00:23:44.524>more <00:23:44.725>important <00:23:44.925>than <00:23:45.125>ever <00:23:45.325>before.

524
00:23:46.305 --> 00:23:49.085
<00:23:46.305>Now, <00:23:46.505>during <00:23:46.705>this, <00:23:46.905>during <00:23:47.105>this <00:23:47.305>SubT <00:23:47.505>sub <00:23:47.705>times.

525
00:23:49.835 --> 00:23:50.845
<00:23:49.835>Okay. <00:23:50.289>And, <00:23:50.744>and,

526
00:23:50.845 --> 00:23:53.685
<00:23:50.845>and <00:23:50.972>what, <00:23:51.099>what's <00:23:51.226>the <00:23:51.354>best <00:23:51.481>then <00:23:51.608>do <00:23:51.735>is <00:23:51.863>do <00:23:51.990>you <00:23:52.117>think <00:23:52.245>it's

527
00:23:53.685 --> 00:23:56.405
<00:23:53.685>better <00:23:53.885>to <00:23:54.085>also <00:23:54.284>have <00:23:54.485>some <00:23:54.685>kind <00:23:54.885>of <00:23:55.085>ambassadors

528
00:23:56.405 --> 00:23:58.085
<00:23:56.405>of <00:23:56.685>your <00:23:56.965>company <00:23:57.245>talking <00:23:57.524>about <00:23:57.805>this?

529
00:23:58.115 --> 00:23:59.765
<00:23:58.115>What <00:23:58.395>the <00:23:58.675>experience <00:23:58.955>during <00:23:59.235>the <00:23:59.515>crisis

530
00:23:59.905 --> 00:24:01.685
<00:23:59.905>or <00:24:00.138>what <00:24:00.371>the <00:24:00.605>experience <00:24:00.838>in <00:24:01.071>the <00:24:01.305>organization,

531
00:24:02.545 --> 00:24:04.885
<00:24:02.545>or <00:24:02.700>is <00:24:02.856>it <00:24:03.011>the <00:24:03.167>management <00:24:03.322>or <00:24:03.478>is <00:24:03.633>it <00:24:03.789>a <00:24:03.945>mixture?

532
00:24:05.435 --> 00:24:06.925
<00:24:05.435>Yeah, <00:24:05.770>I <00:24:06.105>would <00:24:06.440>say, <00:24:06.775>um,

533
00:24:08.445 --> 00:24:10.615
<00:24:08.445>what <00:24:08.600>is <00:24:08.756>very <00:24:08.911>important <00:24:09.067>when <00:24:09.222>it <00:24:09.378>comes <00:24:09.533>to <00:24:09.689>like <00:24:09.845>crisis

534
00:24:10.755 --> 00:24:12.655
<00:24:10.755>and <00:24:10.910>when <00:24:11.066>it <00:24:11.221>comes <00:24:11.377>to <00:24:11.532>like, <00:24:11.688>when <00:24:11.843>you <00:24:11.999>have <00:24:12.155>struggles,

535
00:24:12.695 --> 00:24:14.255
<00:24:12.695>I <00:24:12.975>think <00:24:13.254>within <00:24:13.534>your <00:24:13.814>organization, <00:24:14.095>it's,

536
00:24:14.255 --> 00:24:16.695
<00:24:14.255>it's <00:24:14.430>really <00:24:14.605>important <00:24:14.780>that <00:24:14.955>your <00:24:15.130>leadership <00:24:15.305>is <00:24:15.480>like <00:24:15.655>really,

537
00:24:17.395 --> 00:24:21.175
<00:24:17.395>um, <00:24:17.861>acknowledging <00:24:18.328>the <00:24:18.795>fact

538
00:24:21.285 --> 00:24:26.135
<00:24:21.285>that <00:24:21.440>something <00:24:21.596>is <00:24:21.751>happening <00:24:21.907>and, <00:24:22.062>um, <00:24:22.218>be <00:24:22.373>open <00:24:22.529>to <00:24:22.685>feedback

539
00:24:26.435 --> 00:24:29.095
<00:24:26.435>and <00:24:26.635>like <00:24:26.835>really <00:24:27.034>to <00:24:27.235>their, <00:24:27.435>to <00:24:27.635>their <00:24:27.835>workforce

540
00:24:29.275 --> 00:24:31.695
<00:24:29.275>and <00:24:29.475>not <00:24:29.675>trying <00:24:29.875>to, <00:24:30.075>uh, <00:24:30.275>cover <00:24:30.475>these <00:24:30.675>up.

541
00:24:31.815 --> 00:24:33.455
<00:24:31.815>I <00:24:32.015>mean, <00:24:32.215>I, <00:24:32.415>I <00:24:32.615>have <00:24:32.815>seen <00:24:33.015>companies <00:24:33.215>really

542
00:24:33.455 --> 00:24:34.895
<00:24:33.455>where <00:24:33.887>they <00:24:34.319>had <00:24:34.751>really,

543
00:24:34.895 --> 00:24:37.615
<00:24:34.895>really <00:24:35.095>big <00:24:35.295>problems <00:24:35.495>internally <00:24:35.695>from <00:24:35.895>a <00:24:36.095>cultural <00:24:36.295>perspective,

544
00:24:37.635 --> 00:24:39.815
<00:24:37.635>but <00:24:37.775>the <00:24:37.915>leadership <00:24:38.055>team <00:24:38.195>just <00:24:38.335>tried <00:24:38.475>to <00:24:38.615>just <00:24:38.754>cover <00:24:38.895>it <00:24:39.035>up

545
00:24:39.815 --> 00:24:41.775
<00:24:39.815>and <00:24:40.048>like, <00:24:40.281>oh, <00:24:40.515>there's <00:24:40.748>nothing <00:24:40.981>happen <00:24:41.215>wrong.

546
00:24:41.875 --> 00:24:44.335
<00:24:41.875>You <00:24:42.030>know, <00:24:42.186>the <00:24:42.341>product <00:24:42.497>is <00:24:42.652>so <00:24:42.808>amazing <00:24:42.963>and <00:24:43.119>also <00:24:43.275>good,

547
00:24:44.515 --> 00:24:46.975
<00:24:44.515>and <00:24:44.690>this <00:24:44.865>has <00:24:45.040>a <00:24:45.215>really <00:24:45.390>hard <00:24:45.565>effect <00:24:45.740>on <00:24:45.915>your,

548
00:24:47.475 --> 00:24:49.735
<00:24:47.475>on <00:24:47.675>your <00:24:47.875>workforce, <00:24:48.074>uh, <00:24:48.274>in <00:24:48.475>the <00:24:48.675>long <00:24:48.875>run.

549
00:24:49.995 --> 00:24:53.375
<00:24:49.995>So <00:24:50.150>I <00:24:50.306>think <00:24:50.461>that's, <00:24:50.617>um, <00:24:50.772>that's <00:24:50.928>like <00:24:51.083>crucially <00:24:51.239>important <00:24:51.395>that,

550
00:24:53.595 --> 00:24:55.935
<00:24:53.595>um, <00:24:53.828>you <00:24:54.061>know, <00:24:54.295>uh, <00:24:54.528>leadership <00:24:54.761>sees <00:24:54.995>it.

551
00:24:55.935 --> 00:24:58.535
<00:24:55.935>And <00:24:56.090>then, <00:24:56.246>I <00:24:56.401>mean, <00:24:56.557>from, <00:24:56.712>um, <00:24:56.868>from <00:24:57.023>an <00:24:57.179>employee <00:24:57.335>point

552
00:24:58.535 --> 00:25:00.495
<00:24:58.535>of <00:24:58.815>view, <00:24:59.095>of <00:24:59.375>course <00:24:59.655>you <00:24:59.935>will.

553
00:25:00.515 --> 00:25:01.975
<00:25:00.515>And <00:25:00.702>in <00:25:00.890>fact, <00:25:01.078>I <00:25:01.265>think <00:25:01.453>also <00:25:01.641>from <00:25:01.829>a,

554
00:25:01.975 --> 00:25:04.255
<00:25:01.975>from <00:25:02.175>an <00:25:02.375>employer <00:25:02.574>brand <00:25:02.774>professional <00:25:02.975>point <00:25:03.175>of <00:25:03.375>view,

555
00:25:04.275 --> 00:25:08.095
<00:25:04.275>you'll <00:25:04.475>always <00:25:04.675>have, <00:25:04.875>um, <00:25:05.075>employees <00:25:05.275>within <00:25:05.475>your <00:25:05.675>organization

556
00:25:08.095 --> 00:25:10.015
<00:25:08.095>that <00:25:08.375>truly <00:25:08.655>believe <00:25:08.935>in <00:25:09.215>the <00:25:09.495>company

557
00:25:10.275 --> 00:25:13.895
<00:25:10.275>and <00:25:10.430>that <00:25:10.586>are, <00:25:10.741>you <00:25:10.897>know, <00:25:11.052>strong <00:25:11.208>random <00:25:11.363>meers <00:25:11.519>at <00:25:11.675>heart.

558
00:25:14.235 --> 00:25:16.935
<00:25:14.235>But <00:25:14.375>you <00:25:14.514>don't <00:25:14.655>have <00:25:14.794>to, <00:25:14.935>you <00:25:15.074>don't <00:25:15.215>have <00:25:15.354>to <00:25:15.495>convince <00:25:15.635>them,

559
00:25:16.995 --> 00:25:20.695
<00:25:16.995>you <00:25:17.169>know, <00:25:17.344>it's <00:25:17.520>their <00:25:17.695>genuine, <00:25:17.870>like, <00:25:18.044>act <00:25:18.219>of <00:25:18.395>like

560
00:25:21.295 --> 00:25:24.255
<00:25:21.295>representing <00:25:21.495>the <00:25:21.695>company, <00:25:21.895>and <00:25:22.095>they <00:25:22.295>really <00:25:22.495>love <00:25:22.695>doing

561
00:25:24.255 --> 00:25:25.975
<00:25:24.255>that <00:25:24.535>despite <00:25:24.815>all <00:25:25.095>of <00:25:25.375>the <00:25:25.655>struggles.

562
00:25:26.595 --> 00:25:29.295
<00:25:26.595>So <00:25:26.770>really <00:25:26.945>work <00:25:27.120>with <00:25:27.295>those <00:25:27.470>people <00:25:27.645>instead <00:25:27.820>of <00:25:27.995>trying

563
00:25:29.315 --> 00:25:31.535
<00:25:29.315>to <00:25:29.515>convince <00:25:29.715>anyone <00:25:29.915>else, <00:25:30.115>like, <00:25:30.315>Hey, <00:25:30.515>we <00:25:30.715>need

564
00:25:31.535 --> 00:25:33.495
<00:25:31.535>to <00:25:31.675>be <00:25:31.815>more <00:25:31.955>president <00:25:32.095>externally, <00:25:32.235>and <00:25:32.375>we <00:25:32.515>need <00:25:32.655>to <00:25:32.795>do <00:25:32.935>that.

565
00:25:33.595 --> 00:25:35.455
<00:25:33.595>So <00:25:33.945>really <00:25:34.295>fight <00:25:34.645>your <00:25:34.995>organic

566
00:25:35.515 --> 00:25:37.655
<00:25:35.515>and <00:25:35.748>natural <00:25:35.981>brand <00:25:36.215>ambassadors <00:25:36.448>that <00:25:36.681>you <00:25:36.915>can,

567
00:25:37.655 --> 00:25:38.655
<00:25:37.655>that <00:25:37.879>you <00:25:38.105>can <00:25:38.330>work <00:25:38.555>with.

568
00:25:39.315 --> 00:25:44.205
<00:25:39.315>Um, <00:25:39.470>and <00:25:39.626>then <00:25:39.781>I <00:25:39.937>think <00:25:40.092>also, <00:25:40.248>um, <00:25:40.403>yeah, <00:25:40.559>try <00:25:40.715>to

569
00:25:44.795 --> 00:25:47.125
<00:25:44.795>yeah, <00:25:45.145>acknowledge, <00:25:45.495>acknowledge <00:25:45.845>the <00:25:46.195>problems.

570
00:25:47.125 --> 00:25:48.445
<00:25:47.125>And <00:25:47.294>I <00:25:47.464>think <00:25:47.634>that's <00:25:47.803>also <00:25:47.973>the, <00:25:48.143>the <00:25:48.312>power

571
00:25:48.445 --> 00:25:49.525
<00:25:48.445>of <00:25:48.769>employer <00:25:49.093>branding <00:25:49.417>really,

572
00:25:49.525 --> 00:25:52.365
<00:25:49.525>because, <00:25:49.665>um, <00:25:49.805>you <00:25:49.945>can <00:25:50.085>see <00:25:50.225>it <00:25:50.365>from <00:25:50.505>two <00:25:50.645>ends, <00:25:50.785>you <00:25:50.925>know,

573
00:25:52.545 --> 00:25:55.605
<00:25:52.545>can <00:25:52.720>see <00:25:52.895>employer <00:25:53.070>branding <00:25:53.245>as, <00:25:53.420>as <00:25:53.595>the <00:25:53.770>external <00:25:53.945>force

574
00:25:55.745 --> 00:25:57.205
<00:25:55.745>and <00:25:56.183>like <00:25:56.620>representing <00:25:57.059>everything.

575
00:25:57.225 --> 00:26:00.245
<00:25:57.225>But <00:25:57.399>I <00:25:57.574>believe <00:25:57.750>really <00:25:57.925>that <00:25:58.100>employer <00:25:58.274>branding <00:25:58.449>can <00:25:58.625>change,

576
00:26:00.955 --> 00:26:05.645
<00:26:00.955>like, <00:26:01.155>can, <00:26:01.355>like, <00:26:01.554>sorry, <00:26:01.754>employer <00:26:01.955>branding <00:26:02.155>can <00:26:02.355>really

577
00:26:06.195 --> 00:26:10.565
<00:26:06.195>influence <00:26:06.395>change <00:26:06.595>internally, <00:26:06.794>um, <00:26:06.995>to <00:26:07.195>really, <00:26:07.395>you <00:26:07.595>know,

578
00:26:10.995 --> 00:26:13.765
<00:26:10.995>show <00:26:11.195>the <00:26:11.395>gaps <00:26:11.594>of <00:26:11.794>like, <00:26:11.995>Hey, <00:26:12.195>you <00:26:12.395>know,

579
00:26:14.265 --> 00:26:17.405
<00:26:14.265>we <00:26:14.545>are <00:26:14.825>portraying <00:26:15.105>this <00:26:15.385>wonderful <00:26:15.665>world,

580
00:26:17.625 --> 00:26:19.845
<00:26:17.625>but <00:26:17.905>it's <00:26:18.185>not <00:26:18.465>happening <00:26:18.745>internally, <00:26:19.025>so

581
00:26:19.865 --> 00:26:21.485
<00:26:19.865>how <00:26:20.145>can <00:26:20.425>we <00:26:20.705>bridge <00:26:20.985>that <00:26:21.265>gap?

582
00:26:21.585 --> 00:26:24.325
<00:26:21.585>So <00:26:21.785>it's <00:26:21.985>employer <00:26:22.185>branding <00:26:22.385>really <00:26:22.585>serves <00:26:22.785>as <00:26:22.985>a,

583
00:26:24.865 --> 00:26:26.845
<00:26:24.865>as <00:26:25.145>an <00:26:25.425>informant <00:26:25.705>to <00:26:25.985>your <00:26:26.265>business

584
00:26:27.465 --> 00:26:30.605
<00:26:27.465>and <00:26:27.572>to <00:26:27.680>HR <00:26:27.788>to <00:26:27.895>like, <00:26:28.003>Hey, <00:26:28.111>what, <00:26:28.218>what <00:26:28.326>do <00:26:28.434>we <00:26:28.541>need <00:26:28.649>in <00:26:28.757>order <00:26:28.865>to,

585
00:26:30.665 --> 00:26:31.725
<00:26:30.665>to <00:26:30.983>close <00:26:31.301>that <00:26:31.619>gap?

586
00:26:32.665 --> 00:26:33.845
<00:26:32.665>So, <00:26:33.196>uh, <00:26:33.727>yeah.

587
00:26:36.525 --> 00:26:39.895
<00:26:36.525>And, <00:26:36.725>uh, <00:26:36.925>from, <00:26:37.125>from <00:26:37.325>your <00:26:37.525>experience, <00:26:37.725>I <00:26:37.925>mean,

588
00:26:40.295 --> 00:26:43.095
<00:26:40.295>employer <00:26:40.495>branding <00:26:40.695>is <00:26:40.895>heavily <00:26:41.095>used <00:26:41.295>for <00:26:41.495>attracting <00:26:41.695>talent,

589
00:26:43.505 --> 00:26:48.005
<00:26:43.505>but <00:26:43.660>for <00:26:43.816>me, <00:26:43.971>I <00:26:44.127>think, <00:26:44.282>uh, <00:26:44.438>retention <00:26:44.593>is <00:26:44.749>in, <00:26:44.905>in,

590
00:26:48.065 --> 00:26:50.405
<00:26:48.065>in <00:26:48.205>our <00:26:48.345>times, <00:26:48.485>I <00:26:48.625>think <00:26:48.765>retention <00:26:48.905>is <00:26:49.045>even <00:26:49.185>more <00:26:49.325>important <00:26:49.465>than

591
00:26:50.405 --> 00:26:52.405
<00:26:50.405>attracting <00:26:50.638>talents <00:26:50.871>because <00:26:51.105>you <00:26:51.338>don't <00:26:51.571>lose <00:26:51.805>the,

592
00:26:52.625 --> 00:26:53.725
<00:26:52.625>if <00:26:52.823>you <00:26:53.021>don't <00:26:53.219>lose <00:26:53.417>the <00:26:53.615>people,

593
00:26:53.825 --> 00:26:55.525
<00:26:53.825>you <00:26:54.025>don't <00:26:54.225>need <00:26:54.425>to <00:26:54.625>to <00:26:54.825>look <00:26:55.025>for <00:26:55.225>them.

594
00:26:55.705 --> 00:26:58.725
<00:26:55.705>So, <00:26:55.879>and <00:26:56.054>many, <00:26:56.230>many, <00:26:56.405>many <00:26:56.580>companies <00:26:56.754>have <00:26:56.929>the <00:26:57.105>issue

595
00:26:58.725 --> 00:27:02.365
<00:26:58.725>that <00:26:58.865>two <00:26:59.004>third <00:26:59.145>of <00:26:59.284>what <00:26:59.425>they <00:26:59.564>have <00:26:59.705>to <00:26:59.844>recruit <00:26:59.985>is, <00:27:00.125>is,

596
00:27:02.425 --> 00:27:03.645
<00:27:02.425>is <00:27:02.699>probably <00:27:02.974>the <00:27:03.248>reason, <00:27:03.523>is

597
00:27:03.645 --> 00:27:05.965
<00:27:03.645>because <00:27:03.878>other, <00:27:04.111>other <00:27:04.345>employees <00:27:04.578>left <00:27:04.811>the <00:27:05.045>company.

598
00:27:06.185 --> 00:27:08.085
<00:27:06.185>So <00:27:06.418>what <00:27:06.651>can <00:27:06.885>it <00:27:07.118>do <00:27:07.351>for <00:27:07.585>retention?

599
00:27:08.875 --> 00:27:12.165
<00:27:08.875>Yeah. <00:27:09.050>So <00:27:09.225>I <00:27:09.400>think <00:27:09.575>for <00:27:09.750>retention, <00:27:09.925>it's <00:27:10.100>like, <00:27:10.275>um,

600
00:27:13.435 --> 00:27:18.165
<00:27:13.435>sometimes <00:27:13.590>we <00:27:13.746>are, <00:27:13.901>we <00:27:14.057>are <00:27:14.212>quite <00:27:14.368>demanding <00:27:14.523>in <00:27:14.679>terms <00:27:14.835>of

601
00:27:18.165 --> 00:27:20.565
<00:27:18.165>what <00:27:18.445>we <00:27:18.725>expect <00:27:19.004>from <00:27:19.284>our <00:27:19.565>employees,

602
00:27:21.995 --> 00:27:24.845
<00:27:21.995>your <00:27:22.228>performance <00:27:22.461>achieving <00:27:22.695>your, <00:27:22.928>your, <00:27:23.161>your, <00:27:23.395>your,

603
00:27:24.845 --> 00:27:26.045
<00:27:24.845>your <00:27:25.061>goals <00:27:25.277>and <00:27:25.493>all <00:27:25.709>of <00:27:25.925>that.

604
00:27:26.465 --> 00:27:30.045
<00:27:26.465>But <00:27:26.581>what <00:27:26.698>we <00:27:26.814>also <00:27:26.931>need <00:27:27.048>to <00:27:27.165>remind <00:27:27.281>them <00:27:27.398>is <00:27:27.514>what, <00:27:27.631>why <00:27:27.748>they <00:27:27.865>have

605
00:27:30.635 --> 00:27:32.885
<00:27:30.635>initially <00:27:30.835>signed <00:27:31.035>up <00:27:31.235>to <00:27:31.435>work <00:27:31.635>for <00:27:31.835>this <00:27:32.035>company,

606
00:27:32.945 --> 00:27:34.885
<00:27:32.945>and <00:27:33.120>here <00:27:33.294>the <00:27:33.470>EVP <00:27:33.645>comes <00:27:33.820>into <00:27:33.995>place <00:27:34.169>as <00:27:34.345>well.

607
00:27:35.465 --> 00:27:38.325
<00:27:35.465>So <00:27:35.620>it <00:27:35.776>serves <00:27:35.931>as <00:27:36.087>a <00:27:36.242>really <00:27:36.398>beautiful <00:27:36.553>reminder <00:27:36.709>of <00:27:36.865>why

608
00:27:38.835 --> 00:27:40.685
<00:27:38.835>have <00:27:39.068>you <00:27:39.301>signed <00:27:39.535>up <00:27:39.768>for <00:27:40.001>this <00:27:40.235>company

609
00:27:40.865 --> 00:27:43.045
<00:27:40.865>and <00:27:41.145>why <00:27:41.425>are <00:27:41.705>you <00:27:41.985>working <00:27:42.265>here,

610
00:27:43.195 --> 00:27:45.805
<00:27:43.195>besides <00:27:43.370>all <00:27:43.544>of <00:27:43.720>the <00:27:43.895>financial <00:27:44.070>experts <00:27:44.245>and <00:27:44.419>so <00:27:44.595>forth.

611
00:27:46.345 --> 00:27:49.685
<00:27:46.345>So <00:27:46.500>I <00:27:46.656>believe <00:27:46.811>that <00:27:46.967>storytelling <00:27:47.122>can <00:27:47.278>be <00:27:47.433>really <00:27:47.589>powerful <00:27:47.745>tactic

612
00:27:49.685 --> 00:27:54.285
<00:27:49.685>as <00:27:49.860>well <00:27:50.034>to <00:27:50.210>activate <00:27:50.385>your <00:27:50.560>internal <00:27:50.735>workforce <00:27:50.909>as <00:27:51.085>well.

613
00:27:54.705 --> 00:27:56.325
<00:27:54.705>And <00:27:54.905>you, <00:27:55.105>for <00:27:55.304>example, <00:27:55.504>all <00:27:55.705>of <00:27:55.905>these <00:27:56.105>assets

614
00:27:56.325 --> 00:27:59.565
<00:27:56.325>that <00:27:56.558>you <00:27:56.791>produce <00:27:57.025>externally <00:27:57.258>for <00:27:57.491>attract <00:27:57.725>candidates,

615
00:27:59.585 --> 00:28:03.245
<00:27:59.585>you <00:27:59.865>can <00:28:00.145>equally <00:28:00.425>promote <00:28:00.705>those <00:28:00.985>articles

616
00:28:03.465 --> 00:28:05.245
<00:28:03.465>and <00:28:03.814>pieces <00:28:04.165>of <00:28:04.514>content <00:28:04.865>internally.

617
00:28:05.825 --> 00:28:07.605
<00:28:05.825>And <00:28:05.980>that <00:28:06.136>means <00:28:06.291>that <00:28:06.447>you <00:28:06.602>have <00:28:06.758>to <00:28:06.913>work <00:28:07.069>really <00:28:07.225>closely

618
00:28:07.635 --> 00:28:09.565
<00:28:07.635>with <00:28:07.868>your <00:28:08.101>internal <00:28:08.335>comms <00:28:08.568>teams, <00:28:08.801>for <00:28:09.035>example,

619
00:28:09.625 --> 00:28:11.285
<00:28:09.625>to <00:28:09.975>really <00:28:10.325>leverage <00:28:10.675>those <00:28:11.025>messages.

620
00:28:11.345 --> 00:28:15.885
<00:28:11.345>And <00:28:11.485>to <00:28:11.625>also, <00:28:11.765>um, <00:28:11.905>for <00:28:12.045>example, <00:28:12.185>the, <00:28:12.325>um, <00:28:12.465>sites <00:28:12.605>from <00:28:12.745>a,

621
00:28:15.885 --> 00:28:18.565
<00:28:15.885>from <00:28:16.025>a <00:28:16.165>content <00:28:16.305>point <00:28:16.445>of <00:28:16.585>view <00:28:16.725>and <00:28:16.865>from <00:28:17.004>a <00:28:17.145>storytelling <00:28:17.285>aspect,

622
00:28:18.905 --> 00:28:21.645
<00:28:18.905>but <00:28:19.138>your <00:28:19.371>employer <00:28:19.605>value <00:28:19.838>proposition, <00:28:20.071>that <00:28:20.305>framework

623
00:28:21.645 --> 00:28:23.765
<00:28:21.645>that <00:28:21.845>you <00:28:22.045>put <00:28:22.245>together <00:28:22.445>in <00:28:22.645>the <00:28:22.845>very <00:28:23.045>beginning

624
00:28:23.945 --> 00:28:26.885
<00:28:23.945>as <00:28:24.178>a <00:28:24.411>strategic <00:28:24.645>foundations, <00:28:24.878>that <00:28:25.111>really <00:28:25.345>serves

625
00:28:26.945 --> 00:28:30.405
<00:28:26.945>as <00:28:27.178>another <00:28:27.411>point <00:28:27.645>of <00:28:27.878>direction <00:28:28.111>for <00:28:28.345>leadership,

626
00:28:30.785 --> 00:28:33.045
<00:28:30.785>for <00:28:31.135>HR <00:28:31.485>functions, <00:28:31.835>et <00:28:32.185>cetera.

627
00:28:33.675 --> 00:28:37.645
<00:28:33.675>What <00:28:33.830>have <00:28:33.986>we <00:28:34.141>committed <00:28:34.297>ourselves <00:28:34.452>to? <00:28:34.608>This <00:28:34.763>is <00:28:34.919>the <00:28:35.075>offering.

628
00:28:37.785 --> 00:28:41.085
<00:28:37.785>And <00:28:37.912>that's <00:28:38.039>why <00:28:38.166>we <00:28:38.294>need <00:28:38.421>to <00:28:38.548>keep <00:28:38.675>on <00:28:38.803>working, <00:28:38.930>to <00:28:39.057>really <00:28:39.185>offer

629
00:28:41.085 --> 00:28:42.645
<00:28:41.085>that <00:28:41.551>to <00:28:42.018>our <00:28:42.485>workforce.

630
00:28:42.665 --> 00:28:46.045
<00:28:42.665>So <00:28:42.772>it <00:28:42.880>serves <00:28:42.988>as <00:28:43.095>a <00:28:43.203>reminder <00:28:43.311>and <00:28:43.418>a <00:28:43.526>bit <00:28:43.634>of <00:28:43.741>a <00:28:43.849>playbook <00:28:43.957>as <00:28:44.065>well.

631
00:28:46.225 --> 00:28:48.125
<00:28:46.225>If, <00:28:46.425>for <00:28:46.625>example, <00:28:46.824>in <00:28:47.024>our <00:28:47.225>employer <00:28:47.425>value <00:28:47.625>proposition,

632
00:28:48.125 --> 00:28:50.565
<00:28:48.125>it's <00:28:48.405>growth, <00:28:48.685>then <00:28:48.965>we <00:28:49.245>are <00:28:49.525>offering,

633
00:28:51.195 --> 00:28:53.005
<00:28:51.195>what <00:28:51.428>are <00:28:51.661>we <00:28:51.895>doing <00:28:52.128>to <00:28:52.361>offer <00:28:52.595>growth?

634
00:28:53.185 --> 00:28:57.125
<00:28:53.185>If <00:28:53.325>we <00:28:53.465>don't <00:28:53.605>have <00:28:53.745>people <00:28:53.885>like, <00:28:54.024>you <00:28:54.165>know, <00:28:54.304>climbing <00:28:54.445>the <00:28:54.585>ladder,

635
00:28:57.355 --> 00:28:59.645
<00:28:57.355>then <00:28:57.555>we <00:28:57.755>need <00:28:57.955>to <00:28:58.155>think <00:28:58.355>about <00:28:58.555>something <00:28:58.755>else.

636
00:28:59.945 --> 00:29:01.925
<00:28:59.945>Is <00:29:00.178>it <00:29:00.411>like <00:29:00.645>a, <00:29:00.878>a <00:29:01.111>learning <00:29:01.345>opportunity?

637
00:29:02.225 --> 00:29:04.605
<00:29:02.225>Is <00:29:02.458>it <00:29:02.691>about <00:29:02.925>horizontal <00:29:03.158>growth? <00:29:03.391>Something <00:29:03.625>else?

638
00:29:04.705 --> 00:29:07.605
<00:29:04.705>But <00:29:04.879>this <00:29:05.054>is <00:29:05.230>like <00:29:05.405>a <00:29:05.580>beautiful <00:29:05.754>reminder <00:29:05.929>for, <00:29:06.105>for

639
00:29:08.625 --> 00:29:10.285
<00:29:08.625>HR <00:29:09.091>function <00:29:09.558>leadership's <00:29:10.025>functions.

640
00:29:10.705 --> 00:29:13.045
<00:29:10.705>But <00:29:10.905>I <00:29:11.105>also <00:29:11.304>acknowledge <00:29:11.504>that <00:29:11.705>sometimes, <00:29:11.905>you <00:29:12.105>know,

641
00:29:13.045 --> 00:29:15.655
<00:29:13.045>especially <00:29:13.245>when, <00:29:13.445>yeah, <00:29:13.645>and <00:29:13.845>there <00:29:14.045>are <00:29:14.245>other <00:29:14.445>goals

642
00:29:16.035 --> 00:29:17.735
<00:29:16.035>and <00:29:16.385>targets, <00:29:16.735>especially <00:29:17.085>for <00:29:17.435>leadership,

643
00:29:17.795 --> 00:29:19.895
<00:29:17.795>but <00:29:17.950>it's <00:29:18.106>a <00:29:18.261>beautiful <00:29:18.417>reminder, <00:29:18.572>I <00:29:18.728>would <00:29:18.883>say, <00:29:19.039>like, <00:29:19.195>Hey,

644
00:29:19.915 --> 00:29:22.535
<00:29:19.915>we <00:29:20.148>have <00:29:20.381>this <00:29:20.615>EVP <00:29:20.848>work <00:29:21.081>towards <00:29:21.315>that.

645
00:29:22.675 --> 00:29:25.495
<00:29:22.675>So, <00:29:22.830>and <00:29:22.986>that <00:29:23.141>can <00:29:23.297>help, <00:29:23.452>uh, <00:29:23.608>employee <00:29:23.763>retention <00:29:23.919>in <00:29:24.075>the

646
00:29:26.615 --> 00:29:31.585
<00:29:26.615>Very <00:29:26.815>cool, <00:29:27.015>um, <00:29:27.215>personal <00:29:27.415>question, <00:29:27.615>the <00:29:27.815>interests <00:29:28.015>me

647
00:29:32.115 --> 00:29:34.025
<00:29:32.115>personally, <00:29:32.348>because <00:29:32.581>I'm <00:29:32.815>a <00:29:33.048>really <00:29:33.281>big <00:29:33.515>fan

648
00:29:34.025 --> 00:29:35.505
<00:29:34.025>of <00:29:34.358>this <00:29:34.691>elevator <00:29:35.024>pitch <00:29:35.357>thingy,

649
00:29:35.505 --> 00:29:37.945
<00:29:35.505>because <00:29:35.645>I <00:29:35.785>said, <00:29:35.925>I <00:29:36.065>mean, <00:29:36.205>if <00:29:36.345>you're, <00:29:36.485>if, <00:29:36.625>if <00:29:36.765>you <00:29:36.905>can,

650
00:29:38.205 --> 00:29:41.205
<00:29:38.205>can <00:29:38.321>make <00:29:38.438>yes <00:29:38.554>sense <00:29:38.671>of <00:29:38.788>a, <00:29:38.905>of, <00:29:39.021>of <00:29:39.138>a <00:29:39.254>story <00:29:39.371>in <00:29:39.488>a <00:29:39.605>way

651
00:29:41.205 --> 00:29:43.405
<00:29:41.205>that <00:29:41.405>you <00:29:41.605>can <00:29:41.804>really <00:29:42.004>step <00:29:42.205>into <00:29:42.405>an <00:29:42.605>elevator

652
00:29:43.465 --> 00:29:45.725
<00:29:43.465>and <00:29:43.639>at <00:29:43.814>the <00:29:43.990>sixth <00:29:44.165>floor <00:29:44.340>you <00:29:44.514>have <00:29:44.689>told <00:29:44.865>story

653
00:29:45.945 --> 00:29:47.845
<00:29:45.945>and <00:29:46.225>somebody <00:29:46.504>has <00:29:46.784>recognized <00:29:47.064>it <00:29:47.345>then,

654
00:29:48.105 --> 00:29:51.005
<00:29:48.105>and <00:29:48.260>you <00:29:48.416>see <00:29:48.571>the <00:29:48.727>sparkling <00:29:48.882>in <00:29:49.038>his <00:29:49.193>eyes, <00:29:49.349>yeah, <00:29:49.505>then,

655
00:29:51.005 --> 00:29:52.205
<00:29:51.005>then <00:29:51.221>I <00:29:51.437>think <00:29:51.653>you <00:29:51.869>made <00:29:52.085>it.

656
00:29:52.665 --> 00:29:54.965
<00:29:52.665>So <00:29:52.820>that <00:29:52.976>was <00:29:53.131>my <00:29:53.287>learning <00:29:53.442>in <00:29:53.598>in, <00:29:53.753>in, <00:29:53.909>in <00:29:54.065>sales.

657
00:29:55.145 --> 00:29:56.885
<00:29:55.145>If <00:29:55.345>I <00:29:55.545>had <00:29:55.745>a <00:29:55.945>sales <00:29:56.145>pitch <00:29:56.345>on <00:29:56.545>marketing,

658
00:29:56.885 --> 00:30:00.605
<00:29:56.885>if <00:29:57.012>you <00:29:57.139>had <00:29:57.266>a <00:29:57.394>product <00:29:57.521>pitch <00:29:57.648>marketing <00:29:57.775>pitch, <00:29:57.903>is <00:29:58.030>it <00:29:58.157>also <00:29:58.285>valid

659
00:30:00.745 --> 00:30:03.085
<00:30:00.745>for <00:30:00.919>the <00:30:01.094>emperor <00:30:01.270>branding <00:30:01.445>pitch <00:30:01.620>and <00:30:01.794>for <00:30:01.969>the <00:30:02.145>narrative

660
00:30:03.145 --> 00:30:04.645
<00:30:03.145>and <00:30:03.595>the <00:30:04.045>storytelling <00:30:04.495>thingy?

661
00:30:05.445 --> 00:30:07.655
<00:30:05.445>Yeah, <00:30:05.725>uh, <00:30:06.004>I <00:30:06.284>think <00:30:06.564>it's <00:30:06.845>a,

662
00:30:08.135 --> 00:30:12.375
<00:30:08.135>I <00:30:08.290>wish <00:30:08.446>it <00:30:08.601>was <00:30:08.757>like <00:30:08.912>an <00:30:09.068>elevator <00:30:09.223>pitch, <00:30:09.379>well <00:30:09.535>least,

663
00:30:14.315 --> 00:30:16.415
<00:30:14.315>but <00:30:14.490>usually <00:30:14.665>it's <00:30:14.840>a <00:30:15.015>bit <00:30:15.190>more <00:30:15.365>complex <00:30:15.540>as <00:30:15.715>well,

664
00:30:16.415 --> 00:30:18.615
<00:30:16.415>because <00:30:16.695>you <00:30:16.975>have <00:30:17.254>many <00:30:17.534>different <00:30:17.815>touchpoints

665
00:30:18.675 --> 00:30:21.815
<00:30:18.675>and <00:30:18.830>for <00:30:18.986>yourself <00:30:19.141>from <00:30:19.297>the <00:30:19.452>very <00:30:19.608>first <00:30:19.763>touch <00:30:19.919>point, <00:30:20.075>like,

666
00:30:21.815 --> 00:30:23.615
<00:30:21.815>like, <00:30:22.095>candidate <00:30:22.375>here's <00:30:22.655>about <00:30:22.935>your <00:30:23.215>company

667
00:30:23.675 --> 00:30:24.855
<00:30:23.675>for <00:30:23.851>the <00:30:24.029>first <00:30:24.206>time, <00:30:24.383>it's <00:30:24.560>like, <00:30:24.737>oh,

668
00:30:25.135 --> 00:30:26.335
<00:30:25.135>interesting, <00:30:25.315>I <00:30:25.495>have <00:30:25.675>never <00:30:25.855>heard <00:30:26.035>of <00:30:26.215>that.

669
00:30:26.435 --> 00:30:28.455
<00:30:26.435>Let <00:30:26.610>me <00:30:26.784>see. <00:30:26.960>And <00:30:27.135>then, <00:30:27.310>then <00:30:27.485>they <00:30:27.659>would <00:30:27.835>start

670
00:30:28.455 --> 00:30:31.375
<00:30:28.455>to <00:30:28.595>research <00:30:28.735>your <00:30:28.875>company, <00:30:29.014>and <00:30:29.155>then <00:30:29.294>they <00:30:29.435>would <00:30:29.574>find <00:30:29.715>your <00:30:29.855>blog

671
00:30:31.475 --> 00:30:32.495
<00:30:31.475>and <00:30:31.658>here <00:30:31.842>and <00:30:32.025>there, <00:30:32.209>and <00:30:32.392>then,

672
00:30:32.875 --> 00:30:34.775
<00:30:32.875>and <00:30:33.108>then <00:30:33.341>they <00:30:33.575>have <00:30:33.808>another, <00:30:34.041>another <00:30:34.275>moment

673
00:30:35.005 --> 00:30:36.375
<00:30:35.005>with <00:30:35.313>the <00:30:35.621>recruiter, <00:30:35.929>for <00:30:36.238>example,

674
00:30:36.645 --> 00:30:39.735
<00:30:36.645>when <00:30:36.845>they <00:30:37.045>are <00:30:37.245>at <00:30:37.445>their <00:30:37.645>first, <00:30:37.845>um, <00:30:38.045>call

675
00:30:40.155 --> 00:30:41.975
<00:30:40.155>and <00:30:40.355>the <00:30:40.555>recruiter <00:30:40.754>will <00:30:40.955>give <00:30:41.155>them <00:30:41.355>the <00:30:41.555>pitch

676
00:30:42.115 --> 00:30:44.935
<00:30:42.115>and <00:30:42.315>Wow, <00:30:42.515>what <00:30:42.715>amazing <00:30:42.915>it <00:30:43.115>would <00:30:43.315>be <00:30:43.515>if,

677
00:30:44.955 --> 00:30:48.215
<00:30:44.955>if <00:30:45.082>they <00:30:45.209>would <00:30:45.336>get <00:30:45.464>the <00:30:45.591>same <00:30:45.718>pitch <00:30:45.845>as <00:30:45.973>if <00:30:46.100>they <00:30:46.227>had <00:30:46.355>read,

678
00:30:48.315 --> 00:30:50.695
<00:30:48.315>you <00:30:48.455>know, <00:30:48.595>just <00:30:48.735>on <00:30:48.875>the, <00:30:49.015>on <00:30:49.155>the, <00:30:49.295>on <00:30:49.435>the <00:30:49.575>career <00:30:49.715>side,

679
00:30:50.935 --> 00:30:52.255
<00:30:50.935>a <00:30:51.172>few, <00:30:51.410>a <00:30:51.647>few <00:30:51.885>days <00:30:52.123>ago.

680
00:30:52.255 --> 00:30:55.015
<00:30:52.255>So <00:30:52.410>I <00:30:52.566>think <00:30:52.721>when <00:30:52.877>it <00:30:53.032>comes <00:30:53.188>to <00:30:53.343>that, <00:30:53.499>it's <00:30:53.655>like,

681
00:30:55.135 --> 00:30:56.455
<00:30:55.135>it's <00:30:55.531>all <00:30:55.927>about <00:30:56.322>consistency,

682
00:30:57.045 --> 00:30:59.895
<00:30:57.045>that <00:30:57.278>they <00:30:57.511>reads <00:30:57.745>the <00:30:57.978>same <00:30:58.211>narrative <00:30:58.445>over

683
00:30:59.955 --> 00:31:04.095
<00:30:59.955>and <00:31:00.155>over <00:31:00.355>again, <00:31:00.554>that <00:31:00.754>it's <00:31:00.955>credible, <00:31:01.155>that <00:31:01.355>they,

684
00:31:04.095 --> 00:31:05.975
<00:31:04.095>they're <00:31:04.328>hearing <00:31:04.561>the <00:31:04.795>same <00:31:05.028>story <00:31:05.261>from <00:31:05.495>everyone.

685
00:31:06.475 --> 00:31:08.935
<00:31:06.475>Uh, <00:31:06.602>you <00:31:06.729>know, <00:31:06.856>and <00:31:06.984>that <00:31:07.111>help <00:31:07.238>if <00:31:07.365>a <00:31:07.493>recruiter <00:31:07.620>gives <00:31:07.747>you <00:31:07.875>the

686
00:31:08.935 --> 00:31:10.135
<00:31:08.935>pitch <00:31:09.115>and <00:31:09.295>then <00:31:09.475>the <00:31:09.655>hiring <00:31:09.835>manager <00:31:10.014>comes

687
00:31:10.135 --> 00:31:12.095
<00:31:10.135>and <00:31:10.335>then <00:31:10.535>they <00:31:10.735>give <00:31:10.935>you <00:31:11.135>completely <00:31:11.335>different <00:31:11.535>pitch.

688
00:31:12.195 --> 00:31:15.015
<00:31:12.195>And <00:31:12.335>yeah. <00:31:12.475>And <00:31:12.615>I <00:31:12.754>think <00:31:12.895>it <00:31:13.034>all <00:31:13.175>needs <00:31:13.314>to <00:31:13.455>be <00:31:13.595>consistent

689
00:31:15.075 --> 00:31:16.975
<00:31:15.075>and <00:31:15.355>tailored <00:31:15.635>to <00:31:15.915>what's <00:31:16.195>the <00:31:16.475>audience.

690
00:31:16.995 --> 00:31:21.175
<00:31:16.995>So <00:31:17.122>if <00:31:17.249>that <00:31:17.376>person <00:31:17.504>is <00:31:17.631>really <00:31:17.758>your, <00:31:17.885>your <00:31:18.013>right <00:31:18.140>fit, <00:31:18.267>then, <00:31:18.395>uh,

691
00:31:21.395 --> 00:31:23.895
<00:31:21.395>but <00:31:21.550>I <00:31:21.706>think, <00:31:21.861>yeah, <00:31:22.017>ultimately <00:31:22.172>you <00:31:22.328>will <00:31:22.483>see <00:31:22.639>it, <00:31:22.795>uh,

692
00:31:23.895 --> 00:31:26.095
<00:31:23.895>if <00:31:24.050>it <00:31:24.206>works <00:31:24.361>really <00:31:24.517>well, <00:31:24.672>you <00:31:24.828>would, <00:31:24.983>you <00:31:25.139>will <00:31:25.295>receive,

693
00:31:26.675 --> 00:31:28.975
<00:31:26.675>you <00:31:26.850>would <00:31:27.024>probably <00:31:27.200>have <00:31:27.375>the <00:31:27.550>spark <00:31:27.725>in <00:31:27.899>the <00:31:28.075>end

694
00:31:29.155 --> 00:31:32.335
<00:31:29.155>or <00:31:29.310>like <00:31:29.466>when <00:31:29.621>the, <00:31:29.777>when <00:31:29.932>it <00:31:30.088>comes <00:31:30.243>to <00:31:30.399>office <00:31:30.555>stage,

695
00:31:32.435 --> 00:31:34.735
<00:31:32.435>but <00:31:32.590>in <00:31:32.746>like <00:31:32.901>in <00:31:33.057>numbers, <00:31:33.212>you <00:31:33.368>will <00:31:33.523>see <00:31:33.679>it, <00:31:33.835>uh,

696
00:31:34.735 --> 00:31:36.215
<00:31:34.735>with <00:31:35.001>the <00:31:35.267>reduced <00:31:35.534>time <00:31:35.800>to <00:31:36.067>hire

697
00:31:36.485 --> 00:31:38.695
<00:31:36.485>that <00:31:36.685>people <00:31:36.885>are <00:31:37.084>thrilled, <00:31:37.284>they <00:31:37.485>wanna <00:31:37.685>move <00:31:37.885>forward.

698
00:31:38.805 --> 00:31:40.535
<00:31:38.805>They're, <00:31:39.038>they <00:31:39.271>don't <00:31:39.505>have <00:31:39.738>to <00:31:39.971>think <00:31:40.205>twice.

699
00:31:41.285 --> 00:31:43.775
<00:31:41.285>They <00:31:41.485>have <00:31:41.685>two, <00:31:41.885>two <00:31:42.085>offers <00:31:42.285>on <00:31:42.485>the <00:31:42.685>table

700
00:31:43.915 --> 00:31:45.935
<00:31:43.915>and <00:31:44.070>like, <00:31:44.226>Ooh, <00:31:44.381>I <00:31:44.537>heard <00:31:44.692>all <00:31:44.848>of <00:31:45.003>these <00:31:45.159>amazing <00:31:45.315>stories.

701
00:31:45.935 --> 00:31:49.055
<00:31:45.935>They're <00:31:46.062>so <00:31:46.189>in <00:31:46.316>line <00:31:46.444>with <00:31:46.571>what <00:31:46.698>I <00:31:46.825>am <00:31:46.953>from <00:31:47.080>a <00:31:47.207>culture <00:31:47.335>perspective

702
00:31:49.155 --> 00:31:53.055
<00:31:49.155>and <00:31:49.282>what <00:31:49.409>I <00:31:49.536>believe <00:31:49.664>in, <00:31:49.791>like, <00:31:49.918>I <00:31:50.045>go <00:31:50.173>for <00:31:50.300>that <00:31:50.427>one <00:31:50.555>company.

703
00:31:53.275 --> 00:31:55.455
<00:31:53.275>So, <00:31:53.975>yeah. <00:31:54.675>Um,

704
00:31:55.875 --> 00:31:59.455
<00:31:55.875>Uh, <00:31:56.050>if, <00:31:56.225>if, <00:31:56.400>if <00:31:56.575>a, <00:31:56.750>I <00:31:56.925>mean, <00:31:57.100>it, <00:31:57.275>it,

705
00:31:59.655 --> 00:32:01.495
<00:31:59.655>normally <00:32:00.004>everything <00:32:00.355>sounds <00:32:00.705>reasonable <00:32:01.055>easy

706
00:32:01.595 --> 00:32:03.375
<00:32:01.595>for <00:32:01.795>big <00:32:01.995>companies <00:32:02.195>with <00:32:02.395>a <00:32:02.595>lot <00:32:02.795>of <00:32:02.995>money.

707
00:32:03.555 --> 00:32:05.055
<00:32:03.555>But <00:32:03.825>if <00:32:04.095>I'm <00:32:04.365>a <00:32:04.635>small <00:32:04.905>company

708
00:32:05.155 --> 00:32:06.575
<00:32:05.155>and <00:32:05.337>if <00:32:05.520>we <00:32:05.702>want <00:32:05.885>to <00:32:06.067>start <00:32:06.250>with <00:32:06.433>doing

709
00:32:06.575 --> 00:32:11.135
<00:32:06.575>that <00:32:06.750>without <00:32:06.925>probably <00:32:07.100>big <00:32:07.275>budgets, <00:32:07.450>is <00:32:07.625>a <00:32:07.800>realistic <00:32:07.975>chance

710
00:32:11.195 --> 00:32:13.415
<00:32:11.195>to <00:32:11.428>survive <00:32:11.661>with <00:32:11.895>my <00:32:12.128>employer <00:32:12.361>branding <00:32:12.595>story

711
00:32:13.435 --> 00:32:15.255
<00:32:13.435>and <00:32:13.784>ve <00:32:14.135>on <00:32:14.485>the <00:32:14.835>market,

712
00:32:15.475 --> 00:32:18.255
<00:32:15.475>or <00:32:15.649>is <00:32:15.824>it <00:32:16.000>a <00:32:16.175>question <00:32:16.350>of <00:32:16.524>money <00:32:16.699>at <00:32:16.875>always,

713
00:32:18.795 --> 00:32:22.335
<00:32:18.795>Or, <00:32:18.935>uh, <00:32:19.075>I <00:32:19.215>think, <00:32:19.355>yeah, <00:32:19.495>money <00:32:19.635>will <00:32:19.775>probably <00:32:19.915>get <00:32:20.055>you <00:32:20.195>faster

714
00:32:22.475 --> 00:32:23.855
<00:32:22.475>to <00:32:22.682>the <00:32:22.889>end <00:32:23.096>point, <00:32:23.303>I <00:32:23.510>would <00:32:23.717>say.

715
00:32:24.275 --> 00:32:26.295
<00:32:24.275>But <00:32:24.430>if <00:32:24.586>you <00:32:24.741>are <00:32:24.897>a <00:32:25.052>small <00:32:25.208>company <00:32:25.363>wanting <00:32:25.519>to <00:32:25.675>start

716
00:32:26.295 --> 00:32:28.495
<00:32:26.295>with <00:32:26.495>employer <00:32:26.695>brand, <00:32:26.895>look, <00:32:27.095>I <00:32:27.295>think <00:32:27.495>it's, <00:32:27.695>um,

717
00:32:29.685 --> 00:32:31.655
<00:32:29.685>it's <00:32:29.918>about <00:32:30.151>really <00:32:30.385>like <00:32:30.618>focusing <00:32:30.851>on <00:32:31.085>building

718
00:32:31.655 --> 00:32:33.015
<00:32:31.655>your <00:32:32.267>strategic <00:32:32.879>foundations.

719
00:32:33.355 --> 00:32:36.335
<00:32:33.355>Um, <00:32:33.495>and <00:32:33.635>what <00:32:33.775>usually <00:32:33.915>helps <00:32:34.055>us <00:32:34.195>get <00:32:34.335>an <00:32:34.475>get <00:32:34.615>an, <00:32:34.755>uh,

720
00:32:36.335 --> 00:32:37.975
<00:32:36.335>specialized <00:32:36.801>professional <00:32:37.268>on <00:32:37.735>board

721
00:32:38.005 --> 00:32:40.085
<00:32:38.005>that <00:32:38.238>really <00:32:38.471>know <00:32:38.705>their <00:32:38.938>game <00:32:39.171>inside <00:32:39.405>out.

722
00:32:40.605 --> 00:32:41.605
<00:32:40.605>I <00:32:40.905>have <00:32:41.205>seen <00:32:41.505>companies,

723
00:32:41.985 --> 00:32:44.845
<00:32:41.985>and <00:32:42.125>it's <00:32:42.264>happening <00:32:42.405>a <00:32:42.544>lot <00:32:42.685>that, <00:32:42.824>you <00:32:42.965>know, <00:32:43.104>hey, <00:32:43.245>recruiter <00:32:43.385>a,

724
00:32:44.905 --> 00:32:46.085
<00:32:44.905>you <00:32:45.081>have <00:32:45.259>a <00:32:45.436>bit <00:32:45.613>of <00:32:45.790>time, <00:32:45.967>like,

725
00:32:46.085 --> 00:32:47.725
<00:32:46.085>why <00:32:46.318>don't <00:32:46.551>you <00:32:46.785>wanna <00:32:47.018>do <00:32:47.251>employer <00:32:47.485>branding?

726
00:32:47.725 --> 00:32:50.045
<00:32:47.725>And <00:32:47.925>then, <00:32:48.125>and <00:32:48.324>then <00:32:48.524>they <00:32:48.725>expect <00:32:48.925>magic <00:32:49.125>things

727
00:32:50.045 --> 00:32:52.485
<00:32:50.045>to <00:32:50.220>happen <00:32:50.395>within <00:32:50.570>like <00:32:50.745>a <00:32:50.920>few, <00:32:51.095>a <00:32:51.270>few <00:32:51.445>months,

728
00:32:52.585 --> 00:32:55.765
<00:32:52.585>but <00:32:52.760>usually <00:32:52.935>that, <00:32:53.110>that's <00:32:53.285>probably <00:32:53.460>not <00:32:53.635>the <00:32:53.810>most, <00:32:53.985>um,

729
00:32:55.765 --> 00:32:57.165
<00:32:55.765>because <00:32:56.017>it's <00:32:56.269>a, <00:32:56.521>it's <00:32:56.773>a <00:32:57.025>skill

730
00:32:57.365 --> 00:32:58.765
<00:32:57.365>that <00:32:57.575>you'll <00:32:57.785>have <00:32:57.995>to <00:32:58.205>learn <00:32:58.415>over <00:32:58.625>time.

731
00:32:58.785 --> 00:33:00.445
<00:32:58.785>You <00:32:58.960>know, <00:32:59.135>it's <00:32:59.310>a, <00:32:59.485>it's <00:32:59.660>like, <00:32:59.835>it's <00:33:00.010>like <00:33:00.185>a,

732
00:33:00.445 --> 00:33:02.365
<00:33:00.445>it's <00:33:00.725>a <00:33:01.004>very <00:33:01.284>different <00:33:01.564>career <00:33:01.845>choice,

733
00:33:02.435 --> 00:33:05.045
<00:33:02.435>like <00:33:02.668>coming <00:33:02.901>in <00:33:03.135>employer <00:33:03.368>branding <00:33:03.601>professional <00:33:03.835>compared

734
00:33:05.045 --> 00:33:08.885
<00:33:05.045>to <00:33:05.200>like, <00:33:05.356>um, <00:33:05.511>so <00:33:05.667>I <00:33:05.822>think, <00:33:05.978>um, <00:33:06.133>it <00:33:06.289>really <00:33:06.445>helps

735
00:33:08.905 --> 00:33:10.885
<00:33:08.905>to <00:33:09.138>really <00:33:09.371>focus <00:33:09.605>on <00:33:09.838>building <00:33:10.071>your <00:33:10.305>foundations,

736
00:33:10.955 --> 00:33:13.685
<00:33:10.955>your <00:33:11.188>strategic <00:33:11.421>foundations, <00:33:11.655>the <00:33:11.888>EVP, <00:33:12.121>thinking <00:33:12.355>about

737
00:33:13.745 --> 00:33:15.645
<00:33:13.745>who <00:33:14.024>is <00:33:14.304>your <00:33:14.584>target, <00:33:14.864>uh, <00:33:15.145>persona,

738
00:33:15.825 --> 00:33:18.405
<00:33:15.825>and <00:33:16.000>then <00:33:16.175>get <00:33:16.350>some, <00:33:16.525>get <00:33:16.700>some <00:33:16.875>support <00:33:17.050>on <00:33:17.225>board.

739
00:33:18.625 --> 00:33:22.185
<00:33:18.625>Um, <00:33:18.780>and <00:33:18.936>then <00:33:19.091>also <00:33:19.247>like <00:33:19.402>a <00:33:19.558>small <00:33:19.713>company <00:33:19.869>without, <00:33:20.025>uh,

740
00:33:22.925 --> 00:33:24.625
<00:33:22.925>big <00:33:23.205>budgets <00:33:23.485>can <00:33:23.764>also <00:33:24.044>do <00:33:24.325>that.

741
00:33:26.285 --> 00:33:28.385
<00:33:26.285>Um, <00:33:26.460>and <00:33:26.635>as <00:33:26.810>you <00:33:26.985>have <00:33:27.160>been <00:33:27.335>on <00:33:27.510>both <00:33:27.685>sides,

742
00:33:28.385 --> 00:33:31.105
<00:33:28.385>because <00:33:28.525>we <00:33:28.665>are <00:33:28.805>really <00:33:28.945>coming <00:33:29.085>to <00:33:29.225>the <00:33:29.365>end <00:33:29.504>of <00:33:29.645>our <00:33:29.785>already

743
00:33:31.105 --> 00:33:32.785
<00:33:31.105>of <00:33:31.455>cappuccino <00:33:31.805>with <00:33:32.155>hr, <00:33:32.505>so,

744
00:33:33.205 --> 00:33:36.425
<00:33:33.205>but <00:33:33.321>the, <00:33:33.438>the, <00:33:33.554>the <00:33:33.671>last <00:33:33.788>question <00:33:33.905>that <00:33:34.021>I <00:33:34.138>have <00:33:34.254>in <00:33:34.371>mind <00:33:34.488>is, <00:33:34.605>um,

745
00:33:36.645 --> 00:33:37.865
<00:33:36.645>as <00:33:36.828>you <00:33:37.011>have <00:33:37.194>been <00:33:37.377>on <00:33:37.560>both <00:33:37.743>sides,

746
00:33:37.925 --> 00:33:39.945
<00:33:37.925>you <00:33:38.125>have <00:33:38.325>been <00:33:38.524>on <00:33:38.725>the <00:33:38.925>product <00:33:39.125>marketing <00:33:39.325>side

747
00:33:39.965 --> 00:33:41.705
<00:33:39.965>or <00:33:40.314>the <00:33:40.665>general <00:33:41.014>marketing <00:33:41.365>side,

748
00:33:41.705 --> 00:33:44.385
<00:33:41.705>and <00:33:41.860>now <00:33:42.016>for <00:33:42.171>many <00:33:42.327>years <00:33:42.482>on <00:33:42.638>the <00:33:42.793>employer <00:33:42.949>branding <00:33:43.105>side,

749
00:33:45.115 --> 00:33:47.125
<00:33:45.115>because <00:33:45.395>it <00:33:45.675>always <00:33:45.955>has <00:33:46.235>to <00:33:46.515>do

750
00:33:47.125 --> 00:33:48.965
<00:33:47.125>with <00:33:47.358>internal <00:33:47.591>sales <00:33:47.825>as <00:33:48.058>well, <00:33:48.291>of <00:33:48.525>course.

751
00:33:49.185 --> 00:33:51.525
<00:33:49.185>And <00:33:49.340>I <00:33:49.496>mean, <00:33:49.651>you <00:33:49.807>need <00:33:49.962>to <00:33:50.118>also <00:33:50.273>convince <00:33:50.429>your <00:33:50.585>managers

752
00:33:51.545 --> 00:33:55.885
<00:33:51.545>and <00:33:51.745>your <00:33:51.945>bosses <00:33:52.145>and, <00:33:52.345>uh, <00:33:52.545>normally <00:33:52.745>it, <00:33:52.945>it,

753
00:33:55.905 --> 00:33:58.725
<00:33:55.905>it <00:33:56.060>needs <00:33:56.216>some <00:33:56.371>investments <00:33:56.527>from <00:33:56.682>the <00:33:56.838>company <00:33:56.993>side <00:33:57.149>as <00:33:57.305>well.

754
00:33:58.825 --> 00:34:01.125
<00:33:58.825>So <00:33:58.980>you <00:33:59.136>have <00:33:59.291>to <00:33:59.447>ask <00:33:59.602>for <00:33:59.758>money <00:33:59.913>in <00:34:00.069>a <00:34:00.225>way.

755
00:34:01.745 --> 00:34:04.595
<00:34:01.745>Uh, <00:34:02.094>where <00:34:02.445>is <00:34:02.794>it <00:34:03.145>easier?

756
00:34:05.005 --> 00:34:08.395
<00:34:05.005>Which <00:34:05.145>side, <00:34:05.285>is <00:34:05.425>it <00:34:05.565>easier <00:34:05.705>to <00:34:05.845>convince <00:34:05.985>on <00:34:06.125>the <00:34:06.265>product <00:34:06.405>side

757
00:34:08.575 --> 00:34:12.075
<00:34:08.574>or <00:34:08.702>is <00:34:08.829>it <00:34:08.956>easier <00:34:09.084>to, <00:34:09.211>in <00:34:09.338>the <00:34:09.465>meantime, <00:34:09.593>to <00:34:09.720>go <00:34:09.847>as <00:34:09.975>easier

758
00:34:12.295 --> 00:34:17.205
<00:34:12.295>to <00:34:12.450>coin <00:34:12.606>on, <00:34:12.761>on <00:34:12.917>the <00:34:13.072>hr <00:34:13.228>on <00:34:13.383>people, <00:34:13.539>people's <00:34:13.695>side?

759
00:34:17.875 --> 00:34:22.135
<00:34:17.875>Yeah. <00:34:18.050>Um, <00:34:18.225>oh, <00:34:18.400>I <00:34:18.574>mean, <00:34:18.750>I <00:34:18.925>mean <00:34:19.100>from <00:34:19.275>a,

760
00:34:22.135 --> 00:34:24.535
<00:34:22.135>from <00:34:22.262>a <00:34:22.389>product <00:34:22.516>marketing <00:34:22.644>point <00:34:22.771>of <00:34:22.898>view, <00:34:23.025>so <00:34:23.153>it's <00:34:23.280>a, <00:34:23.407>it's <00:34:23.535>a,

761
00:34:24.535 --> 00:34:26.615
<00:34:24.534>it's <00:34:24.815>a <00:34:25.094>very <00:34:25.375>strong, <00:34:25.654>uh, <00:34:25.935>function

762
00:34:26.755 --> 00:34:28.855
<00:34:26.755>and <00:34:26.910>like <00:34:27.066>has <00:34:27.221>a <00:34:27.377>lot <00:34:27.532>of <00:34:27.688>history <00:34:27.843>and <00:34:27.999>so <00:34:28.155>support.

763
00:34:28.875 --> 00:34:30.655
<00:34:28.875>So <00:34:29.108>I <00:34:29.341>think, <00:34:29.574>you <00:34:29.808>know, <00:34:30.041>um, <00:34:30.275>leadership

764
00:34:30.755 --> 00:34:33.895
<00:34:30.755>and <00:34:30.930>like, <00:34:31.105>um, <00:34:31.280>people <00:34:31.455>that <00:34:31.630>I <00:34:31.805>report <00:34:31.980>to, <00:34:32.155>they,

765
00:34:33.895 --> 00:34:37.295
<00:34:33.895>they <00:34:34.022>would <00:34:34.149>not <00:34:34.276>question <00:34:34.404>too <00:34:34.531>much, <00:34:34.658>you <00:34:34.785>know, <00:34:34.913>if <00:34:35.040>I, <00:34:35.167>of <00:34:35.295>course,

766
00:34:37.315 --> 00:34:38.655
<00:34:37.315>if <00:34:37.516>I <00:34:37.717>would <00:34:37.918>come <00:34:38.119>with <00:34:38.320>my <00:34:38.521>proposal

767
00:34:38.755 --> 00:34:41.255
<00:34:38.755>and <00:34:38.910>then <00:34:39.066>like, <00:34:39.221>yeah, <00:34:39.377>we <00:34:39.532>definitely, <00:34:39.688>especially <00:34:39.843>when <00:34:39.999>it <00:34:40.155>comes

768
00:34:41.255 --> 00:34:43.615
<00:34:41.255>to <00:34:41.430>brand <00:34:41.605>building, <00:34:41.780>brand <00:34:41.955>building <00:34:42.130>is <00:34:42.305>like, <00:34:42.480>you <00:34:42.655>know,

769
00:34:43.615 --> 00:34:45.975
<00:34:43.614>there's <00:34:43.848>this <00:34:44.081>really <00:34:44.314>strong <00:34:44.548>history, <00:34:44.781>but, <00:34:45.014>uh,

770
00:34:45.995 --> 00:34:49.495
<00:34:45.995>and <00:34:46.194>employer <00:34:46.395>branding, <00:34:46.594>sometimes <00:34:46.795>the <00:34:46.995>conversations <00:34:47.194>look, <00:34:47.395>uh,

771
00:34:49.495 --> 00:34:51.215
<00:34:49.495>they <00:34:49.728>sound <00:34:49.961>a <00:34:50.194>bit <00:34:50.428>different <00:34:50.661>of <00:34:50.895>course,

772
00:34:51.635 --> 00:34:54.895
<00:34:51.635>but <00:34:51.868>there's, <00:34:52.101>um, <00:34:52.335>the <00:34:52.568>certain, <00:34:52.801>uh, <00:34:53.035>knowledge

773
00:34:54.895 --> 00:34:57.615
<00:34:54.895>around <00:34:55.128>employer <00:34:55.361>branding <00:34:55.594>is <00:34:55.828>usually <00:34:56.061>quite <00:34:56.295>unlimited.

774
00:34:57.715 --> 00:35:00.615
<00:34:57.715>So <00:34:57.890>you <00:34:58.065>need <00:34:58.240>to <00:34:58.415>start, <00:34:58.590>um, <00:34:58.765>building <00:34:58.940>that <00:34:59.115>knowledge

775
00:35:00.615 --> 00:35:01.855
<00:35:00.615>or <00:35:00.894>like <00:35:01.173>sharing <00:35:01.452>that <00:35:01.731>knowledge

776
00:35:01.875 --> 00:35:04.975
<00:35:01.875>and <00:35:02.075>really <00:35:02.275>making <00:35:02.475>sure <00:35:02.675>people <00:35:02.875>understand <00:35:03.075>the <00:35:03.275>value

777
00:35:05.035 --> 00:35:06.095
<00:35:05.035>of <00:35:05.511>employer <00:35:05.988>branding.

778
00:35:06.755 --> 00:35:10.655
<00:35:06.755>And, <00:35:06.910>um, <00:35:07.066>usually <00:35:07.221>it's <00:35:07.377>also <00:35:07.532>harder <00:35:07.688>to <00:35:07.843>really <00:35:07.999>justify, <00:35:08.155>um,

779
00:35:11.155 --> 00:35:12.535
<00:35:11.155>the <00:35:11.569>value <00:35:11.983>with <00:35:12.397>numbers

780
00:35:12.805 --> 00:35:16.975
<00:35:12.805>because <00:35:12.932>for <00:35:13.059>example, <00:35:13.186>if <00:35:13.314>you <00:35:13.441>invest <00:35:13.568>in <00:35:13.695>an <00:35:13.823>event, <00:35:13.950>um, <00:35:14.077>if <00:35:14.205>you,

781
00:35:17.355 --> 00:35:19.135
<00:35:17.355>you <00:35:17.588>know, <00:35:17.821>you <00:35:18.055>sponsor <00:35:18.288>a <00:35:18.521>big <00:35:18.755>conference,

782
00:35:19.595 --> 00:35:23.415
<00:35:19.595>but <00:35:19.770>you <00:35:19.944>won't <00:35:20.120>see <00:35:20.294>the <00:35:20.470>immediate <00:35:20.645>results <00:35:20.819>quite <00:35:20.995>immediately.

783
00:35:23.595 --> 00:35:26.455
<00:35:23.595>So <00:35:23.794>it <00:35:23.995>usually <00:35:24.194>takes <00:35:24.395>months, <00:35:24.595>sometimes <00:35:24.794>even <00:35:24.995>years

784
00:35:26.635 --> 00:35:28.095
<00:35:26.635>to <00:35:27.073>see <00:35:27.511>a <00:35:27.948>investment.

785
00:35:29.075 --> 00:35:32.535
<00:35:29.075>So <00:35:29.214>with <00:35:29.355>that, <00:35:29.495>I <00:35:29.634>would <00:35:29.774>say <00:35:29.915>employer <00:35:30.055>brand <00:35:30.194>is <00:35:30.335>definitely <00:35:30.475>more

786
00:35:32.535 --> 00:35:35.975
<00:35:32.535>difficult, <00:35:32.815>um, <00:35:33.095>into <00:35:33.375>stakeholders <00:35:33.654>for <00:35:33.935>sure.

787
00:35:36.095 --> 00:35:38.045
<00:35:36.095>I <00:35:36.250>do <00:35:36.406>see <00:35:36.561>that <00:35:36.717>as <00:35:36.872>a, <00:35:37.028>as <00:35:37.183>an <00:35:37.339>amazing <00:35:37.495>challenge.

788
00:35:38.585 --> 00:35:41.605
<00:35:38.585>Uh, <00:35:38.725>it <00:35:38.865>helps <00:35:39.005>me <00:35:39.145>to <00:35:39.285>always, <00:35:39.425>you <00:35:39.565>know, <00:35:39.705>repeat <00:35:39.845>my <00:35:39.985>narrative,

789
00:35:41.605 --> 00:35:43.285
<00:35:41.605>repeat <00:35:41.955>my <00:35:42.305>pitch, <00:35:42.655>and, <00:35:43.005>um,

790
00:35:43.425 --> 00:35:45.125
<00:35:43.425>but <00:35:43.625>yeah, <00:35:43.825>I've <00:35:44.025>seen, <00:35:44.225>I've <00:35:44.425>been <00:35:44.625>in <00:35:44.825>instances

791
00:35:45.175 --> 00:35:47.365
<00:35:45.175>where <00:35:45.408>it <00:35:45.641>has <00:35:45.875>been <00:35:46.108>really <00:35:46.341>incredibly <00:35:46.575>difficult

792
00:35:48.425 --> 00:35:51.405
<00:35:48.425>to <00:35:48.565>really <00:35:48.705>get <00:35:48.845>the, <00:35:48.985>get <00:35:49.125>the <00:35:49.265>support <00:35:49.405>and <00:35:49.545>get <00:35:49.685>the <00:35:49.825>resources.

793
00:35:51.505 --> 00:35:53.805
<00:35:51.505>And <00:35:51.705>especially <00:35:51.905>also <00:35:52.105>when <00:35:52.305>you <00:35:52.505>see <00:35:52.705>companies <00:35:52.905>struggling,

794
00:35:53.905 --> 00:35:56.525
<00:35:53.905>you <00:35:54.045>know, <00:35:54.185>what <00:35:54.325>is <00:35:54.465>the <00:35:54.605>first, <00:35:54.745>what <00:35:54.885>is <00:35:55.025>the <00:35:55.165>first <00:35:55.305>area

795
00:35:56.595 --> 00:35:57.605
<00:35:56.595>that <00:35:56.897>is <00:35:57.201>being <00:35:57.504>cut?

796
00:35:58.335 --> 00:36:00.115
<00:35:58.335>Uh, <00:35:58.801>it's <00:35:59.268>usually <00:35:59.735>recruitment.

797
00:36:00.335 --> 00:36:03.515
<00:36:00.335>Uh, <00:36:00.510>employer <00:36:00.685>branding <00:36:00.860>is <00:36:01.035>very <00:36:01.210>often <00:36:01.385>part <00:36:01.560>of <00:36:01.735>recruitment.

798
00:36:03.815 --> 00:36:06.435
<00:36:03.815>So, <00:36:03.990>you <00:36:04.165>know, <00:36:04.340>I've, <00:36:04.515>I've <00:36:04.690>seen <00:36:04.865>this <00:36:05.040>multiple <00:36:05.215>times.

799
00:36:06.655 --> 00:36:09.075
<00:36:06.655>So, <00:36:07.005>um, <00:36:07.355>yeah, <00:36:07.705>I <00:36:08.055>mean,

800
00:36:09.195 --> 00:36:11.235
<00:36:09.195>I <00:36:09.395>think <00:36:09.595>the <00:36:09.795>whole <00:36:09.995>employer <00:36:10.195>branding <00:36:10.395>communities <00:36:10.595>working

801
00:36:11.465 --> 00:36:14.555
<00:36:11.465>towards <00:36:12.165>more <00:36:12.865>awareness

802
00:36:14.695 --> 00:36:17.795
<00:36:14.695>and <00:36:14.928>gaining <00:36:15.161>more, <00:36:15.395>um, <00:36:15.628>you <00:36:15.861>know, <00:36:16.095>um,

803
00:36:18.455 --> 00:36:19.795
<00:36:18.455>and <00:36:18.696>that, <00:36:18.937>the <00:36:19.178>value <00:36:19.419>being <00:36:19.661>seen,

804
00:36:19.815 --> 00:36:22.515
<00:36:19.815>but <00:36:19.931>I <00:36:20.048>think <00:36:20.165>we <00:36:20.281>are <00:36:20.398>still, <00:36:20.515>the <00:36:20.631>journey <00:36:20.748>is <00:36:20.865>still <00:36:20.981>ahead <00:36:21.098>of <00:36:21.215>us.

805
00:36:22.735 --> 00:36:24.195
<00:36:22.735>So <00:36:23.392>my <00:36:24.049>take

806
00:36:24.855 --> 00:36:25.855
Mm-hmm.

807
00:36:25.935 --> 00:36:28.955
<00:36:25.935>And <00:36:26.075>as <00:36:26.215>every, <00:36:26.355>every <00:36:26.495>journey. <00:36:26.634>So <00:36:26.775>that's <00:36:26.915>the <00:36:27.055>really <00:36:27.195>final <00:36:27.335>one.

808
00:36:29.255 --> 00:36:32.555
<00:36:29.255>As <00:36:29.410>there <00:36:29.566>every, <00:36:29.721>every <00:36:29.877>journey <00:36:30.032>starts <00:36:30.188>with <00:36:30.343>the <00:36:30.499>first <00:36:30.655>step.

809
00:36:32.775 --> 00:36:36.755
<00:36:32.775>So <00:36:32.902>if <00:36:33.029>somebody <00:36:33.156>is <00:36:33.284>at <00:36:33.411>zero, <00:36:33.538>what <00:36:33.665>would <00:36:33.793>be <00:36:33.920>the <00:36:34.047>first <00:36:34.175>step

810
00:36:37.105 --> 00:36:41.435
<00:36:37.105>that <00:36:37.305>one, <00:36:37.505>someone <00:36:37.705>should <00:36:37.905>go <00:36:38.105>to <00:36:38.305>come <00:36:38.505>closer

811
00:36:41.615 --> 00:36:44.995
<00:36:41.615>to <00:36:41.848>this <00:36:42.081>kind <00:36:42.314>of <00:36:42.548>storytelling <00:36:42.781>and <00:36:43.015>branding?

812
00:36:45.405 --> 00:36:47.235
<00:36:45.405>Where, <00:36:45.685>what <00:36:45.965>is <00:36:46.245>the <00:36:46.525>initial <00:36:46.805>first

813
00:36:47.265 --> 00:36:48.355
<00:36:47.265>step <00:36:47.461>from <00:36:47.657>your <00:36:47.853>point <00:36:48.049>of <00:36:48.246>view?

814
00:36:48.415 --> 00:36:49.515
<00:36:48.415>The <00:36:48.745>good <00:36:49.075>step? <00:36:49.404>Yeah.

815
00:36:50.995 --> 00:36:54.395
<00:36:50.995>I <00:36:51.150>think <00:36:51.306>the <00:36:51.461>perfect <00:36:51.617>starting <00:36:51.772>point <00:36:51.928>is <00:36:52.083>to <00:36:52.239>really <00:36:52.395>understand

816
00:36:54.785 --> 00:36:56.475
<00:36:54.785>what <00:36:55.134>is <00:36:55.484>your <00:36:55.835>value <00:36:56.185>proposition?

817
00:36:56.735 --> 00:37:00.755
<00:36:56.735>So <00:36:56.875>what <00:36:57.015>makes <00:36:57.155>your <00:36:57.295>company <00:36:57.435>unique <00:36:57.575>as <00:36:57.715>a, <00:36:57.855>as <00:36:57.995>an <00:36:58.135>employer?

818
00:37:01.215 --> 00:37:02.315
<00:37:01.215>And <00:37:01.413>you <00:37:01.611>can <00:37:01.809>do <00:37:02.007>that <00:37:02.205>already.

819
00:37:02.605 --> 00:37:05.395
<00:37:02.605>There <00:37:02.780>are <00:37:02.955>tons <00:37:03.130>of <00:37:03.305>agencies <00:37:03.480>that <00:37:03.655>offer <00:37:03.830>their <00:37:04.005>report

820
00:37:05.395 --> 00:37:08.155
<00:37:05.395>and <00:37:05.570>you <00:37:05.745>pay <00:37:05.920>billions <00:37:06.095>of <00:37:06.270>dollars, <00:37:06.445>we're <00:37:06.620>doing <00:37:06.795>that.

821
00:37:08.335 --> 00:37:11.595
<00:37:08.335>But <00:37:08.475>you <00:37:08.615>can <00:37:08.755>start <00:37:08.895>easily <00:37:09.035>as <00:37:09.175>well <00:37:09.315>to, <00:37:09.455>you <00:37:09.595>know, <00:37:09.735>talk

822
00:37:11.615 --> 00:37:14.915
<00:37:11.615>to <00:37:11.790>your <00:37:11.964>recruiters, <00:37:12.140>talk <00:37:12.314>to <00:37:12.490>your <00:37:12.665>hiring <00:37:12.839>managers, <00:37:13.015>talk

823
00:37:14.915 --> 00:37:17.715
<00:37:14.915>to <00:37:15.070>your <00:37:15.226>employees, <00:37:15.381>ask <00:37:15.537>your <00:37:15.692>recruiters <00:37:15.848>what <00:37:16.003>is <00:37:16.159>their <00:37:16.315>pitch?

824
00:37:18.265 --> 00:37:20.235
<00:37:18.265>What <00:37:18.615>would <00:37:18.964>make <00:37:19.315>candidates <00:37:19.665>believe?

825
00:37:20.235 --> 00:37:22.395
<00:37:20.235>Like, <00:37:20.390>oh, <00:37:20.546>this <00:37:20.701>is <00:37:20.857>a <00:37:21.012>great, <00:37:21.168>great <00:37:21.323>place <00:37:21.479>to <00:37:21.635>be.

826
00:37:22.465 --> 00:37:25.795
<00:37:22.465>Like, <00:37:22.698>so <00:37:22.931>start <00:37:23.165>doing <00:37:23.398>some <00:37:23.631>research <00:37:23.865>and,

827
00:37:26.015 --> 00:37:27.115
<00:37:26.015>and <00:37:26.180>then <00:37:26.345>you <00:37:26.509>can <00:37:26.674>go <00:37:26.839>from <00:37:27.004>there.

828
00:37:27.375 --> 00:37:30.155
<00:37:27.375>And <00:37:27.530>then <00:37:27.686>you <00:37:27.841>look <00:37:27.997>at <00:37:28.152>your <00:37:28.308>com <00:37:28.463>like <00:37:28.619>your <00:37:28.775>competitors,

829
00:37:30.295 --> 00:37:31.875
<00:37:30.295>you <00:37:30.528>know, <00:37:30.761>what <00:37:30.995>they <00:37:31.228>are <00:37:31.461>they <00:37:31.695>offering?

830
00:37:32.345 --> 00:37:35.115
<00:37:32.345>What <00:37:32.500>is <00:37:32.656>my <00:37:32.811>unique <00:37:32.967>selling <00:37:33.122>point? <00:37:33.278>What <00:37:33.433>makes <00:37:33.589>me <00:37:33.745>unique?

831
00:37:35.855 --> 00:37:38.755
<00:37:35.855>Um, <00:37:36.030>and <00:37:36.205>from <00:37:36.380>there, <00:37:36.555>you <00:37:36.730>then <00:37:36.905>craft <00:37:37.080>your <00:37:37.255>stories

832
00:37:39.495 --> 00:37:42.875
<00:37:39.495>and, <00:37:39.670>uh, <00:37:39.845>to <00:37:40.020>them, <00:37:40.194>to <00:37:40.370>the <00:37:40.545>world, <00:37:40.720>everyone <00:37:40.895>know

833
00:37:44.305 --> 00:37:45.865
<00:37:44.305>Was <00:37:44.538>a <00:37:44.771>pleasure <00:37:45.004>having <00:37:45.238>you <00:37:45.471>with <00:37:45.705>me.

834
00:37:46.005 --> 00:37:48.385
<00:37:46.005>So, <00:37:46.160>I <00:37:46.316>mean, <00:37:46.471>it <00:37:46.627>was <00:37:46.782>so <00:37:46.938>Eric, <00:37:47.093>we <00:37:47.249>could <00:37:47.405>talk

835
00:37:48.405 --> 00:37:49.505
<00:37:48.405>for <00:37:48.735>even <00:37:49.065>more <00:37:49.395>hours.

836
00:37:50.365 --> 00:37:51.825
<00:37:50.365>Uh, <00:37:50.627>but <00:37:50.890>the <00:37:51.153>wonderful <00:37:51.416>thing <00:37:51.678>is,

837
00:37:51.825 --> 00:37:54.705
<00:37:51.825>and <00:37:52.024>I <00:37:52.225>got <00:37:52.424>this, <00:37:52.625>uh, <00:37:52.825>commitment <00:37:53.024>from <00:37:53.225>Tatiana

838
00:37:55.335 --> 00:37:56.705
<00:37:55.335>half, <00:37:55.643>half <00:37:55.951>an <00:37:56.259>hour <00:37:56.567>ago.

839
00:37:56.845 --> 00:37:58.145
<00:37:56.845>She <00:37:57.078>will <00:37:57.312>be <00:37:57.547>on <00:37:57.781>our <00:37:58.015>stages

840
00:37:58.245 --> 00:38:02.025
<00:37:58.245>and <00:37:58.372>on <00:37:58.499>one <00:37:58.626>an <00:37:58.754>hour <00:37:58.881>HR <00:37:59.008>leader <00:37:59.135>summit <00:37:59.263>stages <00:37:59.390>at <00:37:59.517>our <00:37:59.645>conference

841
00:38:02.025 --> 00:38:04.545
<00:38:02.025>in <00:38:02.200>Berlin <00:38:02.375>from <00:38:02.550>the <00:38:02.725>ninth <00:38:02.900>to <00:38:03.075>11th <00:38:03.250>of <00:38:03.425>July.

842
00:38:04.565 --> 00:38:07.025
<00:38:04.565>So <00:38:04.705>I'm <00:38:04.845>really <00:38:04.985>looking <00:38:05.125>forward <00:38:05.265>to <00:38:05.405>have <00:38:05.545>you <00:38:05.685>there <00:38:05.825>in <00:38:05.965>person.

843
00:38:07.905 --> 00:38:10.085
<00:38:07.905>And <00:38:08.045>if <00:38:08.185>you <00:38:08.325>want <00:38:08.465>to <00:38:08.605>sit <00:38:08.745>Tatiana <00:38:08.885>and <00:38:09.025>talk <00:38:09.165>to <00:38:09.305>her

844
00:38:10.145 --> 00:38:12.125
<00:38:10.145>and <00:38:10.378>listen <00:38:10.611>to <00:38:10.845>her, <00:38:11.078>that's <00:38:11.311>a <00:38:11.545>good,

845
00:38:12.135 --> 00:38:14.165
<00:38:12.135>definitely <00:38:12.485>good <00:38:12.835>occasion <00:38:13.185>to <00:38:13.535>do.

846
00:38:14.975 --> 00:38:17.795
<00:38:14.975>And <00:38:15.115>thank <00:38:15.255>you <00:38:15.395>so <00:38:15.535>much <00:38:15.674>for <00:38:15.815>ha <00:38:15.955>having <00:38:16.095>time <00:38:16.235>with <00:38:16.375>us

847
00:38:17.935 --> 00:38:19.715
<00:38:17.935>and <00:38:18.134>spend, <00:38:18.335>having <00:38:18.535>spent <00:38:18.735>the <00:38:18.935>time <00:38:19.134>with <00:38:19.335>us.

848
00:38:19.815 --> 00:38:23.515
<00:38:19.815>And, <00:38:19.970>uh, <00:38:20.126>for <00:38:20.281>the <00:38:20.437>audience <00:38:20.592>out <00:38:20.748>there, <00:38:20.903>enjoy <00:38:21.059>this <00:38:21.215>episode

849
00:38:23.655 --> 00:38:26.235
<00:38:23.655>and <00:38:23.830>stay <00:38:24.005>tuned <00:38:24.180>for <00:38:24.355>the, <00:38:24.530>what's <00:38:24.705>coming <00:38:24.880>up <00:38:25.055>next.

850
00:38:26.605 --> 00:38:27.395
<00:38:26.605>Thank <00:38:26.842>you <00:38:27.079>so <00:38:27.316>much.