Presentation from EBstars 2025 – the global employer branding conference bringing together EB professionals from around the world.

What it is about?

This engaging panel discussion explores how Gen Z is fundamentally reshaping employer branding expectations and practices. The panelists debate culture, authenticity, and influence in attracting younger talent. Gain diverse perspectives on adapting your employer brand playbook for generational shifts and changing workplace expectations.

What will you learn?

• How Gen Z expectations fundamentally differ from previous generations
• How to authentically engage with digitally-native younger talent
• Methods to effectively leverage social media and influencer marketing
• Best practices for showcasing culture to values-driven candidates
• Techniques for measuring Gen Z-specific engagement and conversion

Host:

Almasi Samuels

Freelance Social & Content Strategist at TMP Worldwide UK

Creative strategist with over five years’ experience developing culture-led campaigns and employer branding initiatives. Holds a First-Class degree in Advertising & Brand Design. Portfolio includes work with Knight Frank, Ocado Logistics, FCDO Services, Portman Dentex, and Vets for Pets.

Panelists:

Austin Okolo

Founder at Gen Z Recruitz

Multi award winning entrepreneur, co-founder of The Gen Z Club. Connects companies with talented young professionals in the UK. Featured on Good Morning Britain, Talk TV, The Times.

Tim Grimes

CEO + Co-Founder at PLOY

Over 15 years of experience in social platforms and content creation at VICE and The Economist. Founded PLOY, a platform for authentic employee-generated content.

Alicia Richardson

Founder at Create Connect

Founded Black Create Connect platform reaching 30,000 people. Focuses on empowering underrepresented talent through educational content, networking events, and podcast.