What it is about?

Sandra Petschar from Booking.com and Ash Jones from Great Influence discussed their approach to employee advocacy by integrating leadership branding to amplify company culture through authentic personal stories. They explained how Booking.com’s Leadership Talent Advocacy Program empowers leaders to showcase their values, unique styles, and insights, enhancing employee and candidate engagement.

What will you learn?

• How to structure a leadership advocacy program that enhances employer branding through authentic personal branding.
• Techniques for coaching leaders to articulate their values, beliefs, and unique perspectives on social media.
• Insights into creating a comfortable, casual filming environment to capture authentic leadership content.
• The importance of leveraging personal branding to boost engagement, demonstrating higher trust in leaders over corporate brands.
• Practical metrics for measuring advocacy program success, including reach, engagement, and leadership influence rankings.

Who is hosting this learning?

Sandra Petschar, Global Talent Marketing & Employer Branding Manager, Booking.com, Netherlands

Originally from Austria, Sandra has been living in Amsterdam with her family for the past 10 years. With over 12 years of marketing experience in the HR industry, she has worked in both small organizations and larger, complex matrix environments. For the past 8 years, she has specialized in employer branding, helping companies enhance their reputation and attract top talent. Sandra is passionate about new technologies, digital trends, and innovative software that provide outstanding user and candidate experiences. Her expertise lies in leveraging these tools to create compelling employer brands that stand out in a competitive market.

See Linkedin profile

Ash Jones, Founder, Great Influence, UK

Ash is the Founder of Great Influence, Europe’s biggest Personal Branding agency for entrepreneurs and business leaders.

With a decade of experience in helping entrepreneurs build their personal brands, Ash has led strategy, social, and content for some of the best in business, including Steven Bartlett of Dragon’s Den and Diary Of A CEO fame, ex-Manchester United player Gary Neville, best selling authors Matthew Syed and John Amaechi and leaders at the likes of Booking.Com, Huel and Grenade.

See Linkedin profile