What it is about?

Anna Maczka and Joanna Sknadaj from BGK, the Polish Development Bank, discussed their unique employer branding campaign that used AI to enhance visual and video content with authentic employee stories. They highlighted their use of artificial intelligence for transforming visuals and voiceovers to showcase BGK as a modern and purpose-driven employer while ensuring a consistent, data-driven, and creative brand message across channels.

What will you learn?

• How to incorporate artificial intelligence creatively in employer branding, from visual design to voiceover production.
• The process of developing a data-driven EVP strategy and aligning it with an innovative branding campaign.
• Strategies for involving employees authentically in branding initiatives, including handling legal considerations and communication.
• Techniques for executing a cross-platform campaign, including both online and offline (billboards, social media).
• Key metrics and insights into measuring campaign effectiveness, from increased website traffic to engagement metrics.

Who is hosting this learning?

Anna Maczka, Team Manager – Employee Experience & Wellbeing, BGK, Poland

Graduate of Applied Social Sciences at Warsaw University and postgraduate HR Management Studies at Warsaw University & Coaching at Warsaw School of Economics.

She has about 15 years of experience in both headhunting agencies and internal HR departments (Agora, EY). Currently manager of a team responsible for the internal employer branding – wellbeing, benefits and employee experiences. Previously responsible for conducting recruitment projects and managing the employer branding area. She strongly believes in the importance of social media & modern technologies as a support in building both professional & personal brand.

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Joanna Sknadaj, Senior Recruitment and Employer Branding Specialist, BGK, Poland

Recruiter and HR project leader, specializing in the banking industry. Experienced in leading EB i HR projects including onboarding, internship programs, CX Surveys and exit interviews. Valued for critical thinking, creative approach, and quick wit.

Graduate of Economics and Management from the University of Warsaw, currently a student of Psychology at SWPS University.

See Linkedin profile