What it is about?

Igor Trofimov and Leticia Castello presented a case study on Deloitte Brazil’s innovative approach to engaging students at a career fair using AI and a human-centered strategy. They highlighted how the “Heartbeat” project created a memorable, emotion-driven experience by simulating interview stress and providing personalized, AI-generated music tracks to convey Deloitte’s commitment to both technology and empathy.

What will you learn?

• How Deloitte used AI to create an immersive, personalized experience that engaged students beyond traditional marketing.
• The strategy behind combining human emotions with technological elements to make a lasting impact at career fairs.
• Techniques for creating a memorable candidate experience by addressing common interview anxieties in an innovative way.
• The benefits of close collaboration between client and agency to ensure seamless project execution and alignment with brand values.
• Practical tips on measuring the impact of employer branding activations and making data-driven improvements for future events.

Who is hosting this learning?

Leticia Castello, EB, Internal Communications, and Culture & Engagement Manager, Deloitte, Brazil 

Leticia is a communicator passionate about Employer Branding, Communication, and Innovation. For over 10 years, she has worked in the Communications area, developing skills in social media, planning, writing, press relations, sponsored media, inbound marketing, among others.

Today, she supports an excellent brand to connect with people. She contributes to the strategy, planning and execution of actions to attract, engage and retain talent, using digital tools, creativity and data analysis. Her goal is to continue improving her knowledge and sharing her experiences, aiming to generate value and positive impact for the organization and society.

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Igor Trofimov, Creative Director, makelove agency, Brazil

Igor has 12+ years in employer branding, communications and creative solutions for HR. He’s a teacher at universities, HR and creative schools (topics: employer branding, HR communications, trends, creative, recruiting and guerrilla marketing); keynote speaker at EBstars America, Ebstars EMEA, HR&Traing Expo, HR Tech; member of the jury of Recruitment Marketing Awards (RMA) from 2020, Employer Branding Brazil from 2023.

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