What it is about?

Francesca Conti from Barilla presented a case study on the company’s comprehensive journey to redefine its global employer value proposition (EVP). She discussed the strategic process of developing a unified brand identity to attract diverse talent, emphasize sustainability, and ensure alignment with Barilla’s cultural transformation.

What will you learn?

• How to design an EVP that balances global consistency with localized relevance across regions.
• Steps for integrating insights from internal surveys, external research, and leadership interviews to craft an authentic EVP.
• The importance of cross-department collaboration in employer branding, including partnerships with HR and corporate communication teams.
• Techniques for implementing EVP activation, including ready-to-use resources, HR toolkits, and a dedicated digital platform.
• Practical insights on measuring the effectiveness of EVP initiatives and ensuring long-term engagement across the organization.

Who is hosting this learning?

Francesca Conti, Global Employer Branding Lead, Barilla, Italy

Francesca is an Employer Branding leader with 9+ years of expertise in large multinational environments, specializing in HR strategies, communications and content management.

She is currently responsible at Barilla Group for leading the global Employer Branding agenda, supporting the transformation in key people processes and talent attraction.

She is passionately driven to champion strategic employer branding efforts that spotlight companies’ unique identity, while fostering a workplace culture where people feel valued and motivated.

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