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

What it is about?

This presentation demonstrates how to embed your EVP into every HR touchpoint, moving beyond marketing slogans to tangible employee experiences. Tatiana Koval and Sofiya Gaynutdinova share frameworks for integrating EVP across the entire employee lifecycle. Learn how to ensure your employer brand promise becomes reality through systematic implementation.

What will you learn?

• Framework for mapping EVP to all HR touchpoints from hiring to offboarding
• Strategies for gaining cross-functional leadership buy-in for EVP integration
• Methods to translate abstract EVP pillars into concrete employee experiences
• Best practices for maintaining EVP consistency while allowing flexibility
• Techniques for measuring the gap between EVP promise and actual employee experience

Who is presenting?

Tatiana Koval

Business Development Director at Apostrophe Media

Business Development Director at Apostrophe Media, specializing in employer brand development and corporate culture transformation. 23 years of marketing and HR experience with major clients including Avon, GSK, KPMG, and Citibank. Heads the jury for HR-awards EMBRAS and Graduate Awards.

Sofiya Gaynutdinova

Chief People Officer at Beeline Uzbekistan

Over 15 years of experience in HR. Chairs the HR Committee at the Employers Association and AmCham Uzbekistan. Leads Women in Tech initiatives. Recognized as Best HRD in Central Asia in 2017, 2019, and 2024.