The masterclass focuses on the intersection of design thinking and employer branding. The speaker, Katerina Sonic, introduces herself and her background in digital space, emphasizing her work in employer branding. She engages the audience through interactive questions, fostering a sense of connection. Katerina shares three stories illustrating the application of design thinking in well-known brands like Airbnb, Moonrise, and Nike. The talk emphasizes the importance of understanding problems deeply, adopting a design thinking mindset, changing perspectives, and testing ideas before implementation in the context of employer branding.

What will you learn?

• How does design thinking dive deep into understanding problems, connecting with the experiences and feelings of employees and candidates?
• What defines the design thinking mindset, going beyond methodology to place people at the center of the process for meaningful solutions that meet their needs?
• Why does the speaker advocate for a shift in perspective from quick fixes driven by business needs to designing processes that consider the experiences of employers and candidates?
• How does design thinking promote the testing and validation of ideas before implementation to ensure resonance and value for the target audience’s experiences?

Who is hosting this learning?

Katarina Šonjić, Employer Branding Strategist and Founder of Empple Festival, Serbia

Known as “Kat on coffee,” Katarina is an expert in employer branding and a taekwondo trainer. She believes that bringing people together and sharing knowledge is the right way for us all to progress, which is why she actively volunteers and enjoys sharing her experience with the community. She is a member of the Empple team, where she most enjoys shaping and preparing programs. She is the co-founder of Employer BrandSprint, a set of tools that simplify and structure employer branding processes. She loves coffee and enjoys bike riding in nature.

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