What it is about?

This panel explored the complexities of calculating ROI in employer branding, focusing on realistic methods for showing value, such as cost-benefit analysis, productivity, and brand value. The experts emphasized that demonstrating ROI in employer branding often requires both quantitative data and strategic storytelling to convey impact in terms that resonate with leadership.

What will you learn?

• Practical approaches to define and communicate the ROI of employer branding initiatives, including cost savings and productivity gains.
• How to use cost-benefit analysis as an alternative to traditional ROI when measuring intangible outcomes, like brand value or diversity.
• Effective ways to build credibility with stakeholders, including estimating conservatively and linking employer branding efforts to larger business goals.
• Tips on aligning employer branding goals with workforce planning and diversity objectives to show value beyond financial returns.
• Insights into the role of AI in improving employer branding productivity, as well as its limitations in capturing qualitative improvements.

Who is hosting this panel?

Panel Host: Ben Philips, Global Employer Brand Lead, Booksy, UK 

Outside of work, Ben’s a husband to one, dad of two (three if you count our dog [aka ‘my favourite child’]), an avid road cyclist (aka “MAMIL” – middled-aged man in lycra), and a long-suffering supporter of Tottenham Hotspurs FC.

Inside work? TL;DR: He’s a culture shaper, EVP creator, employer brander, and talent marketer.

Ben is an Award-winning EVP, employer branding and talent marketing leader with experience across recruitment, culture transformation, learning / leadership development, and consumer marketing. He consider himself fortunate to have gained a broad perspective from leading multi-country teams, spearheading large-scale campaigns, delivering complex projects, within scale-up, SME, and large corporate businesses across multiple sectors.

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Vicki Saunders, Founder, The EVP Consultancy, UK 

Vicki is an expert in EVP & Employer Brand and the Founder of ‘The EVP Consultancy’, where she supports organisations in developing and activating powerful EVPs and Employer Brands.

Prior to this, Vicki headed up EVP, Employee Experience and Employer Brand at Boots, BAE systems and Currys, leading each business to step change their talent attraction and create positive change in their culture.

Before moving to HR, Vicki built her early career as an award-winning marketeer in Consumer Marketing, Brand and Customer proposition, leading the biggest advertising campaigns at Boots and made no less than 64 TV ads including the “Here come the girls” series. She is a strategic marketeer who draws on both art and science to drive far reaching impact on a business, setting it apart from its competitors

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James Ellis, Chief Brand Builder, Employer Brand Labs, UK  

It’s very possible that the rumours are true and that James Ellis was a mild-mannered digital marketer who was bitten by a radioactive recruiter eight years ago and now has strange new powers.

But what we do know is that James is an authority on employer branding, currently principal of Employer Brand Labs, developing and activating dozens of brands of every size, running The Talent Cast podcast for more than five years, publishing the Employer Brand Headlines newsletter for almost three years and writing Talent Chooses You.

His mission is to create a million employer brand thinkers to reinvent hiring. He lives in Chicago with his wife and daughter. And yes, he would love another cup of coffee, thank you.

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Marcus Body, Solutions and Strategy, ThirtyThree, UK Davies, Founder of 106 Communications

Marcus has been researching, testing, developing and deploying EVPs and Employer Brands for about 20 years for organisations all over the world.

He has worked with global companies like BP or Deutsche Bank, and niche employers like CERN or the London Business School – where “employer branding” was first proposed. He does not have a job title, but he spend most of my time helping ThirtyThree’s clients nail down exactly what they are trying to achieve, and then helping the agency craft our part of that solution.

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Amit Parmar, Chief Executive Officer, Cliquify, USA 

Amit is a global talent executive with over 19 years of experience leading talent functions with IBM, Deloitte., Thermo Fisher Scientific, and Unisys.

In 2020, he launched Cliquify Employer Brand Activation platform to simplify and streamline the workflows for talent attraction and talent management teams. The world’s largest brands such as Pfizer, Takeda, MGM Resorts and many more leverage Cliquify to activate their employer brands.

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