Employer branding still has to shout for a seat at the table as a strategic business asset - and the people who can change that fastest are the practitioners themselves, by using their voice.
Sang-Kyun ("Sanny") Park, Global Expert for Employer Branding and Talent Attraction at KWS, is one of them. He's spent the past 18 months building a voice on LinkedIn, and it’s more than just sharing a post or two on LinkedIn.
This conversation is about what it takes for employer branding to be recognised as central to how organisations attract and retain talent — not a side function.
Sanny didn't wait for a strategy before he started posting; he picked topics he had an opinion on and worked out what resonated by watching the numbers. That habit of sharing expertise, done consistently, is what raises the profile of employer branding as an industry and gives individuals more of a voice inside their own organisations.
About Sanny: Sanny moved into employer branding after a career in classic FMCG brand marketing, and now leads employer brand and talent attraction globally at KWS, one of the world's leading plant breeding companies. His weekly LinkedIn videos have grown into a company-wide social media advocates programme.
What you'll hear:
- Why raising individual profiles on LinkedIn also raises the profile of employer branding as an industry
- Why Sanny started posting before he had a content strategy — and why that wasn't a mistake
- The personal reason he pushed himself in front of the camera after years working behind it
- How one post about "job hugging" hit 3 million impressions, and what he learned from it
- Why leading by example is the fastest way to get employees creating content
- How KWS built a social media advocates pilot from Sanny's own experiment
Find Sanny: www.linkedin.com/in/sang-kyun-park-kws
Find Chris: www.linkedin.com/in/chrislch
