World Employer Branding Day 2025: Key Highlights from Amsterdam

I recently had the opportunity to attend World Employer Branding Day 2025 in Amsterdam, the world’s largest gathering of leaders and practitioners shaping the future of employer branding. Over two days, the event brought together hundreds of professionals from around the globe to share insights and inspiration on how to attract, engage, and retain talent in a rapidly evolving world of work.

Pre-Event Workshops: Hands-On Learning and Exchange

The event kicked off on October 8 with a full day of interactive workshops and executive roundtables. Eight workshops ran during the day, each tackling a major challenge or opportunity within employer branding, from storytelling and leadership advocacy to data-driven talent attraction and employee experience design.

At Sociabble, we were proud to host one of these workshops:

“The Overlooked Majority: Communicating with Your Frontline Workforce”

We chose this topic because frontline employees represent more than half of the global workforce. And studies show that more than 50% of them would recommend their company to their peers. This makes them some of the most powerful ambassadors of an organization’s employer brand.

However, they’re often the most difficult group to reach and engage. Our session explored how organizations can better include frontline employees in their communication and engagement strategies through three key pillars:

1. A Mobile-First Approach

Frontline workers don’t sit at a desk. So access must be mobile, simple, and intuitive. Mobile-first communication tools ensure they can easily stay connected to the company’s culture, news, and recognition programs.

2. Simplicity Through AI

Simplicity is crucial. AI can play a powerful role in making communication more accessible, by helping employees quickly find the right information they need, or by simplifying daily tasks that save them time and effort.

3. Recognition as a Driver of Engagement

Recognition remains one of the most effective ways to boost motivation and reduce turnover. When employees feel valued and seen, their connection to the company — and its brand — grows stronger.

The Main Event: Insights from Global Employer Brand Leaders

On October 9, the spotlight shifted to the main summit where a full day of keynotes, case studies, and panels showcased how leading organizations are reinventing their approach to employer branding. The following are some key themes from the stage.

1. The Role of Leadership

If one theme stood out above all, it was leadership advocacy, both as a catalyst for internal engagement and a driver of external influence.

The keynote “When Leaders Speak, Brands Grow” by Ash Jones perfectly illustrated how leadership visibility on social media strengthens credibility, culture, and trust.

But it wasn’t the only example: during the pre-event workshop day, three out of eight workshops explored how empowering leaders to share content has become one of the key levers of employee advocacy.

Today, the world’s biggest companies are investing in leadership advocacy programs to turn their executives into authentic voices who bring the brand to life online.

2. Employee Advocacy

Another major takeaway was how employee advocacy has become an integral part of employer branding strategies. Organizations such as LEGO, Sanofi, and TUI shared how empowering employees to speak for the brand not only amplifies reach and authenticity but also strengthens internal pride and alignment.

Employee voices are now recognized as one of the most trusted and impactful channels in employer branding.

3. Authenticity and Trust

Authenticity emerged as the unifying thread across all conversations — a value that underpins leadership and employee advocacy alike.

One quote perfectly captured this idea: “Authenticity is taking the offline online.”
It’s a simple yet powerful reminder that authentic communication starts with real culture.

But as many speakers highlighted, authenticity also requires cultural maturity. Companies must be ready to embrace vulnerability, openness, and the diversity of voices that make their brand truly human.

4. Technology, Data, and AI

AI is transforming how organizations understand, measure, and scale employer branding. From simplifying content creation to delivering personalized communication at scale, technology is now a strategic enabler, especially for global organizations managing complex, multilingual, or frontline workforces.

The intersection of data and creativity is redefining how we engage employees and candidates alike.

5. Employer Branding as a Strategic Business Function

Finally, many speakers emphasized that employer branding has evolved into a core business discipline, not just a communication or HR initiative.

It now sits at the intersection of talent, culture, innovation, and reputation, with measurable impact on attraction, retention, and performance.

This strategic recognition reflects a larger shift: employer branding is no longer about marketing jobs. it’s about building companies people genuinely want to be part of.

A Community That Keeps Growing

Beyond the sessions and keynotes, what truly stands out about World Employer Branding Day is the sense of community. The event is as much about learning as it is about connecting: a chance to meet passionate professionals, exchange best practices, and collectively shape the future of employer branding.

As organizations worldwide navigate transformation, inclusion, and the integration of new technologies, events like this remind us that our shared mission is to create workplaces where every employee feels valued, heard, and engaged. It has never been more important.

That’s our goal and our vision here at Sociabble, and World Employer Branding Day was a truly wonderful chance to share it with likeminded individuals from around the world.

How Sociabble Empowers Leadership, Employee Advocacy & Employer Branding

Everything discussed on stage — leadership visibility, employee voice, recognition, authenticity, and connection — can be accelerated and amplified through the right technology.

At Sociabble, our mission is to help organizations:

• Empower their leaders to become authentic advocates on social media, through easy-to-use sharing and content inspiration tools.
• Activate employee advocacy at scale, turning engagement into measurable visibility for the employer brand.
• Strengthen internal communication with a unified, mobile-first platform accessible to every employee, including the frontline workforce.
• Reinforce recognition and culture, through interactive campaigns and AI-driven content personalization that make every message more relevant and meaningful.

From leadership advocacy to employee engagement, Sociabble is the all-in-one platform that brings employer branding to life, inside and outside the organization.

Want to learn more about how Sociabble can boost your employer brand while enhancing employee communication and advocacy? We’d love to chat. We’ve already partnered with global leaders like Coca-Cola CCEP, Primark, and L’Occitane Group, and we welcome the opportunity to share our ideas for your business.

Sign up today for a free, personalized Sociabble demo.