Program

Day 1: Tuesday, 05th of November, 2019

09:00-10:00

Doors open

10:00-10:10

Opening remarks

Dani Buijtenhek

Dani Buijtenhek

Founder, Consultant and Trainer
danibu

Dani Buijtenhek, made in Germany, is a Netherlands-based and globally active, seasoned communication and presentation professsional, with over 20 years of experience with some of the world’s leading brands, lile Adidas, Roche, Danone, Teva or FedEx.

Dani is the owner and founder of danibu | Making your communication dance, an internationally-operating communication consulting, training and public speaking agency – with a twist of Argentine Tango, that gets clients and audiences alike moving perfectly in step.
10:10-10:30

Networking activity

10:30-11:10
Keynote

Talk will cover;

  • The highs and lows of employer brand development
  • Research, and finding your white space
  • My best friend at work
  • How to engage your execs, and launch inside and out with big impact
  • Mindset and measurement

Graeme Johnson

Graeme Johnson

Global Director of Resourcing & Employer Brand
GVC Group

Graeme Johnson is Global Director of Resourcing & Employer Brand at GVC (world’s largest sports betting and gaming business). Former Group Head of Employer Brand at British Telecom, and Head of Resourcing at Virgin Media. He most famously developed a pioneering approach to candidate experience at Virgin Media, grounded in Net Promoter Score insight, and highlighted the commercial impact poor recruitment has on subscription and retail businesses in particular.
His work was showcased at LinkedIn Talent Connect in 2016, and case study available on #HROS and YouTube.
11:10-11:30

Coffee Break

11:30-12:10
Best Case

In the war for talents a strong global Employer Brand makes the difference.  We took the challenge and revamped our Employer Brand to stand out in the employer market and focus on the key IT talents that matter to our company. What is a revamp all about? Let’s go beyond a simple refresh of look & feel and dive into the topics relevant for success.
Sarah Dovlo

Sarah Dovlo

VP Employer Branding and HR Marketing
Telekom

Sarah Dovlo worked several years as consultant in advertising and marketing agencies before switching to HR as a social media manager focused on employer branding for Swiss Railways. From 2013 on she was Head of HR Marketing/Early Talent Management for ABB Europe. Since April 2018 she is Global Head of Employer Branding and HR Marketing for Telekom.
12:10 – 12:50
Impulse

For the past fee years the number of employers embracing activism has increased, driven by either their purpose, employees or their identification of a new business opportunity. This talk will provide examples of when taking an activist stance is appropriate for organisations as well as the challenge this would present. In doing so, it will also explain how storytelling and personal employee narratives can support the employer brand.
Prof. Dr. Ana Adi

Prof. Dr. Ana Adi

Head of Department of Corporate Communication
Quadriga Hochschule Berlin

Prof Dr Adi writes, teaches and researches topics related to storytelling, protest public relations and corporate activism. Prior to joining Quadriga University of Applied Sciences and running their executive MBA Communication & Leadership at Quadriga University, Dr Adi has worked, lived and studied in the USA (with a Fulbright scholarship), Belgium, Bahrain, Thailand and the UK (and travelled far beyond). She is the Chair of the Digital Communication Awards in Berlin since 2015 and a member of the Institute for Public Relations Measurement Commission since 2018. She has just launched Protest Public Relations: Communicating Dissent and Activism (Routledge) and is currently working on a podcast series called Women in PR.
12:50-13:00

Sum-up Presenter

Dani Buijtenhek

Dani Buijtenhek

Founder, Consultant and Trainer
danibu

Dani Buijtenhek, made in Germany, is a Netherlands-based and globally active, seasoned communication and presentation professsional, with over 20 years of experience with some of the world’s leading brands, lile Adidas, Roche, Danone, Teva or FedEx.

Dani is the owner and founder of danibu | Making your communication dance, an internationally-operating communication consulting, training and public speaking agency – with a twist of Argentine Tango, that gets clients and audiences alike moving perfectly in step.
13:00 - 14:00

Lunch

14:00-14:10

Workshop Introduction

14:10-15:40

WORKSHOPS Round I

Workshop

– how to start a movement of engaged employees

– what content is relevant when you run an employer branding program?

– what KPI’s could you determine for succes?

Patrick De Pauw

Patrick De Pauw

CEO
Social Seeder

25 years of experience as communication and marketing director. Started 5 years ago the start-up Social Seeder. Currently we’re helping over 250 organisations with our SaaS solution.
Workshop

You will learn how to translate your employer brand strategy into a practical campaign plan based on internal and external communication goals.
We will define the relevant KPIs to achieve the objectives for different campaign types and discuss solutions how to measure the results.
You will also get an idea about which communication channel is feasible for which type of campaign and what role target group behavior plays in strategic planning.
Oliver Burauen

Oliver Burauen

Managing Director
grapevine marketing GmbH

Oliver Burauen has more than 20 years of experience in marketing communications. After his studies in marketing he has worked for brands like Marriott, McDonalds and Telefónica o2. In his function as managing director of grapevine marketing Gmbh, a market leading agency for employer branding and recruitment marketing, he and his team consult and serve successfully more than 25 national and international clients from all kinds of industries and different sizes.
Workshop

You are a Recruiter, HR and Employer Branding Manager at the same time and don’t have thousands of Euros in your Budget? Let’s create a roadmap together on which basis you can start to develop your company’s EVP. You will learn which steps are necessary, who you should talk to and how much resources it will need.
Cassandra Hörmann

Cassandra Hörmann

Lead Employer Branding
Personio GmbH
15:40-15:50

Knowledge Sharing: Key learnings

15.50−16.30
Best Case

How can corporate narratives be transformative for companies? With several years of experience in different communications roles, Edna Ayme-Yahil looks at successful employer branding strategies and describes what it takes develop a convincing employer brand and why companies need to have one.
Edna Ayme-Yahil

Edna Ayme-Yahil

Corporate Head of Marketing and Communications
Panalpina

Dr. Edna Ayme-Yahil is Corporate Head of Marketing and Communications at
Panalpina. Prior to joining Panalpina, Ayme-Yahil ran DigiComms, a communications consultancy. She has also held various senior in-house communications roles, including at Philip Morris International, Nissan and EIT Digital. She currently serves as Managing Vice President of the European Association of Communications Directors.
16:30-16:40

Coffee Break

16:40-18:10

WORKSHOPS Round II

Workshop

– how to start a movement of engaged employees

– what content is relevant when you run an employer branding program?

– what KPI’s could you determine for succes?

Patrick De Pauw

Patrick De Pauw

CEO
Social Seeder

25 years of experience as communication and marketing director. Started 5 years ago the start-up Social Seeder. Currently we’re helping over 250 organisations with our SaaS solution.
Workshop

You will learn how to translate your employer brand strategy into a practical campaign plan based on internal and external communication goals.
We will define the relevant KPIs to achieve the objectives for different campaign types and discuss solutions how to measure the results.
You will also get an idea about which communication channel is feasible for which type of campaign and what role target group behavior plays in strategic planning.
Oliver Burauen

Oliver Burauen

Managing Director
grapevine marketing GmbH

Oliver Burauen has more than 20 years of experience in marketing communications. After his studies in marketing he has worked for brands like Marriott, McDonalds and Telefónica o2. In his function as managing director of grapevine marketing Gmbh, a market leading agency for employer branding and recruitment marketing, he and his team consult and serve successfully more than 25 national and international clients from all kinds of industries and different sizes.
Workshop

You are a Recruiter, HR and Employer Branding Manager at the same time and don’t have thousands of Euros in your Budget? Let’s create a roadmap together on which basis you can start to develop your company’s EVP. You will learn which steps are necessary, who you should talk to and how much resources it will need.
Cassandra Hörmann

Cassandra Hörmann

Lead Employer Branding
Personio GmbH
18:10-18:20

Knowledge Sharing: Key learnings

18:20-18:30

Sum-up Presenter

Dani Buijtenhek

Dani Buijtenhek

Founder, Consultant and Trainer
danibu

Dani Buijtenhek, made in Germany, is a Netherlands-based and globally active, seasoned communication and presentation professsional, with over 20 years of experience with some of the world’s leading brands, lile Adidas, Roche, Danone, Teva or FedEx.

Dani is the owner and founder of danibu | Making your communication dance, an internationally-operating communication consulting, training and public speaking agency – with a twist of Argentine Tango, that gets clients and audiences alike moving perfectly in step.
from 18:30

WELCOME TO BERLIN! WE WILL TAKE YOU TO A SPECIAL RESTAURANT WITH THE BEST VIEW OVER BERLIN – 207 METERS ABOVE THE CITY, UP AT THE FAMOUS TV TOWER. ENJOY DELICIOUS FOOD AND DRINKS WHILE NETWORKING WITH YOUR PEERS.

DAY 2: WEDNESDAY, 06TH OF NOVEMBER, 2019
08:30

Open doors

09:00-09:05

Welcome remarks by presenter

Dani Buijtenhek

Dani Buijtenhek

Founder, Consultant and Trainer
danibu

Dani Buijtenhek, made in Germany, is a Netherlands-based and globally active, seasoned communication and presentation professsional, with over 20 years of experience with some of the world’s leading brands, lile Adidas, Roche, Danone, Teva or FedEx.

Dani is the owner and founder of danibu | Making your communication dance, an internationally-operating communication consulting, training and public speaking agency – with a twist of Argentine Tango, that gets clients and audiences alike moving perfectly in step.
09:05-09:25

Introduction and Key Learnings

09:25-10:05
Best Case

All companies face challenging issues, many of which are played out in the media. Employees need to be able to understand and support their company position. Celgene, a biotech company, developed a program around some of its most challenging issues, including the price and access of medicines, to help employees understand the company position and be able to speak in a simple way about it with friends and family. Using a fictional film about an astronaut lost in space, a simulation game where people make decisions as the CEO of a fictional company, and a board game that shows the risky side of drug development, employees could confidently discuss issues that were appearing in the news. A set of simple messages completed the offering, giving employees easily used statements to support their point of view when speaking with friends and family.
Stacey Minton

Stacey Minton

Sr. Director, Corporate Communications, Worldwide Markets
Celgene

Stacey Minton joined Celgene in January 2013 and currently leads Corporate and Employee Communications for Worldwide Markets (ex-US). Stacey brings more than 18 years of experience in healthcare communications, having worked for both agencies and in-house healthcare companies across pharmaceuticals, biologics, medical devices, diagnostics and health services.

Stacey is also a member of the Board of the Healthcare Businesswomen’s Association (HBA) London chapter, where she serves as Director-at-Large for the Marketing and Communications committee. She is a frequent speaker and meeting facilitator and is passionate about driving bold and impactful creativity in the healthcare sector. She resides in London with her husband.
10:05-10:35

How do you recruit police women and men? Exactly: with police women and men. About 50 of them from different segments, areas, divisions and ages present the new campaign for the Berlin Police. Police president Dr. Slowik: „It is our campaign – it is about us and it is made from our commitment.“

 

Presented by Berlin Police & glow communication

10:35-11:10
Best Case

How to get from a recruiting strategy to a consistent and positive candidate experience – including all steps from the first contact to the onboarding and beyond? At Infineon, we have focused on our most important profiles first. We defined a key function strategy and adapted our employer branding activities to it. But what do the candidates think? We value their feedback and make it part of the process.
Chris Stanke

Chris Stanke

Talent Marketing Manager
Infineon Technologies AG

Chris Stanke is responsible for Infineon’s employer branding. His main motivation are happy candidates and employees who have found the
job they‘ve always wanted. His passion for creative ideas and conceptual thinking has started as a copywriter in a small advertising agency.
This was followed as consultant and project manager at different marketing and communications agencies with focus on trade marketing,
corporate communications and employer branding. He has designed recruiting and employer branding campaigns for clients from
various industries and all sizes – from global aerospace companies to local nursing homes.
11:10-12:10

Brunch

12:10-12:50
Best Case

In 2019, no matter what industry or department you work in, there’s a lot of talk about data! Leveraging data for insights is not new to digital HR experts as they started to take learnings from the more progressive e-commerce space. We’ll discuss the most important key metrics you should measure, how to optimize career website performance as well as tools and technologies that can help you manage and measure recruitment marketing.
Sandra Petschar

Sandra Petschar

Global Digital Marketing Manager - Employer Branding
Philips Consumer Lifestyle

Sandra Petschar is currently working as a Digital Project Manager within Philips’s Global Employer Branding Team. With a background in digital
marketing she’s focusing on increasing the talent message share-of-voice within Philips key career channels, the continuous optimizations efforts on Philip’s 24 career websites worldwide as well as connecting all pieces together to enable TA teams to make data driven decisions.
12:50-13:50

Solution Room

13:50-14:00

Closing Remarks

Dani Buijtenhek

Dani Buijtenhek

Founder, Consultant and Trainer
danibu

Dani Buijtenhek, made in Germany, is a Netherlands-based and globally active, seasoned communication and presentation professsional, with over 20 years of experience with some of the world’s leading brands, lile Adidas, Roche, Danone, Teva or FedEx.

Dani is the owner and founder of danibu | Making your communication dance, an internationally-operating communication consulting, training and public speaking agency – with a twist of Argentine Tango, that gets clients and audiences alike moving perfectly in step.