S01E04 - Culture by Design: Building a Magnetic Employer Brand at ATB
03/25/24 • 29 min
Are you striving to create an employer brand that truly stands out? In our latest episode, we sit down with Jackie Whitson, Director, Culture & Employer Brand and Tess McLeod, Associate Director, Culture-to-Brand, from ATB Financial to explore the ins and outs of building a magnetic employer brand.
They share their award-winning strategies, the importance of intentional culture, and the power of employee advocacy. Learn how ATB's approach to employer branding has led to a high-performance culture and a robust pipeline of top talent. Don't miss these invaluable insights – listen now to elevate your organization's employer brand strategy!
📋 Episode Chapters
(02:30) How ATB approaches employer branding
(06:58) ATB brings both brand and HR culture teams together to support employer brand strategy
(10:54) Activating your employer brand with intention
(13:47) How to find internal employee advocates
(15:15) ATB's employee advocate training program to empower its employees to share on social media
(18:30) ATB's advice for other CHRO and employer branding leaders
(19:42) What's next on ATB's employer brand journey
(22:33) How do you ensure your value proposition is lived internally before sharing externally
(24:45) Episode reflection for CHROs
About ATB Financial:
ATB Financial is a leading financial institution that started in Alberta, Canada that has been recognized as a Great Place To Work for the past 8 years. Today, ATB has over 5000 team members serving over 800,000 clients across our personal and business banking areas, ATB wealth management and ATB Capital Markets.
✍️ Episode References
ATB Financial
ATB Financial Careers
ATB Financial LinkedIn
https://www.linkedin.com/company/atb-financial/
ATB Financial Instagram
https://www.instagram.com/atbfinancial/
Blu Ivy Group
More about Blu Ivy Group
Blu Ivy Group is a global leader in employer branding, organizational culture, and recruitment marketing. We help organizations across the private, public, and not-for-profit sectors build extraordinary employee experiences, magnetic employer brands and high-performance cultures.
Connect with us today and let us help you transform your organization into a workplace that inspires your employees, leaders, customers, and shareholders.
Contact: [email protected]
Visit: bluivygroup.com
Connect with us on LinkedIn: https://www.linkedin.com/company/blu-ivy-group
Are you striving to create an employer brand that truly stands out? In our latest episode, we sit down with Jackie Whitson, Director, Culture & Employer Brand and Tess McLeod, Associate Director, Culture-to-Brand, from ATB Financial to explore the ins and outs of building a magnetic employer brand.
They share their award-winning strategies, the importance of intentional culture, and the power of employee advocacy. Learn how ATB's approach to employer branding has led to a high-performance culture and a robust pipeline of top talent. Don't miss these invaluable insights – listen now to elevate your organization's employer brand strategy!
📋 Episode Chapters
(02:30) How ATB approaches employer branding
(06:58) ATB brings both brand and HR culture teams together to support employer brand strategy
(10:54) Activating your employer brand with intention
(13:47) How to find internal employee advocates
(15:15) ATB's employee advocate training program to empower its employees to share on social media
(18:30) ATB's advice for other CHRO and employer branding leaders
(19:42) What's next on ATB's employer brand journey
(22:33) How do you ensure your value proposition is lived internally before sharing externally
(24:45) Episode reflection for CHROs
About ATB Financial:
ATB Financial is a leading financial institution that started in Alberta, Canada that has been recognized as a Great Place To Work for the past 8 years. Today, ATB has over 5000 team members serving over 800,000 clients across our personal and business banking areas, ATB wealth management and ATB Capital Markets.
✍️ Episode References
ATB Financial
ATB Financial Careers
ATB Financial LinkedIn
https://www.linkedin.com/company/atb-financial/
ATB Financial Instagram
https://www.instagram.com/atbfinancial/
Blu Ivy Group
More about Blu Ivy Group
Blu Ivy Group is a global leader in employer branding, organizational culture, and recruitment marketing. We help organizations across the private, public, and not-for-profit sectors build extraordinary employee experiences, magnetic employer brands and high-performance cultures.
Connect with us today and let us help you transform your organization into a workplace that inspires your employees, leaders, customers, and shareholders.
Contact: [email protected]
Visit: bluivygroup.com
Connect with us on LinkedIn: https://www.linkedin.com/company/blu-ivy-group
Previous Episode
S01E03 - People First Cultures
In today's episode of Blu Thread Conversations, we unravel the fabric of an iconic company on their journey to becoming a people-first organization with Wajax's Chief People Officer, Mark Edgar. With a storied career in HR and a passion for positive change, Mark discusses the transformative power of a strong employer brand and employee value proposition.
Learn how Wajax is navigating the complexities of employee expectations, technological advancements, and the ever-evolving landscape of work. This candid conversation offers invaluable insights for HR, brand, and communication leaders looking to weave a stronger, more resilient organizational culture.
Guest Links:
foHRsight podcast with Mark Edgar & Naomi Titleman
Episode Host:
Leandra Harris
Episode Intro & Wrap-up:
📋 Episode Chapters
(00:00) Blue Thread Conversations is podcast designed for transformational leaders reshaping organizations
(02:31) Leandra: Welcome to our third podcast on Blu Thread conversations
(04:50) Mark is a recovering CHRO who joined Wajax in 2011
(06:41) Mark spent three and a half years in consulting before joining Wajax
(10:12) You've spoken about macro trends including changing employee expectations
(11:49) Mark says changing expectations are impacting the way people interact with work
(16:02) Is it achievable? Some people may say, what do you do if layoffs are necessary
(17:25) Wajax sees the important role that organizations play in society these days
(20:35) What does people-first mean at Wajax? It's something we're wrestling with
(23:30) Mark: Senior leadership making commitment to be authentic with employees is critical
(29:16) How will you engage your managers? Because they're critical stakeholder
(34:03) Leandra: How does this work fit in with overall business goals
(39:02) Mark shares his company's people first business strategy with us
More about Blu Ivy Group
Blu Ivy Group is a global leader in employer branding, organizational culture, and recruitment marketing. We help organizations across the private, public, and not-for-profit sectors build extraordinary employee experiences, magnetic employer brands and high-performance cultures.
Connect with us today and let us help you transform your organization into a workplace that inspires your employees, leaders, customers, and shareholders.
Contact: [email protected]
Visit: bluivygroup.com
Connect with us:
LinkedIn: https://www.linkedin.com/company/blu-ivy-group
Next Episode
S01E05 - Turning EVP insights into Action at Arbor Memorial
In this transformative episode of Blu Thread Conversations, we delve into the heart of organizational culture with Leslie Kobayashi, Vice President of Human Resources at Arbor Memorial.
Leslie discusses the pivotal role of listening to employees, the importance of authenticity in storytelling, and the integration of the EVP into every facet of the employee lifecycle. From engaging long-tenured employees to attracting the next generation of talent, Leslie's insights reveal the transformative impact of a well-articulated EVP on engagement, retention, and recruitment.
Key Takeaways:
Authenticity and employee listening are key to developing an EVP that truly reflects organizational culture.
Strategic partnerships between HR and marketing can elevate employer branding and internal culture initiatives.
Recognition and rewards, rooted in the EVP, can significantly boost employee engagement and advocacy.
An EVP is not just a recruitment tool but a foundational element that should permeate all aspects of the employee experience.
---
📋 Episode Chapters
(04:20) Arbor Memorial is a Canadian leader in the bereavement industry
(07:01) Arbor started the process of building an employee value proposition
(08:53) Arbor listened to employees about what their why is
(10:17) The number one reason for Gen Zs to join an organization is social impact
(14:23) You've made employee testimonials a core part of Arbor's culture
(25:01) Having a strategic partnership between HR and marketing can boost your brand
(28:51) Getting executives aligned on employer brand
(31:18) Getting your EVP activated is easy once you've gone through the work
(34:19) Employee listening for an EVP is far more than recognition
(35:33) Employer brand and EVP measurement success
About Arbor Memorial:
Arbor Memorial Inc. is a Canadian company engaged in providing interment rights, cremations, funerals and associated merchandise and services to thousands of families each year across Canada.
Named as one of Canada's Best Managed Companies in 2023, taking care of people is at the heart of what we do. It’s truly fulfilling, inspiring and a responsibility we never take lightly. The care we show our customers begins with the support and teamwork we show each other.
✍️ Episode References
Arbor Memorial
Arbor Memorial Careers
https://www.arbormemorial.ca/en/careers/life-at-arbor.html
Blu Ivy Group
More about Blu Ivy Group
Blu Ivy Group is a global leader in employer branding, organizational culture, and recruitment marketing. We help organizations across the private, public, and not-for-profit sectors build extraordinary employee experiences, magnetic employer brands and high-performance cultures.
Connect with us today and let us help you transform your organization into a workplace that inspires your employees, leaders, customers, and shareholders.
Contact: [email protected]
Visit: bluivygroup.com
Connect with us on LinkedIn: https://www.linkedin.com/company/blu-ivy-group
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