The Story-Driven Business podcast with Susanna Rantanen

🎙️ Is your organisation only using AI, or has it actually built the capability to transform with it?There is a significant difference. And most leaders have not yet had to reckon with it.In this episode, I am joined by John Munsell, who helps organisations operationalise AI fast and at scale, to explore why most AI initiatives stall, what separates AI curiosity from AI-first culture, and what leaders must do to close that gap before their competitors do.What you will hear in this episode:✅ Why 86% of companies that claim to have "adopted AI" have barely dipped a toe in✅ The 10 Levels of AI Mastery and why most employees are stuck at Level 3✅ Why individual AI experimentation without governance is a serious organisational risk✅ What an AI-first culture actually looks like in practice✅ Why AI transformation is, at its core, a leadership and culture problemIf your people don't know what excellence looks like, AI will just get you to average faster.This episode is for leaders who want to shape AI transformation intentionally, not react to it when it is too late.🎧 Story-Driven Business Podcast with Susanna RantanenThis podcast is sponsored by our family business, ⁠Employer Branding Agency Emine, where we help business leaders turn strategy into action by aligning people, culture, and communication.⁠Find the show notes to this episode here >>📕 Story-Driven Employer Branding available at ⁠http://storydrivenemployerbranding.com⁠

Most business transformations don't fail because the strategy was wrong. They fail because the meaning never reached the people who needed it most.If you've led or lived through a transformation that felt heavier than expected, where the strategy made sense, the team was aligned, and execution still wobbled, this episode is for you.In this episode, Susanna unpacks why change initiatives lose momentum in the same place every time, why it has nothing to do with people resisting change, and what leaders can do differently to make transformation actually stick.You'll learn:Why what leaders call "one transformation" is almost always five changes happening simultaneouslyWhat the meaning gap is and why it causes people to default to old behavioursWhy middle management is the hidden breaking point of most change initiativesThe specific communication gaps that quietly kill executionWhy meaning, not motivation, is the missing layer in change leadershipHow story-driven communication turns compliance into genuine ownershipThis episode is essential listening for leaders driving change, middle managers caught between strategy and reality, and anyone who has wondered why well-designed transformations so often run out of steam.Hosted by Susanna Rantanen, a story-driven business and employer brand strategist.This podcast is sponsored by our family business, ⁠Employer Branding Agency Emine, where we help business leaders turn strategy into action by aligning people, culture, and communication.⁠Find the show notes to this episode here >>Don't forget to subscribe to this podcast so you don't miss an episode!

AI won’t fix bad leadership. It may expose it faster.What matters most in leadership during the AI era?In this episode of the Story-Driven Business Podcast, Susanna Rantanen is joined by the executive team and career coach Emma Collyer to explore why trust, feedback and psychological safety matter more than ever in today’s fast-changing world of work.As organisations focus on AI, speed and transformation, many leaders are under more pressure than ever. But real change does not succeed in strategy decks or technology plans. It happens in everyday leadership behaviour, in feedback conversations, in moments of pressure, and in whether people feel safe, supported and heard.Susanna and Emma talk about leadership communication, giving feedback, building trust, psychological safety in the workplace, remote work, cultural differences in communication, and how leaders can stay human while leading through constant change.If you lead a team, support leaders, or work in HR, employer branding, communications or people development, this episode will give you practical insight into the human side of leadership in the AI era.This podcast is sponsored by our family business, ⁠Employer Branding Agency Emine, where we help business and people leaders turn strategy into action by aligning people, culture, and communication.⁠Find the show notes to this episode here >>

This week on the Story-Driven Business Podcast, I’m joined by Arshavir Blackwell, PhD, cognitive scientist, AI consultant, founder of Your VoiceCraft and principal at Arvoinen Consulting. We talk about why AI adoption is not just a tech rollout, but a leadership and trust challenge. In this episode, we explore how leaders can adopt AI without losing the human edge, why vague communication destroys trust, and how to keep humans clearly in the loop when using AI in business. If AI feels both exciting and slightly terrifying, this one is for you.This podcast is sponsored by our family business, ⁠Employer Branding Agency Emine, where we help business leaders turn strategy into action by aligning people, culture, and communication.⁠Find the show notes to this episode here >>

AI in marketing has entered its operational era.In this episode of the Story-Driven Business Podcast, I unpack fresh findings from Jasper’s State of AI in Marketing 2026 report, based on a global survey of 1,400 marketers. The message is loud and clear: AI is no longer a shiny experiment or a clever productivity trick. It is becoming part of the modern marketing infrastructure.I explore what this shift really means for marketers, business leaders, employer branding professionals and B2B companies trying to stay relevant in the AI era.In this episode, you’ll learn:Why 91% of marketing teams now use AIWhy proving AI ROI has become harder, not easierWhy scaling high-quality content is now the number one AI priorityWhy governance, legal review and brand control are slowing AI adoption more than budget or lack of skillsHow AI maturity now predicts marketing impact better than tool choiceWhy AI is changing not only workflows, but also roles, hiring, leadership culture and employer attractivenessBut this episode goes further than marketing.I argue that AI transformation is not just a content or efficiency issue. It is an organisational transformation issue. It will reshape how companies lead, hire, communicate and build trust, both internally and externally.If you work in B2B marketing, employer branding, HR, leadership or business strategy, this episode will help you see the bigger picture.AI doesn’t replace humans. But it will replace outdated ways of doing business.🎧 Listen now and don't forget to subscribe to the Story-Driven Business podcast for weekly insights on the leadership culture and change narrative in the AI era, the value of becoming a story-driven business and how to build trust and brand appeal in your B2B customers and talents, integrating your business and modern employer brand. Now, that's what I call competitive advantage! This podcast is sponsored by our family business, ⁠Employer Branding Agency Emine, where we help business leaders turn strategy into action by aligning people, culture, and communication.⁠Find the show notes to this episode here >>

AI is accelerating business, decision-making, and expectations faster than most leaders are prepared for. But the real leadership challenge of the AI era isn't technology.It's clarity.In this episode of the Story-Driven Business Podcast, Susanna speaks with leadership coach and former Marine squad leader Jon Sheldon, founder of Belleauwood Coaching, about what real leadership looks like when pressure, complexity, and constant change become the new normal.Jon led Marines through over 150 missions in Iraq and now coaches business leaders on decision-making, discipline, and leadership clarity under pressure. In this conversation, we discuss how the principles of stoic leadership, strategic clarity, and personal discipline help leaders stay grounded when the world accelerates.Because when everything speeds up, the best leaders don't panic.They get clear.In this episode, we explore:Why pressure reveals the true character of leadershipThe critical difference between urgency and panicHow stoic leadership thinking helps leaders filter noiseA powerful 6-step decision framework used under extreme pressureWhy modern leadership requires thinking while movingHow AI is changing leadership expectations inside organisationsWhy vision matters more than ever in the AI eraIf you're a business leader navigating constant change, digital transformation, and the rise of AI, this conversation will help you rethink how leadership actually works when the stakes are high.Because leadership today isn't about shouting louder.It's about seeing more clearly.Listen if you are interested in:AI leadershipLeadership mindsetDecision-making under pressureStoic leadershipModern leadershipLeadership clarityAI and leadership cultureBelleau Wood Coaching website >>Belleau Wood Coaching on LinkedIn >>This podcast is sponsored by our family business, ⁠Employer Branding Agency Emine, where we help business leaders turn strategy into action by aligning people, culture, and communication.⁠Find the shownotes to this episode here >>

Leadership isn’t supposed to feel like emotional weightlifting.Yet many leaders experience decision fatigue.Not because they’re weak, but because the company culture has stopped carrying strategy.It looks like this:Meetings align, but execution stalls.Decisions require reselling.As the leader, you start regulating the emotional temperature of the room instead of building momentum.That’s not a personal capacity issue. It’s a structural one.In this episode of the Story-Driven Business Podcast, I explore:What decision fatigue in leadership really isThe early warning signs of leadership burnoutWhy cultural misalignment makes decisions heavierHow story-driven leadership restores alignment and energyThis is my own podcast, the Story-Driven Business Podcast, where I explore leadership, culture and narrative as a competitive advantage.If leadership has started to feel heavier than it should, this conversation is for you.Follow the show and share your reflections because your perspective matters.This podcast is sponsored by our family business, Employer Branding Agency Emine, where we help business leaders turn strategy into action by aligning people, culture, and communication.Find the shownotes to this episode here >>

What got you here won’t get you there.In this episode of the Story-Driven Business Podcast, I sit down with digital agency founder Adam Hamadache to unpack how leadership styles must evolve as businesses scale.We explore the messy growth phase many founders experience, the hidden danger of founder bottlenecks, and the critical shift from delegating tasks to delegating ownership. Adam shares how implementing structure (including EOS), redefining internal communication, and letting go of perfection transformed his company from chaotic to scalable.We also discuss AI disruption, modern business leadership styles, and how to attract world-class talent without competing purely on salary.If you are a founder, CEO, or business leader navigating growth, complexity, or change, this conversation will challenge how you think about your leadership role.Because scaling a business is not just about strategy.It’s about evolving the leader.

Most business strategies don’t fail because they’re bad.They fail because the leadership culture executing them is misaligned, contradictory, or stuck in outdated behavioural patterns.In this episode, Susanna Rantanen, the creator of the Magnetic Employer Branding Method™ and author of Story-Driven Employer Branding, reveals the hidden link most leaders overlook: your business strategy cannot succeed unless your leadership culture supports it.Drawing on the Competing Values Framework by Kim S. Cameron and Robert E. Quinn, you’ll learn why different strategies require different leadership behaviours, values, and decision-making patterns.You’ll discover why teams don’t follow strategies; they follow leaders. And how misalignment between the two creates organisational chaos, missed goals, and cultural friction.This episode breaks the revelation into three clear reasons:Strategy sets direction, but leadership sets behaviourPeople don’t follow strategy; they follow leaders.Misaligned leadership behaviour creates a misaligned organisational cultureIf you’re a B2B leader, CEO, founder, HR professional or communications strategist, this episode will change how you think about strategy, leadership, culture, hiring, and performance.You’ll walk away understanding:Why strategy execution failsWhat “matching minds with mission” really meansHow behavioural patterns shape organisational cultureWhy leadership personality affects resultsWhat culture has to do with customer trust and business growthHow to architect a culture that makes executing your strategy easierWhich leadership behaviours support different types of strategyand how to start realigning your organisation from the topWhen strategy, leadership culture, and organisational behaviour finally align, your business becomes coherent, confident, and capable of extraordinary performance.This is the system behind organisations that “just work.”And it’s the strategic foundation of story-driven businessIf you found this episode valuable, please share it with your network.Also, as an indie podcaster, I would really appreciate it if you could rate this podcast 5 stars and subscribe. Thank you for your support!Follow me, the host Susanna Rantanen, on:LinkedInInstagramYouTubeTikTok

THIS 👉 B2B marketing isn't boring because the audience is boring. It's boring because the message is generic! And leadership lets it stay that way. In this episode, Susanna speaks with Bill Reynolds (Founder of Element502) about why so much B2B communication feels empty and forgettable, and what actually makes messaging resonate with real humans. You'll hear why marketing is a leadership responsibility, how "checkbox marketing" kills trust, and why silence can be more powerful than constant noise. They also discuss what changes in the AI era: when content becomes easy to produce, authentic voice becomes the differentiator, and careless AI use can quietly replace your brand voice with something generic (or risky). Key topics: Why B2B marketing becomes bland (and how leaders cause it) Message over volume: why noise isn't strategy Authentic voice vs "checkbox marketing" Trust-building through consistency and clarity AI risks: brand voice drift + data/security blind spots The $5.99 haircut story: why cheap becomes expensive Subscribe to this podcast and share this episode! If this episode sparked something for you, share it with a colleague who's tired of boring marketing, and make sure you subscribe to this podcast for new episodes every Tuesday!  

In this episode of the Story-Driven Business podcast, Susanna Rantanen explores why B2B leadership culture starts with you, whether you like it or not. Drawing on behavioural science and real-world leadership experience, this episode explains why culture isn't created in strategy decks or off-sites, but in everyday leadership behaviour: how you respond under pressure, give feedback, handle conflict and how you model values in action as a leader. If you've ever wondered why alignment slips, why teams behave differently than expected, or why culture change feels harder than it should, this episode will help you see leadership culture in a whole new way. Find the show notes to this episode, and previous episodes, on: https://www.modernemployerbrand.com Learn more about Susanna's work here: https/www.emine.fi/en/    

Most business leaders dismiss employer branding because they think it's a recruitment tool. In this episode of the Story-Driven Business podcast, Susanna Rantanen (the innovator and leading global expert in story-driven employer branding) reveals why that assumption is costing B2B companies growth, trust, and stability. Discover why your employer reputation is the foundation of your B2B business brand, and why customers buy based on their belief in your people, not your product or services. This episode reframes employer branding as a strategic leadership discipline and introduces the core philosophy behind Susanna's book, Story-Driven Employer Branding: Introducing the Magnetic Employer Branding Method™. You'll learn: Why employer branding isn't an HR initiative Why B2B leaders must see their people as the real product How customer trust depends on employee commitment What a story-driven approach unlocks for growth, retention, and performance The mindset shift every modern leader needs Find the episode shownotes here: https://modernemployerbrand.com/podcast207

A New Season of Story-Driven Business Begins! After a six-month break, Story-Driven Business Podcast returns! And this time, the pause mattered. In this bonus episode, Susanna Rantanen opens a new season with honesty, perspective, and a powerful reframing of what 2026 is really about. Following a life-changing MS diagnosis in 2025, this episode isn't just a comeback; it's a recalibration. This season dives into AI beyond tools and technology. Not prompts. Not platforms. But people. Drawing parallels to the digitalisation wave of the late 2000s, Susanna explores what today's AI shift means for business leaders, experts, HR, marketers, and anyone responsible for guiding others through uncertainty. Roles will change. Skills will evolve. Fear is real. But work doesn't disappear, and neither does human value. This podcast season focuses on: AI as an operating environment, not a gadget Leadership communication when people feel uncertain and overwhelmed Why storytelling and persuasive communication are becoming non-negotiable leadership skills How professionals can take charge of their own development — regardless of employer support What it really takes to stay relevant, trusted, and influential in the AI era You're invited into an open exploration, not polished answers, but grounded thinking, lived experience, and communication science that helps leaders make sense of change and guide others with clarity and confidence. This is the beginning of a new season, a new direction, and a deeper conversation about work, identity, leadership, and meaning in the age of AI. Welcome back to Story-Driven Business. This time, it's personal.

In this episode of the Story-Driven Business Podcast, Susanna explains why budgeting employer branding for 2026 is essential for winning business leaders. Every employer has an employer image, but a true employer brand only exists when people feel an emotional connection. Without strategic investment, your image will be shaped by others, from employees to ex-employees, and from competitors to job seekers — and not always in your favour. Susanna shares a practical breakdown of what real story-driven budgeting looks like, including strategy and planning, creative assets, tools, resources, strategic partners, employee advocacy and thought leadership.  She also reveals how proper budgeting leads to measurable employer branding ROI through relevant, business-driven goals and objectives, creating a competitive advantage. You'll learn: What to include in your 2026 employer branding budget. Why cutting EB budgets creates hidden, long-term costs. Show notes are available for you here: https://modernemployerbrand.com/podcast206 Inclusive, a free Cheat Sheet for download to help you plan what you need to budget for 2026. Available in the show notes.

As AI rewrites the rules of business, emotional commitment is your competitive edge. In this episode, I explore how story-driven leadership builds trust, resilience and clarity when everything feels uncertain. Why do some teams rise through chaos while others resist change? The answer lies in the power of emotional connection to your business story. 🎙️ Hit play now and start leading through storytelling. 👉 Hosted by me, Susanna Rantanen | #StoryDrivenBusiness Find me on socials as @rantanensusanna Enjoy!

Think storytelling in business is about career tales or brand fluff? Think again. In this episode, Susanna Rantanen breaks down what business storytelling really is: a strategic communication method that helps you win attention, build trust, and move people—whether they're employees, customers, job seekers or stakeholders. Discover how to apply StoryBrand framework (SP7) and Susanna's own Talent Journey of the Information Era™ to make your messaging magnetic, internally and externally. 🎧 Listen now and start turning ideas into movements. 🛠 Need help applying this in your business? Book a discovery call with us emailing us. Find the show notes for this episode here: https://modernemployerbrand.com/podcast204

What happens when leadership, employer branding, internal comms, and business strategy all tell the same story? You stop running campaigns… And start building trust, alignment, and long-term traction. In this episode, Susanna unpacks: ✅ The 4 levels of story integration ✅ Why most businesses fail at story (hint: it's fear, not complexity) ✅ Why story-driven employer branding is the true foundation of a story-driven business ✅ How to activate story in your leadership culture, not just your content This isn't branding fluff. It's business transformation, person by person, guide by guide, story by story. Check the show notes page: https://modernemployerbrand.com/podcast203 Get the book: https://storydrivenemployerbranding.com/ Don't forget to subscribe to this podcast! And if you love it, share it with your boss and colleagues, and, please, rate it! 🙏 Until next week, Susanna   

What if the problem isn't a lack of talent—but a lack of trust in your brand? In this episode of the Story-Driven Business Podcast, Susanna reveals why the talent shortage you're experiencing is actually a positioning problem and a trust issue. You will learn how to fix it by turning your employer brand into a growth strategy. ✅ Learn how to attract the right people before you even post a job.✅ Discover why most employer brands push talent away—and how to stop doing that.✅ Get inspired to lead with purpose, clarity, and the Magnetic Employer Branding Method™. 🎧 Listen now and dive deeper in the show notes at modernemployerbrand.com/podcast202 📚 Learn more about the method at storydrivenemployerbranding.com ✨ Explore how we help growth companies at emine.fi

What if the reason your employees aren't engaged, your strategy isn't landing, or your change initiative is falling flat isn't the idea itself, but how you're communicating it? In this episode of the Story-Driven Business Podcast, Susanna Rantanen, the world's leading expert in story-driven, modern employer branding, guides you through the biggest shift today's business leaders need to make: ➡️ Stop being the hero. ➡️ Start being the guide. If you want to influence change, inspire people to act, and become a more impactful communicator, this is your playbook. Want the show notes? Go to: https://modernemployerbrand.com/podcast201

🔥 The future of work isn't coming. It's here. And most companies? Still marketing like it's 2019. Still running talent campaigns that feel generic. Still separating leadership voice from employer brand. Still wondering why trust and advocacy are fading. Deloitte's 2025 Human Capital Trends Report says it clearly: Human outcomes are business outcomes. Story is now a leadership tool—not a marketing trick. Episode 200 of my Story-Driven Business Podcast shows how to evolve your brand—and your leadership—for this new era. 💡 Why campaigns alone won't work 💡 How story builds affinity 💡 Why leaders must market through culture and narrative—not slogans Show notes available: modernemployerbrand.com/podcast200📕 Learn the method: storydrivenemployerbranding.com  

Employees won't advocate for what they don't understand—or feel. Too many companies mistake "brand awareness" or internal campaigns for advocacy. But without emotional connection to your strategy—without brand affinity—you'll never build a true culture of alignment, ownership, and advocacy. Today, we're talking about a game-changing concept for CEOs and founders who are ambitious, who can achieve their vision, but whose company sometimes feels more like a loose collection of teams than a single, aligned force. Find the show notes for this episode here: https://www.modernemployerbrand.com/podcast199 Get my book to learn a LOT about story-driven branding here: https://www.storydrivenemployerbranding.com Subscribe to this podcast and please, if you loved my podcast, rate it and share the love to others who you believe will love it, too! Lots of love Susanna  

🔥 CEOs, listen up. The most powerful storyteller in your employer brand isn't HR or comms. It's YOU. When the person at the top goes quiet, so does the culture. But when you lead with a story—authentic, value-based, human story—your people don't just listen. They align. They believe. They act. In this final part of my podcast series on modern leadership branding, I unpack why narrative power is the new executive influence tool—and what it looks like when the CEO becomes the Chief Storyteller. ✔️ What stories you should be telling ✔️ Where to show up (without being an influencer) ✔️ How to build credibility, consistency and culture with story This episode isn't just for top execs—it's for every EB pro trying to get their CEO to finally step up and speak up. 🎤 Show notes available here: https://modernemployerbrand.com/podcast198 📕 Get the book: https://storydrivenemployerbranding.com  

RIP old-school EVPs. They had a good run… until nobody believed them anymore. 🙃 The world has changed. People want work that fits into their lives—not just flashy slogans and buzzword bingo on your careers page. In this episode of the Story-Driven Business Podcast, I'm showing you the modern replacement: ✨ The Modern Work-to-Life Promise ✨ Real, evolving Key Story Themes These aren't just words. They're the foundation of trust, retention and reputation. Learn the method → storydrivenemployerbranding.com

HOT TAKE: If your employer brand still revolves around your CEO, tech stack, or product features… you're not branding a company. You're feeding an ego. And egos don't scale. People do. Your people are the hero of your business strategy. Not you. In my latest episode of the Story-Driven Business Podcast, I dive into a mindset shift that turns modern leadership on its head:🎙️ "The Talent is the Hero: A Leadership Shift That Changes Everything" When leaders stop trying to be the centre of the story and start guiding their people as the protagonists, trust builds. Retention grows. Innovation takes off. And employer branding? It becomes magnetic. 👉 Are you ready to lead like Yoda, not Iron Man? Find the show notes for this episode: modernemployerbrand.com/podcast196 Get the book for the full monty here >  

What if your company culture is actually sabotaging your business strategy? In this episode of the Story-Driven Business podcast, I reveal how to decode your organisational culture using the Competing Values Framework and the OCAI diagnostic tool. You'll discover how different culture types—Clan, Adhocracy, Market, and Hierarchy—shape everything from leadership and performance expectations to recruitment messaging and talent profiles. This episode is especially powerful for modern leaders, HR professionals, and founders navigating growth, change, or transformation. I'll also show you how my Magnetic Employer Branding Method™ transforms culture insights into magnetic content, leadership communication, and employee experiences. Based on the framework behind my book Story-Driven Employer Branding, this episode will forever change how you approach culture—and help you turn it into a strategic superpower. Listen now and start aligning your culture with your business mission. Let's make your strategy magnetic!

What if your employer brand was never meant to live in talent acquisition?  What if it's the missing link between your culture, people, and business strategy? In this game-changing episode of Story-Driven Business Podcast, Susanna Rantanen—author of Story-Driven Employer Branding and the world's leading expert in modern employer branding—shares why story-driven positioning is your most underrated strategic tool. Discover: The four strategic company culture types and why knowing yours is critical How to design employee experiences that make your employer brand believable What the Master Plan is—and why you need one before you post anything online Why CEOs and founders should care about employer branding ROI (spoiler: it's not just applications) 🎧 This episode connects the dots between leadership, business success, and storytelling in a way no "recruitment campaign" ever could. 📚 Get the book: storydrivenemployerbrand.com 🎙️ Shownotes: modernemployerbrand.com/podcast194

What if I told you your employer brand already exists—and it's silently telling the world what kind of leader you are? In this episode, Susanna Rantanen—creator of the Magnetic Employer Branding Method™—reveals why employer branding has become your leadership advantage. Discover how story-driven employer branding connects your business strategy, values, and company culture into a cohesive narrative that drives behaviour, improves retention, and boosts performance. 🎯 Learn how to: Turn culture into your company's invisible compass Align your people with your strategic vision Attract talent who already believe in your mission This episode will change how you lead—from the inside out. 🔗 Get the book: storydrivenemployerbranding.com

Why do so many brilliant strategies fall flat in execution? One word: buy-in. And what unlocks buy-in? Not data. Not directives. Stories. In this episode of the Story-Driven Business Podcast, modern employer branding gal Susanna Rantanen unpacks the power of storytelling as the most underrated – and underused – leadership skill in business. Learn how to turn your strategy into a shared mission, your message into a movement, and your culture into a magnet for talent. Expect: Tangible tips for execs, CEOs and team leads Real-life examples of storytelling success The Magnetic Employer Branding Method™ in action Why communication IS culture 🎧 Listen now and discover how to inspire action, build trust, and leave a legacy—one story at a time.

Forget charisma. Ditch the data dump. The most powerful leadership tool isn't in your MBA textbook—it's storytelling. In this episode, Susanna Rantanen, the world's leading modern employer branding expert, dives into why storytelling is the most overlooked yet essential skill for leaders today. Discover how to lead with clarity, inspire trust, align culture, and boost your "Return on Inspiration"—all through the stories you tell. 💡 Featuring ideas and thoughts from masterminds such as Donald Miller, Brené Brown, Simon Sinek and Susanna from the new book Story-Driven Employer Branding, this is the mindset shift every leader needs. 🎧 Listen now and discover why storytelling isn't fluff—it's fuel. 🔗 Need to check out the show notes? Go here: modernemployerbrand.com/podcast191 👉 Grab your signed copy of the book at storydrivenemployerbranding.com 👉 Or find it on Amazon

What if your employer brand wasn't just seen… but deeply felt? In this episode of the Story-Driven Business Podcast, I (Susanna Rantanen, the world's leading modern employer branding expert) reveal the 11 powerful steps to building an employer brand so aligned with your business mission, it becomes magnetic. Using the Magnetic Employer Branding Method™, I'll guide you through how to: Transform your current culture into a Strategic Company Culture Make your people your loudest brand advocates without begging for reviews Craft a Work-to-Life Promise™ that top talent feels in their bones Win sustainable attention and convert it into long-term talent affinity If your employer brand still relies on campaigns, perks, or empty values — you're not just behind. You're invisible. 🎧 Tap play to future-proof your brand. 📕 Grab the book: storydrivenemployerbranding.com

Your products don't build trust. Your people do. And yet, most companies still pour all their brand energy into showcasing what they sell—while leaving the people who make it all possible invisible. In Episode 189 of the Story-Driven Business Podcast, I share why the smartest, most magnetic businesses don't just brand their products—they brand people. When you brand your people: ✅ Customers see the human value behind your service. ✅ Talent sees themselves in your story. ✅ Stakeholders see leadership that inspires long-term trust. But when you don't… ❌ You become forgettable in a crowded market. ❌ You struggle to attract AND retain talent. ❌ You miss the chance to build authentic brand loyalty from the inside out. This episode explores: 🔹 The business case for branding your people 🔹 What this looks like in real life (not theory) 🔹 And how this mindset is central to my Magnetic Employer Branding Method™ Listen now and rethink how your brand shows up Shownotes with links 👉 https://modernemployerbrand.com/podcast189-brand-people-not-just-products/  

What if I told you that employer branding isn't about you—it's about them? And by 'them,' I mean your talents, the people you want to attract and keep. In today's special episode, I'm giving you an exclusive sneak peek into my brand new book Story-Driven Employer Branding: Introducing The Magnetic Employer Branding Method™. You're about to hear the very first chapter, and trust me—it's going to change the way you think about employer branding forever. So, grab a coffee, sit back, and let's dive in. And if you love what you hear, you can grab the full book right now on Amazon!  (If the Amazon link doesn't work, go to Amazon and search for 'Susanna Rantanen' or 'Story-Driven Employer Branding' and you'll find this book. Get the book and multiple freebies available for my book's buyers! Let's get started!  

How Mitgo's 90 ambassadors have made employer branding magic – with Veronika Batmanova Ready to take your employer branding to the next level? 🤔 This episode is your ultimate guide! Join me and Veronika Batmanova, the leader behind Mitgo's wildly successful employee ambassador program, as we uncover the exact steps that made it thrive. 🔥 Key topics we cover: - How Mitgo engaged employees authentically (without a big budget!). - The role of motivation, recognition, and creativity in keeping ambassadors active. - Why platforms like LinkedIn and even TikTok are game-changers for professional branding. 💬 Watch now to hear inspiring stories, learn actionable tips, and discover why this ambassador program stands out in the crowded employer branding space. 👉 Find links to example posts here: https://modernemployerbrand.com/podcast187 Don't forget to subcribe and give us your rating if you enjoy this podcast!  With love Susanna

Airbus Finland Does It! Award-winning employer branding gets regular contributions from employers at the Helsinki and Jyväskylä offices. How did they succeed so quickly, in just six months without zero campaigns? We spoke with Maiju Karppinen, HR Business Partner at Airbus Finland, who in her role, owns employer branding in the Finnish subsidiary. Our conversation covers the award-winning employer branding strategy process, challenges faced, feedback received, and the impact of winning an award on the organisation. What we believe to be especially interesting to you is how Maiju has managed to engage so many Airbus employees in employer branding work. She shares her experiences and insights, providing valuable lessons for listeners. Tune in to this new episode on Building a Modern Employer Brand Podcast with me, Susanna Rantanen, co-hosted by Nora Nykänen!  

Hi there, It's been a while since I last podcasted or created video content on YouTube, as I've been finalizing the draft of my upcoming book for the past couple of months. I'm back with a shorter bonus episode, the first one of the series I call Life, As It Happens. I hope you like it!  Susanna

If you are growing an appetite for an employer branding career path, this episode will continue to tickle your fancy, like the previous two episodes on our Nora's employer branding career journey. In this week's Building a Modern Employer Branding podcast episode, Nora and I speak with Maiju Karppinen about her employer branding career path, what inspires her and how she juggles her HR Business Partner role aside from working weekly in employer branding. Maiju works for one of our clients, Airbus Defence and Space Finland. Us three have worked together closely since early 2023 when we first created their employer branding strategy based on the Magnetic Employer Branding Method™️. In August 2023, the three of us formed an employer branding team and Nora and I have supported Maiju in building, learning and maintaining a consistent employer brand marketing process with pretty outstanding results and impact. We discuss Maiju's career path into employer branding, how she juggles all her responsibilities while maintaining weekly employer brand marketing chores and what it feels like working so closely with an external employer branding agency. 🔗 If you want the text version or watch the video version, jump right here > Or type modernemployerbrand.com/podcast185 on your browser if the RSS link does not work. Connect with Maiju Karppinen at Airbus Finland on LinkedIn: https://www.linkedin.com/in/maiju-karppinen/ Connect or follow me on socials: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

This part 2 episode of the Building a Modern Employer Brand podcast concludes my conversation with my employee and colleague, Nora Nykänen, on her growth journey to an award-winning employer branding professional. We talk about the three tips she shares as advice to someone wanting to build an employer branding career like hers. In this episode, Nora and I discuss her three must-know tips for anyone looking to build a stellar career in employer branding. Think of it like getting a masterclass from Yoda but with less green and more sass! 🔑 Key Highlights: 360 view of the company, its people and the talent market: You must understand your "product" and your competition, know your key selling points and what benefit employer branding can create for the business. Thirst for knowledge: Being curious enough to stay ahead of the curve in an ever-evolving field. Nora on how she maintains her employer branding knowledge on top of the game. Intrigued? Trust us; you'll want to grab your headphones, settle in, and soak up these invaluable insights.   Are we connected yet on socials? Connect with me: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna   Connect with Nora: LinkedIn: https://www.linkedin.com/in/nora-nykänen-740687b8/ Instagram: https://www.instagram.com/noranykanen/  

What if you were awarded as the Employer Branding Professional of the Year? Wouldn't that be pretty amazing for you, your career, and your life? Today, I'm going to introduce you to our own star, Nora Nykänen, who works with me and my husband here at Employer Branding Agency Emine in Helsinki, Finland. She was recently awarded as the Employer Branding Professional of the Year 2024 (agency) at the Finnish Magnet Employer Brand Awards. In this week's and next week's episodes of the Building a Modern Employer Branding podcast, Nora and I will discuss her career and growth as an employer branding professional of the year. In these two episodes: Nora's backstory How she EB-dated us for years before joining our agency How the Magnetic Employer Branding Method™️ has helped Nora to grow as an employer branding professional What has been elementary in supporting her growth and success as an employer branding professional Nora's three tips on building a magnetic employer branding career   Connect with Nora: LinkedIn: https://www.linkedin.com/in/nora-nykänen-740687b8/ Instagram: https://www.instagram.com/noranykanen/   Connect with me: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna   Share this episode with someone who you think would enjoy hearing Nora's inspiring employer brand career story!

This week's episode on the Building a Modern Employer Brand podcast is a little bit different to what you and I are used to. I'm going behind the scenes on writing a book about employer branding, on the Magnetic Employer Branding Method™️. I share my backstory, how I feel about employer branding, which will be reflected in this book, and my mind map on the content of this book. I hope you like it! If you do, please subscribe to this podcast and follow me on Instagram, LinkedIn, YouTube, and TikTok. I'll keep you in the loop about this book and you'll learn about modern employer branding, content creation and copywriting, too. Text and video versions of this episode are available here > If the link does not work - as some RSS feeds break it - go to www.modernemployerbrand.com/podcast182.   When you are ready to get more personal with me, connect with me on my socials! LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

Building the Magnetic Employer Brand equals the dating game going strong! If you just went.. "what the heck?", great! I wanted you to! I wanted to win your attention, and with this part 2 episode my intention is to sustain it. This week, in this part 2 Building a Modern Employer Brand podcast episode, we will finish with this crazy-sounding idea and see whether we end up married, engaged, or broken up. In this episode, you'll learn about the most important phase in employer branding for your organisation: converting employer brand value back to the business. As a bonus, I also explain what needs to happen beyond conversions so that your organisation continues to benefit from your magnetic employer brand. I refer to The Magnetic Employer Branding Method™️ and our framework for the magnetic employer brand communication process called the Candidate Journey of the Information Era™️ in this episode. These are my brainchildren, even if the candidate's journey is similar to the systematic customer's journey. This game-changing employer branding method [developed for building the magnetic employer brand] harnesses the power of persuasive communication, storytelling, and behavioral science. Find the visual version of the Candidate Journey of the Information Era™️ in the show notes article for this episode on our Modern Employer Brand website. Click this link to land on the show notes article >>   ** Are we connected yet on socials? Find my profiles: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

Employer Brand, as a consistent communication process such as building the Magnetic Employer Brand, is like dating in the pursuit of finding The One. In this episode of the Building a Modern Employer Brand podcast, I compare dating to employer branding. Because I'm exploring a more difficult topic in depth, I decided to split this into two episodes. The other one will be released next week as episode 181. If you are like many of our clients, you'll laugh because what I explain to you is so true and makes so much sense. And if anything, this image of dating in employer branding will stick to your mind, and you'll remember it forever! 🔗 If you want the text version or watch the video version, jump right here >   Are we connected yet on socials? Find my profiles: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

Are you aware of the power of self-awareness for career growth, but also in personal and professional relationships? In this episode of the Building a Modern Employer Brand podcast, we talk about self-awareness and how to unlock your potential by becoming more self-aware. In this episode: 💫 What is Self-Awareness? 💫 Self-Awareness Outside Career Settings 💫 Self-awareness for Career Growth and more!   🔗 If you want the text version or watch the video version, jump right here >   Are we connected yet on socials? Find my profiles: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

It is becoming increasingly difficult to build products that are genuinely better than those of competitors.  That's why talent acquisition and retention have become paramount to business success.  All businesses that want to succeed, grow and sustain a loyal customer audience need the talent capable of giving those businesses the competitive edge in innovation, sales, marketing, leadership and building customer loyalty. That's why talent acquisition, retention, communications, and marketing are areas businesses need to strengthen their competitive edge. In this Building a Modern Employer Brand podcast episode, I discuss building a stellar career path in employer branding as this is one of the new areas businesses can leverage for gaining overall competitive advantage. In this episode: 🌟 The statistical backing on why employer branding matters 🌟 The employer brand manager's skill set for the future 🌟 Employer branding career progression: from novice to visionary 🌟 Self-driven success to carve your career path in employer branding   🔗 If you want the text version or watch the video version, jump right here >   Are we connected yet on socials? Find my profiles: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

In this Building a Modern Employer Brand podcast episode, we'll tap into target audiences in talent marketing, and more specifically in the different target audiences when it comes to employer branding and recruiting. This is a super important episode for everyone working in talent marketing today as the success of your short-term and long-term talent marketing depends on how well you understand and have defined who you are trying to reach. In this episode: 👉 3 reasons why targeting is crucial for your marketing success 👉 Example of targeting in marketing for a specific talent audience 👉 The risks of poor targeting in talent marketing 👉 Targeting in recruitment marketing 👉 Targeting in employer branding and more!   🔗 If you want the text version or watch the video version, jump right here >    Are we connected yet on socials? Find my profiles: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

A solid employer branding strategy is vital in today's rapidly changing work environment. People managers, HR professionals, employer branding specialists and talent acquisition leaders face an increasingly complex challenge of attracting and retaining talent. The global shift towards remote work and a workforce that demands more empathy, freedom of choice, and a deeper understanding of their role within an organisation has significantly altered the talent attraction and retention landscape. In this Building a Modern Employer Brand podcast episode, I address the greatest challenge for people managers, HR and talent acquisition: talent attraction and retention. I explain why we are struggling with these and how you can start removing yourself and your organisation from these struggles with a simple employer branding strategy making the most of persuasive communication. 🔗 This episode includes multiple additional resources and a free eBook you can find on the shownotes page here >     Connect with me on: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

In this episode of the Building a Modern Employer Brand podcast, I have the pleasure of chatting with Jason "Jay" Kipps from The Martec. The evolution of employer branding has been like a whirlwind over the past decade. At first, after 1996 when the term was coined, for a long time there was nothing. Then, recruitment marketing campaigns took off with the Internet and social media. And, more recently, have been followed by strategic employer branding with long-term impact and perspective and the application of technology, science and artificial intelligence. With the development of AI, we are now in the phase where AI also interacts with employer branding and for that, Jay Kipps makes a great podcast guest. We discuss the evolution of employer branding from zero to artificial intelligence. Connect with me on: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

Are you ready to kickstart your employer brand strategy for this new calendar year? This episode of the Building a Modern Employer Brand podcast is designed to help you, the dedicated employer branding professional, get organised and ready for a successful year in employer branding. As the new year unfolds, it's pivotal for employer branding professionals to navigate their organisations successfully through the new year of employer branding. The first quarter is not just about setting goals; it's about laying the strategic foundations that will define your employer brand throughout the year, if you haven't yet. It's about making sure you know the expected goals for this year because that will help you organise your available resources in the most optimal way. I loaded quite a lot of information into this episode, so you may want to browse through the show notes page here first or after you have listened to the episode. When you want the text version, jump in right here. The video version on YouTube has been edited to be shorter and faster. You can access it on the show notes page or my YouTube channel.   Connect with me on: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/    

Time to hire, and you are short on social media recruitment campaign ideas? In this Building a Modern Employer Brand podcast episode, I'll share one of the most simple yet effective social media campaign ideas for you that I believe will help you to get rid of the stress about recruitment campaigns. In this episode: 💡 An overview of what might just be one of the best social media recruitment marketing campaign ideas. 🔥 Insight into what makes a successful recruitment campaign. 📑 A plan for how to set up a social media recruitment campaign that works. ⚡️ And as a bonus, a free 12-week content plan to help you get started.   🔗 If you want the text version or watch the video version, jump right here >   Are we connected yet on socials? Find my profiles: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna YouTube: https://www.youtube.com/@rantanensusanna Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/

What an odd topic for an episode about what (employer) branding really is, isn't it? If I got your attention with it, you are in for a treat. This episode is not about 'fashion'. It's about understanding what branding really, beyond logos, taglines and visual identities. While appearance, as in the visual identity, does have a big role in branding, it's not the starting point. But it is the point that catches attention, forms and divides opinions, at best! In this episode of the Building a Modern Employer Brand podcast, I aim to clarify what branding an organisation or a person means and requires because it is different to branding products. For this purpose, I'm using something we can all relate to: ourselves and how our appearances, personality and style choices impact how others perceive us and how that can also drive our success building a career in employer branding. 👉 If you want the text version, jump right here > Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/ Connect with me on: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna

Have you heard of storytelling in recruitment marketing? I'm not talking about the tales you read to your kids but applying the science of story in your employer's brand marketing messages and the content you create on your career site and social media. In this episode, I talk about storytelling in HR marketing and share a couple of tips for you to try in your next recruitment campaign. If you want the text version, go here >>   Check out also Employer Branding Agency Emine's blog: https://emine.fi/blogi/ Connect with me on: LinkedIn: https://www.linkedin.com/in/susannarantanen/ Instagram: https://www.instagram.com/rantanensusanna/ TikTok: https://www.tiktok.com/@rantanensusanna