Employer Branding Unplugged

If you’re looking for a job where your work actually means something to the person living next door, there is no better place to be than local government. But the purpose and pride of a career in this sector is often over-looked, and reduced to stereotypes like ‘slow-moving’, ‘bureaucratic’ and ‘safe’. To help set the record straight, Mark Puncher is joined by two progressive leaders in the local government space - Rhianna Schulz (Coordinator, Workforce and Talent Program at City of Gold Coast) and Sean Halloran (GM of People and Capability at City of Moreton Bay) - for a conversation that peels back the layers of what it’s really like to work in council. Together, they explore critical elements that make your employer brand soar, like shifting from dry, standard job descriptions to genuinely empowering team members to have true agency in their roles. Through shared stories of frontline teams going above and beyond for residents, the conversation proves how the heart of local government lives in its people, not its processes. The discussion then dives into what it means to be a high-performing organisation where the focus moves beyond technical results to prioritise behaviors, inclusion and cultural alignment. They explore leadership models where the brand promise is a lived reality, supported by executives who personally invest their time to ensure the culture is felt by every employee. This conversation is a must-listen for anyone wanting to lead with more authenticity, less bureaucracy and true heart.   City of Moreton Bay: moretonbay.qld.gov.au/Council/Careers City of Gold Coast: goldcoast.qld.gov.au/Council/Careers-with-Council Employer Branding Australia: www.employerbrandingaustralia.com/

On the surface, Geospatial technology sounds like a niche world of maps and coordinates. But when you’re representing a global tech powerhouse, how do you find the human heart behind the high-tech software?   On this episode of Employer Branding Unplugged, Mark Puncher is joined by Christina Brown (CMO) and Tibo Torche (TA Lead) from Boustead Geospatial. This is a look at how marketing and TA can join forces to ensure an employer brand is truly lived beyond the page.   This episode explores the powerful intersection of brand, culture and talent acquisition when marketing and HR work in tandem with each other. Christina and Tibo share how they uncovered and crafted their global EVP and company values across diverse international markets.    Together they prove the importance of truth-telling, authenticity and empowering your people to tell their story. The conversation also shows how a hand-in-glove partnership between departments can transform your employer brand strategy.    This episode is a must-listen for anyone striving to align global teams or wondering how to make a technical brand feel deeply, authentically human.   Boustead Geospatial (Esri Australia): esriaustralia.com.au/about/careers Employer Branding Australia: employerbrandingaustralia.com

Fashion. Sports. Hospitality.    On the surface, these industries sell themselves. But what happens when the ‘cool factor’ isn't enough to keep talent going through the day-to-day grind?   Mark Puncher is joined by dynamic duo (and former colleagues) Gareth Brown (Schnitz) and Gina Selak (SEN) for a conversation that cuts straight through the hype.   Gareth doesn’t mince words about the reality of working in hospitality, admitting that no matter how exciting your brand is, employees have to be okay with “going home smelling like chips” after the lunch rush.   Meanwhile, Gina takes aim at the way we define roles in the modern workplace. She reveals why she scrapped the humble Position Description in favour of ‘Contribution Profiles,’ a shift designed to stop employees from just filling a seat and start empowering them to own their impact.   Ultimately, Gareth and Gina show us that in an age of AI and hybrid work, the most powerful retention tool isn't a perk - it's the simple, messy and rewarding act of working shoulder-to-shoulder. This episode is a reminder that while your brand might get talent in the door, it's the people they work with - not just for - that make them stay.   Schnitz: schnitz.com.au/careers Sports Entertainment Network: sportsentertainmentnetwork.com.au Employer Branding Australia: employerbrandingaustralia.com

Bupa is a household name, but the reality inside this global health giant is shifting.  As the organisation evolves into a customer-centric healthcare provider, bringing a workforce 84,000 strong on the journey, their employer brand has never been more critical. In this episode of Employer Branding Unplugged, Mark Puncher sits down with Meagan Michaels, Head of Employer Brand and Experience at Bupa.  Meagan reveals how Bupa’s unique structure - having no shareholders - creates a culture where purpose acts as a ‘north star’ for high performance, and how this intersection of heart and ambition inspired their new EVP lead line: “Where Purpose Meets Possible.” The episode also covers the “messy,” non-linear journey of developing Bupa’s EVP, why “launching” an EVP is often a mistake and why the rise of AI might just herald a new golden age for imperfect, authentic human storytelling.   Bupa: careers.bupa.com.au/ Employer Branding Australia: employerbrandingaustralia.com/

This episode of Employer Branding Unplugged feels less like a podcast recording and more like a pub chat!  Mark Puncher is joined by industry veterans and long-time friends Quila Cervelli (V/Line) and Ivan ‘Harry’ Harrison (Toll) to dismantle the clichés holding employer branding back. The trio plays a ruthless game of “Kill, Keep, Evolve,” where Harry doesn’t hesitate to kill the workplace culture trope that “we’re all one big family.”  He also delivers a searing hot take on greed as a driver in our economy, predicting a not-so-distant future where we might actually pay a premium for genuine human experience. Meanwhile, Quila flips the script in “Three Words Only” claiming the future of humans at work will be “bot’s best friend.” She also hits back at the idea that we all have the attention spans of goldfish, saying she’d happily watch a documentary-length employer branding film if it had a good story. In a world where employer branding often feels safer than it is honest, this episode brings the kind of candour you usually only hear after hours.   Employer Branding Australia: employerbrandingaustralia.com/

There’s arguably no sector that brings as many challenges, and as many rewards, as human services. It’s a tough gig, let’s be honest. There’s no hiding that. But, as this week’s guests can attest, sharing the reality - warts and all - is critical to attracting the right people and deterring the wrong ones. In this week's episode of Employer Branding Unplugged, Mark Puncher sits down with two heavyweights in human services HR - Katarina Elezovic (Head of Talent, Mercy Health) and Matthew Quinn (Talent Acquisition Manager, Anglicare Victoria). Together, they dive deep into the unique challenges of recruiting in human services - the delicate balance between ‘noble purpose’ and ‘hard slog’ and dismantle the myth that moving into the non-profit sector is a ‘career step backwards’. Kat and Matt share their organisation’s incredible EVP messaging, proving that a strong EVP is what connects thousands of employees to a shared mission.   Mercy Health: mercyhealth.com.au/our-organisation/careers/ Anglicare Victoria: www.anglicarevic.org.au/careers/ Employer Branding Australia: www.employerbrandingaustralia.com/

In this episode of Employer Branding Unplugged, Employer Branding Australia’s Dave, Marci and Hannah explore what employer branding really means in practice: the long-term pursuit of being intentional, deliberate and consistent in how your organisation is perceived by current and future talent.   The conversation tackles one of the biggest challenges in employer branding today: differentiation. With so many career sites and EVPs sounding remarkably similar, how do you stand out in ways that actually matter? We dive into the critical importance of authenticity, ensuring your employer brand reflects the genuine employee experience.   The discussion also addresses a crucial workplace trend: the erosion of trust and its impact on employee connection and identity. Our hosts explain why employer branding is a long-term business solution, not a short-term campaign, and share actionable advice for building something that resonates.   Employer Branding Australia: www.employerbrandingaustralia.com

In this episode of Employer Branding Unplugged, host Mark Puncher chats with Daniel Connelly, Head of Employee Brand and Employee Experience at Nine Entertainment (at the time of recording).  Daniel shares his journey of building Nine’s employer brand over the past three years, starting with no EVP, no career site and no established employer brand team. This conversation explores why EVPs should be “uncovered” rather than invented, as well as the healthy tension between reflecting current culture and aspiring to improve. Daniel also shares his perspective on the evolution of employer branding, the rise of real-time content creation, and navigating AI while maintaining authenticity. Employer Branding Australia: www.employerbrandingaustralia.com

In this episode of Employer Branding Unplugged, host Mark Puncher sits down with Melissa Toa, Talent Acquisition Manager at Kimberly-Clark, who brings a wealth of experience from brands like Campos Coffee and Sephora.    You’ll discover how Kimberly-Clark is future-proofing its talent by building new skills and capabilities around AI and technology - not to replace human connection, but to enhance it.    We explore Mel’s previous work at Campos Coffee, where developing an employer value proposition (EVP) helped capture the passion and purpose of employees, creating a profound connection to their work   Mel also shares her optimistic vision for the future of HR - one where human connection, empathy and meaningful work remain central, no matter how technology evolves.   Kimberly-Clark: www.kimberly-clark.com.au Campos Coffee: www.camposcoffee.com Employer Branding Australia: www.employerbrandingaustralia.com

In this episode of Employer Branding Unplugged, host Mark Puncher talks with Aoife Brady, Talent Acquisition Manager at Fresh Hope Communities, a not-for-profit organisation working across aged care, retirement living, outdoor adventure and affordable housing.    The conversation explores the unique challenges of recruiting in human services, the power of truly listening to what employees and hiring managers need, and why a service mindset is essential for talent acquisition professionals who want to make a real impact.   Fresh Hope Communities The Benevolent Society Employer Branding Australia

In this episode, host Mark Puncher sits down with Clare Robinson, Head of Internal Communications, and Melissa Norton, Talent Acquisition Manager, from Cuscal. Clare and Mel share the story behind their transformative journey to create Cuscal's employee value proposition (EVP). They don’t sugarcoat it: gaining internal consensus was challenging, the professional risks were high, but the payoff was an EVP that “rang so inextricably true” to who they are. You’ll discover why authenticity matters more than perfection, how storytelling builds both external attraction and internal pride, and why alignment between marketing, communications, talent acquisition, and people and culture is essential. Cuscal Careers: https://www.cuscal.com/about-us/careers/ Employer Branding Australia: https://www.employerbrandingaustralia.com/

In this episode, the team from Employer Branding Australia sits down with Belinda Leon, Employer Brand Specialist at Bendigo Bank, to explore the deeply personal and strategic layers of employer branding. From falling into talent acquisition by chance to leading one of the sector’s most thoughtful EVP projects, Belinda shares the realities of building inclusive workplaces—without the gloss.   Together with David Concannon and Hannah Brink, they unpack the power of listening to employees, championing diversity through storytelling, and how a values-driven EVP can act as both a beacon and a filter for future talent. Key Topics and Themes Falling into employer branding: Belinda’s unconventional entry into the field. The importance of lived experience in shaping DEI narratives. Avoiding tokenism in storytelling and employer brand campaigns. Why inclusive employer branding is a business imperative, not a “nice to have”. Navigating internal barriers, managing stakeholders, and partnering effectively. The real power of authenticity and honesty in EVP. Storytelling strategies that humanise rather than homogenise. Emotional, practical, and strategic advice for both EB professionals and business leaders. About Our Guest Belinda Leon is an experienced Employer Brand Specialist currently shaping the EVP and talent narrative at Bendigo Bank. With a background spanning IT, publishing, government, and financial services, Belinda brings a uniquely strategic and human-centred lens to employer branding. A passionate advocate for neurodivergence and inclusion, her work champions authenticity and business-aligned storytelling. Takeaways You can’t fake inclusion: Real stories from real people create real trust. Listen to understand, not to reply: Discovery is where the magic happens. Don’t just market the glossy stuff: A strong EVP helps people opt out as much as in. Lived experience is not one-size-fits-all: Respect nuance, avoid assumptions. Employer branding is a change agent: It’s about connection, culture, and business transformation—not just recruitment. Links and Resources Bendigo Bank Careers: bendigobank.com.au/careers Employer Branding Australia: employerbrandingaustralia.com Neurodiversity in the workplace (article): Harvard Business Review – Neurodiversity as a Competitive Advantage Produced by The Podcast Boss

Welcome to Employer Branding Unplugged, where we show you how to win with and through your people. In this episode, Employer Branding Australia legends Mark, Dave and Hannah kick us off by tackling the biggest, most misunderstood question in employer branding: What is it really? Join us as we explore the non-negotiables to successful employer branding, how breaking down silos is the key to your success and why it's essential to have your c-suite on board. Produced by The Podcast Boss