Sofia Bakhmeteva
Employer Brand Lead @Yandex
Sofia Bakhmeteva is an Employer Brand Lead at Yandex, previously she was a part of Employer Brand Team at Raiffeisenbank. Her team works on boosting Yandex employer brand presence everywhere and targets multiple audiences at the same time (from tech experts to creative professionals). Her team focuses on bringing consistency to all brand communications and trying out new special projects formats at the same time.
Sofia truly believes that employer brand communications should get more creative, bold and disruptive, as the market now is getting more saturated and competitive than ever. To achieve this goal she brings her past experience of being a creative content manager to the table and is happy to share her ideas with the participants of Empple 2024.
How to take your Employer Brand to a new height
Every brand dreams of becoming a lovemark — a brand that will spark emotion and form strong attachment between the customer and the product (or the image of it). But if you work in HR marketing it raises a few fair questions: Is it an achievable challenge for an employer brand? And if yes, what can we actually do about it?
Sofia will show a few cases on how her Employer Brand team has been taking their special projects to new heights — both literally and figuratively — aiming at becoming a lovemark. And will also share her thoughts on why Employer Brand managers should be more bold, courageous and should stand side by side with the «big marketing guys».